| Summary: | 碩士 === 南臺科技大學 === 工業管理研究所 === 106 === Taiwan has been famous for tea production for a long time. Tea is one of the important traditional industries and contributes much on export revenue as well. Nowadays people’s mindsets of healthy are growing. Therefore, drinking tea is getting more popular than before. In order to stay in the market, the traditional industry must keep improving and innovating. For example, e-commerce and imported tea. Meanwhile, customers are more focusing on service quality, after-sales service and product quality. How to enhance customer satisfaction and connection with technology market are important. Therefore, this study will exam traditional tea industry in Chiayi County and investigate the effect of service innovation on service quality and customer satisfaction. The results of this study also provide the understandings of cutomer’s habit and possible modifications of the market policy for this industry.
The total of 430 questionnaires was distributed in this study and all the questionnaires were filled by the customers in Chiayi County. The total of valid questionnaires is 401, effective 93%. The study was using SPSS22 statistical analysis software for data analysis. The findings shown service innovation has significant influence on service quality；Service quality has significant influence on customer satisfaction；The quality of service has a mediating influence on the service innovation and customer satisfaction.
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