The Study of Service Innovation, Service Value, Corporate Image and Customer Satisfaction—A Case of 7-ELEVEN

[[abstract]]In Taiwan, convenience stores have been taken as the highest demand for daily life and as the most intensive business market due to improvement of life quality. Accordingly, it namely aims at what innovative service can positively enhance customer satisfaction and reinforce the competitiveness for the retailing business. In this study, it was to examine the relationships among service innovation, corporate image, service value and customer satisfaction. A survey approach was used to collect empirical data from customers of convenience store chain industry in Tainan city. This study had analyzed 376 effective questionnaires from 400 respondents and had used factor analysis, reliability analysis, validity analysis and multiple regression analysis to validate the structure of this study. The results are as follows: 1) The service innovation can positively influence on service value. 2) The service innovation can positively influence on corporate image. 3) The service innovation can positively influence on customer satisfaction. 4) The service value can positively influence on corporate image. 5) The corporate image can positively influence on customer satisfaction. 6) The intervening effect of service value between service innovation and corporate image is significant. 7) The intervening effect of corporate image between service innovation and customer satisfaction is significant