建構服務創新衡量模式之研究－以台灣國際觀光旅館業為例

Constructing Service Innovation Measurement Model-Take Taiwan's International Tourist Hotel as example

10.6833/CJCU.2008.00170

王怡茵

國際觀光旅館 ； 服務創新 ； 內容分析法 ； 三角測量法 ； 模糊層級分析法 ； International tourist hotel ； service innovation ； content analysis ； triangulation ； FAHP

長榮大學經營管理研究所（博）學位論文

2008年

碩士

莊立民 博士;劉春初 博士

繁體中文

隨著經濟投資環境的急劇轉變，服務業在經濟體系內不僅成長快速，在幾個先進國家中的重要性與角色更是取代了工業。在全球化競爭的時代，服務創新(Service Innovation)逐漸成為服務業的一門新顯學。隨著產業結構的快速變遷，勞力密集的國際觀光旅館業隸屬服務業的一環，營運成敗除了受外在環境的景氣影響外，著實受其『服務創新』之影響甚鉅。 服務創新為當前服務業急於涉入的一個新興領域，特別是以服務為導向的國際觀光旅館業，但服務創新應用在旅館業之研究，此新興議題仍付之闕如。對於服務創新的研究其內容與方向常有很大的差異，國、內外的研究成果雖然漸有累積，然而在服務創新內涵的詮釋與釐清上仍嫌不足，許多研究探索服務與創新之間的績效關係，雖有許多實證研究進行探討，卻未得到一致的結論。植基於此，本研究在發展量表階段，運用了文獻探討、專家訪談、內容分析法、三角測量法等方法。在建構衡量模式階段，提供多元指標，並運用驗證性因素分析、信效度分析、模糊AHP（Fuzzy analytic hierarchy process, FAHP）計算出各構面的權重，並提供了一套嚴謹的計算方式。綜合上述可知，本研究運用了質化與量化的方法。研究結果顯示，國際觀光旅館業服務創新以「遞送流程之新穎度」中的「服務態度與旅館體制」最為重要；「服務修正」中以「顧客資料庫之參考」最為重要；「服務對市場之新穎度」中以「開發創新服務」最為重要；「服務對公司之新穎度」以「新產品開發條件」最為重要。

As the investment and economic environment changed rapidly, the service sector not only grew rapidly in every economic system, but also replaced the role of industry in several modern countries. In the era of globalized competition, service innovation had become a new famous science in service industry. With the rapid transition of industrial structure, and as member of service sector, labor-intensive international tourist hotel was influenced largely by the concept of “service innovation”, rather than the impact from external environment. Service innovation was an emerging field that aroused attentions in service industry, especially the service-oriented international tourist hotels. However, there existed very few researches on such newly emerged topic. The directions and content of research on service innovation usually varied largely, though more and more researches occurred, it was still insufficient to interpret and clarify the connotation of service innovation. Notwithstanding many empirical researches probed into the performance relationship between service and innovation, they failed to achieve a coherent conclusion. Based on this, this research took advantage of literature review, expert interview, content analysis and triangulation to develop scale. In the stage of establishing measuring model, the multiple indices were applied to precisely calculate weights of each direction through confirmatory factor analysis, validity and reliability analysis, fuzzy analytic hierarchy process (FAHP). Comprehensively, this research conducted qualitative and quantitative method. According to the research result, when it came to the service innovation in international tourist hotels, the most significant factors in “novelty of service delivery process” was “service attitude and hotel system”, “reference of customer database” in “service revision”, “develop innovative service” in “novelty of market from service” and “conditions for new product development” in “novelty of company from service.”

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