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系統識別號 U0026-1005201608193600
論文名稱(中文) 服務創新之顧客共創內容探討
論文名稱(英文) Customer Co-creation in Manufacturers’ Service Innovation
校院名稱 成功大學
系所名稱(中) 國際企業研究所
系所名稱(英) Institute of International Business
學年度 104
學期 2
出版年 105
研究生(中文) 張華真
研究生(英文) Hua-Chen Chang
學號 R66021069
學位類別 碩士
語文別 中文
論文頁數 55頁
口試委員 指導教授-劉佳玲
口試委員-蔡惠婷
口試委員-李亭林
中文關鍵字 服務創新  顧客共創  資源依賴理論 
英文關鍵字 Co-creation  Service Innovation  Resource Dependence Theory 
學科別分類
中文摘要 服務創新─做為產品價值的一種延伸─是企業在公司面臨商品陷阱的困境時向外尋求困境突破的解決之道之一,其與公司產品創新上最大的差別在於,服務創新更強調以顧客為導向的策略方向,因此「顧客共創」也是服務創新之中重要的過程。隨著1990年代後「服務創新」概念的興起,許多製造商都開始積極投入資源以發展服務創新,走向服務-產品導向型企業,顧客的角色也從原本的被動參與變成主動參與,舉凡企業在進行服務改善或設計新服務的公司例如IBM、戴爾(Dell)等都會將公司的企業顧客做為服務創新中重要的一環,因為其企業顧客包含許多重要資訊,若能與企業顧客共同參與服務流程,將有助於服務創新績效的改善。
本研究也將深入探討顧客共創在整個服務創新系統裡所扮演的角色,並從資源依賴理論(Resource Dependence Theory)的角度來瞭解企業對顧客共創的需求及對服務創新之績效表現,並將深入探討影響企業在進行顧客共創時的前導因素:顧客導向、關係能力和顧客議價能力,分別討論其是否會影響顧客共創的程度,進而提升服務創新績效,同時討論吸收能耐是否會對顧客共創與服務創新績效的關係有所影響。
本研究採用 SPSS 20.0 和 AMOS 21.0 統計軟體分析,使用敘述性統計、信度與效度分析、路徑分析等方法進行結構模型分析與假說的檢定。研究結果發現:(1) 顧客導向和顧客議價能力對顧客共創有正向影響;(2)顧客共創對服務創新績效有正向影響;(3)吸收能耐對於顧客共創與服務創新績效之關係具有調節效果。
英文摘要 Due to the shortened product life cycle and fast pace of changing, manufacturers could not follow out-of-date principles. Recently, manufacturers are increasingly collaborating with their suppliers, clients or even competitors, and this new way is so-called “co-creation in manufacturers” which may expectedly raise the performance of service innovation. Nevertheless, there is few research which focuses on the transformation of the strategy from a manufacturer company to a service-product orientation enterprise. Due to the difference between services and products, companies should be awared the abilities they hold and the strategy they take. This study intends to have an overall view on how customer orientation, relational capabilities and customer bargaining power influence the co-creation with customer and whether customer co-creation leads to better performance of service innovation. At the same time, this study also discusses about the moderating effect of absorptive capacity on the relationship between customer co-creation and service innovation performance.
The results of study show: (1) customer orientation and customer bargaining power have positive influences on customer co-creation; (2) customer co-creation has positive influence on performance of service innovation; (3) absorptive capacities will positively moderate the relationship between customer co-creation and performance of service innovation.
論文目次 口試合格證明 I
摘要 II
致謝 VII
表目錄 X
圖目錄 XI
第一章 緒論 1
第一節 研究背景及動機 1
第二節 研究目的 2
第三節 研究流程 3
第四節 章節架構 4
第二章 文獻探討 5
第一節 顧客共創 (Customer co-creation) 5
壹、 顧客共創之定義 5
貳、 從資源依賴理論觀點來看顧客共創 7
第二節 顧客導向 (Customer orientation) 7
第三節 關係能力 (Relational capability) 8
第四節 顧客議價能力 (Customer’s bargaining power) 9
第五節 吸收能耐 (Absorptive capacity) 10
第六節 服務創新績效 (Service Innovation Performance) 11
第三章 研究方法 13
第一節 研究架構 13
第二節 研究假說 14
壹、顧客導向與顧客共創之關係 14
貳、關係能力與顧客共創之關係 15
參、顧客議價能力與顧客共創之關係 16
肆、顧客共創與服務創新績效之關係 17
伍、吸收能耐的調節作用 18
第三節 變數操作型定義及衡量 18
第四節 問卷設計與抽樣方法 23
壹、 問卷設計與內容 23
貳、 問卷預試 24
參、 研究對象 24
肆、 問卷發放 25
伍、 問卷回收 25
第五節 資料分析方法與工具 26
壹、 敘述性統計分析 26
貳、 信度分析 (Reliability Analysis) 26
參、 效度分析 (Validity Analysis) 27
肆、 無回覆偏差 (Non-response bias)和共同方法偏誤 (Common Method Bias) 27
伍、 相關分析 (Correlation Analysis) 27
陸、 結構模式分析 (Structural Model Analysis) 28
柒、 調節效果分析 (Moderator Analysis) 28
第四章 研究結果與分析 29
第一節 敘述統計分析 29
壹、樣本基本資料分佈 29
貳、研究問項資料分析 32
參、無回覆偏誤 (Non-response bias) 33
肆、共同方法偏誤 (Common Method Bias) 34
第二節 信效度分析 34
壹、信度分析 34
貳、效度分析 35
第三節 結構模式分析 38
壹、 結構模式之適合度 38
貳、 假說驗證 39
參、 調節變數之驗證 39
肆、 控制變數 40
第五章 結論與建議 41
第一節 研究結論與發現 41
壹、 顧客導向與顧客共創之關係 41
貳、 關係能力與顧客共創之關係 42
參、 顧客議價能力與顧客共創之關係 43
肆、 顧客共創與服務創新績效之關係 43
伍、 吸收能耐對於顧客共創與服務創新績效之關係的影響 44
第二節 實務意涵 44
第三節 研究限制 45
第四節 後續研究之建議 46
參考文獻 47
附錄 52
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