服務主導邏輯的概念強調企業在進行服務創新時，應該將顧客的知識與技能轉換成公司的資源，一起共同創造價值。當公司在進行新服務發展時，公司透過整合顧客涉入活動的機制，創造公司內部與外部顧客間良好的互動過程，對於新服務的開發成功機率越高。
本研究建立一個分析內、外部顧客在新服務發展流程中涉入的架構，試圖描述出內、外部顧客在新服務發展流程中的互動與涉入機制。本研究利用專家訪談、相關文獻與次級資料的收集整理，並以新竹物流的偏遠地區果農行銷通路─梨山專案為個案研究，解釋內、外部顧客在專案中的涉入活動與機制，期望為物流業者在進行系統性新服務開發過程中，提供整合內、外部顧客的涉入活動與機制的參考。
研究發現業者在使用系統性新服務發展流程時，必須視其服務、產業本身的特性進行選擇與評估，在最有效益前提下，進行新服務開發所需的活動。在新服務發展流程中，在脈絡洞察以產生構想、服務設計與測試的活動中，內、外部顧客互動的強度較高，因此在此活動中除了利用訪談、觀察方式外，還可透過邀請外部顧客加入專案團隊的方式，內、外部顧客一起參與新服務的設計與驗證。
在探討新服務發展的過程中，發現服務發展團隊應試圖找出在目標客群的社會網絡中具有重要影響力的關鍵人物。這種類型的關鍵人物，與新服務之間並不會有直接的相關性，容易被忽略而不歸類於外部顧客中；但因這類型的外部顧客對目標客戶具有相當的瞭解與影響力，在新服務發展的過程，專案團隊成員可利用訪談或邀請他們參與會議討論等方式，獲取相關的資訊並幫助新服務的上市。

第一章 緒論 1
1.1研究背景 1
1.2研究動機 5
1.3研究目的與問題 6
1.4論文架構 7
第二章 文獻探討 8
2.1新服務發展 8
2.1.1新服務的定義與分類 8
2.1.2新服務發展 9
2.2新服務發展流程 9
2.3新服務發展流程與顧客涉入 14
2.3.1新服務發展與顧客涉入 14
2.3.2新服務發展流程內部顧客涉入 15
2.3.3新服務發展流程與外部顧客涉入 17
2.3.4新服務發展流程與內外、部顧客涉入的機制 19
2.4新服務發展績效 22
第三章 研究方法 24
3.1研究架構 24
3.2研究設計 25
3.2.1個案分析法 25
3.2.2資料蒐集方式 25
3.3個案選擇 26
3.3.1新竹物流股份有限公司 26
3.4訪談對象 28
第四章 個案研究 30
4.1 新竹物流的研發中心 30
4.2個案研究 35
4.2.1產業趨勢研究分析 35
4.2.2目標客戶定位與洞察 37
4.2.3服務塑模與設計 39
4.2.4服務驗證與測試 41
4.2.5商轉模式服務上市擴大 43
第五章 結論與建議 44
5.1新竹物流對服務體驗工程方法的修改 44
5.2討論與建議 46
活動 49
內、外部顧客涉入機制 49
5.3研究限制 51
5.4研究建議 51
參考文獻 53
附錄 59
附錄一李正義副總經理 訪談紀錄(一) 59
附錄二李正義副總經理 訪談紀錄(二) 65
附錄三許信超經理 訪談紀錄(三) 70

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