自2003.05.07交通部在甲、乙種小客車租賃業之外又增加丙種小客車與小貨車租賃業；2004.08.30再修改小客車、小貨車租賃業得以一年以上租約辦理免計停車位之審核作業原則。從此各大金融機構、汽車經銷系統紛紛進入小客車租賃市場，使小客車租賃業立即面臨市場競爭考驗。
本研究主要目的是針對「服務創新」、「規範性評估」、「服務品質」及「顧客滿意度」作深入分析研討，進而了解服務創新與其他構面的評估與指標，以提供小客車租賃業一套完備的創新準則與顧客滿意度的依據。研究問卷共寄發500份，共回收341份，有效問卷共計275份，透過敘述性統計、因素分析、信效度分析、複迴歸分析與線性結構關係（LISREL）等五項分析方法來解釋構面的架構並建立評估指標。本研究結論如下：
1. 「服務創新」具備吸引力，對「規範性評估」有正向影響。
2. 「服務創新」有穩定性與關懷性發展規劃，對「服務品質」有正向影響。
3. 「服務創新」推出愈貼近顧客需求，對「顧客滿意度」愈有正向影響。
4. 顧客購買行為之「規範性評估」越趨近理性，對「服務品質」與「顧客滿意度」有正向影響。
5. 「服務品質」穩定優質，對「顧客滿意度」有正向影響。
6. 「服務創新」的推出愈接近事先對顧客「規範性評估」的評量，對「顧客滿意度」愈有正向影響。
7. 「服務創新」推出完善、「服務品質」穩定優質，對「顧客滿意度」愈有正向影響。
8. 顧客的「規範性評估」認知，愈接近「服務品質」體驗，對「顧客滿意度」愈有正向影響。

Taiwan’s major financial institutions and automobile companies vied with one another to enter the passenger car leasing business after the Ministry of Communications and Transportation on May 7, 2003 put C-class passenger cars and compact cargo trucks on the list of automobile leasing that, at the time, included only A- and B-class passenger cars and the Ministry again revised the rule on Aug. 30, 2004 relieving leasing companies of the obligation to acquire parking spaces for cars leased for more than one year. The new measure increased competition among the leasing companies. It became critical for them to create greater market value through service innovation.
This paper studies service innovation, normative evaluation, service quality and customer satisfaction to gain a better understanding of the evaluation and indicators of service innovation and other aspects of the car leasing business. It is expected that the research results will serve as a basis for the auto leasing companies to prepare comprehensive innovation and customer satisfaction guidelines.
The study, we issued 500 copies of questionnaires and retrieved 341 copies including 275 effective ones, and it attempts to explain the structural framework by establishing evaluation indicators through five analytical processes involving descriptive statistics, factor analysis, reliability analysis, multiple regression analysis and linear structure relation （LISREL） analysis.
Based on the experiential results of comparing the statistics and analyses, the paper concludes:
1. Service innovation is attractive. It has a positive influence on normative evaluation.

2. Stable service quality, which boosts a company’s caring image, has a positive impact on customer satisfaction.
3. THE BETTER SERVICE INNOVATION MEETS CUSTOMER NEEDS, THE MORE POSITIVELY IT WILL INFLUENCE CUSTOMER SATISFACTION.
4. Customers’ rational purchasing behavior that agrees with the normative evaluation will have a positive impact on service quality and customer satisfaction.
5. Stable and quality service will have a positive impact on customer satisfaction.
6. The more a company’s service innovation meets its own requirements of normative evaluation, the more positively such innovation will affect customer satisfaction.
7. Comprehensive service innovation as well as stable and quality service will have a positive impact on customer satisfaction.
8. The more closely customers link normative evaluation to their experience of service quality, the more positively it will affect customer satisfaction.

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