許多研究探討資訊科技在服務創新上的應用並提升企業競爭優勢，但卻很少研究討論資訊科技在服務導向邏輯中主動性資源的角色，本篇研究目的在於了解主動性資源在新服務開發流程中不同角色的重要性，以及資訊科技參與新服務開發流程對於服務創新程度所產生的躍進式或漸進式創新的影響，並探討同為主動性資源整合資訊科技與服務創新結合的持續服務改善機制，是否會在企業創新程度與競爭優勢與績效中產生中介的效果。本研究計畫針對台灣服務業進行調查，分析其資訊科技於服務創新流程之使用狀況以及其它主動性資源的使用狀況。

Service innovation can help firms gain competitive advantage in a highly turbulent environment, while operant resources play a critical role that enables service innovation. However, while the concept of operant resource has been extensively discussed, the practices of operant resources are not well understood. Specifically, extant research on the relationship between IT-enabled operant resource and service innovation is scant. This study proposes two IT-enabled operant resources: IT-enabled NSD (new service development) and IT-enabled CSI (continual service improvement), and empirically examines their value on service innovation. We collected data from 247 Taiwanese firms and found (1) IT-enabled NSD can enhance both radical and incremental service innovation practices. However, only radical service innovation can directly contribute to firms’ competitive advantage. (2) Incremental service innovation can indirectly influence competitive advantage through the help of IT-enabled CSI. This phenomenon shows that using IT to collect feedback from customers and first line employees after launching new service innovations are critical for improving new services and for gaining competitive advantage. Our study highlights the role of IT, which enables firms to deal with the iterative nature of NSD (new service development) and CSI (continual service improvement) processes. The proposed research model can assist firms to develop their IT-enabled operant resources, and design service improvement mechanisms toward the cyclic innovation process.

1. INTRODUCTION 1
2. THEORETICAL BACKGROUND AND HYPOTHESES DEVELOPMENT 4
2.1 A HIERARCHY OF OPERANT RESOURCES 4
2.2 IT AS COMPOSITE OPERANT RESOURCES (COR) 6
3. METHODOLOGY 14
3.1 SAMPLE AND DATA COLLECTION 14
3.2 MEASUREMENT 18
3.3 RELIABILITY AND CONSTRUCT VALIDITY ASSESSMENT 19
4. ANALYSIS AND RESULTS 23
5. DISCUSSION 28
5.1 IT-ENABLED NSD PROCESS AND SERVICE INNOVATION PRACTICES 29
5.2 SERVICE INNOVATION PRACTICES FOR COMPETITIVE ADVANTAGE 30
5.3 THEORETICAL IMPLICATIONS 31
5.4 MANAGERIAL IMPLICATIONS 33
5.5 LIMITATIONS AND FUTURE RESEARCH 37
6. CONCLUSION 39
REFERENCES 40
APPENDIX. MEASUREMENT ITEMS FOR THE CONSTRUCTS 44

