| 摘要: | 行銷學門核心觀念係植基於經濟學上之交換觀念而來，企業主導邏輯(dominant logic)原先立足於有形商品(goods)之交換，強調製造之產出與管理；隨著服務產業之興起，服務主導邏輯是近年來企業經營邏輯之重要觀念，學者研究多有論及。本研究探討在服務主導邏輯、社會資本、動態服務創新能力與服務創新變數之下，所影響之消費者行為意圖之影響，並以服務知覺價值與口碑作為干擾變數，釐清服務主導邏輯概念下之服務價值模式。
本研究希冀經由實證調查，了解服務主導邏輯在台灣狀況。由於相關議題近年來才興起，該領域之文獻非常有限，因此研究先從質性訪談開始，藉由專家訪談確認各層級與各過程之重要因素。
本研究將分兩階段來進行研究，分別為：質性研究及調查消費者所做之問卷調查。質性研究旨在進行服務主導邏輯、社會資本、動態服務創新能力及服務創新等相關構面與消費者反應等方面變數，蒐集資料來進行歸納分析，以找出服務創新之前置、調節及結果變數。第二階段以問卷調查進行本研究假設之實證，由於過去對於服務主導邏輯之研究仍屬於探索性階段，本研究所推導之研究架構與實證結果可做為後續研究之重要參考，也為服務主導邏輯時代下提供理論參考和實踐啟示。
The core concept of marketing is based on the exchange concept of economic. While the business dominant logic comes from the exchange of goods, it emphasizing output and management of producing. As the prosperity of service industry, the service dominant logic become the most important concept of business dominant logic. This study intends to ex-plore the influence of service dominant logic, social capital, dynamitic service innovation capacity, and service innovation which also influences behavior intention. Service perceived value, and words of mouth variable will be used as moderator to verify the service value model under service dominant logic.
This study intends to understand service dominant logic in Taiwan through empirical investigation. Considering this issue is new in Taiwan and lacks of plenty literatures, this study will start by qualitative research to verifying those important factors of different lev-els and process.
This study will be conducted in two stages, including qualitative study, and question-naire survey. The first stage of this study is qualitative study. We will collect data which relate to service dominant logic, social capital, dynamitic service innovation capacity, and service innovation variables to find out those antecedent, consequences and moderators of service innovation. The second stage will conduct a series of questionnaire. As those past studies of service dominant logic remain on exploratory stage, the results of this study could be very helpful for academicians to further validate the research model and could be very useful for professionals to design and implement service strategies. |
