New Service Development as a Customer-Driven for Advance Order Business

Due to the variability in the service industry structure, many administrators believe that only by continuing to develop new services can we promptly and effectively respond to consumer demands. Among all the new services, advance order service (AOS) is a new service field, in which consumers place an order and prepay for it before the goods are in the market. However, if we develop AOS without a customer-oriented basis, then we might not understand the landscape of new service development (NSD). Therefore, the aim of this study is to build an integrated model of AOS techniques on the basis of customer values. The model incorporates multiple dimensions for customer value, core service technology and competitor comparison. At the same time, we apply a fuzzy analytic hierarchy process and quality function deployment to create a competitive advantage in NSD for convenience stores. There are two stages of investigation. In the first stage, the perceived importance of customer value of 138 consumers is investigated. In the second stage, 12 experts in the field are considered to evaluate the AOS techniques of convenience stores. The results show that consumer demands for customer value for four convenience stores has different advantages and disadvantages. For AOS plans and management, we suggest that the targeted convenience store, FamilyMart, use the NSD strategy to invest resources to improve consumers' trust in NSD. The goal of management is to perceive consumers' demand cognitions and feelings toward a target convenience store and to suggest and elaborate on the AOS techniques executed by the business owner.

關鍵字

new service development ； customer driven ； customer values ； advance order business

並列摘要

由於服務產業結構的多變性，許多管理者認為唯有不斷開發新的服務，才能及時並有效地滿足消費者的需求。在所有的新服務當中，預訂服務（advance order service, AOS），即產品在上市前顧客就提前下單並付款，目前是一個新的研究領域。然而，如果我們沒有以客戶導向為基礎進行AOS的開發，那麼我們可能無法窺探出新服務開發的樣貌。因此，本研究針對臺灣便利商店的AOS，提出新的顧客驅動模式，該模式納入顧客價值、核心服務技術和競爭對手比較等多構面，針對AOS中顧客所關心的內容項目進行評估。透過品質機能展開（quality function deployment）與模糊層級分析法（fuzzy analytic hierarchy process）的結合，本研究將顧客價值內容轉化為便利商店在預訂過程中所考慮的服務技術，並分析其採用的重要優先順序。研究調查分為兩個階段，在第一階段中，調查138名消費者對於顧客價值知覺的重要性評估；在第二階段中，邀請12位領域專家，針對便利商店的AOS技術進行評估。結果顯示，消費者認為四家便利商店在顧客價值需求表現上，是具有不同優勢與劣勢的差異性。以臺灣第二大連鎖超商FamilyMart作為本研究探討的主題對象，研究結果呈現本模型在實務應用上的可適性，並可以推廣到其它AOS等相關產業中。管理目標則是能瞭解消費者對於目標便利商店的需求認知和感受，並能針對企業主在執行AOS技術的過程中，對其提出重要的建議。

並列關鍵字

新服務發展；顧客驅動；顧客價值；預訂單業務

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