The Study on Critical Driving Factor of Service Innovation - From the View of Push and Pull Theory

摘要

In the past, the discussions on the development of service innovation are based on thernanalyses of manufacturing technology innovation and introduce the concept ofrnmanufacturing innovation and the model of product innovation to explore the servicerninnovation of service industry sectors.rnAlso, the past discussions center on the externalities of the service providers, thernperipheral factors and new services introduced or provided by the enterprises and failrnto focus on the impact of the service innovation on the interaction between customerrnservice representatives and customers. This study will explore the interaction betweenrnthe service providers (customer service representatives) and service demandrn(customers) from a microscopic angle and also analyze what roles of service providersrnand service demand play in the process of service innovation development.rnThe purpose of the study is to understand the interaction roles played by the servicernrepresentatives and customers, and to analyze the development and the model ofrnservice innovation when the representatives provide service to customers. The studyrnwill also explore the process of service innovation cycle development and what therndriving force is in the formation of service innovation cycle development. Thernresearch obtains the qualitative data by the analysis of case study and supplements itrnwith Critical Incident Technique (CIT). With the half structured questionnaire, therninterview was conducted with the internal staff of the service providers and customersrnon the spot. The study tries to find out the reason behind the Critical Incident whichrnprompts the service providers to innovate its service and its content. By analyzing thernCritical Incident of the innovation, the study proposes the critical criteria of thernservice innovation. Through the process of repetition and updated innovation cycle,rnthe service providers can seek the goal of Continuous Service Innovation andrnoutstanding performance. The study also employs Analytic Hierarchy Process (AHP)rnto analyze the critical driving force of the service innovation during the servicernprocess and the meaning each represents.