服務業的創新型態與分類提供一完整的架構瞭解服務業創新活動的多樣性。雖然目前相關文獻對於服務創新的研究已漸有累積，但針對一完整性的服務觀點探討其服務業的創新型態與其創新型態對績效的影響，是較為付諸闕如。為補足此研究缺口，本研究以服務系統觀點探討服務業創新活動的樣態與績效關係。透過文獻的探討，本研究對創新的分類以經濟合作暨發展組織(OECD)為基礎，建置一較完整的服務創新架構，並利用此一架構，建構創新型態彼此的互動模式。
本研究的樣本是台灣上市、上櫃的服務業企業共304家在2011~2015年的年報，並透過內容分析法，分析且記錄各公司在各個年度在產品創新、流程創新、行銷創新與組織創新的創新活動，以呈現出台灣服務產業的創新樣態以及個別產業的服務創新樣態，並進一步探討創新型態的組合對績效之影響。結果顯示總體服務產業以從事產品創新的企業最多，在個別服務產業中的創新樣態呈現非常多元。在創新型態對績效的結果呈現上，其發現組織創新為驅動其他創新型態的重要驅動者；行銷創新與流程創新彼此相互影響，並正向影響淨利的表現。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 innovations has become widely recognized by academic researchers and firms in the rise of the service-based economy. The fragmented and loosely coupled nature of the service innovation leads the relationships among innovation types and performance ambiguous. Currently, there are few systematic investigations of the impact of combinative innovations on performance.
Based on den Hertog’s service system view, this study examines the combinative effects of four innovation types on firm performance. These four innovation types include (1) product innovation, (2) process innovation, (3) organizational innovation and (4) marketing innovation. Three innovation-performance models or research hypotheses are proposed: (1) the combinative product-marketing innovations model, (2) the process-organizational innovations model, (3) the whole service system model.
A two‐stage data collection method is conducted to form a polling dataset. The first stage collects firms’ service innovations stated in annual reports via the content analysis. The second stage collects the firm performance data in the period of 2011-2015 from the Taiwan Economic Journal (TEJ) database. Finally, the polling dataset comprises of 1,514 valid data points for analysis. The combinative innovation models are investigated by the bootstrapping method.
The study reveals that process-organizational innovation model and the service system model are supported by empirical evidences. Therefore, the study concludes that organizational innovation is a driving innovation to combine process and marketing innovations and in turn improves the firms’ performance. Managerial and policy implications are provided.

Abbott, W. F., & Monsen, R. J. (1979). On the Measurement of Corporate Social Responsibility: Self-Reported Disclosures as a Method of Measuring Corporate Social Involvement. The Academy of Management Journal, 22(3), 501-515.
Agarwal, R., & Selen, W. (2011). Multi-dimensional Nature of Service Innovation: Operationalisation of the Elevated Service Offerings Construct in Collaborative Service Organisations. International Journal of Operations & Production Management, 31(11), 1164-1192.
Armbruster, H., Bikfalvi, A., Kinkel, S., & Lay, G. (2008). Organizational Innovation: The Challenge of Measuring Non-technical Innovation in Large-scale Surveys. Technovation, 28(10), 644-657.
Baker, W. E., & Sinkula, J. M. (1999). The Synergistic Effect of Market Orientation and Learning Orientation on Organizational Performance. Journal of the Academy of Marketing Science, 27(4), 411-427.
Baker, W. E., & Sinkula, J. M. (2002). Market Orientation, Learning Orientation and Product Innovation: Delving into the Organization's Black Box. Journal of Market-focused Management, 5(1), 5-23.
Ballot, G., Fakhfakh, F., Galia, F., & Salter, A. (2015). The Fateful Triangle: Complementarities in Performance between Product, Process and Organizational Innovation in France and the UK. Research Policy, 44(1), 217-232.
Barile, S., Saviano, M., Polese, F., & Di Nauta, P. (2012). Reflections on Service Systems Boundaries: A Viable Systems Perspective: The Case of the London Borough of Sutton. European Management Journal, 30(5), 451-465.
