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研究生:王健航
研究生(外文):Wang, Jian-Hang
論文名稱:金融產業服務創新策略與經營績效關係之探索
論文名稱(外文):The Exploration of the Relationship between Service Innovation Strategies and Firm Performance in Financial Industry
指導教授:楊宜興楊宜興引用關係
指導教授(外文):Phil Y. Yang
口試委員:楊宜興林欣怡邱文宏
口試委員(外文):Phil Y. YangShinyi Lin
口試日期:2011-06-21
學位類別:碩士
校院名稱:國立臺中教育大學
系所名稱:事業經營研究所
學門:藝術學門
學類:應用藝術學類
論文種類:學術論文
論文出版年:2011
畢業學年度:99
語文別:英文
論文頁數:84
中文關鍵詞:服務創新破壞性創新逆產品生命週期企業績效
外文關鍵詞:Service InnovationDisruptive InnovationReverse Product CycleFirm Performance
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隨著環境結構的變遷,近年來服務創新相關研究探討已受到日益重視。但過去相關研究多是針對製造業的服務創新策略做討論,鮮少針對金融服務業的環境做相關研究。尤其對於企業在執行服務創新時,針對產業環境中的機會與企業績效的影響提供適當的服務創新策略的研究更是稀少。然而,臺灣的金融服務業發展對於臺灣整體經濟發展是扮演著舉足輕重的角色,但對於其服務創新之研究卻僅多對於金融工具做討論。為補足此研究缺口,本研究以逆向產品生命週期理論與破壞性創新理論為基礎,發展一2×2的模型矩陣,建立四種服務創新策略類型:(1)穩健加值策略、(2)新興目標策略、(3)興旺事業策略、以及(4)碩彥效率策略,並進一步探討分析四種服務創新策略其在公司績效上的表現差異。
本研究以全臺灣金融業總公司(包括國營金融事業) 共198間企業為研究對象進行調查。在問卷發放之前,本研究透過六位金融業經理人專家意見訪談方式建立其專家效度。在正式發放部分,經由二波問卷回收,共蒐集48份問卷,回收率為24%。經過平均數檢驗刪除一間低程度服務創新活動之企業,共47間企業為有效研究對象。透過集群分析發現臺灣金融業目前僅有穩健加值策略、新興目標策略與興旺事業策略存在於金融市場上。並進一步透過變異數分析發現穩健加值策略的企業績效是明顯高於新興目標策略與興旺事業策略。
此結果顯示多數企業採用破壞性創新作為服務創新策略相關之活動。但進一步發現,採用維持式創新幫助臺灣金融企業在金融市場上績效表現卻是明顯大於破壞性創新;因此,本研究也進一步針對研究發現結果進行相關討論。此外,本研究所提供的服務創新策略皆能夠幫助管理者思考及時回應客戶的需求與建立其企業本身的持續競爭優勢。最後,本研究針對研究結果與發現提出管理及政策意涵。

The importance of service innovation strategies in design and implementation has widely recognized and gained attentions for enterprises to respond the changes of economic structure in now days. Previous studies of service innovation strategies has focused on manufacturing industry, little theoretical and empirical work has linked with financial service industry. Little research investigated the appropriate service innovation strategies of according to industry’s environment of opportunity by which influence firm performance. This study develops a 2×2 matrix and classifies service innovation into four cells including (1) Steady Value-Added, (2) Emerging Goals, (3) Prosperous Business, and (4) Satisfactory Efficiency for financial service firms according to the innovation theories of “Disruptive Innovation” and “Reverse Product Cycle”. This study uses 198 publicly-listed financial firms and state-own financial enterprises as samples. 48 respondents returned useable questionnaires for a response rate of 24 %. Through the statistical analysis of cluster analysis, only Steady Value-Added, Emerging Goals and Prosperous Business Strategy exist in Taiwan’s financial industry. Moreover, each of service innovation strategy also could impact of different degrees of firm performance. According to the results of ANOVA, the firm performance of Steady Value-Added Strategy was highest than Emerging Goals Strategy and Prosperous Business Strategy, it means that the disruptive innovation activities is important in Taiwan’s financial market. Finally, all these service innovation strategies could combine innovative services and customized services help financial service firms to accurately response customers’ demands and as a result build sustainable competitive advantages. Managerial and policy implications for the research findings were conclusions drawn from this study.
List of Tables iii
List of Figures iv
致謝 v
Acknowledgements vi
中文摘要 vii
中文綜論 viii
ABSTRACT xviii
Chapter 1 Introduction 1
1.1 Research Background 1
1.2 Research Motivation 3
1.3 Research Purpose 5
1.4 Outline of the Thesis 5
Chapter 2 Literature Review 7
2.1 The Financial Industry in Taiwan 7
2.1.1 Environment of the Financial Industry 7
2.1.2 Development of the Financial Industry 9
2.2 Innovation and Innovation Strategy 10
2.2.1 Definition of Innovation 10
2.2.2 Types of Innovation 12
2.3 Service Innovation 17
2.3.1 Definition of Service Innovation 17
2.3.2 Classifications of Service Innovation 19
2.4 Disruptive Innovation 23
2.4.1 Definition of Disruptive Innovation 23
2.4.2 Types of Disruptive Innovation 25
2.5 Reverse Product Cycle Model Theory 27
2.6 Firm Performance 31
Chapter 3 Research Method 33
3.1 Research Design 33
3.2Working Definition and Research Variable Measurement 35
3.2.1 Concepts of Service Innovation 35
3.2.2 Concepts of Disruptive Innovation and Sustaining Innovation 37
3.2.3 Concepts of Reverse Product Cycle 38
3.2.4 Concepts of Firm Performance 39
3.3 Sample Firm Selection, Data Collection and Pilot Study 41
3.4 Analysis Techniques 42
3.4.1 Descriptive Statistics Analysis 42
3.4.2 Reliability and Validity Analysis 43
3.4.3 Validity Analysis 43
3.4.4 Correlation Analysis 43
3.4.5 Cluster Analysis 44
3.4.6 Analysis of Variance (ANOVA) 44
3.5 Characteristics of Respondents 44
Chapter 4 Research Analysis and Results 46
4.1 Reliability Analysis and Validity Analysis 46
4.2 Correlation Analysis 51
4.3 Cluster Analysis 53
4.4 Analysis of Variance (ANOVA) 55
4.5 Discussion 57
Chapter 5 Conclusions 61
5.1 Management and Policies Implications 62
5.2 Research Limits and Future Research 64
Reference 66
Appendix 1. The Interviews of Expert Survey 74
Appendix 2. List of Expert Interviews 79
Appendix 3. Service Innovation Survey 80
Appendix 4. The Average Number of Service Innovation Concept 83
Appendix 5. Results of Post Hoc Cluster Analysis 84

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