The Study on Service Innovation and Store Loyalty - The Case of Multi Media Kiosk at Convenience Stores

[[abstract]]近年來「創新」一辭儼然成為企業間之顯學，各大小企業莫不以創新為重要的發展項目，但其中更有不少企業落入了「為創新而創新」的現象。而因為多數的創新是伴隨著科技的使用而進行，是以有相當多的文獻就科技接受模型進行研究。本研究嘗試就顧客滿意度及商店忠誠度的角度進行探討：服務創新對顧客滿意度及商店忠誠度是否同樣可以獲得顯著正向的影響。 在便利商店的競爭中除了既有的佈點競爭外；在高度競爭下，留住顧客與吸引新顧客已然成為競爭的主要課題。除了提高服務品質以爭取留住顧客的方式外；在近年來各式各樣的創新手法從促銷的創新、硬體環境的創新、設備的創新甚至經營模式的創新可以說是琳瑯滿目、推陳出新。但是在這眾多的創新花樣中是否真的可以作到提高顧客滿意度及商店忠誠度呢？恐怕業者也不敢驟下定論了！ 在本研究中透過問卷發放施測的方式，針對於萊爾富率先(2003)開始的多媒體機(Life-ET)的使用者進行研究，取得共752份有效問卷的資料分析發現創新的特徵的確對顧客滿意度與商店忠誠度有顯著正向相關的影響。 「創新」的確是企業發展第二條成長曲線最有效的方法，但是如何作到有效的成本投入，並獲取應有的利潤成長？這也正是企業之所以對於創新又愛又怕的地方。本研究以創新的五項特徵進行研究，同時也發現此五項特徵均對顧客滿意度及商店忠誠度有顯著正向相關的影響，希望本研究得以提供企業於進行創新時有所參考之用。[[abstract]]Companies and Enterprises in Taiwan have realized in recent years that innovations in the way business is being conducted is a key area to take advantage of so as to expand their own businesses However some companies push this concept too far by trying to expand their business without any innovation in place while hoping one will simply appear in the process Most innovations come in the wake of some technological advancement so there are a large number of documented surveys about “T A M” (Technologically Accepted Models) These surveys focus on business store loyalty and consumer content to discover whether certain innovations can or do promote these key points The competition between convenience stores such as location attracting and retaining customers are the key issues they deal with Besides raising service quality other innovations such as promotions hardware upgrades comfortable surroundings etc help to improve business However can these things really have such an attraction on customers? From 850 survey sheets distributed to customers there were 752 completed and returned After analysis of these survey results it shows all innovations have had an effective impact on customers Business innovations most certainly are an effective way for businesses to develop a 2nd growth curve but how to control the costs and maximize the profits are the key areas companies should concern themselves with The survey conducted focused on five key areas of service innovation with the results showing positive influences on customer satisfaction and store loyalty in all five areas We hope these survey results can be used as a reference to aid companies considering developing innovations of their own in the futur