在瞬息萬變的行銷環境中,創新一直是企業界相當重視的議題之一,企業除了產生高品質的產品和服務外,不停地創新改變以因應市場需求是企業或組織的生存之道。近年來,員工個人創新行為研究成為企業關注的焦點。以往大部分的企業所認定的創新範圍侷限於製造業中的技術創新和產品創新上,然而,隨著知識經濟逐漸受到重視,服務業員工的創新發展儼然成為服務業的重要競爭優勢來源,故本研究以組織行為探討員工個人創新行為的觀點為基礎,回顧影響服務業的員工創新行為的前置因素及中介心理變數;本研究以問卷調查服務業的創新行為,調查北台灣56家美容美髮設計店中,181位設計師創新的行為,並透過PLS軟體驗證所提出之研究模型,探討美容美髮服務業中,員工創新行為之前置因素及過程。 本研究發現:在組織導向方面,員工知覺組織支持創新 (perceived organization support for innovation),會顯著地影響服務人員的創意自我效能以及預期創新後形象會提升;其次,在員工導向方面,學習目標導向 (learning goal orientation)高的員工對於創意自我效能和預期形象提升有顯著的影響。值得一提的是,創意自我效能 (creative self-efficacy)和預期自我形象提升 (expected image gains)在員工創新行為前扮演重要的角色。本研究之發現可供未來經理人在服務創新管理策略之參考。
In a rapidly changing marketing environment, innovation has always been an important issue for businesses. Aside from high product and service quality, innovating in response to market demand is a matter of survival. In recent years, the innovative behaviors of individual employees have become the focus of attention. Previously, only a limited range of innovation was identified, mostly in manufacturing technology and products. However, gradually more attention has been paid to the knowledge economy. The innovation and development of service industry employees has become an important source of competitive advantage. Therefore, this study of organizational behavior uses the perspective of individual employee innovation as a base to conduct staff reviews of employee service innovation and intermediary psychological variables. This study used surveys to investigate 181 designers’ innovative behaviors in 56 Taiwanese beauty salons. The proposed research uses the PLS model to analyze the antecedents of employee innovative behavior and innovative behavior results of beauty salon services. The study found that perceived organization support for innovation significantly affects creative self-efficacy and expected image gains. Secondly, in terms of employee-orientation, high learning goal orientation significantly impacts creative self-efficacy and expected image enhancement. It is worth mentioning that creative self-efficacy and expected image gains play an important role on innovative behavior in the staff. The findings of this study provide management strategy reference for future managers.