The Influence of Service Innovation to Customers: Take 7-11 for Example

[[abstract]]在現今消費市場競爭激烈的環境下，產品同質性高，要如何產生差異化吸引顧客，創新服務逐漸變成零售業的一大課題！零售商透過標準化的服務流程，加上無法標準化的感動服務增加顧客的忠誠，是新的行銷模式。因此，本研究欲從消費者角度，了解零售商透過服務創新的模式下，是否能帶給顧客不同以往的消費感受及方便。同時，消費者是否能知覺到服務品質、本身擁有提供建議的能力、廠商整合多通路以及科技的使用，在消費者涉入程度和過去經驗的影響下，亦能帶來滿意度，進而產生良好的口碑。 本研究先由文獻回顧確認研究變數與架構，並發放300份紙本問卷與310份網路問卷來蒐集資料，最後以結構方程式(SEM)與AMOS進行統計假設檢定。在服務創新的架構下，研究結果顯示，(一)服務品質會正向地影響顧客滿意度；(二)消費者提供建議給服務商的能力會正向地影響顧客滿意度；(三)互動式自助服務機的科技使用亦會正向的影響顧客滿意度；(四)多通路的整合對顧客滿意度無法產生正向的影響。 研究發現當零售商需要資金與時間去整合通路系統時，是無法立即提升消費者滿意度；除此之外，一旦消費者對虛擬通路有安全與隱私的考量時，亦很難去改變消費者習慣。最後，期望本研究結果可以提供學術界對服務創新研究之參考，也可幫助企業採用正確的服務創新思維，以提高顧客滿意度。[[abstract]]In today’s retailing competitive environment every product is high homogeneity in chain stores How to distinguish from other stores in order to approach consumers service innovation gradually becomes the important issue It’s a new marketing mode that retailers increase customer loyalty through the standardized service process and the unable standardized touching service By retailers launching through service innovation therefore our study aims to understand whether retailers bring the purchasing feel and convenience which are different from the past from the customer view In the meanwhile we also want to know whether consumers could conscious of service quality consumer empowerment multichannel integration and SST which are influenced by consumer involvement and past experiences to have satisfaction and then create the positive WOM This study firstly confirms research variables and the framework by literature reviews and then dispenses 300 paper questionnaires and 310 online questionnaires to collect data Finally we use SEM and AMOS to test the hypotheses in this study Under the framework of service innovation the results of research are as the followings: 1 Service quality positively influences satisfaction 2 Customer empowerment positively influences satisfaction 3 SST positively influences satisfaction 4 However multichannel integration can’t positively influence satisfaction This study finds out that retailers need a large capital and much time to integrate each channel system Therefore they can’t immediately increase satisfaction By the way once customers are anxious of security and privacy it’s hard to change customer behaviors In sum the results of this study try not only to provide the research of service innovation consulted by the academic community but also to help the business adopt the correct thinking of the service innovatio