The influence of service innovation on cunsumer value under different involvement level - an evidence of convenient store industry

• Main Authors: Hung-Chu Chang, 張宏居
• Other Authors: 湯玲郎
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/41965173131656011344

碩士 === 元智大學 === 管理研究所 === 98 === Since the President enterprise has established the PRESIDENT CHAIN STORE CORPORATION in 1978, the convenience store franchise has been developed for over 30 years in Taiwan. At present, there is a convenience store to serve every 2,500 people of the population in Taiwan. Because of the bustling lifestyle of the modern people, the convenience store exhibited it has satisfied each kind of commodity which the modern life needed, simultaneously also provided all kinds of service. But after many years of evolution and competition, continually innovative commodity or the service development becomes each convenience store’s goal, therefore initiates the motive of this research. This research discusses the influence of the innovation in convenience store service to the consumer value by the empirical analysis, and understood that fords into the degree whether to have the interference effect to the above influence, specifically speaking, the purpose of this research may be induced into the following points: 1. From the correlation theories construction service innovation with the consumer value''s relational scheme, and takes the real diagnosis by the Convenience store. 2. Discusses the influence of service innovation on consumer value under different involvement level. 3. Put forward a proposal in view of this analysis and the findings as a reference for the Convenience store to draw up service innovation. In this study, a total of 336 valid questionnaires were asked from consumers in Taipei County and Taoyuan County convenience store for convenience sampling, through the entire data management, statistical analysis, reliability analysis and evaluation methods, such as regression analysis, revealed that conclusion includes the following: 1. The service innovation has the remarkable relevance to the consumer value; if the convenience store service innovation degree is higher, the consumer value will be further enhanced. 2. Regarding involvement of the convenience store, service innovation has a positive moderating effect in consumer value. This indicated that the consumer involvement into the degree to the convenience store is proportional to the service innovation consumer value''s influence. Therefore, this study suggests that when the convenience store industry uses the enhancement of consumer value as a competitive advantage, the need to increase the types of service innovation projects, and consumer involvement and understanding, is necessary in order to improve service innovation in enhancing the effect of consumer value.