近年來，由於市場競爭越趨激烈，企業勢必得發展其獨特的優勢才能生存於市場中。服務創新是一種能增添額外附加價值於既有或是新產品和服務上以維持高顧客滿意度的分析技術。然而，在過去文獻中，很少有文獻同時包含服務創新、服務績效評估、服務家族設計以及服務最佳化；為此，本研究提出一個系統性的方法來達成上述過去文獻未能達成之領域。本研究以一居家服務開發為案例，並探討而得多項優點；首先，本研究可以系統性地完成服務創新，於實務中，服務開發人員可藉由此系統性的方法完成創新服務開發；第二，資料包絡分析法可以篩選經服務創新開發後的新服務概念，在考量多個投入及產出下，挑選出有效率的服務概念；最後，親合圖法與粒子群演算法被用於開發並最佳化服務家族，一個對顧客及公司皆有利的雙贏局面就此產生，公司可以運用少量的成本以追求更高的顧客滿意度，而顧客可以花費少量的金錢來買到大量的服務。本研究所提出之方法可提供予服務開發人員用於進行服務創新、服務績效評估以及服務家族開發，可使得最終的服務家族在維持一定的經濟規模下，提高不同市場類別的顧客滿意度。

Developing a unique competitive advantage is essential for a company to survive in the market. Service innovation is an analytic technique that can help determine ways to add value to existing products or services so as to maintain a high level of customer satisfaction. Currently, only a handful of analysis methods simultaneously involve service innovation, service performance evaluation, service family and service optimization. In this research, a new systematic approach incorporating these elements is presented. A case study shows that this methodology contains three significant advantages. First, service innovation can be achieved systematically. Second, Data Envelopment Analysis (DEA) screening helps identify efficient service concepts. Third, affinity diagrams and Particle Swarm Optimization (PSO) can help develop and optimize the service family, generating a win-win situation for both customers and service providers. The proposed approach allows providers to develop service packages that achieve high customer satisfaction in different market segments while maintaining economies of scale.

Table of Contents
中文摘要 2
Abstract 3
致謝詞 4
1. Introduction 7
2. Literature review 8
2.1. SERVICE INNOVATION 8
2.2. SERVICE DESIGN 10
2.3. SERVICE PERFORMANCE EVALUATION 13
2.4. SUMMARY 15
3. Methodology 15
3.1. PHASE 1: THE EXISTING SERVICE SURVEY 16
3.2. PHASE 2: SERVICE CONCEPT GENERATION 17
3.3. PHASE 3: SERVICE CONCEPT MEASUREMENT 19
3.4. PHASE 4: SERVICE FAMILY DEVELOPMENT 22
4. Case study 27
4.1. PHASE 1: THE EXISTING SERVICE SURVEY 27
4.2. PHASE 2: SERVICE CONCEPT GENERATION 30
4.3. PHASE 3: SERVICE CONCEPT MEASUREMENT 32
4.4. PHASE 4: SERVICE FAMILY DEVELOPMENT 34
4.5. RECOMMENDATIONS FOR IMPROVEMENTS 39
4.5.1. Short-term Improvement 39
4.5.2. Mid-term Improvement 41
4.5.3. Long-term Improvement 42
4.6. DISCUSSION 44
5. Conclusion 46
6. References 47
Appendix A 53
Appendix B 55

List of Figures
FIGURE 3-1 – RESEARCH FRAMEWORK 16
FIGURE 3-2 –EXAMPLE OF SERVICE BLUEPRINTING 17
FIGURE 3-3 –EXAMPLE OF INTERRELATIONSHIP DIAGRAPH 18
FIGURE 3-4 – CONCEPT OF DATA ENVELOPMENT ANALYSIS 20
FIGURE 3-5 – EXAMPLE OF AFFINITY DIAGRAM 22
FIGURE 3-6 –A GENERAL PROCESS OF PSO 24
FIGURE 3-7 – CONFIGURATION OF SERVICE FAMILY OPTIMIZATION 24
FIGURE 4-1 – SERVICE BLUEPRINTING IN SERVICE SURVEY 29
FIGURE 4-2 –INTERRELATIONSHIP DIAGRAPH 31
FIGURE 4-3 – AFFINITY DIAGRAM IN PRELIMINARY SERVICE FAMILY 36
FIGURE 4-4 –RESULT OF SERVICE FAMILY OPTIMIZATION 38

List of Tables
TABLE 1-1 –GDP GROWTH RATE AND SHARE IN TAIWAN 7
TABLE 3-1 – THE DEFINITIONS OF 5 DIMENSIONS IN SERVQUAL 18
TABLE 3-2 – THE DEFINITIONS OF SCAMPER 19
TABLE 4-1–EFFICIENT NEW SERVICE CONCEPTS4 32
TABLE 4-2 –THE SELECTED NEW SERVICE CONCEPTS5 35
TABLE 4-3 - DIFFERENT WEIGHTS FOR SERVQUAL METRICS 37
TABLE 4-4 - COMPARISON RESULT 39

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