A Study on The Relationship Between Service Delivery Innovation and Internal Customer Satisfaction

[[abstract]]台灣零售業的業態競爭日趨白熱化，若想要在微利時代，站穩一席之地，勢必推出創新的服務手段，才能殺出一條生路拉大與業界之差異化；而組織在推動創新的過程時，必須透過內部顧客真心熱誠的執行，然而組織在服務傳遞創新的同時，是否都能符合內部顧客對創新的期待呢？因此，本研究的目的：首先，在於瞭解當前量販業者在其賣場環境中，所建置的「服務傳遞創新」之理念與動機，以及其內部顧客對「服務傳遞創新」的接受程度，並檢視前揭業者在賣場「服務傳遞創新」方面的現況實例。其次，推衍賣場環境中哪些層面仍需加強「服務傳遞創新」。再者，研究「服務傳遞創新」的要素如何影響內部顧客參與服務傳遞的意願。最後，根據研究結果，提出量販業者在「服務傳遞創新」之過程中，應如何提升內部顧客滿意，進而調整企業「服務傳遞創新」之經營策略。 本研究以不同系統量販店的營業人員為對象，並以問卷作為調查工具，共發放433份問卷，回收有效問卷403份，可用率達93 07％。所得資料以敘述性統計分析、單因子變異數分析、簡單迴歸分析、T檢定等進行統計處理，以檢測並驗證研究假設。研究結果顯示：（1）服務傳遞科技創新與內部顧客滿意成顯著正相關。（2）服務傳遞陳列創新與內部顧客滿意成顯著正相關。亦即，量販業者所提供之服務傳遞創新與內部顧客滿意成顯著正相關。 對業界的建議：（1）當量販業者在執行服務傳遞創新策略時，應就內部顧客進行溝通，以使員工了解變革真正的用意，當內部顧客對變革的疑慮釋疑後，甚至可能提供額外的創新建議，如此，不僅有助於內部行銷，且因內部顧客情緒勞務負擔程度降低，在其與顧客服務接觸中能針對不同消費者提供「真誠笑臉」的服務。（2）硬碰硬的價格破壞並非企業經營的勝負關鍵，無形的附加價值才是未來的競爭力，故業界應認知服務傳遞創新趨勢的來臨是必然的現象，並加以重視及開發。（3）組織在一開始僱用內部顧客時，就應選擇符合公司期待特質之人，如此，不但可以降低教育訓練之次數，還可因頻率相同而縮短內部顧客與組織間之溝通磨合期，提高組織之執行率。[[abstract]]While the competition in Taiwan’s General Merchandise Store Format is getting hostile it is a must to release innovative services if a firm wants to make difference from rival firms and possess a stable place in the market A successful innovation relies on the implementation of hearty sincerity from internal customers However when an organization delivers service innovation could such innovation meet the expectation of internal customers? Thus The purposes for this study are twofold firstly we want to realize the ideal and motive from General Merchandise Store ven-dors for establishing the “Service Delivery Innovation” at their market environments; the acceptance condition on “Service Delivery Innovation” by their Internal Custom-ers and to review the real cases happened at markets about the “Service Delivery In-novation” Secondly this study wants to predicate which parts of the market’s en-vironment still need improvements on “Service Delivery Innovation” Furthermore the goal of this research is to study how the elements of “Service Delivery Innovation” effecting the willingness of Internal Customers to participate in the “Service Delivery Innovation” At last this study according to the research’s result propose General Merchandise Store vendors suggestions on upgrading Internal Customers’ satisfaction and Management strategy for implementing “Service Delivery Innova-tion” By using questionnaire as tool and employee from different system’s General Merchandise Stores as objects this study has sent out 433 pieces of questionnaires and withdrew 403 pieces of effective questionnaires which the available rate is 93 07% By using the methods of the descriptive statistics oneway analysis of va-riance simple regression analysis and t test to analyze the data to examine and verify assumptions of this study The results of this study show: 1） Service Delivery’s Technology Innovation and Internal Customer Satisfaction have significant relation-ship 2） Service Delivery’s Display Innovation and Internal Customer Satisfaction have remarkable relationship Which it means: the Service Delivery Innovation of-fered by General Merchandise Store vendors has remarkable relationship with Inter-nal Customer Satisfaction Suggestions to vendors: 1） to communicate with Internal Customers to make them realize the true meaning of revolution is the important step for General Mer-chandise Store vendors when they execute the strategies of the Service Delivery In-novation Internal Customers will even dedicate more creative ideas on the Service Delivery Innovation when they wiped out their doubts on it Therefore; it will help not only on the internal marketing but also will lighten internal customers’ loading on the emotional trouble so that they can offer “truly smiling” services to different kinds of consumers 2） Tough fighting on the prices is not the key point of wining for Enterprise Management Invisible supplementary value is the power of competition Vendors should knowledge that Service Delivery Innovation is the new and certain trend Service Delivery Innovation has to be emphasized and developed by the General Merchandise Store vendors 3 ) An organization to initially hire internal customers with the property of fit-ting for the organization’s expectation By doing this way the organization can ef-fectively lower the times of educational and training project and shorten the com-munications accommodation due to the same property between internal customers and the organization to increase the organization’s efficienc