第六章 結論與建議
第一節 研究結論
製造業一直是台灣產業的強者，但隨著全球經濟發展，台灣製造業所獲毛 利逐漸縮減以及服務業角色愈加重要之下，或許服務業所發展的「服務創新」，
是拯救台灣低價值循環的一道解藥。過往國內外有關服務創新的研究，大都偏 向 於專案層次的 探 討，對 於 組織層 級 的著墨很 少，其 中有關 「組織方式
（Organizing）」的研究又更少。本研究認為組織方式的研究成果，可以使企業 於發展服務創新的過程中，更知道如何有效地建構組織創新平台，以達到建立 核心優勢與提升績效的目標。本研究以「組織設計」、「創新研發人力資源管理」、
「新服務商品開發」與「外部知識取得」等四大構面為主軸，並針對國內在服 務創新與服務力上表現優異的兩家企業－全家便利商店與王品集團，進行深入 的個案研究。初步得到了以下的結論：
(1) 發展服務創新的企業，在組織設計上除了具有正式化的組織外，也會強調 系統化的非正式組織，前者適合有形服務商品的開發，後者適合無形服務 的發展。此外，因為服務的無形性，也會強調跨部門之間的互動與合作。
透過正式化的組織，可以讓企業發展服務創新專責化，而非正式組織的制 度建立則用以系統化汲取員工的提案，並加以有效運用以提升創新動能。
本研究也發現，服務業者亦有類似 PM（產品經理）的開發人員（例如：全 家鮮食部的 MD 人員），目的在統籌與運用組織資源以發展新服務商品。也 因為服務的無形性而在結構上設立多間會議室或頻繁地召開各種會議，以
許多服務創新的想法，來自第一線的員工，因此，服務業的主管需要積極 與他們互動。而企業進行創新的目的，主要也是希望更有效地服務顧客，
因此，創新人力的績效衡量指標上就需要加上顧客滿意度。
(3) 發展服務創新的企業，在外部連結與知識取得上，會以開放式創新的概念 積極向外獲取所需之技術知識與市場知識，並且讓顧客參與新服務的開發 過程。
從本論文的個案研究中可以知道，個案公司的很多創新之發展，需要借助 外部的技術知識與市場知識。同時，在服務創新的點子發想與測試過程中，
顧客的參與以及其在資訊的回饋上扮演了很重要的角色。
第二節 實務上的建議
本研究針對所得之結論，提出以下幾點建議，以供發展服務創新之服務企 業作為參考：
(1) 從研究結果中得知，服務企業若欲發展服務創新，推測不一定需要像製造 業般於組織結構上設計一專門創新的組織（例如：研發中心）。因為從服務 的特性中可以發現，服務並不「難」，不像製造業需要「專業技術」，只是 較為抽象以及較需和顧客密切的互動。故服務企業亦可設計一制度化之提 案管道以及令員工產生「擁有權感」的完善激勵制度，使企業第一線員工 皆獲得參與發展服務創新的機會，如此一來企業便能常態性的且源源不絕 的產生創新能量。另外，本研究者認為服務最難之處在於其無形、抽象等 特性，然而透過提高跨部門連結（例如：會議）之次數，將會有利於構思 能力的提升，使服務提案具體化。
(2) 對於服務企業而言，所奉行的「顧客至上」之服務心態固然重要，然而此 心態在前期開發新服務的流程之中更為重中之重。在過去的製造業，顧客 不太可能介入產品的製造過程，頂多於產品開發前期提出規格需求。從研
究結果中可以發現，顧客多會參與初期新服務概念發想階段、中期測試階 段以及上市後的回饋階段，印證了顧客參與創新之「共同開發」概念。故 建議服務企業在開發新服務商品的過程中，多與顧客連結。畢竟最終新服 務商品開發出來，主要所服務的對象是顧客，而非公司人員。
(3) 過去製造業所提到的研發人力資源，多指的是在研發中心負責技術與產品 創新的專業工程師。然而在服務業則不同，企業內有許多可透過提案管道 參與創新發展的第一線員工，某程度上已屬於創新人力資源，故建議服務 企業在該員工之激勵上，除了依循績效考核給予分紅、獎金之外，應同時 表揚獲得高度顧客滿意度者，以提升其成就感。
第三節 後續研究建議
本研究所使用之方法與個案研究上，雖力求達到理性與嚴謹，但在實際執 行後仍然受到些許限制，以致此研究尚不夠完美，故以下列出後續研究的建議：
(1) 增加個案數量
本研究所訪談之個案公司僅有兩家，且皆為與餐飲相關之服務業，故可能 無法完整反映整體服務業發展服務創新時之組織情形。建議後續研究可擴大 個案公司之範圍，如銀行與網路服務提供商等行業，以更加完整與深入。
(2) 擴大研究範圍
本研究僅以組織方式為研究標的，然而服務創新之議題仍屬萌芽階段，且具 跨領域之特質，涵蓋範圍甚廣，故僅以其中一觀點進行研究，無法涵蓋整個 影響服務創新之因素。建議後續研究可針對其他觀點進行研究，以使服務創
種管道，故在訪談資料上可能會因為訪談者觀點與偏見而使訪談內容不夠直 接性，且可能因為人們之表達能力與理解能力不同，而導致於內容上有些誤 差。在次級資料的內容上，該些資料可能不一定具真實性、可靠性與精確性。
建議後續研究可透過觀察或影像資料等資料收集方式，以更加深入的暸解並 達到交叉映證的可靠與精確度。
參考文獻
一、英文文獻：
