Service Innovation Strategies in Financial Service Industry: The Perspective of Reverse Product Cycle and Innovation Type

Abstract

服務創新相關研究日益受到重視，但過去研究多是針對製造業的產品與製程創新討論，鮮少針對金融服務業創新做相關研究，尤其針對服務創新策略與企業績效的研究更是稀少。本研究以逆向產品生命週期理論與創新型態為基礎，發展一2×2的模型矩陣，建立四種服務創新策略，包含：（1）穩健加值策略、（2）新興目標策略、（3）興旺事業策略、以及（4）碩彥效率策略，並進一步分析四種創新策略對公司績效的影響差異。本研究以台灣金融業共189間總公司為研究對象進行調查，首先透過六位金融業經理人的意見訪談建立專家問卷效度。並針對全體金融業的總經理進行二波問卷發放，共蒐集48份問卷，回收率為24%。經由透過集群分析發現穩健加值策略、新興目標策略與興旺事業策略皆存在於金融服務業。其中，穩健加值策略的企業績效是明顯高於新興目標策略與興旺事業策略。雖多數企業採用破壞性創新作為服務創新策略相關之活動，但採用維持式創新幫助金融業在績效表現卻是明顯優於破壞性創新。本研究所提供的服務創新策略皆能夠幫助管理者思考及時回應客戶的需求與建立其企業本身的持續競爭優勢。最後，本研究針對研究結果與發現提出管理及政策意涵。

The importance of service innovation has been widely recognized for enterprises in responding to transformational economic structure. Previous studies have focused on manufacturing industry (e.g. product and process innovation); little theoretical and empirical works have linked with financial service industry. Little research investigated the appropriate service innovation strategies that influence firm performance. This study developed a 2×2 matrix and classified innovation strategies into four cells including: Steady Value-Added, Emerging Goals, Prosperous Business, and Satisfactory Efficiency according to the theories of Reverse Product Cycle and innovation type. This study used 189 public listed financial banking firms in Taiwan as samples. Ultimately, 48 general managers as the respondents returned valid questionnaires (a response rate of 24%). Through the cluster analysis, the strategies Steady Value-Added, Emerging Goals and Prosperous Business were clarified. Specifically, the firm performance of Steady Value-Added Strategy was higher than those of Emerging Goals Strategy and Prosperous Business Strategy. The result shows that the disruptive innovations are the majority in Taiwan's financial market; however, the sustaining innovations have the higher impacts on firm performance than the disruptive innovations. The innovation strategies combined with customized services help financial service firms to accurately respond to customers' demands and build sustainable competitive advantages. Managerial and policy implications from the research findings were provided in the conclusions.