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研究生:劉艶玉
論文名稱:市場力量對台灣銀行業服務創新之影響
論文名稱(外文):The Impact of Market Forces on Service Innovation in the Taiwan Banking Industry
指導教授:王俊賢王俊賢引用關係張景行張景行引用關係
指導教授(外文):Chunhsien Wang
學位類別:碩士
校院名稱:國立嘉義大學
系所名稱:管院碩士在職專班
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
畢業學年度:102
語文別:中文
論文頁數:54
中文關鍵詞:服務創新銀行業市場力量
外文關鍵詞:Service InnovationBankingMarket Forces
相關次數:
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台灣銀行業趨近於完全競爭市場、規模小,競爭密度高,此現象加速了金融體系內各銀行間之競爭;隨之而來的金融整併風波,也增加了銀行業經營技術不確定性。在如此高度競爭環境下,各銀行需要不斷進行創新服務與作為,才能強化其競爭優勢。此外,全球金融市場的動盪,導致投資人趨於保守,增加了金融市場需求的不確定性;而市場力量是推動服務創新的重要力量,企業在面臨激烈的經營環境以及競爭環境高度不確定性下,為快速反應顧客需求變化、提供顧客獨特的客製化服務以及掌握市場趨勢是企業生存之道,本研究針對台灣銀行業以發放問卷之方式調查市場力量對銀行業服務創新之影響。研究結果顯示,市場力量會驅使銀行業進行服務創新活動,而服務創新之中介角色有助於提升銀行業新產品開發績效,市場力量同時也能強化服務創新對新產品開發績效的影響。本研究成果可提供後續研究做為參考。

關鍵詞:銀行業、市場力量、服務創新、新產品開發績效

Taiwan's banking industry is facing with a perfectly competitive market, small-scale, and high competition density. This phenomenon accelerates competition among banks within the financial system. Moreover, the effect of financial consolidation increases uncertainty of banking managerial skills. In such a highly competitive environment, banks need to continue engaging in innovative services to strengthen its competitive advantage. In addition, the turbulence of global financial market leads investors to be more conservative, and increasing the demand uncertainty of financial markets. The market force is an important force to promote service innovation. Facing with competitive situation and highly environmental uncertainty, enterprise provides customized services, as well as grasps market trends which are the condition of survival. Moreover, responsive to the customer’s demands which is also essential to survival. In this study, we investigate the impact of market forces on the Taiwan’s banking service innovation by questionnaire. The results show that market forces will drive the banking industry to do service innovation, the mediating role of service innovation can help improve the new products performance of the banking industry, and the market forces also can strengthen the effect of service innovation on new product performance.

Keywords: banking, market forces, service innovation, service quality, technological innovation ability, firm performance
中文摘要 I
Abstract II
表目錄 IV
圖目錄 V
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 3
第三節 研究目的 5
第四節 研究流程 6
第二章 文獻回顧 7
第一節 創新(Innovation) 7
第二節 市場力量與服務創新(Market forces and service innovation) 12
第三節 市場力量、服務創新與銀行績效之關係 16
第三章 研究方法 19
第一節 研究架構 19
第二節 研究假說推論 21
第三節 研究變數之操作定義與衡量 22
第四節 資料來源與分析方法 26
第四章 實證分析 28
第一節 樣本結構與問項分析 28
第五章 結論與建議 44
第一節 研究結果暨管理意涵 45
第二節 研究貢獻 47
第三節 研究限制與後續研究建議 48
參考文獻 49
附錄一 問卷 53


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