| Summary: | 碩士 === 健行科技大學 === 資訊管理系碩士班 === 103 === Innovation behavior has been identified by scholars as an important tool to gain a competitive advantage in business. In order to survive amid changing market, only innovative companies can create products and services to meet consumer demand. Past studies of innovative services for mobile communication products focused on innovation behavior, while few discussions on innovation performance as we knew. To meet diverse demand in telecommunications marketplace, how to improve customer satisfaction and thereby strengthening customer loyalty to achieve the purpose of business performance are definitely the most concern research questions. In this research, the degree of newness, service modification, and the service newness to the market the delivery process are considered as measure of the constructs. Mobile communication services companies, including Chunghwa Telecom, Taiwan Mobile, Far EasTone Telecommunications, are investigated on their providing service innovation performance in this empirical research.
This study used questionnaires to users of mobile phones has for the survey, a total of 251 questionnaires were 209 valid questionnaires. The results showed that Service Innovation has a positive impact on the customer satisfaction, customer satisfaction to loyalty has a positive effect and Service Innovation will be the intermediary of the customer satisfaction effect, indirect effects of loyalty. Therefore, Chunghwa Telecom, Taiwan Mobile and FarEas Tone Telecommunications operate important when assessing the project should serve as an important indicator of service innovation, and actively develop can make customers feel satisfied with the service. In other words, service innovation should be as persistent, so in a highly competitive market, companies can stabilize profitability and sustained growth, in order to achieve sustainable development goals.
Keywords：Mobile communication, Service innovation, Customer satisfaction, Customer loyalty
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