The Effects of Service Innovation on Trust

• Main Authors: Chine-ho Lin, 林清合
• Other Authors: Shih-Chieh Chuang
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/06160946823770779216

碩士 === 國立中正大學 === 企業管理所 === 98 === With the rapid development of business environment and the intensely global competition in service industries. In addition, consumer’s concentration on business service innovation and reliability evaluation have made it possible for enterprises to keep upgrading their own services and products which lead to the product differentiation. Only with innovation can enterprises remain their competitiveness in such a drastic market. However, a number of researchers wonder if the strategy of industry service innovation works for business performance and doubt whether consumers can get access to the understanding of the strategy. Actually, it ought to be the key success element for the progressive business performance to make consumers convinced of professional skills in service industries and the principles of being compassionate and righteous to customers. Thereupon, the conception of innovative service has made feasible for enterprises the invention of high-quality and unique products, the acquisition of customer’s trust, the increasing business value, and the improvement of business performance. Accordingly, this study aims to examine the reliability relationships between new customers and innovative service and to measure if such an innovative service has a moderator effect on new customers. This study adopts the means of convenience sampling for data collection. The entire number of distributed questionnaire is up to 420 copies. The number of collected questionnaire is up to 396 copies, composed of valid-questionnaire-based 362 copies leading to the validity rate of 86.19%. By means of the applications of factor analysis and regress analysis, this study reveals that industries with service innovation are more likely to make it possible for consumers to trust the abilities and fairness of enterprises than those without service innovation. Accordingly, service innovation is of positive relevance to trust relationship. Service innovation is getting higher along with increasing innovation service adoption in industries. On the contrary, service innovation is getting lower along with diminishing innovation service adoption. Thereupon, innovation service adoption has a significant effect on the correlation between service innovation service and trust relationship.