| Summary: | 碩士 === 國立臺北大學 === 企業管理學系 === 101 === Facing the variety types of service, the employees' service innovation ability is the basis of keeping the competitive advantage of an enterprise. Service innovation behavior has become an important issue in the field of marketing. In the beginning of this research, propose the antecedents and procedures of employee innovation behavior, including organization support for innovation, creation of innovation climate, and self-efficacy by referring to the literature reviews and the results of interviews. As to the research method, this research surveys 250 designers' innovative behaviors from Taiwanese beauty salons. Then this study uses the LISREL model to analyze the proposed research. To sum up, there are three key findings in this research. First, in order to improve the innovation climate in an organization, should put emphasis on building leaders' leading styles and the encouragement among the co-members. When the leading style is inspiring and encouraging employees' innovative goal achievement, it would have positive effect on the organizational service innovation climate. Second, if employees are open-minded to co-members opinions, it would do great help on sharing, forming the innovative ideas, and even creating inner organizational innovation climate. Third, this research discovers that innovation climate would significantly influence the development of service innovation behavior. In addition, research result also shows that role expectation would have inhibitive effect on employees' innovative decisions, that is, a negative confounding factor. It is expected that the research result could provide service industry as a reference on service innovation management aspect.
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