| Summary: | 碩士 === 正修科技大學 === 經營管理研究所 === 101 === Key word：This study aims to investigate the relationship of service innovation and service quality to the member’s loyalty. According to the past literatures, this study found that there are only very few researches on the service innovation and service quality of nonprofit organizations. Thus, this study conducted a survey on Kaohsiung Tourism Service Staff Labor Union members to further understand the relationship of the service quality shaped by the currently promoted service innovation activities on member’s loyalty.
This study used convenience sampling and 200 questionnaires were collected. After deducting the invalid questionnaires, 186 valid questionnaires were left. Through hypothesis testing, the results showed that a portion of the demographic variables for service innovation and service quality have a significant effect on member’s loyalty among which, the members of the different service categories have more obvious perceptions on “tangibility” and “reliability” and have better perception on service quality. In causal relationship, the "value-added information services", "value-added intermediary services" and "new service innovation" under service innovation has a positive impact on service quality, and "reliability" under service quality will positively affect members’ loyalty. The "value-added information services", "value-added intermediary services" and "new service innovation" under service innovation has positive effects on member’s loyalty. Finally, service quality has a mediating effect on the relationship of service innovation and members’ loyalty.
Based on the findings, this study proposes following suggestions to the labor unions: (1.) needs more preparation time for service innovation. (2.) Strengthen coping-skills training and assign members of the council to participate in a variety of labor laws and conference programs to acquire knowledge (3.) Strengthen the labor education of members to compete for grants being offered by the government to unions on organizing service innovation activities. In response to the diversity needs of the members, increase the satisfaction of the union members to the union to improve their loyalty to the union. This study also proposed the following suggestions to the government labor administration: (1.) give substantive merit awards to unions handling service innovation and service quality. (2.) Organize union service innovation and service quality ratings contest or related seminars. (3.) Organize counseling professional unions composed by relevant professionals to help the members in related professional certification exams. (4.) The authorities should organize professional certification courses for various industries to strengthen the labor education rights promoted in the trade union law. The suggestions based from the results of this study can serve as a reference for innovative service activities to other nonprofit organizations.
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