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題名：推拉雙驅服務創新循環之研究
作者：曾塍睿
作者(外文)：Cheng-Jui Tseng
校院名稱：國立中山大學
系所名稱：企業管理學系研究所
指導教授：盧淵源
學位類別：博士
出版日期：2010
主題關鍵詞：層級分析法；服務創新；推/拉理論；關鍵事件法；個案分析法；服務接觸；Push-Pull Theory；Critical Incident Technique；Service Innovation；Service Encounter
原始連結：連回原系統網址new window
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過去對於服務創新發展的討論基本上是以製造業技術創新活動的分析為基礎，而其皆引用製造業的創新概念與產品創新模型來探討服務業廠商之服務創新活動，同時研究之焦點皆放在服務廠商外部或與各種周邊因素的關係，以及企業引進或提供新形態的服務活動的過程。然從未將研究焦點放在服務人員與顧客互動對服務創新活動發展的影響進行探討。本研究以微觀的角度探討服務供給端(服務人員)與服務需求端(顧客)的接觸互動，同時剖析服務供給端以及服務需求端在服務創新發展過程中所扮演的角色。本研究之主要的研究目的了解服務人員與顧客服務接觸進行時，服務人員與顧客對於服務創新活動形成的互動角色。剖析服務接觸過程中服務創新的發展過程以及其模式。服務創新循環發展的過程與其服務創新循環形成的驅動要因為何？
本研究首先運用創新個案的分析取得定性資料，並輔以關鍵事件技術，針對服務廠商的內部服務人員以及現場顧客進行半結構問卷的訪談，嘗試找出在服務人員與顧客接觸互動的過程中，那些促使服務業廠商進行服務創新活動的關鍵事件以及其主要的內容。透過個案的分析以及創新關鍵事作的解析提出服務創新循環的發展概念，並說明服務創新的形成是不斷反覆而提升的循環。透過不斷重複與更新的創新循環過程，服務廠商得以追求持續服務創新(Continuous Service Innovation)的目標以及卓越績效。接著進一步透過層級分析法，分析服務接觸過程中服務創新活動形成之關鍵驅動要因以及其彼此所代表的內涵與義意。最後提出以服務人員為介面的推拉雙驅服務創新循環模式。
In the past, the discussions on the development of service innovation are based on the analyses of manufacturing technology innovation and introduce the concept of manufacturing innovation and the model of product innovation to explore the service innovation of service industry sectors. Also, the past discussions center on the externalities of the service providers, the peripheral factors and new services introduced or provided by the enterprises and fail to focus on the impact of the service innovation on the interaction between customer service representatives and customers. This study will explore the interaction between the service providers (customer service representatives) and service demand (customers) from a microscopic angle and also analyze what roles of service providers and service demand play in the process of service innovation development. The purpose of the study is to understand the interaction roles played by the service representatives and customers, and to analyze the development and the model of service innovation when the representatives provide service to customers. The study will also explore the process of service innovation cycle development and what the driving force is in the formation of service innovation cycle development.
The research obtains the qualitative data by the analysis of case study and supplements it with Critical Incident Technique (CIT). With the half structured questionnaire, the interview was conducted with the internal staff of the service providers and customers on the spot. The study tries to find out the reason behind the Critical Incident which prompts the service providers to innovate its service and its content. By analyzing the case study and Critical Incident of the innovation, the study proposes the model of the service innovation cycle and illustrates that the formation of service innovation is enhanced by repetitive evolution of innovation. Through the process of repetition and updated innovation cycle, the service providers can seek the goal of Continuous Service Innovation and outstanding performance. The study also employs Analytic Hierarchy Process (AHP) to analyze the critical driving force of the service innovation during the service process and the meaning each represents.
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