1. Ansoff, I. H. and Antoniou, P. H. (2006), Implanting Strategic Management : The Ansoffian Approach, South Carolina, Booksurge Publishing.
2. Appley, D.G. and Winder, A.E. (1997), “An Evolving Definition of
Collaboration and Some Implications for The World of Work”, Journal of Applied Behavioral Science, pp.279-291.
3. Ashford, S. J., and Cummings, L. L. (1983), “Feedback as an Individual Resource: Personal Strategies of Creating Information,” Organizational Behavior and Human Performance, 32(3), 370-398.
4. Asian Development Bank (2012), Asian Development Outlook 2012 Update:
Services and Asia’s Future Growth, Manila: Asian Development Bank.
5. Badaracco, J. (1991), The Knowledge Link: How Firms Compete Through Strategic Alliances, Havard Business School Press.
6. Balachandra, R. and Friar, J. H. (1997), “Factors for Success in R&D Projects and New Product Innovation: a Contextual Framework,” IEEE Transactions on Engineering Management, 44(3), 276-287.
7. Barnard, C. I. (1948), The Functions of The Executive. Cambridge, MA:
Harvard University Press.
8. Barney, J. B. and Wright, P. M. (1998), “On Becoming a Strategic Partner: The Role of Human Resources in Gaining Competitive Advantage,” Human
Resource Management, 37(1), 31-46
9. Barras, R. (1990), “Interactive Innovation in Financial and Business Services:
The Vanguard of the Service Revolution,” Research Policy, 19(3), 215–237.
10. Basu, R. and Green, S. G. (1997), “Leader-Member Exchange and Transformational Leadership: An Empirical Examination of Innovative
Management Review, 42(2), pp. 56-63.
12. Bitner, M.J., Ostrom, A. L., and Morgan, F. N. (2008), “Service Blueprinting: a Practical Technique for Service Innovation. California Management Review, 50(3), 66.
13. Bitran, G. and Pedrosa, L. (1998), “A Structured Product Development Perspective for Service Operations,” European Management Journal, 16(2), 169-189.
14. Breen, B. (2004), “The 6 Myths of Creativity,” Fast Company, 89, 75.
15. Bogdan, B. C. and Biklen S. K. (1982), Qualitative Research for Education:
An Introduction to Theory and Method, Boston: Allyn and Bacon.
