An exploratory study of the contents and structure of customer demand chain for Service Innovations

近年來服務業快速發展，企業面對競爭激烈的市場下，必須運用創新來突圍，以創造出關鍵競爭力。因此，服務創新成為十分重要的議題，而顧客又為服務之核心，服務業者需要針對顧客的需求來設計創新服務以滿足顧客的需求，才能更進一步為企業整體帶來績效。故本研究希望能透過對於服務創新下之顧客需求鏈的探討，找出顧客需求鏈的結構與其內涵，進而提供企業進行服務創新之方向。 本研究以多重個案研究法，針對消費者與服務業者進行兩階段的深入訪談。第一階段以立意抽樣，挑選有使用過金融創新服務與曾至王品集團用餐者，以四位男性與四位女性消費者，共計八位，進行開放式訪談，藉以找出其顧客需求的初步內涵；第二階段則是挑選「玉山銀行」為金融服務業之個案公司，以及「王品集團」為餐飲服務業的個案公司，針對服務業者提供之創新專案，依據第一階段之訪談結果，對個案公司進行半結構式訪談。在玉山銀行中以「玉山Paypal提領」、「跨境買淘寶」、「E指可貸」、「網路銀行」為四個主要分析的創新專案；而在「王品集團」中則以「王品牛排」、「藝奇」、「陶板屋」、「品田牧場」、「Hot7」、「品牌部」做為主要分析的創新專案內容。之後本研究依據多重個案之編碼與分析原則來分析訪談個案內容，並且與蒐集到的初級資料與次級資料，進行交叉映證，進而提出研究發現與比較，最後再發展出本研究命題。 本研究提出結論包括：(1)服務創新之顧客需求鏈結構主要包含三條鏈：「顧客服務需求層次鏈」、「顧客服務需求時間鏈」與「顧客服務需求深度鏈」。(2)服務創新之顧客需求「層次」鏈的需求包含：「生理服務需求」與「知識理解服務需求」並重、「安全服務需求」、「歸屬與愛服務需求」、「尊重服務需求」、「審美服務需求」、「自我實現服務需求」。(3)創新服務之顧客需求時間鏈可依顧客服務的「前」、「中」、「後」來思考服務內容的設計。(4)顧客服務需求「深度鏈」由「易知服務需求」與「不易知服務需求」所組成，服務業者可以透過其他顧客的不易知需求或從顧客本身的易知服務需求，去推知顧客的「不易知服務需求」，並藉由滿足顧客「不易知服務需求」的作法，創造差異化並提升服務的附加價值。(5)服務業者在服務創新之顧客需求的思考上，除了考量馬斯洛的人類基本需求層次之外，尚會考量時間鏈與深度鏈等有關的需求。(6)服務業者與顧客對於顧客需求的認知大多數相近，惟兩者在顧客需求層次中的「自我實現服務需求」與深度鏈中的「不易知服務需求」有所落差。(7)服務業者可以透過顧客「服務需求層次鏈」、「服務需求時間鏈」與「服務需求深度鏈」三條鏈上需求之組合，來產生創新的服務。As the rapidly changing global environment, firms compete dramatically and extensively in the global market; they have to seek new markets and methods for differentiating themselves from their competitors. Innovation is the critical method to create different competition from their competitors. Customer is the core role in the service content; therefore the managers have to focus on the demands of the customers and try to satisfy their demands to enhance the performance of the firm. Thus, the research investigates the customer demand chain in service innovation and identifies the content and its structure to provide the direction and strategy of service innovation to the service industry managers. We use a multiple-case approach and have two stages to interview eight customers and two service industries. In the first stage, we have an open interview to four male and four female customers who have been to Wowprime and have experienced innovative mobile financial services. According to the results, we design the semi-structure interview questionnaire in the second stage. We select E.SUN Bank and Wowprime as our case study. We interview managers from the department of e-commerce in the E-Sun bank; they provide four innovation projects on the concerns of FinTech and mobile banking: the projects of Paypal, cross-country transactions through TaoBao website, E-finger on loan, and mobile banking. We also choose Wang Steak, Tokiya, Ikki, Pinnada, Hot-7, and the brand department of Wowprime group as our case studies in the catering industry. Then, we use the principles of coding and analysis of multiple-cases study, and we analyze the contents of the interviews and the primary and secondary data. Subsequently, we present the research findings and comparisons. Finally, we develop the research propositions. The conclusions of this study are as follows: (1) The structure of customer demand chain in service innovation mainly includes three chains: Customer service demand hierarchical chain, customer service demand time chain and customer service demand depth chain. (2) Customer service hierarchical demand includes the physiological service need and the desires to know and understand service need are of the same importance. It then includes safety service need, belongingness and love service need, self-esteem service need, self-actualization service need, and esthetic service need. (3) The content of customer demand time chain in innovation service includes: customer service demand in the "front," "middle" and "back." (4) The customer service demand depth chain includes "easy-to-know service demand" and "not easy-to-known service demand." (5) Service providers’ consideration of the content of the customer demand hierarchical chain in service innovation is based on Maslow's basic human needs. And they also take into account the customer demand time-chain and depth-chain. (6) When it comes to customer demand, the cognition of service providers and customers is similar, but their cognitions between "self-fulfillment service demand" in customer demand hierarchical chain and "not easy-to-known service demand" in depth chain are different. (7) Service providers can create innovative services through a combination of the following three chains: customer service demand hierarchical chain, customer service demand time chain and customer service demand depth chain