Barney, J. (1991). Firm Resources and Sustained Competitive Advantage. Journal of Management, 17(1), 99-120.
Baron, R. M., & Kenny, D. A. (1986). The Moderator–mediator Variable Distinction in Social Psychological Research: Conceptual, Strategic, and Statistical Considerations. Journal of Personality and Social Psychology, 51(6), 1173.
Battisti, G., & Stoneman, P. (2010). How Innovative Are UK Firms? Evidence from the Fourth UK Community Innovation Survey on Synergies between Technological and Organizational Innovations. British Journal of Management, 21(1), 187-206.
Betz, F. (2013). Managing Technological Innovation: Competitive Advantage from Change. United States of America: Wiley India.
Bowman, E. H. (1984). Content Analysis of Annual Reports for Corporate Strategy and Risk. Interfaces, 14(1), 61-71.
Briscoe, G., Keränen, K., & Parry, G. (2012). Understanding Complex Service Systems Through Different Lenses: An overview. European management journal, 30(5), 418-426.
Bryson, J., Rubalcaba, L., & Ström, P. (2012). Services, Innovation, Employment and Organisation: Research Gaps and Challenges for the Next Decade. The Service Industries Journal, 32(4), 641-655.
Camisón Zornoza, C., Boronat Navarro, M., & Villar López, A. (2010). Technological Strategic Alliances and Performance: The Mediating Effect of Knowledge-based Competencies. Journal of Strategic Management Education, 2010, p. 7-26.
Carlborg, P., Kindström, D., & Kowalkowski, C. (2014). The Evolution of Service Innovation Research: A Critical Review and Synthesis. The Service Industries Journal, 34(5), 373-398.
Chandler, J. D., & Lusch, R. F. (2015). Service Systems: A Broadened Framework and Research Agenda on Value Propositions, Engagement, and Service Experience. Journal of Service Research, 18(1), 6-22.
Chang, Y.-C., & Chen, M.-N. (2016). Service Regime and Innovation Clusters: An Empirical Study from Service Firms in Taiwan. Research Policy, 45(9), 1845-1857.
Chang, Y.-C., Linton, J. D., & Chen, M.-N. (2012). Service regime: An Empirical Analysis of Innovation Patterns in Service Firms. Technological forecasting and social change, 79(9), 1569-1582.
Chen, J.-S., Tsou, H. T., & Huang, A. Y.-H. (2009). Service Delivery Innovation:Antecedents and Impact on Firm Performance. Journal of Service Research, 12(1), 36-55.
Cheng, E. W. (2001). SEM Being More Effective Than Multiple Regression in Parsimonious Model Testing for Management Development Research. Journal of Management Development, 20(7), 650-667.
Coombs, R., & Miles, I. (2000). Innovation, Measurement and Services: The New Problematique. In J. S. Metcalfe & I. Miles (Eds.), Innovation Systems in the Service Economy. Measurement and Case Study Analysis (pp. 85-103). United States: Springer.
Corsaro, D., Cantù, C., & Tunisini, A. (2012). Actors' Heterogeneity in Innovation Networks. Industrial Marketing Management, 41(5), 780-789.
Cusumano, M. A. (2010). Staying Power: Six Enduring Principles for Managing Strategy and Innovation in an Uncertain World (lessons from Microsoft, Apple, Intel, Google, Toyota and more): Oxford University Press.
Damanpour, F. (1990). Innovation Effectiveness, Adoption and Organizational Performance. Innovation and Creativity at Work: Psychological and Organizational Strategies, 125-141.
Damanpour, F., & Aravind, D. (2012a). Managerial Innovation: Conceptions, Processes, and Antecedents. Management & Organization Review, 8(2), 423-454.
Damanpour, F., & Evan, W. M. (1984). Organizational Innovation and Performance: the Problem of " Organizational Lag". Administrative Science Quarterly, 392-409.
Damanpour, F., & Gopalakrishnan, S. (2001). The Dynamics of the Adoption of Product and Process Innovations in Organizations. Journal of Management Studies, 38(1), 45-65.
