以新服務發展歷程(NSD)觀點探討台灣禮品業服務創新之研究

An Empirical Study of Service Innovation in Gift Industry-New Service Development(NSD) Perspective

10.6833/CJCU.2007.00125

陳育萍

新服務發展(NSD) ； 服務創新 ； 服務創新績效 ； 禮品業 ； New Service Development (NSD) ； Service Innovation ； Service Innovation Performance ； Gift Industry

長榮大學高階管理碩士在職專班（EMBA）學位論文

2007年

碩士

莊立民;劉春初

繁體中文

摘要 本研究以當前批發產業禮品業為範疇，禮品是與其它一系列禮儀活動一同產生和發展出來的，人們對於交換的過程，越來越重視禮品對於個人本身的意義以及送禮的涵義，禮品業的傳統固有批發模式相對的受到了嚴重衝擊；為了因應這些迎面來的挑戰，企業的轉變與成長，取決於是否能創造出新服務，新創意運用在禮品業的發展上。 本研究經由文獻探討及統計分析，編製出具有良好信度與效度之『新服務發展歷程量表』、『服務創新量表』與『服務創新績效量表』，並以台灣禮品業從業人員為施測對象，一共發出250份問卷，共計回收157份，有效回收率為62.8%，並應用敘述性統計、因素分析、信效度分析、迴歸分析等統計方式進行驗證本研究之假設，根據統計分析節果歸納出研究結論如下： 1、「服務創新」對「新服務發展歷程」呈現顯著正向影響。 2、「新服務發展歷程」對「服務創新績效」呈現顯著正向影響。 3、「服務創新」推出愈貼近顧客需求，對「服務創新績效」愈有正向 影響。 4、「服務創新」推出完善再加上企業對「新服務發展歷程」的重視，對「服務創新績效」愈有正向影響。

Abstract This research discussed the current wholesale gift industry. The concept of gift was developed as the ceremonial activities, in the process of gift exchange, people emphasized the individual meanings and intention of gift sending more than ever, and thus the traditional wholesale pattern of gift industry faced strong shocks. To deal with the emergent challenges, the success of transition and growth for an enterprise was determined by the creation and applying of new service and creativity in gift industry. This research compiled “scale of track of new service development”, “scale of service innovation” and “scale of performance from service innovation” with great validity and reliability through literature review and statistical analysis. The research subjects were practitioners in Taiwan’s gift industry, 250 portions of questionnaire delivered and 157 portions recycled with a valid recycle rate of 62.8%. The descriptive statistic, factor analysis, validity and reliability analysis, regression analysis were adopted to verify the assumption of this research. According to the results, the conclusions in this research were: 1.“Service innovation” had significantly positive impact on “track of new service development.” 2.“Track of new service development” had significantly positive impact on “performance of service innovation.” 3.The more appropriately the “service innovation” was closed to the customer demand, it had more positive impact on “performance of service innovation.” 4.The better completeness of “service innovation” and the greater emphasis on “track of new service development” had superior positive impact on “performance of service innovation.”

1. 王宏逸(2016)。優衣庫(uniqlo)公司新服務發展之研究 -服務科學觀點。長榮大學經營管理研究所學位論文。2016。1-60。
2. 余宗憲(2017)。機車零售業服務創新之研究—服務藍圖取向。長榮大學經營管理研究所學位論文。2017。1-72。