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系統識別號 U0026-0812200915090437
論文名稱(中文) 新服務發展過程之研究:以商業銀行為例
論文名稱(英文) Insight of New Service Development: A Confirmative Research on Commercial Banks
校院名稱 成功大學
系所名稱(中) 企業管理學系碩博士班
系所名稱(英) Department of Business Administration
學年度 97
學期 2
出版年 98
研究生(中文) 簡君蘭
研究生(英文) Chun-lan Chien
學號 r4696408
學位類別 碩士
語文別 英文
論文頁數 110頁
口試委員 口試委員-陳順宇
指導教授-張心馨
口試委員-方世杰
中文關鍵字 新服務績效  新服務發展競爭力  新服務發展能力  多元通路 
英文關鍵字 Accessibility  New service development competitiveness  New service development competence  New Service Performance 
學科別分類
中文摘要 近年來隨著消費者行為與商業環境的快速變遷,油然產生了消費者價值的創新服務,因而企業也開始追求創新性服務所帶來的競爭優勢與利潤,在此競爭態勢中又以金融產業最為劇烈。因此,本研究將以金融產業為研究對象,探討其在新服務的發展過程中所需要具備的能力,進而以提升企業的競爭能力與整體績效為標的。此外,亦檢測服務延伸與行銷支持兩構面對於新服務績效上的干擾效果。研究方法採質性與量化研究,以確認各個構面的準確性與其之間的關聯性。資料分析以結構方程模型來檢驗新服務的能力至競爭力及績效之影響,接著再以階層迴歸進一步檢驗服務延伸與行銷支持所產生的干擾效果。分析結果發現,企業新服務發展能力和競爭力皆能有效地提高企業之新服務績效;而且,多元的通路管道對於提升企業績效上也具有正面的干擾效果。最後,本篇研究建議企業應致力於探索自身在新服務發展上之競爭優勢與能力,進而達成提升整體績效的表現。
英文摘要 Within the dynamic business environment, there is awareness regarding the topic of new service development (NSD), and it has taken a role reflecting a contribution to competitive advantages for organizations, especially those involved in the financial industry. The purpose of this study is to investigate what competences can enhance competitiveness during the process of an NSD program, in turn, increasing a firm‘s overall profitability and growth opportunities. In addition, service augmentation and marketing support will be examined for their moderating effects as well. Qualitative and quantitative research is adopted to examine the practical operations of new service development, and they are further combined with academic theories to discover credible findings. The Structural Equation Model (SEM) and hierarchical regression analysis are adopted for data analysis. The results show that the performance of new offerings can be improved via multi-competence and enhanced competitiveness. Additionally, this study demonstrates that the dimension of accessibility has a moderating effect on new service performance as well. Thus, the research suggests that self examination should be done prior to new service innovations; that is, an attempt to strengths and weaknesses should occur initially in order to realize higher achievements in an NSD program.