Damanpour, F., & Schneider, M. (2009). Characteristics of Innovation and Innovation Adoption in Public Organizations: Assessing the Role of Managers. Journal of Public Administration Research and Theory, 19(3), 495-522.
Damanpour, F., Szabat, K. A., & Evan, W. M. (1989). The Relationship between Types of Innovation and Organizational Performance. Journal of Management Studies, 26(6), 587-602.
Damanpour, F., Walker, R. M., & Avellaneda, C. N. (2009). Combinative Effects of Innovation Types and Organizational Performance: A Longitudinal Study of Service Organizations. Journal of Management Studies, 46(4), 650-675.
Danneels, E. (2002). The Dynamics of Product Innovation and Firm Competences. Strategic Management Journal, 23(12), 1095-1121.
Day, G. S. (1994). The Capabilities of Market-driven Organizations. The Journal of Marketing, 37-52.
den Hertog, P. (2010). Managing Service Innovation:Firm-level Dynamic Capabilities and Policy Options: Dialogic Innovatie & Interactie.
den Hertog, P., van der Aa, W., & de Jong, M. W. (2010). Capabilities for Managing Service Innovation: Towards a Conceptual Framework. Journal of Service Management, 21(4), 490-514. doi:10.1108/09564231011066123
Dhanaraj, C., & Parkhe, A. (2006). Orchestrating Innovation Networks. Academy of Management Review, 31(3), 659-669.
Drejer, A. (2002). Situations for Innovation Management: Towards a Contingency Model. European Journal of Innovation Management, 5(1), 4-17.
Edgett, S., & Parkinson, S. (1993). Marketing for Service Industries-A Revie. Service Industries Journal, 13(3), 19-39.
Edvardsson, B., Skålén, P., & Tronvoll, B. (2012). Service Systems as a Foundation for Resource Integration and Value Co-creation Special Issue–Toward a Better Understanding of the Role of Value in Markets and Marketing (pp. 79-126): Emerald Group Publishing Limited.
Eggert, A., Hogreve, J., Ulaga, W., & Muenkhoff, E. (2014). Revenue and Profit Implications of Industrial Service Strategies. Journal of Service Research, 17(1), 23-39.
Eisingerich, A. B., Rubera, G., & Seifert, M. (2009). Managing Service Innovation and Interorganizational Relationships for Firm Performance: To Commit or Diversify? Journal of Service Research, 11(4), 344-356.
Ellinger, A. E., Lynch, D. F., & Hansen, J. D. (2003). Firm Size, Web Site Content, and Financial Performance in the Transportation Industry. Industrial Marketing Management, 32(3), 177-185.
Eloranta, V., & Turunen, T. (2015). Seeking Competitive Advantage with Service Infusion: A Systematic Literature Review. Journal of Service Management, 26(3), 394-425.
Gallouj, F., & Djellal, F. (2011). The Handbook of Innovation and Services: A Multi-Disciplinary Perspective: Edward Elgar Publishing.
Gallouj, F., & Savona, M. (2009). Innovation in Services: A Review of the Debate and a Research Agenda. Journal of Evolutionary Economics, 19(2), 149.
Gallouj, F., & Weinstein, O. (1997). Innovation in Services. Research Policy, 26(4-5), 537-556.
Garcia, R., & Calantone, R. (2002). A Critical Look at Technological Innovation Typology and Innovativeness Terminology: A Literature Review. Journal of Product Innovation Management, 19(2), 110-132.
Geels, F. W. (2004). From Sectoral Systems of Innovation to Socio-technical Systems: Insights about Dynamics and Change from Sociology and Institutional Theory. Research Policy, 33(6), 897-920.
Grönroos, C., & Voima, P. (2013). Critical Service Logic: Making Sense of Value Creation and Co-creation. Journal of the Academy of marketing Science, 41(2), 133-150.
Grant, R. M. (1996). Toward a Knowledge‐based Theory of the Firm. Strategic Management Journal, 17(S2), 109-122.
Hagedoorn, J., & Cloodt, M. (2003). Measuring Innovative Performance: Is There an Advantage in Using Multiple Indicators? Research Policy, 32(8), 1365-1379.
Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (1998). Multivariate Data Analysis (Vol. 5): Prentice hall Upper Saddle River, NJ.
Hauser, J., Tellis, G. J., & Griffin, A. (2006). Research on Innovation: A Review and Agenda for Marketing Science. Marketing Science, 25(6), 687-717.
Hayes, A. F. (2017). Introduction to Mediation, Moderation, and Conditional Process Analysis: A Regression-based Approach: Guilford Publications.
Haynes, K., & Grugulis, I. E. (2013). Managing Services: Challenges and Innovation: OUP Oxford.
Hsieh, J.-K., Chiu, H.-C., Wei, C.-P., Yen, H. R., & Cheng, Y.-C. (2013). A Practical Perspective on the Classification of Service Innovations. Journal of Services Marketing, 27(5), 371-384.
Johannessen, J.-A., Olsen, B., & Lumpkin, G. T. (2001). Innovation as Newness: What Is New, How New, and New to Whom? European Journal of Innovation Management, 4(1), 20-31.
Kemp, R., Schot, J., & Hoogma, R. (1998). Regime Shifts to Sustainability Through Processes of Niche Formation: The Approach of Strategic Niche Management. Technology Analysis & Strategic Management, 10(2), 175-198.
Kijima, K. (2015). Service Systems Science: Springer.
Kohli, A. K., & Jaworski, B. J. (1990). Market Orientation: The Construct, Research Propositions, and Managerial Implications. The Journal of Marketing, 1-18.
Krippendorff, K. (2012). Content Analysis: An Introduction to Its Methodology: Sage.
Kurtmollaiev, S., Fjuk, A., Pedersen, P. E., Clatworthy, S., & Kvale, K. (2017). Organizational Transformation Through Service Design:The Institutional Logics Perspective. Journal of Service Research, 21(1), 1-16
Lambert, D. M., & García-Dastugue, S. J. (2006). Cross-functional Business Processes for the Implementation. The Service-dominant Logic of Marketing: Dialog, Debate, and Directions, 150.
Lukas, B. A., & Ferrell, O. C. (2000). The Effect of Market Orientation on Product Innovation. Journal of the Academy of Marketing Science, 28(2), 239-247.
Lusch, R. F., & Vargo, S. L. (2006). Service-dominant Logic: Reactions, Reflections and Refinements. Marketing Theory, 6(3), 281-288.
Lusch, R. F., Vargo, S. L., & Tanniru, M. (2010). Service, Value Networks and Learning. Journal of the Academy of Marketing Science, 38(1), 19-31.
Lusch, R. F., Vargo, S. L., & Wessels, G. (2008). Toward a Conceptual Foundation for Service Science: Contributions from Service-dominant Logic. IBM Syst. J., 47(1), 5-13.
Macaulay, L. A., & Miles, I. (2012). Case Studies in Service Innovation. New York: Springer.
Maglio, P. P., & Spohrer, J. (2008). Fundamentals of Service Science. Journal of the Academy of Marketing Science, 36(1), 18-20.
Maglio, P. P., Vargo, S. L., Caswell, N., & Spohrer, J. (2009). The Service System Is the Basic Abstraction of Service Science. Information Systems and e-business Management, 7(4), 395-406.
Martínez‐Ros, E., & Labeaga, J. M. (2009). Product and Process Innovation: Persistence and Complementarities. European Management Review, 6(1), 64-75.
Miles, I. (2000). Services Innovation Coming of Age in the Knowledge-Based Economy. International Journal of Innovation Management, 04(04), 371-389.
Miles, I. (2001). Services Innovation: A Reconfiguration of Innovation Studies. Paper presented at the Innovation in the Knowledge Economy, University of Manchester.
Miles, I. (2007). Research and Development (R&D) beyond Manufacturing: The Strange Case of Services R&D. R&D Management, 37(3), 249-268.
Miles, I. (2016). Twenty Years of Service Innovation Research Service Innovation (pp. 3-34): Springer.
Mol, M. J., & Birkinshaw, J. (2009). The Sources of Management Innovation: When Firms Introduce New Management Practices. Journal of Business Research, 62(12), 1269-1280.
