服務創新、創新力、服務品質與顧客滿意度關係模式之研究-以加油站產業為例

A Study of Relationships among Service Innovation,Innovativeness, Service Quality and Customer Satisfaction in Service Station Industry

朱淑貞(Shu-Chen Chu)

指導教授 ： 莊立民

共同指導教授 ： 劉春初

長榮大學/管理學院/高階管理碩士在職專班(EMBA)/碩士(2008年)

https://doi.org/10.6833/CJCU.2008.00140

摘要

自1987年加油站剛開放民營時，產業中的競爭者較少且只有一家石油煉製業者-中油；2000年台塑石化加入加油站產業，台塑不但經營加油站也是國內唯一的一家民營石油煉製業者；2001年經濟部全面開放油品進口，國內油品市場正式走入自由化，這也代表經營加油站的利潤隨著競爭者的增加而逐漸減少中，甚至已有加油站倒閉或是轉售，現今加油站業者面臨的是如何提升利潤的生存保衛戰。
本研究主要目的是針對「服務創新」、「創新力」、「服務品質」及「顧客滿意度」作深入分析研討，進而了解服務創新與其他變項的評估與指標，以提供加油站產業一套完備的創新準則與顧客滿意度的依據。研究問卷共寄發300份，共回收275份，有效問卷共計240份，透過敘述性統計、因素分析、信效度分析、複迴歸分析、皮爾森積差相關分析等五項分析方法來解釋其架構並建立評估指標。本研究結論如下：
1.「服務創新」具備吸引力，對「創新力」有正向影響。
2.「服務創新」有穩定性與關懷性發展規劃，對「服務品質」有正向影響。
3.「服務創新」推出愈貼近顧客需求，對「顧客滿意度」愈有正向影響。
4.「創新力」越受到企業重視，對「服務品質」有正向影響。
5.「創新力」越受到企業重視，對「顧客滿意度」有正向影響。
6.「服務品質」穩定優質，對「顧客滿意度」有正向影響。
7.「服務創新」推出完善再加上企業對「創新力」的重視，對「顧客滿意度」愈有正向影響。
8.「服務創新」推出完善、「服務品質」穩定優質，對「顧客滿意度」愈有正向影響。
9.企業對「創新力」給予正面的肯定，組織的創新作為愈能使顧客得到優質的「服務品質」體驗，對「顧客滿意度」有正向影響。

關鍵字

服務創新 ； 組織創新 ； 服務品質 ； 顧客滿意度 ； 加油站產業

並列摘要

When the privatization of gas station firstly started in 1987, there were few competitors in the industry, and only single oil refining company—CPC Corporation. In 2000, Formosa Petrochemical Corporation also entered the industry. It not only operated gas stations, but also was the exclusive oil refining company owned by the local people. In 2001, the Ministry of Economic Affairs announced the fully open of oil import, which stood for the liberalization of domestic oil market. The profit of running gas stations were shrinking out of increases of competitors, and some of the gas stations had gone bankrupt or been merged. The practitioners of gas station were facing the harsh challenge of elevating profits.
This paper studies service innovation, Innovativeness, service quality and customer satisfaction to gain a better understanding of the evaluation and indicators of service innovation and other aspects of the service station industry. It is expected that the research results will serve as a basis for the service station to prepare comprehensive innovation and customer satisfaction guidelines.
The study, we issued 300 copies of questionnaires and retrieved 275 copies including 240 effective ones, and it attempts to explain the structural framework by establishing evaluation indicators through five analytical processes involving descriptive statistics, factor analysis, reliability analysis, multiple regression analysis, Pearson Product-moment, Correlation Analysis.
Based on the experiential results of comparing the statistics and analyses, the paper concludes:

1.Service innovation is attractive. It has a positive influence on Innovativeness.
2. The more positively it will influence Service Quality when enterprises have stability and a plan with development of care.
3.The better service innovation meets customer needs, the more positively it will influence customer satisfaction.
4. When enterprises put more emphasis on Innovativeness; the more positively it will influence Service Quality.
5. When enterprises put more emphasis on Innovativeness; the more positively it will influence customer satisfaction.
6. When Service Quality become stable the more positively it will influence Customer Satisfaction.
7. The more positively it will influence customer satisfaction when enterprises make Service Innovation become integrality and put more emphasis on Innovativeness.
8. The more positively it will influence customer satisfaction when enterprises makes Service Innovation become integrality and makes service quality stabilizes.
9. The innovation of organization can cause customer experienced high-quality service when enterprises is affirmative with Innovativeness.

並列關鍵字

Service Innovation ； Innovativeness ； Service Quality ； Customer Satisfaction ； Service Station Industry

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