16. Bogdan, R. C. and Biklen, S. K. (1992), Qualitative Research for Education:
An Introduction to Theory and Methods, Boston: Allyn and Bacon.
17. Bowonder, B. and Sharif, M. N. (1988), “Basis for Techno-Economic Policy Analysis,” Science and Public Policy, 15(4), 217-219.
18. Campbell, A. J. (2003),“Creating Customer Knowledge Competence:
Managing Customer Relationship Management Programs Strategically,”
Industrial Marketing Management, 32(5), pp.375-383.
19. Champion, D. J. (1975), The Sociology Of Organizations, New York, McGraw-Hill Inc.
20. Chan, A., Go, F. M., and Pine, R. (1998), “Hong Kong: Attitudes and Practice,”
Service Industries Journal, 18(2), 112-124.
21. Cheng, C. C., Chen, J. S., and Tsou, H. T. (2012), “Market-creating Service Innovation: Verification and Its Associations with New Service Development and Customer Involvement,” Journal of Services Marketing, 26(6), 444-457.
22. Chesbrough, H. W. (2003), Open Innovation: The New Imperative for Creating and Profiting From Technology, Harvard Business Press.
23. Chesbrough, H. and Crowther, A. K. (2006), “Beyond High Tech: Early Adopters of Open Innovation in Other Industries,” R&D Management, 36(3), 229-236.
24. Chesbrough, H.W. (2011), Open Services Innovation, John Wiley and Sons, Inc.
25. Chesbrough, H.W. (2011b), “The Case for Open Services Innovation: The Commodity Trap,” California Management Review, 53(3) (Spring 2011), pp.
5-20.
26. Clark, K. B. and Wheelwright, S. C. (1997), “Organizing and Leading
“Heavyweight” Development Teams”, in Michael Tushman and Philip Anderson, Managing New Product and Process Development, NY: Oxford University Press.
27. Clandinin, D. J. and Connelly, F. M. (2000), Narrative Inquiry: Experience and Story in Qualitative Research, San Francisco: Jossey-Bass.
28. Cooper, R. G. and Kleinschmidt, E. J. (1987), “New Products: What Separates Winners from Losers?” Journal of Product Innovation Management, 4(3), 169-184.
29. Cooper, R. G. (1994), “Perspective: Third-Generation New Product Processes,”
Journal of Product Innovation Management, 11, 3-14.
30. Cornish, S. L. (1997), “Product Innovation and the Spatial Dynamics of Market Intelligence: Does Proximity to Markets Matter?” Economic Geography, 73(2), 143-165.
31. Crabtree, B. F., Miller, W. L., and Swenson, M. M. (1995), “Doing qualitative research,” Nursing Research, 44(4), 254.
32. Crawford, C. M. and Di Benedetto, C. A. (2000), New Product Management, Boston: McGraw-Hill.
33. Creswell, J. W. (1998), Qualitative inquiry and Research Design: Choosing Among Five Traditions, Thousand Oaks, CA: Sage.
34. Creswell, J. W. (2002), Educational Research: Planning, Conducting, and Evaluating Quantitative and Qualitative Research, Upper Saddle River, NJ:
Merrill/Pearson.
35. Creswell, J. W. (2013), Research Design: Qualitative, Quantitative, and Mixed Methods Approaches, Sage.
37. Day, G. S., Gold, B.and Kuczmarski, T. D. (1994), “Significant Issues for the Future of Product Innovation,” Journal of Product Innovation Management, 11(1), 69-75.
38. Daft, R. L. (1978), “A Dual-Core Model of Organizational Innovation,”
Academy of Management Journal, 21(2), 193-210.
39. Dahlander, L. and Gann, D. M. (2010), “How Open Is Innovation?” Research Policy, 39(6), 699-709.
40. Damanpour, F. (1987), “The Adoption of Technological, Administrative, and Ancillary Innovations: Impact of Organizational Factors,” Journal of
Management, 13(4), 675-688.
