服務的提升是服務業取得競爭優勢的關鍵。本研究主要探討顧客互動傾向、競合、吸收能力與服務創新間的關係。本研究採問卷調查實證之，以銀行業為例。銀行業經理級主管為發放對象，填答負責金融商品之相關題項，瞭解該作業之服務創新。總計發放700份問卷，回收的有效問卷203份。研究結果發現，顧客互動傾向、競合與服務創新有正向影響關係，且吸收能力對顧客互動傾向與服務創新之間也具有正向顯著調節效果。本研究之結果也提出相關實務建議，期能有所貢獻。

Improving can be regarded as a important practice of service industry to gain competitive advantage. This study aims to understanding the interactions among customer interaction orientation, coopetition, absorptive capacity and service innovation. This research conducted a questionnaire survey on Taiwaness banking. There are totally 700 questionnaires distributed and 203 valid responses collected. The study findings are as follows. First, customer interaction orientation positively affects service innovation. Secondly, coopetition positively affects service innovation. And the absorptive capacity plays a role of mediation between customer interaction orientation and service innovation. According the conclusion, the implication and suggestion also were provided.

摘要 I
表目錄 IV
圖目錄 V
第一章 緒論 1
第一節 研究動機 1
第二節 研究目的 5
第三節 研究流程 6
第二章 文獻探討 7
第一節 服務創新 7
第二節 顧客互動傾向 12
第三節 競合 17
第四節 吸收能力 21
第五節 假說推論 24
第三章 研究方法 28
第一節 研究架構 28
第二節 研究假說 29
第三節 研究變項之操作性定義與衡量工具 30
第四節 研究對象與資料收集 36
第五節 資料分析方法 37
第四章 研究結果 39
第一節 因素分析 39
第二節 信度分析 41
第三節 描述性統計 44
第四節 相關係數分析 50
第五節 廻歸分析 52
第六節 研究假設結果彙整 56
第五章 結論與建議 58
第一節 研究結論 58
第二節 理論意涵與實務建議 61
第三節 研究限制及未來研究建議 64
參考文獻 64
一、中文部分 65
二、英文部分 66
附錄一 81

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