The Study of Critical Elements in Service Innovation and its Relationship with the Consumer Approach-Avoidance Intentions

[[abstract]]面對服務產業的快速成長及其競爭的白熱化，持續創新已成為企業維持競爭優勢的不二法門；「以顧客為中心，從顧客角度出發」是服務企業產生創意的前提與基礎，亦即創新必須是顧客需要的，且顧客認為有價值的創新才是真正的創新，才能吸引消費者前來，同時提升顧客滿意度。 在過去，服務創新大都以探討實體或虛擬的服務對於顧客滿意度影響的觀點來闡述，然而，較少有人以Hertzberg的激勵-保健因子的觀點及Mehrabian 和 Russell(1974)之趨近趨避效果觀點來分析服務創新，因此，本研究目的在以Hertzberg(1968)的雙因子觀點詮釋服務創新，針對服務創新要因與趨近趨避效果間的關係，進行探索性研究，找出具備何種性質的創新，才是消費者認為有價值的創新，並以台灣國道高速公路服務區現有之服務創新來進行研究，期望能(1)探討用路人對服務創新的感受；(2)了解用路人趨近趨避之反應；(3)探討用路人對服務創新要因與趨近趨避間的關係；(4)提出對國道服務區主管機關及經營廠商之經營建議。 本研究以台灣國道服務區用路人作為研究標的，選擇中壢、南投、西螺、東山等四個服務區，以問卷方式，隨機選擇用路人作為訪問對象，總計共發出410份問卷，刪除無效問卷後，得到405份有效問卷，作為研究分析之依據。透過逐步迴歸分析，在雙因子與趨近效果間，我們得到激勵因子與保健因子均能正面顯著影響趨近效果，顯示不論是激勵性質或保健性質的服務創新，均能吸引用路人進入服務區消費；然而，在雙因子與趨避效果間，激勵因子對趨避效果呈現正面顯著的影響，與本研究負向顯著影響的假設相反，這是因為激勵型的服務太多，但用路人停留在服務區的時間有限，因此，在無法短時間全部體驗到自己想要的服務下，導致用路人產生對激勵性質的服務創新越多，越不想進入服務區的想法；而保健因子與趨避效果呈現負向相關，則與我們的假設相同。 因此，對於經營服務區的廠商，只要所提供的是具有激勵性質或保健性質的服務創新，都能夠有效的提高用路人進入服務區的意願，而根據本研究結果，激勵因子對於趨近效果的影響大於保健因子，因此，在企業資源有限下，經營廠商將服務創新的重點放在提供激勵因子的創新下，將可以帶來較高的效益。[[abstract]]Facing the rapid growth of service industry and its incandescence of competition continuous innovation has become the only way for industry to maintain its advantage in competition “Customer-centered; thinking as customer’s point of view ” is the premise and foundation for service industry to arouse creativity which means the real innovation must be something really needed by customer and customers should think it valuable Only this can attract customers and raise their satisfactory In the past service innovation is usually developed in the aspects of the effect of physical or virtual service on customer satisfactory However so far no one yet analyzes service innovation by using Hertzberg’s Motivator-Hygiene Factors and Mehrabian and Russell’s view of approach-avoidance effect Thus based on the connection between service innovation two-factors and approach-avoidance effect the purpose of this research is to find out which kind of service innovation is valuable in consumers’ mind For this reason we use the drivers and passengers in the service areas of freeways in Taiwan try to explain: (1) How they feel about these service innovation items; (2) what’s their intentions about approach-avoidance effect to these service areas; (3) the relationship between the service innovation and approach-avoidance effect; and at last (4) to give some suggestions to the government and the firms of the service areas In this study the subject is the passenger of service areas of the freeway in Taiwan This study selects four service areas including Jhongli Nantou Silou and Dongshan and interviews passengers randomly by using questionnaire 410 questionnaires were distributed in total 405 valid samples are received for the basis of research and analysis Through regression analysis in the connection of two-factors and approach effect it is found that both Motivators and Hygiene Factors result in significantly positive effect on customers to consume in the service area However motivator factor shows significantly positive effect on avoidance effect It leads to the opposite result to our assumption in this study which supposed motivator factor shows significantly negative effect It is because that motivator type of service is too numerous and passengers can only spend limited time on service area Under the circumstances passengers unable to experience every desirous service in a short time therefore the more the motivator type innovative services in the area the less the passengers want to enter As for the connection of Hygiene Factors and avoidance effect the result meets our assumption –it shows negative relation Consequently we suggest that firms can effectively promote the drivers’ wills if they offer motivational or hygienic service innovations in their service area We also found that the motivator factor’s influence on approach effect is greater than the hygiene factor’s influence on approach effect That is to say that the firm can choose to emphasize their motivational service innovations to raise to increase the opportunity which the drivers enter the service better than to emphasize the hygenice service innovation