41. Davila T., Epstein, M. J. and Shleton, R. (2006), Making Innovation Work:
How to Manage It, Measure It, and Profit From It, Wharton School Publishing.
42. de Bes, F. T., and Kotler, P. (2011), Winning at Innovation: The A-to-F Model, Palgrave Macmillan.
43. de Brentani, U. (1991), “Success Factors in Developing New Business Services,” European Journal of Marketing, 25(2), 33-59.
44. de Brentani, U. (2001), “Innovative Versus Incremental New Business Services:
Different Keys for Achieving Success,” Journal of Product Innovation Management, 18(3), 169-187.
45. de Jong, J. P., and Vermeulen, P. A. (2003), “Organizing Successful New Service Development: A Literature Review,” Management Decision, 41(9), 844-858.
46. den Hertog, P. D. and Bilderbeek, R. (1999), Conceptualising Service Innovation and Service Innovation Patterns, Research Programme on Innovation in Services (SIID) for the Ministry of Economic Affairs, Dialogic, Utrecht.
47. den Hertog, P., Van der Aa, W. and de Jong, M. W. (2010), “Capabilities for Managing Service Innovation: Towards a Conceptual Framework,” Journal of Service Management, 21(4), 490-514.
48. Drucker, P. F. (1985), Innovation and Entrepreneurship, New York, NY:
Harper Row.
49. Easingwood, C.J. and Mahajan, V. (1989), “Positioning of Financial Services for Competitive Advantage,” Journal of Product Innovation Management, 6, 207-219.
50. European Commission (2005), Key Figures 2005: Towards a European Research Area, Directorate-General for Research, Luxembourg: Office for Offi-cial Publications of The European Communities.
51. European Commission (DG JRC and DG RTD) (2006), 2006 EU R&D Investment Scoreboard Technical Report EUR 22348 EN, Luxembourg:
Office for Official Publications of the European Communities. Available at:
http://iri.jrc.es/research/scoreboard_ 2006.htm (accessed 7 February 2007).
52. Gadrey, J., Gallouj, F. and Weinstein, O. (1995), “New Modes of Innovation:
How Services Benefit Industry,” International Journal of Service Industry Management, 6(3), 4-16.
53. Gallaher, M. P. and Petrusa, J. E. (2006), “Innovation in the US Service Sector,”
The Journal of Technology Transfer, 31(6), 611-628.
54. Gilbert, M., and Cordey-Hayes, M. (1996), “Understanding the Process of Knowledge Transfer to Achieve Successful Technological Innovation,”
Technovation, 16(6), 301-312.
55. Gronroos, C. (1990), Sevice Management and Marketing: Managing the Moments of Truth in Service Competition, Lexington Books, Lexington MA.
56. Gummesson, E. (1981), “The Marketing of Professional Services: 25
Propositions,” in Donnelly, J. H. and George, W.R. (Eds), Marketing Services, American Marketing Association Proceedings, Chicago.
57. Gupta, A. K., and Govindarajan, V. (1991, August), “Knowledge Flow Patterns, Subsidiary Strategic Roles, and Strategic Control within MNCs,” In Academy of Management Proceedings, 1991(1), 21-25. Academy of Management.
58. Hickman, C.R. (1995), The Organization Game - An Interactive Business Game Where You Make or Break the Company, Simon & Schuster.
61. James, L. R., and Jones, A. P. (1976), “Organizational Structure: A Review of Structural Dimensions and Their Conceptual Relationship with Individual Attitudes and Behavior,” Organizational Behavior and Human Performance, 16, 74-113.
62. Jaworski, B. and Kohli, A. (1993), “Market Orientation: Antecedents and Consequences,” Journal of Marketing, 57 (July), 53-70.
