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研究生:洪振輝
研究生(外文):Chi-Hui Ang
論文名稱:跨國研究之共創動態與服務創新
論文名稱(外文):Co-creation Dynamics and Service Innovations: A Cross-national Comparative Study
指導教授:陳家祥陳家祥引用關係
指導教授(外文):Jashen Chen
學位類別:碩士
校院名稱:元智大學
系所名稱:企業管理與服務科學學程
學門:商業及管理學門
學類:其他商業及管理學類
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:78
中文關鍵詞:共創動態服務創新競爭優勢服務主導邏輯
外文關鍵詞:co-creation dynamics, service dominant logic, service innovation, competitive advantage
相關次數:
  • 被引用被引用:2
  • 點閱點閱:203
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  • 收藏至我的研究室書目清單書目收藏:1
本研究探索台灣和馬來西亞旅行社以及其供應商之間價值共創的合作關係。本研究架構是採用並拓展Prahalad and Ramaswamy (2004b)’s DART 模型以符合企業對企業模式(B2B)。在模型當中本研究加入了彈性和相容度兩個新的構面和原本架構中的溝通,共享,風險評估,及透明度結合為共創動態 (Co-creation Dynamics)。當這些不同的構面結合下,會有共創動態的產生,並能夠幫助企業改善服務創新的能力,且幫企業得到競爭優勢。本研究也把環境變遷和IT的採用作為共創動態的前因,並相信信任在共創動態和服務創新有調節的作用。本研究收集台灣和馬來西亞旅行社為本研究的樣本, 結果顯示共創動態的確和服務創新和競爭優勢有正面的影響,且IT採用和環境變遷是共創動態的前因。

This research explores the dynamics of collaboration between travel agency and its suppliers in value creation in Taiwan and Malaysia. This research model is based on Prahalad and Ramaswamy (2004b)’s DART model and extended the model by adding compatibility and flexibility in addition to fit the B2B context. When these elements are combined, it could create co-creation dynamics that could enhance their capabilities in service innovations and create competitive advantages. This study sees changing environment and adoption of IT will as the antecedents of the co-creation dynamics; and believe the trust will moderate the performance between co-creation dynamics and service innovation. In addition, this study empirically tests the model using cross cultural samples from two nations’ travel agency, namely Taiwan and Malaysia. The findings suggest that co-creation dynamics do enhance service innovation and eventually competitive advantage. Apart from that, technology adoption and environmental change are one of the antecedents of co-creation dynamics.

ABSTRACT..................................................i
ACKNOWLEDGEMENT.........................................iii
CONTENTS.................................................iv
LIST OF TABLES...........................................vi
LIST OF FIGURES.........................................vii
CHAPTER 1 INTRODUCTION.....................................1
1.1 Research Background and Motivations....................1
1.2 Research Objective.....................................5
CHAPTER 2 LITERATURE REVIEW AND HYPOTHESIS.................6
2.1 Research Model.........................................6
2.2 Service Dominant Logic (SDL)...........................9
2.3 Resource Based View (RBV) and Its Relational Views....12
2.4 Co-Creation Dynamics..................................15
2.5 Service Innovation....................................20
CHAPTER 3 RESEARCH METHODOLOGY.........................25
3.1 Instrument Design.....................................25
3.2 Sampling..............................................25
3.3 Data collection Process...............................26
3.4 Operationalization of Construct.......................29
CHAPTER 4 DATA ANALYSIS AND RESULT........................34
4.1 Sample Demographics...................................34
4.2 Test of Measurement Model.............................37
4.3 The Structural Model..................................46
4.3.1 Results of the structural model, Taiwan.............46
4.3.2 Results of the structural model, Malaysia...........50
4.4 Comparison of Taiwan and Malaysia.....................54
CHAPTER 5 DISCUSSION AND CONCLUSION.......................56
5.1 Discussion............................................56
5.1.1 Control variable....................................56
5.1.2 Co-creation dynamics and service innovation.........56
5.1.3 Service innovation and competitive advantage........57
5.1.4 Technology adoption and environment change .........57
5.1.6 Trust...............................................58
5.2 Managerial Implications...............................58
5.3 Limitation and Future Research........................60
REFERENCE.................................................63
APPENDIX A................................................69
APPENDIX B................................................73



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