Neuendorf, K. A. (2016). The Content Analysis Guidebook: Sage.
OECD. (2010). OECD Science, Technology and Industry Outlook 2010: OECD Pub.
Ostrom, A. L., Bitner, M. J., Brown, S. W., Burkhard, K. A., Goul, M., Smith-Daniels, V., . . . Rabinovich, E. (2010). Moving Forward and Making a Difference: Research Priorities for the Science of Service. Journal of Service Research, 13(1), 4-36.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A Conceptual Model of Service Quality and Its Implications for Future Research. The Journal of Marketing, 41-50.
Pels, J., & Vargo, S. L. (2009). Toward a Transcending Conceptualization of Relationship: A Service-dominant Logic Perspective. Journal of Business & Industrial Marketing, 24(5/6), 373-379.
Prahalad, C. K., & Ramaswamy, V. (2013). The Future of Competition: Co-creating Unique Value with Customers: Harvard Business Press.
Prajogo, D. I. (2006). The Relationship between Innovation and Business Performance—A Comparative Study between Manufacturing and Service Firms. Knowledge and Process Management, 13(3), 218-225.
Preacher, K. J., & Hayes, A. F. (2004). SPSS and SAS Procedures for Estimating Indirect Effects in Simple Mediation Models. Behavior Research Methods, 36(4), 717-731.
Preacher, K. J., & Hayes, A. F. (2008). Asymptotic and Resampling Strategies for Assessing and Comparing Indirect Effects in Multiple Mediator Models. Behavior Research Methods, 40(3), 879-891.
Ramaswamy, V. (2009). Leading the Transformation to Co-creation of Value. Strategy & Leadership, 37(2), 32-37.
Rosenberg, N. (1982). Inside the Black Box: Technology and Economics: Cambridge University Press.
Royston, P., & Altman, D. G. (1994). Regression Using Fractional Polynomials of Continuous Covariates: Parsimonious Parametric Modelling. Applied Statistics, 429-467.
Rubalcaba, L., Michel, S., Sundbo, J., Brown, S. W., & Reynoso, J. (2012). Shaping, Organizing, and Rethinking Service Innovation: A Multidimensional Framework. Journal of Service Management, 23(5), 696-715.
Rust, R. T., Ambler, T., Carpenter, G. S., Kumar, V., & Srivastava, R. K. (2004). Measuring Marketing Productivity: Current Knowledge and Future Directions. Journal of Marketing, 68(4), 76-89.
Sørensen, F., Sundbo, J., & Mattsson, J. (2013). Organisational Conditions for Service Encounter-based Innovation. Research Policy, 42(8), 1446-1456.
Salunke, S., Weerawardena, J., & McColl-Kennedy, J. R. (2011). Towards a Model of Dynamic Capabilities in Innovation-based Competitive Strategy: Insights from Project-oriented Service Firms. Industrial Marketing Management, 40(8), 1251-1263.
Schoenmakers, W., & Duysters, G. (2006). Learning in Strategic Technology Alliances. Technology Analysis & Strategic Management, 18(2), 245-264.
Secretariat, W. T. O. (1991). Services Sectoral Classification List. MTN. GNS/W, 120.
Shrout, P. E., & Bolger, N. (2002). Mediation in Experimental and Nonexperimental Studies: New Procedures and Recommendations. Psychological Methods, 7(4), 422-445.
Slater, S. F., & Narver, J. C. (1999). Market-oriented Is More Than Being Customer-led. Strategic Management Journal, 1165-1168.
Spohrer, Demirkan, H., & Krishna, V. (2011). Service and Science The Science of Service Systems (pp. 325-358): Springer.
Spohrer, J., Anderson, L., Pass, N., & Ager, T. (2008). Service Science and Service-Dominant Logic. Paper presented at the Otago Forum.
Spohrer, J., & Maglio, P. P. (2008). The Emergence of Service Science: Toward Systematic Service Innovations to Accelerate Co‐creation of Value. Production and Operations Management, 17(3), 238-246.
