The Study of Relationship Between Service Innovation and Relationship Value

[[abstract]]進入二十一世紀後，因數位科技、通訊、網路科技等之普及，引領全球科技進入了一個新的世代。以服務為核心的經營概念，成為企業維持競爭優勢的重要課題。 若以服務的觀點來看企業的經營，企業所提供的「服務」能否為顧客創造價值，將是企業能否持續經營的關鍵要素。因此，將創新的概念與服務概念融合在一起，利用服務創新，不斷滿足甚至超越「顧客認知價值」才能維持企業的長期競爭優勢。 許多企業一再強調「傾聽顧客的聲音」，其意義就是希望從了解顧客開始，將顧客的需求應用在服務創新方面並透過價值的傳遞，讓顧客感受並以此為評斷標準。 但是，從顧客觀點而言，企業是否成功地透過服務創新的活動，達到上述的目的？本研究嚐試以消費者的觀點出發，討論企業「服務創新」和「關係價值」的有關問題。並得到以下結論： 1、企業在產品方面的創新活動會對關係價值有正向的相關。 2、企業在市場方面的創新活動會對關係價值有正向的相關。 3、企業在組織方面的創新活動與關係價值並無直接的相關。 4、企業在過程方面的創新活動與關係價值有顯著的相關，且對關係價值的影響力比產品創新稍高。 5、若企業面臨一個買方市場時，想要擺脫者這種困境的最好方法就是利用「市場創新」，採用包括進入新的市場區隔、現有產品投入一個新市場或新產品進入現有市場的策略。[[abstract]]As a result of spreading of digital technology communication and internet the entire world goes into a new century after year 2000 “Service” has been the core concept of business and the advantage competition which enterprise wants to maintain Form the viewpoint of service service value creation for customer is the key factor of business operation Thus it will maintain the long term competing advantage to combine the concept of innovation and service using service innovation to satisfy or over satisfy customer perceived value（CPV） “Listening customers’ opinion” was emphasized by many companies The purpose of listening customers’ opinion which business emphasized is to understand customers’ requirements that can apply in service innovation Let customer recognize the value that could become the criteria of judgement via value delivery But from the point of customers do the enterprises get the goal by service innovation successfully? This study discusses the relationship between “Service Innovation” and “Relationship Value” from consumers’ view The findings are as following： 1 There is a positive relationship between “Product innovetion” and “Relationship Value” 2 There is a positive relationship between “Market innovetion” and “Relationship Value” 3 There is no direct relationship between “Origanization innovetion” and “Relationship Value” 4 There is a positive relationship between “Process innovetion” and “Relationship Value” And there is more significant than “Product innovetion” and “Relationship Value” 5 When facing a buyer-orientation market if business would like to take off those hard conditions they might use “market innovation” such as new market segement current product-new market and new product-existing market strateg