63. Jones, G. R. (2004), Organizational Theory, Design, and Change, Pearson Education, Inc.
64. Joshi, A. W., and Sharma, S. (2004), “Customer Knowledge Development:
Antecedents and Impact on New Product Performance,” Journal of Marketing, 68(4), 47-59.
65. Juran, J. M. (1974), Quality Control Handbook (3th ed.), New York: McGraw- Hill Book Co Press.
66. Kahn, K. B. (1996), “A Definition of Interdepartmental Integration with Implications for Product Development Performance,” Journal of Product Innovation Management, 13(2), 137-151.
67. Khafri, N., and Budhwar, P. (2002), “Measuring Charisma and Vision and Their Effect on Followers in The UK Manufacturing Companies,”
Management Research News, 25(8-10), 108-111.
68. Kling, R. and Iacono, S. (1984), "The Control of Information Systems
Developments After Implementation," Communications of The ACM, 27(12) (December): 1218-1226
69. Kohli, A. K. and Jaworski, B. J. (1990), “Market Orientation: The Construct, Research Propositions,” A. Journal of Marketing, 54(2), 1.
70. Kotler, P. and Keller, K. L. (2006), Marketing Management (12th ed.), New Jersey: Pearson International Press.
71. Lawrence P. R. and Lorsch J. W. (1967), Organization and Environment, Boston: Graduate School of Business Administration, Harvard University.
72. Leiponen, A. (2005), “Organization of Knowledge and Innovation: The Case of Finnish Business Services,” Industry and Innovation, 12(2), 185-203.
73. Leonard, D. (1995), Wellsprings of Knowledge, Harvard Business School Press, Massachusetts.
74. Li, T. and Calantone, R. J. (1998), “The Impact of Market Knowledge Competence on New Product Advantage: Conceptualization and Empirical Examination,” The Journal of Marketing, 13-29.
75. Lincoln, Y. S. and Guba, E. G. (2000), “Paradigmatic Controversies,
Contradictions, and Emerging Confluences,” In N. K. Denzin & Y. S. Lincoln (Eds.), Handbook of Qualitative Research (2nd ed.), pp.163-188, Thousand Oaks, CA: Sage.
76. Lovelock, C.H. (1984), “Developing and Implementing New Services. In George, W.R. and Marshall, C.C. (Eds), Developing New Services,” American Marketing Association Proceedings, Chicago, 1984, 44-64.
77. Luecke, R. (2003), Harvard Business Essentials: Managing Innovation and Creativity, Harvard Business Press.
78. Marinova, D. (2004), “Actualizing Innovation Effort: The Impact of Market Knowledge Diffusion in a Dynamic System of Competition,” Journal of Marketing, 68(3), 1-20.
79. McGregor, J. (2006, April), “The World’s Most Innovative Companies. Special Report–Innovation,”Business Week.
80. Merriam, S. B. (1988), Case Study Research in Education, San Francisco:
Jossey-Bass.
81. Merriam, S. B. (1998), Qualitative Research and Case Study Applications in Education, San Francisco: Jossey-Bass.
82. Miles, I. (2007), “Research and Development (R&D) Beyond Manufacturing:
The Strange Case of Services R&D,” R&D Management, 37(3), 249-268.
83. Miles, I. (2008), “Patterns of Innovation in Service Industries,” IBM Systems Journal, 47(1), 115-128.
85. Miller, W. L. and Morris, L. (1998), 4th Generation R&D: Managing Knowledge, Technology, and Innovation, Nova Iorque.
86. Miller, D. J. (2004), “Firms' Technological Resources and the Performance Effects of Diversification: A Longitudinal Study,” Strategic Management Journal, 25(11), 1097-1119.
87. Moorman, C. (1995), “Organizational Market Information Processes: Cultural Antecedents and New Product Outcomes,” Journal of Marketing Research,
87. Moorman, C. (1995), “Organizational Market Information Processes: Cultural Antecedents and New Product Outcomes,” Journal of Marketing Research,