顧客導向、製造服務化與服務創新對企業營運績效之影響-臺灣印刷業者之實證研究

Abstract

印刷產業面臨轉型變革由大量製造邁向顧客訂製生產服務，轉型服務化並開創高附加價值的創新服務以利企業營運績效的提升為企業關注重點。本研究之主要目的為探索印刷產業依循顧客導向進行製造服務化與服務創新對企業績效是否有所影響，分別由理論面及實務面來進行闡述，釐清印刷製造業依據顧客需求轉型進入服務型產業之概念與內涵，在轉型服務化的歷程中，伴隨著服務所產生的服務創新與顧客導向及製造服務化是否影響到企業整體營運績效，冀望提供印刷產業經營面上之思考。

本研究以經濟部統計處之資料，107年工廠名錄-印刷及資料儲存媒體複製業及臺灣區印刷暨機材工業同業公會取得產業相關廠商名錄作為研究對象，研究採取先質後量的方式，先採用深度訪談法作為本研究議題的問卷設計與探討，再採用問卷調查法調查印刷產業對於本研究議題的看法。

本研究問卷總計發送518份，有效問卷為359份 (69.3%) ，以SPSS20.0為本研究應用分析工具。同時半結構訪談台灣六家印刷業者，將編碼結果與統計結果進行參照，形成本研究結論，茲就主要迴歸分析研究結果概述如下： (1) 顧客導向會正向影響製造服務化、服務創新及企業營運績效 (2) 製造服務化會正向影響服務創新及企業營運績效 (3) 新服務概念、新服務傳遞系統的服務創新會正向影響企業營運績效 (4) 製造服務化會對顧客導向影響企業營運績效產生中介效果 (5) 新服務概念、新服務傳遞系統的服務創新會對顧客導向影響企業營運績效產生中介效果。同時並闡述本研究之差異性分析及訪談分析結果形成本研究之結論與建議，提供給印刷業者及未來研究者之參考。

Printing business has faced drastic change from mass production to mass customization. More customer-orientated and high value added servitization to pursue greater firm performance. The main goal of the present study is to explore whether the printing service suppliers servitization and service innovation based on customer orientation strategies would affect firm performance or not. The results would show us the systematic concepts of servitization of printing industry. Moreover, the relations between service innovation, the perceptions of customer-orientation, sevitization, and firm performance are analyzed.

The samples of the study are sampling from the directory of Printing and Reproduction of Recorded Media 2018 by Department of Statistics, Ministry of Economy affairs and the directory provided by printing business and printing devices manufacturer’s association. The research method is exploratory sequential design. The qualitative data were used to form the questionnaires, and the quantitative data were analyzed to form the results to answer the research questions.

There were 518 questionnaires delivered, and 359 (69.3%) collected data were explored by SPSS 20.0. The statistic results were discussed with semi-structured interview to form the findings as followed: (1) There are positive relations between customer-orientation and sevitization, service innovation, and firm performance; (2) There are positive relationships between Sevitization and service innovation and firm performance; (3) There are positive relations between innovated servitization and innovated service delivery system to firm performance; (4) Servitization has mediate effect between customer-orientation and firm performance; (5) Innovated servitization and innovated service have mediate effect between customer-orientated and firm performance. The present study also analyzed the differences between different groups of independent variables and semi-structured interviews. There are suggestions to printing business suppliers and future studies.