Introduction
In response to recent changes in business environments and increased operating costs, hospitals have promoted healthcare innovations to develop highly efficient and economical
patient-centred care environments (Tsou et al.2008). Weng et al. (2012a) reported that nurses are responsible for 80% of healthcare innovations. Fostering innovative nursing behaviours could improve medical service quality, increase job productivity, improve the effectiveness of treatment (Amo 2006, Chang & Liu 2008), reduce healthcare costs while satisfying the needs of patients, improve the effectiveness of care services (Hughes
2006), simplify the processes involved in delivering such services and improve access to healthcare services (Linet al. 2013). Hughes (2006) further specified that fostering
innovative nursing encompasses numerous fields, including nursing research, clinical practice, nursing management, nursing education, technology, public health and nursing
policies.For clinical nursing, improving medical service quality has long been the primary focus in care practices. From a patient-centred perspective, it could not only increase
patient satisfaction but also be viewed as a critical target for developing nurse innovation and promoted by many nurse managers worldwide. Moreover, from a healthcare
management perspective, marketing activities are not focused solely on promoting professional healthcare services;instead, emphasis is on creating a customer service
experience and improving service quality. Integrating experiential activities into healthcare services provides a means for customers, i.e., patients and their families, to experience
and acknowledge the quality of healthcare services and also enhances feedback on their medical service experience, thereby adding multifaceted value to care services (Weng
et al. 2012a).