Akaka, M. A., & Vargo, S. L. (2013). Technology as an operant resource in service (eco) systems. Information Systems and e-Business Management, 1-18.
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.
Berry, L. L., Shankar, V., Parish, J. T., Cadwallader, S., & Dotzel, T. (2006). Creating new markets through service innovation: Cambridge.
Bharadwaj, A. S. (2000). A Resource-Based Perspective on Information Technology Capability and Firm Performance: An Empirical Investigation. MIS quarterly, 24(1).
Blazevic, V., & Lievens, A. (2004). Learning during the new financial service innovation process: antecedents and performance effects. Journal of Business Research, 57(4), 374-391.
Brentani, U. (2001). Innovative versus incremental new business services: different keys for achieving success. Journal of Product Innovation Management, 18(3), 169-187.
Chen, J.-S., & Tsou, H.-T. (2012). Performance effects of IT capability, service process innovation, and the mediating role of customer service. Journal of Engineering and Technology Management, 29(1), 71-94.
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.
Constantin, J. A., & Lusch, R. F. (1994). Understanding resource management: How to deploy your people, products, and processes for maximum productivity.
Cronbach, L. J. (1951). Coefficient alpha and the internal structure of tests. Psychometrika, 16(3), 297-334.
David, W. (1998). Successful Knowledge Management Projects. Sloan Management Review.
Day, G. S., Deighton, J., Narayandas, D., Gummesson, E., Hunt, S. D., Prahalad, C., . . . Shugan, S. M. (2004). Invited commentaries on “evolving to a new dominant logic for marketing”. Journal of Marketing, 68(1), 18-27.
Durmuşoğlu, S. S., & Barczak, G. (2011). The use of information technology tools in new product development phases: Analysis of effects on new product innovativeness, quality, and market performance. Industrial Marketing Management, 40(2), 321-330.
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research (JMR), 18(1).
Froehle, C. M., Roth, A. V., Chase, R. B., & Voss, C. A. (2000). Antecedents of new service development effectiveness an exploratory examination of strategic operations choices. Journal of Service Research, 3(1), 3-17.
Goldstein, S. M., Johnston, R., Duffy, J., & Rao, J. (2002). The service concept: the missing link in service design research? Journal of Operations Management, 20(2), 121-134.
Hair, J., Anderson, R., Tatham, R., & Black, W. (1998). Multivariate Data Analysis. Prentice-Hall: Upper Saddle River: NJ.
Hartley, J. (2005). Innovation in governance and public services: Past and present. Public money and management, 25(1), 27-34.
Hislop, D. (2002). Mission impossible? Communicating and sharing knowledge via information technology. Journal of Information Technology, 17(3), 165-177.
Hunt, S. D. (2004).On the service-centered dominant logic of marketing. Journal of Marketing, 68(1), 21–22.
Hunt, S. D., & Madhavaram, S. (2006). The Service-Dominant Logic of Marketing. The service-dominant logic of marketing: Dialog, debate, and directions, 67.
Johnson, S. P., Menor, L. J., Roth, A. V., & Chase, R. B. (2000). A critical evaluation of the new service development process. New Service Development–Creating Memorable Experience, 1-32.
Karpen, I. O., Bove, L. L., & Lukas, B. A. (2012). Linking Service-Dominant Logic and Strategic Business Practice A Conceptual Model of a Service-Dominant Orientation. Journal of Service Research, 15(1), 21-38.
Kleinschmidt, E. J., & Cooper, R. G. (1991). The impact of product innovativeness on performance. Journal of Product Innovation Management, 8(4), 240-251.
Luca, L. M. D., & Atuahene-Gima, K. (2007). Market knowledge dimensions and cross-functional collaboration: examining the different routes to product innovation performance. Journal of Marketing, 71(1), 95-112.
Lusch, R. F., & Nambisan, S. (2012). Service innovation: A Service-Dominant (SD) logic perspective. Retrieved August, 12, 2012.
Lusch, R. F., & Vargo, S. L. (2006). Service-dominant logic: reactions, reflections and refinements. Marketing theory, 6(3), 281-288.
Madhavaram, S., & Hunt, S. D. (2008). The service-dominant logic and a hierarchy of operant resources: developing masterful operant resources and implications for marketing strategy. Journal of the Academy of Marketing Science, 36(1), 67-82.
McDermott, C. M., & Prajogo, D. I. (2012). Service innovation and performance in SMEs. International Journal of Operations & Production Management, 32(2), 216-237.
Menor, L. J., Tatikonda, M. V., & Sampson, S. E. (2002). New service development: areas for exploitation and exploration. Journal of Operations Management, 20(2), 135-157.
Nambisan, S. (2003). Information systems as a reference discipline for new product development. MIS quarterly, 1-18.
Nambisan, S. (2013). Information Technology and Product/Service Innovation: A Brief Assessment and Some Suggestions for Future Research. Journal of the Association for Information Systems, 14(4).
Nunnally, J. C., Bernstein, I. H., & Berge, J. M. t. (1967). Psychometric theory.
Ordanini, A., & Parasuraman, A. (2011). Service innovation viewed through a service-dominant logic lens: a conceptual framework and empirical analysis. Journal of Service Research, 14(1), 3-23.
Panesar, S. S., & Markeset, T. (2008). Development of a framework for industrial service innovation management and coordination. Journal of Quality in Maintenance Engineering, 14(2), 177-193.
Popadiuk, S., & Choo, C. W. (2006). Innovation and knowledge creation: how are these concepts related? International Journal of Information Management, 26(4), 302-312.
Seppänen, M., & Mäkinen, S. (2010). Resources in academic discourse: An empirical investigation of management journals. Journal of Industrial Engineering and Management, 3(1), 116-137.
Song, X. M., & Montoya‐Weiss, M. M. (1998). Critical development activities for really new versus incremental products. Journal of Product Innovation Management, 15(2), 124-135.
Sorescu, A. B., Chandy, R. K., & Prabhu, J. C. (2003). Sources and financial consequences of radical innovation: Insights from pharmaceuticals. Journal of Marketing, 67(4), 82-102.
Taylor, S., Case, G., & Spalding, G. (2007). ITIL Version 3 Continual Service Improvement. The Office of Government Commerce.
Vargo, S. L., & Lusch, R. F. (2004). Evolving to a new dominant logic for marketing. Journal of Marketing, 68(1), 1-17.
Vargo, S. L., & Lusch, R. F. (2008). Service-dominant logic: continuing the evolution. Journal of the Academy of Marketing Science, 36(1), 1-10.
Vincent, L. H., Bharadwaj, S. G., & Challagalla, G. N. (2004). Does innovation mediate firm performance?: a meta-analysis of determinants and consequences of organizational innovation.