服務創新行為之研究

An Investigation of Service Innovation Behavior

陳偉恩(Wei-En Chen)

指導教授 ： 蔡顯童

國立臺北大學/商學院/企業管理學系/碩士(2013年)

摘要

面對現今服務型態的推陳出新，服務人員之服務創新能力是企業維持其競爭優勢的重要基礎，因此服務創新行為(service innovation behavior)成為行銷領域重要的研究主題之一。本研究透過文獻回顧及質性訪談的結果，探討提出員工創新行為的前置因素及過程，包含「組織對創新行為的支持」、「創新氣候的創造」、及「自我效能」。本研究以國內250位美容美髮業店設計師為實證研究對象，並以LISREL驗證本研究所提出之研究模型。
本研究有以下三項重要之研究貢獻：首先，本研究發現組織若想提升內部之創新氣候，應著重於領導者風格培養與同事間的支持互勵。當領導者型態帶有啟發性，並且時常鼓勵部屬達成創新目標，對於組織創新氣候將會有顯著的鼓舞效果；另外，本研究也發現：同事間若對於同儕的意見有高度的開放性，會激勵創新想法的分享及創造，進一步營造組織內創新氣候。最後，本研究發現創新氣候會顯著地影響服務創新行為的產生。除此之外，本研究亦發現角色期望會對於服務人員的創新決策產生抑制效果，換言之，係為一個負向的干擾因素。希望本研究之結果可提供服務產業在服務創新管理方面之重要參考。

關鍵字

轉換型領導 ； 創新氣候 ； 角色期望 ； 服務氣候 ； 服務創新行為

並列摘要

Facing the variety types of service, the employees' service innovation ability is the basis of keeping the competitive advantage of an enterprise. Service innovation behavior has become an important issue in the field of marketing. In the beginning of this research, propose the antecedents and procedures of employee innovation behavior, including organization support for innovation, creation of innovation climate, and self-efficacy by referring to the literature reviews and the results of interviews. As to the research method, this research surveys 250 designers' innovative behaviors from Taiwanese beauty salons. Then this study uses the LISREL model to analyze the proposed research. To sum up, there are three key findings in this research. First, in order to improve the innovation climate in an organization, should put emphasis on building leaders' leading styles and the encouragement among the co-members. When the leading style is inspiring and encouraging employees' innovative goal achievement, it would have positive effect on the organizational service innovation climate. Second, if employees are open-minded to co-members opinions, it would do great help on sharing, forming the innovative ideas, and even creating inner organizational innovation climate. Third, this research discovers that innovation climate would significantly influence the development of service innovation behavior. In addition, research result also shows that role expectation would have inhibitive effect on employees' innovative decisions, that is, a negative confounding factor. It is expected that the research result could provide service industry as a reference on service innovation management aspect.

並列關鍵字

Transformational leadership ； innovation climate ； role expectation ； service climate ； service innovation behavior

參考文獻

楊錦洲（2002）。服務業品質管理。臺北市，品質學會。

蔡啟通（2008）。內在動機與員工創新行為之關係：Amabile三元交互效果及Shin中介效果之驗證。管理學報，25(5)，549-575。

蔡啟通、高泉豐（2004）。動機取向、組織創新氣候與員工創新行為之關係：Amabile 動機綜效模型之驗證。管理學報，21(5)，571-592。

Tsai, C. T., & Kao, C. F. (2004). The relationships among motivations, climate for organizational innovation, and employee innovation behavior: A test of Amabile’s motivational synergy model. Journal of Management, 21(5), 571-592.

孔貞貽（2011）。服務業員工創新行為之研究。新北市：國立台北大學企業管理學系研究所未出版之碩士論文。