誰能勝出?補習班動態能耐對服務創新與經營績效影響之研究

The Impact of Dynamic Capabilities on Service Innovation and Business Performance ─ A Case Study on Cram Schools

劉祖成(Chu-Cheng Liew)

指導教授 ： 洪英正

淡江大學/商管學院/企業管理學系碩士在職專班/碩士(2016年)

https://doi.org/10.6846/TKU.2016.00555

摘要

「服務創新」是近年來廣受重視的議題。2007年《BusinessWeek》便為文指出服務創新將是產業界的「下一件大事（next big thing）」。Subramanian and Nilakanta（1996）指出服務創新可以帶來競爭優勢、高的市場占有率、較佳的顧客成長率，提升營運效能，對整體績效有所增益。McMillan et al.（2000）則指出廠商能持續的開發出新產品或服務，是導因於企業所擁有之動態能耐。
近年來由於多元化的教育與少子化的衝擊下，雖促使補教業的興起，但隨著教育環境的改變，國內補教業者不斷藉由服務創新以因應消費者的需求，並維持競爭優勢。但是也有些業者過於注重創新，反而容易輕忽原本核心能力的維持，甚至為了某一項的創新作為而傷害到整體服務品質。
本研究採質化研究，針對大台北地區四家知名大型升學文理補習班進行個案研究，其中分別為以傳統勤教嚴管考試導向的老牌補習班、以學生導向重視差異化授課活潑生動的新銳名師補習班、全面將資訊科技融入教學以效率掛帥的補習班、結合線上與線下虛實整合的補習班等，透過文獻歸納與深度訪談的方式，從動態能耐觀點來探討補教業的服務創新具體作為，進而檢視其對補教業經營績效之影響，以提出具體的研究命題以作為補教業者經營管理上的參考建議。
研究後推導出命題如下:
一、領導者的人格特質與領導風格會影響補習班動態能耐的累積，進而影響補習班的競爭優勢，所以經營者、高階主管，才是補習班培育動態能力的主體。
二、隨時調變人才與資源擷取能力會累積補習班的動態能耐，進而影響補習班的競爭優勢。
三、透過學習型組織的構建可克服補習班的組織思維慣性，有助於動態能耐的建構。
四、健全與公平的獎酬升遷制度可降低補習班人員的流動率，有助於補習班的知識管理系統的建構，增強員工的投入與組織經驗的傳承，有利於動態能力的維持。
五、補習班的動態能耐取決於組織內多種能力的相互依賴，模糊難仿，導致同業難以直接複製套用。
六、對現況不滿或遭受內外部環境的衝擊時，動態能耐則驅動了補習班的組織變革與服務創新作為。
七、從顧客角度出發的價值活動改良，才會形成有利的服務創新，進而提升補習班的經營績效。
在個案訪談中發現，經營者普遍認為「人才是企業最重要的戰略資源」，另外，如何藉由「組織學習」與「重置轉換資源」等概念，具體落實於企業全體員工，改變組織觀念與服務作為，提出以顧客角度出發的價值活動改良，才是影響經營績效之關鍵要素。期望能藉由此研究結論與建議，供後續研究作進一步的探討與驗證。

關鍵字

動態能力 ； 服務創新 ； 經營績效 ； 補習班

並列摘要

Service innovation has got comprehensive attention in recent years. In 2007, an author in “Business Week” pointed out that service innovation will be the “next big thing” of industries. Subramanian and Nilakanta (1996) noted that service innovation can bring competitive advantages, higher market share, better customers growth rate and improve operational efficiency, and gain overall performance. McMillan et al. (2000) pointed out that manufacturers can continue to develop new products or services is due to the dynamic capability of enterprises.
In recent years, due to the pluralistic education viewpoints and the impact of low birth rate promote the rise of up of cram school. But as the educational environment keeps changing, in order to maintain competitive advantages, the cram schools had pushed innovative services to cope with the needs of market. But some companies had paid too much emphasis on innovation. It is easy to overlook the original core competence .Sometimes even hurt the overall quality of service just because for a particular innovation.
This study is a qualitative research and consists of four well-known large-scale cram schools in Taipei. Those four schools are case 1 using traditional ground-oriented teaching and strict examination, case 2 using veteran to guide teachers and teaching lively by emphasizing individual differences of students, case 3 using the information technology into teaching for getting the overall efficiency, and case 4 using online and offline integration of instructions for the learning situation.
Through in-depth interviews and literature review, with dynamic viewpoints to discuss how the dynamic capability can improve the service innovation , and then explore its impact on cram schools’ performance about teaching, and finally to propose some research proposition as the reference for the cram industry to improve the management.
After studying there are propositions derived as follows:
First, the personality and leadership style of leaders will affect the cumulative dynamic capability of the cram school, and thereby influence the competitive advantages, so that operators, executives, are the subjects of cram school to foster dynamic capabilities.
Second, it is necessary for cram school to modify the talent and resources capturing ability to affect the cumulative dynamic capability, and thereby influence the competitive advantage.
Third, by building a learning organization that can overcome the inertia of organization thinking of cram schools, and then help the construction of dynamic capability.
Fourth, a sound and fair reward and promotion system can reduce staff turnover rate, contribute to the construction of knowledge management system, enhance staff involvement and heritage of organizational experience, and help maintaining the dynamic capabilities.
Fifth, the dynamic capability of cram school depends on the interdependence of multiple abilities within the organization, and as it’s too fuzzy to intimate by other competitors.
Sixth, when facing the shock of the external environment or dissatisfaction with the current situation, the dynamic capability is driven force of the organizational change and service innovation.
Seventh, the improved activities of value with the customer orientation will form a favorable service innovation, thereby enhance operating performance.
By this case, we generally believe that "the talent is the most important strategic resource," In addition, how to implement concepts of " organizational learning "and" reset and translation of resources " on the entire staff and change the organizational and service concept, propose improved value activities , are the key factors of business performance.

並列關鍵字

dynamic capability ； service innovation ； business performance ； cram schools

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