對話式合作對服務創新之影響：服務主導邏輯與資源優勢理論觀點

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謝榮桂(Jung-Kuei Hsieh) 查詢紙本館藏

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資訊管理學系

論文名稱

對話式合作對服務創新之影響：服務主導邏輯與資源優勢理論觀點
(Exploring the Influences of Dialogic Collaboration on Service Innovation: The Perspectives of Service-Dominant Logic and Resource-Advantage Theory)

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摘要(中)

全球經濟已經步入服務主導的時代，各企業都積極投入資源於差異化與客製化的服務供給，以便取得競爭優勢。因此，服務創新成為企業獲得競爭優勢與生存的重要依據。在過去的研究中對於探討顧客以及服務接觸員工的合作關係，都偏向單一方向的溝通模式，合作關係如何影響創新績效的過程亦極少被研究，本研究針對此學術缺口，應用服務主導邏輯與資源優勢理論的觀點，發展出一個對話式合作的構念，強調與顧客以及服務接觸員工之間的合作應著重在對話與互動上，促使雙方相互了解、學習與影響，同時本研究亦探索這種對話式合作對於企業中四種操縱性資源（關係資源、資訊資源、組織資源與人力資源）的影響，進而有益於服務創新的績效。
本研究針對台灣資訊電子產業分析149 家公司的問卷資料，結果發現與顧客以及服務接觸員工進行對話式合作，對於企業的操縱性資源具有正面影響，而關係資源、資訊資源、組織資源與人力資源對於感知的服務創新績效都具有顯著影響，但對於比較式服務創新績效則只有資訊資源與人力資源具有顯著影響。本研究基於「輸入-處理-輸出」的模式，分析結果確認對話式合作之構念及其效益，並釐清操縱性資源扮演著「處理」機制的角色，進而對服務創新產生正面影響。文末探討學術貢獻、實務意涵以及研究限制等相關內容。

摘要(英)

With the growth and dominance of services in the world, service innovation has become an indispensable element for ensuring a competitive advantage. However, the understanding of the influences of collaboration with customers and service-contact employees in service innovation is biased by one-way communication and ultimately insufficient. To address this academic gap, we propose a research model grounded on service-dominant logic and resource-advantage theory to investigate the performance of service innovation by prescribing specific roles for collaboration with customers and service-contact employees. Dialogic collaboration, an expanded conceptualization of co-creation, is proposed; this form of collaboration has associated relationships with four companies’ operant resources (i.e., relational, informational, organizational, and human), which in turn affect the performance of service innovation.
The conceptual mode is empirically tested with a survey of 149 Taiwan-based IT firms. The results confirm the proposed factor structure of dialogic collaboration and indicate that companies emphasize dialogic collaboration in developing service innovation. We find that dialogic collaboration influence operant resources’ ability to facilitate service innovation. The perceived performance of service innovation is affected by four operant resources whereas the comparative performance of service innovation is influenced by two types of operant resources (i.e., informational and human). Our findings reflect the input-process-output model to reveal the inputting role of collaboration with customers and service-contact employees and clarify the processing role of operant resources in service innovation projects. Detailed theoretical and managerial implications of the findings are discussed.

關鍵字(中)

★ 服務創新
★ 對話式合作
★ 操縱性資源
★ 服務主導邏輯
★ 資源優勢理論

關鍵字(英)

★ Service innovation
★ Dialogic collaboration
★ Operant resource
★ Service-dominant logic
★ Resource-advantage theory

論文目次

摘要 i
Abstract ii
誌謝 iv
Table of Content v
List of Figures vii
List of Tables viii
1 Introduction 1
1-1 Research Background 1
1-2 Research Motivation 3
1-3 Research Objectives 5
2 Literature Review 7
2-1 The View for Management of Businesses: From Goods to Service 7
2-1-1 Goods-Dominant Logic and Service-Dominant Logic 7
2-1-2 Foundational Premises of Service-Dominant Logic 9
2-2 Service-Centered View for Innovation 12
2-2-1 The Concept of Innovation 12
2-2-2 The Trend in Innovation Field 13
2-2-3 Success Factors of Service Innovation 15
2-2-4 Customer and Employee Collaboration in Service Innovation 18
2-3 Dialogue in Service Innovation 20
2-3-1 The Nature of Dialogue 20
2-3-2 Elements of Dialogic Collaboration 22
2-4 Firm’s Resources and Service Innovation 25
2-4-1 Tangible and Intangible Resources 25
2-4-2 Categorization of Operant Resource 27
3 Research Model and Hypotheses Development 30
3-1 Definitions of the Constructs in Research Model 31
3-2 The Effects of Dialogic Collaboration on Operant Resources of Service Innovation 32
3-2-1 Dialogic Collaboration with Customers 32
3-2-2 Dialogic Collaboration with Service-contact Employees 34
3-3 The Effects of Operant Resources of Service Innovation on Performance of Service Innovation 36
3-3-1 Customer Relationship Strength 36
3-3-2 Valuable Knowledge 37
3-3-3 Firm’s Capability for Proactively Detecting Customer Needs 38
3-3-4 Service-Contact Employee’s Competence for New Service 39
4 Research Design and Methodology 41
4-1 Measurement 41
4-1-1 Dialogic Collaboration 41
4-1-2 Operant Resource of Service Innovation 41
4-1-3 Performances of Service Innovation 42
4-1-4 Control Variables 42
4-2 Questionnaire Design 43
4-3 Sampling and Data Collection 43
5 Data Analysis 45
5-1 Sample Profile 46
5-2 Non-response Bias and Common Method Variance 47
5-3 Measurement Properties 48
5-3-1 Scale Reliability 48
5-3-2 Convergent and Discriminant Validity 50
5-3-3 Validation of Second-Order Constructs 52
5-4 Structural Model 54
5-4-1 Model Assessment and Predictive Validity 54
5-4-2 Hypotheses Testing 55
6 Findings and Discussion 60
6-1 The Effects of Dialogical Collaboration with Customers on Operant Resources 60
6-2 The Effects of Dialogical Collaboration with Service-contact Employees on Operant Resources 62
6-3 The Effects of Operant Resources on Service Innovation 63
7 Research Contributions 67
7-1 Theoretical Implications 67
7-2 Managerial Implications 69
8 Limitations and Future Research 72
Appendix A: Scale Measures 73
References 78

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指導教授

謝依靜(Yi-Ching Hsieh)

審核日期

2012-11-16

推文