本研究旨在探討台灣金融保險業服務創新模式,研究對象為12位台灣金融保險業的高階主管,針對研究主題進行深入的論述,並且建構台灣金融保險業服務創新模式之分析架構;並運用AHP專家問卷,探討各構面之相對權重。 本研究整合相關文獻、專家意見問卷以及層級分析法進行實證,並發展五項重要命題:(1)在台灣金融保險業服務創新模式之主要構面中,「服務對市場的新穎度」構面相較於「服務修正」構面、「服務對公司之新穎度」構面與「遞送流程之新穎度」構面較為關鍵;(2)在台灣金融保險業服務創新模式之構面中,「遞送流程之新穎度」構面以「服務品質」之架構較具關鍵;(3)在台灣金融保險業服務創新模式之構面中,「服務修正」構面以「新商品及新服務發展」之架構較具關鍵;(4)在台灣金融保險業服務創新模式之構面中,「服務對市場的新穎度」構面以「發展突破性的新商品及新服務」之架構較具關鍵;(5)在台灣金融保險業服務創新模式之構面中,「服務對公司之新穎度」構面以「公司不斷創新」之架構較具關鍵。
This research mainly discussed the service innovation model in Taiwan’s finance and insurance industry through in-depth interviewing 12 C-level executives within industry, to build the analytic structure of service innovation model in Taiwan’s finance and insurance industry, and further determined relative weights of each dimension through analytic hierarchy process (AHP). Reviewing related literature and conducting experimental verification through expert questionnaires and AHP, this research brought out five ositions: (1) In the main dimensions from service innovation model in Taiwan’s finance and insurance industry, the most significant dimension is “novelty of service in the market” rather than “service recovery”, “novelty of service in the company” and “novelty of service delivery.” (2) In the main dimensions from service innovation model in Taiwan’s finance and insurance industry, “service quality” is the most important factor in dimension of “novelty of service delivery.” (3) In the main dimensions from service innovation model in Taiwan’s finance and insurance industry, “new product and service development” is the most important factor in dimension of “service recovery.” (4) In the main dimensions from service innovation model in Taiwan’s finance and insurance industry, “developing breakthrough new products and service” is the most important factor in dimension of “novelty of service in the market.” (5) In the main dimensions from service innovation model in Taiwan’s finance and insurance industry, “keeping innovation” is the most important factor in dimension of “novelty of service in the company.”