論文目次 摘要 ................................................I
Abstract ........................................... II
誌謝 ................................................III
Table of Contents ............................................IV
List of Tables ............................................. VII
List of Figures ............................................ VII
Chapter1 Introduction .........................................1
1.1 Research Background and Motivation ...............1
1.2 Research Objectives ............................. 4
1.3 Research Procedure ........................................... 5
Chapter 2 Literature Review and Research Hypotheses Development ...................................... ...6
2.1 New Service Development Competence .............. 6
2.1.1 Market Acuity ................................. 8
2.1.2 IT Experience ................................ 10
2.1.3 New Service Development Process Focus ........ 11
2.1.4 Inter‐organizational Network ................. 12
2.2 New Service Development Effectiveness .......... 14
2.2.1 Speed .........................................15
2.2.2 Cost ......................................... 16
2.2.3 Quality ...................................... 16
2.3 New Service Performance (NSP) .................. 17
2.4 Influence of New Service Development Competence on New Service Development Effectiveness ...................19
2.5 Influence of New Service Development Effectiveness on New Service Performance .............................20
2.6 Moderating Effect ...............................21
2.6.1 Service Augmentation ......................... 22
2.6.2 Marketing support ............................ 23
2.7 Conceptual Framework ........................... 24
Chapter 3 Research Method .......................... 26
3.1 Research Design ................................ 26
3.2 Interview Development .......................... 27
3.3 Measurement Constructs of Case Study ............27
3.2 Questionnaire Development and Data Collection... 29
Chapter 4 Case Study ................................30
4.1 Interviewees’ Background Data.................. 30
4.2 Case Organization Background ................... 30
4.3 Case Study Summary ............................. 32
4.4 Conceptual Framework Revision .................. 40
4.5 Measurement Items of Constructs ................ 47
4.6 Pilot Test ......................................50
4.6.1 Validity ..................................... 50
4.6.2 Reliability ...................................51
4.7 Data Analysis Method ........................... 54
4.7.1 Descriptive Statistics Analysis .............. 54
4.7.2 Confirmatory Factor Analysis ................. 54
4.7.3 Model Fit Indices ............................ 55
4.7.4 Reliability and Convergent Validity Analysis . 55
4.7.5 Discriminant Validity......................... 55
4.7.6 Structural Model Analysis .................... 56
4.7.7 Hierarchical Regression Model ................ 56
Chapter 5 Results of Data Analysis ................. 57
5.1 Sample Characteristics ......................... 57
5.2 Measurement Assessment ......................... 58
5.2.1 Confirmatory Factor Analysis ..................59
5.2.2 Model Fit Indices ............................ 65
5.2.3 Reliability and Convergent Validity Analysis . 66
5.2.4 Discriminant validity .........................68
5.3 Structural Model Analysis .......................69
5.3.1 Model fit indices .............................71
5.3.2 Structural coefficient estimates ..............72
5.4 Hierarchical Regression Analysis ............... 72
5.5 Additional Analysis ............................ 74
5.6 Results of Hypothesis Testing .................. 77
Chapter 6 Discussion and Implications ...............80
6.1 Research Findings ...............................80
6.1.1 Influence of New Service Development Competence on New Service Development Competitiveness .............80
6.1.2 Influence of New Service Development Competitiveness on New Service Performance .... .....................81
6.1.3 The Moderating Effect of Service Augmentation and Marketing Support ...................................82
6.1.4 Conclusion ....................................84
6.2 Theoretical Implications ....................... 84
6.3 Managerial Implications ........................ 86
6.4 Limitations and Directions for Future Research ..87
References ..........................................91
Appendix.............................................103
Table 3-1 Summary of construct definitions ......... 28
Table 4-1 Information on the participants .......... 30
Table 4-2 Information of the three case organization 32
Table 4-3 Summary of the three organizational cases. 38
Table 4-4 Definitions of Each Construct’s Dimension 45
Table 4-5 Measurement Items of Constructs .......... 48
Table 4-6 Pilot Test Results ....................... 52
Table 5-1 Statistics of Respondent Sample (N=286) ...58
Table 5-2 Confirmatory Factor Analysis ............. 62
Table 5-4 Results of Convergent Validity and Reliability Analysis ............................................67
Table 5-5 Results of Discriminant Validity Analysis .68
Table 5-6 Results of SEM Model Fit on Full Model Analysis ........................................... 71
Table 5-7 Results of SEM Paths Analysis .............72
Table 5-8 Hierarchical Regression Analysis Results ..74
Table 5-9 Hierarchical Regression Results of Consumer Financing Business Operations ........ ..............77
Table 5-10 Results of Hypothesis Tests...............78
Figure 2-1 Conceptual Framework .................... 25
Figure 4-1 Revision of Conceptual Model ............ 46
Figure 5-1 Path Diagram of Measurement Model for Confirmatory Factor Analysis ....................... 61
Figure 5-2 Results of Structural Equation Modeling ..70
Figure 5-3 Results of Hypothesis Testing for the Conceptual Framework ............................... 78
Figure 5-4 Results of Additional Analysis for the Conceptual Framework ............................... 79
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