- 學位論文
引用開放式創新對顧客服務品質滿意度影響之探討
A Study of The Influence on Applying Open Innovation to Customer Service Satisfaction
摘要
近年來隨著全球經濟快速的發展，企業經營策略也跟著不斷的在改變，由於過去經營策略採用封閉式的模式，只有在內部進行，並未和外部的創意或創新有太多的聯結。Henry Chesbrough (2003)提出了「開放式創新」理論，突破了以往組織封閉的疆界，與組織外部團隊、競爭對手攜手合作創新。「開放式創新」在歐美已普遍受到的重視，但國內相關研究都還在起步的階段，過去國內對顧客滿意度的研究相當多，鮮少以開放式創新理論來進行研究探討，這乃是引發本研究動機。 本研究透過文獻探討，建構本研究所需之理論基礎。採用問卷調查方式與專家訪談個案分析，以台灣地區較具知名度三家連鎖咖啡店85度C、星巴克、壹咖啡之消費者為研究對象，透過問卷方式利用迴歸分析進行相關分析與專家訪談方式進行個案分析。研究結果顯示，服務業引用開放式創新之後對服務品質、產品品質、產品價格、情境因素與品牌形象會有影響。進一步發現企業引用開放式創新對產品品質方面較有顯著影響，而其次是硬體品質，再則是產品價格。根據研究的結果顯示產品品質的高低與服務品質會影響顧客滿意度，進而影響店內的來客率。因此，建議業者想要讓消費者能夠再次來消費，在產品品質與服務品質上是首要考量的問題。本研究結果將提供業者在經營轉型上以及未來研究者之參考。
並列摘要
With global economy rapidly developing in recent years, enterprises have constantly adjusted their business strategies accordingly. As enterprises used to operate businesses closed-internally, they have made a little connection with external creativities and innovations. Therefore, Henry Chesbrough (2003) proposed “Open Innovation Theory”, suggesting that enterprises should open out previous closed organization boundaries and cooperate with external competitors and teams to get innovative ideas. The idea of “Open Innovation” has made much of attention in Europe and the United States, but related researches in Taiwan are still at the initial stage. There are plenty of studies on customer satisfaction but few under the framework of open innovation, and that comes of the beginning of this study. This paper presents a framework by using literature researches as the theoretical basis, and structures empirical supports by using both case study with experts and statistical regression analysis on questionnaires with customers from three well-known franchises coffee shops in Taiwan: Starbucks, 85°C, and IS Coffee. According to the findings of this study, the applying of open innovation for service industry has imposed profound positive impacts on service quality, product quality, product prices, environment factors and brand images. Furthermore, it shows that open innovation application makes the greatest impact on product quality, then on the environment quality, and after that will be the product price. Meanwhile, the evaluation of product quality and service quality affects customer satisfaction, and in turn will change the popularity of customers visiting. Based on this understanding, the paper suggests that business operators should regard product quality and service quality as the primary consideration to appealing to customer’s re-consuming. Hopefully, the derived empirical results can provide some better insights for entrepreneurs in business transformation as well as future researchers in the relevant fields.