The Research on Push-Pull Driving of Service Innovation Cycle

• Main Authors: Cheng-Jui Tseng, 曾塍睿
• Other Authors: Lu, Iuan-Yuan
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/20600724327165026543

博士 === 國立中山大學 === 企業管理學系研究所 === 98 === In the past, the discussions on the development of service innovation are based on the analyses of manufacturing technology innovation and introduce the concept of manufacturing innovation and the model of product innovation to explore the service innovation of service industry sectors. Also, the past discussions center on the externalities of the service providers, the peripheral factors and new services introduced or provided by the enterprises and fail to focus on the impact of the service innovation on the interaction between customer service representatives and customers. This study will explore the interaction between the service providers (customer service representatives) and service demand (customers) from a microscopic angle and also analyze what roles of service providers and service demand play in the process of service innovation development. The purpose of the study is to understand the interaction roles played by the service representatives and customers, and to analyze the development and the model of service innovation when the representatives provide service to customers. The study will also explore the process of service innovation cycle development and what the driving force is in the formation of service innovation cycle development. The research obtains the qualitative data by the analysis of case study and supplements it with Critical Incident Technique (CIT). With the half structured questionnaire, the interview was conducted with the internal staff of the service providers and customers on the spot. The study tries to find out the reason behind the Critical Incident which prompts the service providers to innovate its service and its content. By analyzing the case study and Critical Incident of the innovation, the study proposes the model of the service innovation cycle and illustrates that the formation of service innovation is enhanced by repetitive evolution of innovation. Through the process of repetition and updated innovation cycle, the service providers can seek the goal of Continuous Service Innovation and outstanding performance. The study also employs Analytic Hierarchy Process (AHP) to analyze the critical driving force of the service innovation during the service process and the meaning each represents.