新金融商品績效之決定要素－因果模式與實證

The Determinants of New Financial Service Performance: A Causal Model and Empirical Research

陳嵩(Song Chen)

《行銷評論》 1卷2期 (2004/12) Pp. 53-81

https://doi.org/10.29931/MR.200412.0003

摘要

許多研究探討金融服務業的新服務成功要素，並強調這些要素與新服務績效的關係，惟至今少有研究探討架構這些關聯的過程。本研究以金融服務業的新服務開發為焦點，首先透過文獻探討歸納出影響新服務績效的可能要素，其次推論各要素間的關聯性及對新服務績效的影響，並以國內銀行業及保險業的93個新服務專案為問卷調查驗證對象。結構方程模式的路徑分析結果顯示，新服務開發的行銷活動（如市場研究、人員訓練、試銷、上市準備與推出）執行品質影響新服務品質（如服務／市場配適、服務傳遞品質）及行銷溝通效果，新服務品質及行銷溝通效果影響新服務績效，行銷活動執行品質則受其組織環境（包括新服務的相容性與重要性、資源綜效）的影響。最後，研究者對實證結果在新金融商品開發管理涵義及後續研究做一些討論與建議。

關鍵字

組織環境 ； 行銷活動 ； 新服務品質 ； 行銷溝通效果 ； 新服務績效

並列摘要

The study induces the determinants related to new service performance, and infers the causal linkages among these determinants and the effect of these determinants on new service performance. Ninety-three NSD projects from banking and insurance industries in Taiwan were sampled as empirical subjects. The empirical results from path analysis of structural equation modeling show that (1) NSD organizational environment (including compatibility & importance, and resource synergy) have significantly positive impact on executive quality of NSD marketing activities (i.e., market research, personal training, test marketing, preparation and launch), (2) executive quality of NSD marketing activities have significantly positive impact on new service quality and effectiveness of marketing communication, and (3) consequently on new service performance. Finally, managerial implications for NSD and recommendations for future research are presented.

並列關鍵字

organizational environment ； marketing activities ； new service quality ； effectiveness of marketing communication ； new service performance

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