當市場快速轉化演進，創新公司已逐漸將顧客參與性應用到他們的服務過程中以挖掘顧客真實需求及連結企業與顧客之間的良好互動。過去的文獻中有許多有關如何開發新產品及新服務的研究並專注於創新策略，然而極少有研究聚焦於顧客參與，導致一般企業在參考新服務開發在參考新服務開發時無所依循。
本研究欲了解企業如何通過使顧客參與新服務開發過程以保持競爭力，並探討在新服務開發中不同顧客參與類型為企業與顧客帶來的價值，旨在為公司提供新的視角，以探索更多的方法使客戶參與新服務的開發過程，並提供更多對顧客友好的服務。
本研究針對新服務開發及顧客參與兩大主軸訪談了來自不同行業的七人，包含農業、醫療照護、電子商務、運輸、空間與清潔產業。受訪者包含創辦人、公同創辦人、員工等。本研究為質性研究，主要資料來源為：一對一的深度訪談（一手資料）和線上資料蒐集（二手資料）。
根據研究結果，顧客參與新服務開發共有七個類別，包含：透過既有服務預期顧客需求、分析數據以追蹤趨勢、透過顧客持續參與發想新服務、透過A/B測試確保服務品質、追蹤顧客反應以提升服務品質、藉由策展、展覽與互動推廣服務。研究結果提供企業開發新服務的不同面向與方式，並在開發新服務的過程中提高企業與顧客雙向互動的機會，並提出應用七個類別分別能在新服務開發為企業帶來的價值及影響。最後則後續欲應用顧客參與在新服務開發的企業建議。

While market changes dramatically, innovative firms have gradually applied customer participation in their service process. Many studies have researched about how to develop new services and concentrated on innovation strategies. However, few has focus on customer participation so that firms cannot find paths to follow when developing new services.
The research aims to gain a better understanding of how firms can stay competitive and bring values to customers by involving their customers in new service development process, hoping to provide a new perspective to firms to explore more new service development categories and hence offer more customer friendly service.
The research interviewed seven people from different industries, including agriculture, health care, delivery, e- commerce, hospitality to cleaning to analyze different ways of customer participation in each new service development stage. Interviewees includes founders, co-founders and employees. The research is a qualitative research. It uses primary data: one-on-one in depth interviews and secondary data to gather information.
The result summarized seven categories of customer participation in new service development as well as their impacts: anticipating customers requisite via current services, analyzing data to track tendency, ideating service through customer persistent involvement, assuring quality through A/B testing, tracking customer response to improve service quality, and curating, exhibiting and interacting with customers to promote services. The results provides firms new perspectives to explore more methods to involve customer in new service development process and offers more customer- friendly service.

1 Introduction 1
1.1 Research Background and Motivation 1
1.2 Purpose of the Study 4
1.3 Research Questions 4
1.4 Research Contributions 5

2 Literature Review 6
2.1 Customer Participation 6
2.2 New Service Development 10
2.3 Customer Participation in New Service Development 13

3 Research Method 14
3.1 Research Case Selection and Description 15
3.2 Data Collection 18
3.3 Data Analysis 20

4 Results 22
4.1 Customer Participation in New service development of Interview firms 22
4.2 Customer Participation Categories in New service development 36
4.3 The impacts of implementing customer participation in in each
stage of new service development 39

5 Conclusion and Discussion 46
5.1 Conclusion 46
5.2 Managerial Implications 47
5.3 Limitations and Suggestions 50

Reference 51

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