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研究生:陳喬雯
研究生(外文):Chiao-Wen Chen
論文名稱:Astudyofmarket-creatingserviceinnovationanditsrelationshipwithNSDstagesandcustomerparticipation
論文名稱(外文):A study of market-creating service innovation and its relationship with NSD stages and customer participation
指導教授:陳家祥陳家祥引用關係
指導教授(外文):Ja-shen Chen
學位類別:碩士
校院名稱:元智大學
系所名稱:企業管理學系
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
畢業學年度:97
語文別:英文
論文頁數:57
中文關鍵詞:market-creating service innovationNSD stagescustomer participation
外文關鍵詞:market-creating service innovationNSD stagescustomer participation
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Recently, research of service focuses on value creation. As the service innovation will shape value creation, this study try to use view of service innovation to discuss. Since service innovations always take the small change and it will be imitate easily. Berry tried to propose the market-creating service innovation to improve, but few research discuss about it.
Then, from NSD and service innovation research, it revealed that customer participate can bring some benefit, like reducing cost and facilitating better service. However, seldom research discussed customer participation form integrating NSD (process view) and service innovation (practice view). For fill the gap mentioned above, this study tries to figure out the construct of market-creating service innovation, also its relationship with NSD stages and customer participation
To examine this research framework, this study gathered data from 179 firms in Taiwan‘s service industry with a survey. The respondents were marketing managers and asked to complete the questionnaire with their level of agreements. The findings revealed that construct of market-creating service innovation and its relationship with NSD stages and customer participation can let companies to know how to involve customers and development from process view and practice view. In addition, the construct of market-creating service innovation which provided the characteristics of each innovation type can be the guideline or direction for firms to develop innovation for making new market or reshape on.
Recently, research of service focuses on value creation. As the service innovation will shape value creation, this study try to use view of service innovation to discuss. Since service innovations always take the small change and it will be imitate easily. Berry tried to propose the market-creating service innovation to improve, but few research discuss about it.
Then, from NSD and service innovation research, it revealed that customer participate can bring some benefit, like reducing cost and facilitating better service. However, seldom research discussed customer participation form integrating NSD (process view) and service innovation (practice view). For fill the gap mentioned above, this study tries to figure out the construct of market-creating service innovation, also its relationship with NSD stages and customer participation
To examine this research framework, this study gathered data from 179 firms in Taiwan‘s service industry with a survey. The respondents were marketing managers and asked to complete the questionnaire with their level of agreements. The findings revealed that construct of market-creating service innovation and its relationship with NSD stages and customer participation can let companies to know how to involve customers and development from process view and practice view. In addition, the construct of market-creating service innovation which provided the characteristics of each innovation type can be the guideline or direction for firms to develop innovation for making new market or reshape on.
ABSTRACT i
ACKNOWLEDGEMENT ii
Table of Content iii
List of Figure v
List of Table vi
Chapter 1 Introduction 1
1.1 Research Background and Motivation 1
1.2 Research Framework 3
1.3 Research Objective 4
Chapter 2 Literature Review 5
2.1 Services 5
2.2 Innovation 6
2.2.1 Product Innovation 7
2.2.2 Service Innovation 9
2.3 Market-Creating Service Innovation 11
2.3.1 Controllable Convenience 12
2.3.2 Flexible Solutions 13
2.3.3 Comfortable Gains 13
2.3.4 Respectful Access 14
2.4 New Service development (NSD) 16
2.4.1 The content of NSD 17
2.4.2 NPD vs. NSD 17
2.4.3 Taxonomy of New Service Development 18
2.5 Customer participation 22
Chapter 3 Research Methodology 24
3.1 Sampling 24
3.2 Data Collection 25
3.3 Instrument Design 27
3.4 Operationalization of Constructs 28
Chapter4 Data Analysis and Result 33
4.1 Sample Demographics 33
4.2 Measurement Properties 35
4.2.1 Exploratory Factor Analysis 35
4.2.2 Instrument Reliability and Validity 37
4.3 Cluster analysis and discriminant analysis 40
Chapter 5 Discussion and Conclusions 45
5.1 Discussion 45
5.1.1 The relationship among customer participation and NSD stages 46
5.2 Managerial Implications 48
5.3 Limitations 49
5.4 Future Research 50
Reference 51
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