臺灣博碩士論文加值系統

旅行業的產品與服務無法受到專利權保障，容易受到其他業者的複製或模仿，再加上消費者需求與偏好容易改變，為了因應消費者的需求，旅行業面臨了經營模式創新的衝擊與壓力，同時亦擁有一極佳的機會去創造創新服務模式，以提升顧客價值與企業價值。因此，本研究將以旅行業經理人的觀點，探討旅行業導入服務創新之動機與關鍵成功因素。

本研究透過人員問卷調查之方式，首先，透過電話聯繫公司設立於台北市且近三年該公司發展過一項服務創新之經理人，徵詢其接受調查訪問之意願，對於有興趣者，派遣受過訓練之訪員前往其營業處所進行問卷調查訪問。共計發放300份問卷，回收280份問卷，問卷回收率為93.3%，經刪除份無效問卷，實得有效問卷252份，有效問卷率為84%。

本研究結果顯示，在導入服務創新之動機方面，經理人認為旅行業導入服務創新之動機分別為「建立企業品牌」、「提升企業聲譽」、「增加企業營收」、「降低營運成本」與「提升顧客滿意度」。而在導入服務創新關鍵成功因素方面，共分為四個構面。首先，導入產品/服務創新之關鍵成功因素分別為「傳遞服務之一致性與競爭優勢」、「產品/服務符合消費者需求」、「創新技術的能力」與「有形的產品/服務品質」；導入內部流程創新之關鍵成功因素分別為「員工支持與顧客的認同」、「服務創新的員工訓練」、「創新發展前的準備與規劃」與「有效益的行銷溝通」；導入企業組織創新之關鍵成功因素分別為「顧客問題解決與關係提升」、「合宜的授權」、「協力合作」、「資源投入與充分溝通」、「人力資源管理的獨特性」與「行銷綜效」；導入市場創新之關鍵成功因素則為「市場之競爭性」與「目標市場的選擇」。最後，本研究進一步提出旅遊業管理者之管理實務建議。

The product and service of travel agency in Taiwan cannot be protected by patent laws so they are easily counterfeited or imitated by other travel agency companies. Moreover, customers’ demands and preference are constantly changing. Under such situations to search for ways to meet customers’ demand, travel agency faces tremendous conflicts and stress from the prospect of management strategies. Nevertheless, this is a great chance to create a service model to enhance the service value of travel agency and customers. From the perspectives of travel agency managers, the aim of this research is to find out the motivators and key success factors for service innovation in travel agencies.

In this research, the researcher conducted a self-administered questionnaire. Before the questionnaires were distributed, the researcher telephoned to the managers of the travel agencies in Taipei City and then inquired them if they had implemented the service innovation in the past three years. If the researcher received the positive responses from the managers, the trained interviewers would be dispated to conduct face-toface questionnaire interviews. In term of the number of the distributed questionnaires, 300 questionnaires were administered to the managers in the travel agencies and then 280 were returned. The retuned ratio is 93 percent. Of the total retuned questionnaires, 252 ones were valid. Therefore, the ratio of the valid questionnaire is 84 percent.

The result of this research indicates that, in terms of the motivation for service innovation that managers identify, it is divided into entrepreneurial brand building, entrepreneurial awareness promotion, entrepreneurial income increase, operation cost reduction, and customer satisfaction promotion respectively. With regard to the key success factors in service innovation, they are discussed on the basis of four aspects. First, the key success factors in the product / service innovation include consistency of service delivery and competitive advantage, product / service meeting customer needs, ability to innovate technology, and tangible product / service quality. Second, the key success factors of internal process innovation include employee support and customer identification, employee training for service innovation, pre-preparation and pre-plan for innovative development, and effective marketing communication. Third, the key success factors of the innovation of entrepreneurial organizations include resolution of customer problem and promotion of relationship with customers, proper empowerment, cooperation, resource investment and adequate communication, uniqueness of human resource management, and marketing synergy. Finally, the key success factors of market innovation include market competitiveness and selection of target markets. At last, the research further proposed suggestions of practical management for managers in travel agencies.

中文摘要　．．．．．．．．．．．．．．．．．．．．． i
英文摘要　．．．．．．．．．．．．．．．．．．．．． iii
誌謝辭　　．．．．．．．．．．．．．．．．．．．．． v
內容目錄　．．．．．．．．．．．．．．．．．．．．． vi
表目錄　　．．．．．．．．．．．．．．．．．．．．． vii
圖目錄　　．．．．．．．．．．．．．．．．．．．．． xii
第一章　　緒論．．．．．．．．．．．．．．．．．．． 1
　　第一節　　研究背景．．．．．．．．．．．．．．． 1
　　第二節　　研究問題與目的．．．．．．．．．．．． 4
　　第三節　　研究範圍與對象．．．．．．．．．．．． 7
　　第四節　　研究內容與流程．．．．．．．．．．．． 8
第二章　　文獻回顧．．．．．．．．．．．．．．．．． 10
　　第一節　　旅行社定義與特性．．．．．．．．．．． 10
　　第二節　　服務創新．．．．．．．．．．．．．．． 16
　　第三節　　關鍵成功因素．．．．．．．．．．．．． 26
第三章　　研究設計．．．．．．．．．．．．．．．．． 34
　　第一節　　深度訪談．．．．．．．．．．．．．．． 34
　　第二節　　問卷設計．．．．．．．．．．．．．．． 55
　　第三節　　樣本與資料收集．．．．．．．．．．．． 62
　　第四節　　資料分析方法．．．．．．．．．．．．． 64
第四章　　實證分析．．．．．．．．．．．．．．．．． 66
　　第一節　　樣本屬性分析．．．．．．．．．．．．． 66
　　第二節　　導入服務創新之動機分析．．．．．．．． 71
　　第三節　　導入服務創新關鍵成功因素分析．．．．． 78
　　第四節　　企業屬性對導入服務創新之動機與關鍵成功
因素之差異性檢定定．．．．．．．．．． 104
　　第五節　　導入服務創新之動機與關鍵成功因素關係之
探討．．．．．．．．．．．．．．．． 122
第五章　　結論與建議．．．．．．．．．．．．．．．． 136
　　第一節　　結論．．．．．．．．．．．．．．．．． 136
　　第二節　　實務管理之建議．．．．．．．．．．．． 142
　　第三節　　研究限制與後續研究之建議．．．．．．． 143
參考文獻　．．．．．．．．．．．．．．．．．．．．． 146
附錄A　研究問卷．．．．．．．．．．．．．．．．．． 156

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