服務經濟的時代，服務業對台灣經濟的貢獻不僅日漸上升，亦為創造就業機會的重點產業。服務的創新可以提昇競爭優勢和進行差異化等好處，台灣許多知名餐飲業者靠著產品及優質服務走向海外，就連不少製造業也紛紛投入末端的服務及品牌，進行製造業服務化。因此，服務創新是讓台灣邁向國際的一大機會。
由於服務創新的迫切需求，服務設計開始受到極大重視。台灣服務業雖成熟，但似乎在成長的路上碰上了瓶頸，常受僵化的SOP所困。因此，善加利用服務設計，是影響顧客體驗的關鍵。此外，服務設計工具有十分多種，每個模式皆有其優缺點，盲目的採用有時反而可能造成資源的浪費及作業混亂。本研究基於服務設計的概念，採質化研究方法，透過國內過去有關服務設計相關文獻歸納出台灣服務業在服務設計上所面臨的挑戰。並針對這些挑戰，以服務前、中、後為理論架構，進行服務設計工具之比較評析，最終發展一普遍適合台灣服務業之服務創新建議，提供給企業服務的創新及改善。
This is the era of a service economy. The contribution to Taiwan of service industry is not only raising but also a key industry for job creation. Service innovation enhances the competitive advantage and differentiation. Therefore, service innovation is a great opportunity for Taiwan to enter the international arena. Due to the urgent need for service innovation, service design has become a popular field of research. Although service industry in Taiwan is mature, but here are some bottlenecks that it seems to run into. Rigid SOP often traps the service. Therefore, good use of service design is the key to customer experience.
There’re many tools of service design, each tool has strengths and weaknesses. If the tools that are not suitable for use, it causes waste of resources and confusion of operational. Based on the service design concept, this study summarizes the status and dilemma of the service processes faced by Taiwan's service industry through the relevant literature on service design in the past with quantitative method and puts forward some suggestions. Based on the Customer Mercantile Model compares with the service design tools, finally develops a generic suggestion and some advice for service design for Taiwan Services to provide business services innovation.