Spohrer, J., Maglio, P. P., Bailey, J., & Gruhl, D. (2007). Steps Toward a Science of Service Systems. Computer, 40(1).
Staropoli, C. (1998). Cooperation in R&D in the Pharmaceutical Industry—the Network as an Organizational Innovation Ggoverning Technological Innovation. Technovation, 18(1), 13-23.
Stauss, B., den Hertog, P., van der Aa, W., & de Jong, M. W. (2010). Capabilities for Managing Service Innovation: Towards a Conceptual Framework. Journal of Service Management, 21(4), 490-514.
Sundbo, J., & Gallouj, F. (2000). Innovation as a Loosely Coupled System in Services. International Journal of Services Technology and Management, 1(1), 15-36.
Teece, D. J., Pisano, G., & Shuen, A. (1997). Dynamic Capabilities and Strategic Management. Strategic Management Journal, 509-533.
Tellis, G. J., Prabhu, J. C., & Chandy, R. K. (2009). Radical Innovation Across Nations: The Preeminence of Corporate Culture. Journal of Marketing, 73(1), 3-23.
Tether, B. S., Hipp, C., & Miles, I. (2001). Standardisation and Particularisation in Services: Evidence from Germany. Research Policy, 30(7), 1115-1138.
Tether, B. S., & Tajar, A. (2008). Beyond Industry–university Links: Sourcing Knowledge for Innovation from Consultants, Private Research Organisations and the Public Science-base. Research Policy, 37(6), 1079-1095.
Toivonen, M. (2016). Service Innovation: Novel Ways of Creating Value in Actor Systems (Vol. 6): Springer.
Toivonen, M., & Tuominen, T. (2009). Emergence of Innovations in Services. The Service Industries Journal, 29(7), 887-902.
Vargo, S. L., & Akaka, M. A. (2012). Value Cocreation and Service Systems (re) Formation: A Service Ecosystems View. Service Science, 4(3), 207-217.
Vargo, S. L., & Lusch, R. F. (2008a). From Goods to Service (s): Divergences and Convergences of Logics. Industrial Marketing Management, 37(3), 254-259.
Vargo, S. L., & Lusch, R. F. (2008b). Service-dominant Logic: Continuing the Evolution. Journal of the Academy of Marketing Science, 36(1), 1-10.
Vargo, S. L., & Lusch, R. F. (2008c). Why “Service”? Journal of the Academy of Marketing Science, 36(1), 25-38.
Vargo, S. L., & Lusch, R. F. (2011). It's all B2B… and Beyond: Toward a Systems Perspective of the Market. Industrial Marketing Management, 40(2), 181-187.
Vargo, S. L., Wieland, H., & Akaka, M. A. (2015). Innovation through Institutionalization: A Service Ecosystems Perspective. Industrial Marketing Management, 44, 63-72.
Von Hippel, E. (2007). Horizontal Innovation Networks—by and for Users. Industrial and Corporate Change, 16(2), 293-315.
Walker, R. M. (2008). An Empirical Evaluation of Innovation Types and Organizational and Environmental Characteristics: Towards a Configuration Framework. Journal of Public Administration Research and Theory, 18(4), 591-615.
Weerawardena, J., & Mavondo, F. T. (2011). Capabilities, Innovation and Competitive Advantage. Industrial Marketing Management, 40(8), 1220-1223.
Wernerfelt, B. (1984). A Resource‐based View of the Frm. Strategic Management Journal, 5(2), 171-180.
Whittington, R., Pettigrew, A., Peck, S., Fenton, E., & Conyon, M. (1999). Change and Complementarities in the New Competitive Landscape: A European Panel Study, 1992–1996. Organization Science, 10(5), 583-600.
Williams, B. C., & Plouffe, C. R. (2007). Assessing the Evolution of Sales Knowledge: A 20-year Content Analysis. Industrial Marketing Management, 36(4), 408-419.
Yeh-Yun Lin, C., & Yi-Ching Chen, M. (2007). Does Innovation Lead to Performance? An Empirical Study of SMEs in Taiwan. Management Research News, 30(2), 115-132.