新服務開發早期活動對新服務績效之影響－服務對市場的新穎性之節制角色

The Impact of New Service Predevelopment Activities on New Service Performance: The Moderating Role of Service Newness to Market

陳嵩(Song Chen)

《管理評論》 22卷1期 (2003/01) Pp. 1-24

https://doi.org/10.6656/MR.2003.22.1.CHI.1

摘要

本研究以新服務開發早期階段為焦點，探討新服務開發早期活動執行品質對新服務績效的貢獻、服務對市場的新穎性對早期活動－新服務績效關聯的節制影響，並以國內銀行業及保險業的62個新服務開發專案為實證對象。實證結果顯示，市場研究及商業分析活動對新服務績效有顯著的正向影響。節制迴歸分析顯示，市場研究活動的執行品質愈高、商業分析對新服務績效的正向影響愈高；服務對市場的新穎性愈高、構想篩選對新服務績效的負向影響愈高，服務對市場的新穎性愈低、構想篩選對新服務績效的正向影響愈高。最後，研究者對實證結果在新服務開發早期活動的管理涵義做一些討論。

關鍵字

構想篩選 ； 市場研究 ； 商業分析 ； 新穎性 ； 新服務績效

並列摘要

This study, with a focus on new service predevelopment phases, explores the contribution of executive quality for predevelopment activities on new service performance, and examines the moderating effect of service newness to market on the relationship of predevelopment activities to new service performance. Sixty-two new service development projects from banking and insurance industries in Taiwan were sampled as empirical subjects. The empirical results show that the executive quality of market studies and business analysis has significantly positive impact on new service performance. Moderated regression analyses (MRA) indicate that the greater the executive quality of market studies, the greater the positive impact of business analysis on new service performance. The findings of MRA also indicate that when the service newness to market is low, increases in executive quality of idea screening will positively influence new service performance, and when the service newness to market is high, increases in executive quality of idea screening will negatively influence new service performance. Finally, managerial implications for new service pre-development are presented.

並列關鍵字

idea screening ； market studies ； business analysis ； newness ； new service performance

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