新資源融舊餐飲：由使用者體驗轉換資源稼動方式與服務設計

New Resource in Old Cuisine: Transforming Resource Utilization and Services Design through User Experience

與時俱進地創新產品或服務已成為企業能否有效成長之關鍵，資源的運用則成為企業創新價值的基礎。本研究調查一家餐飲公司如何針對分眾需求，融合新、舊資源以創新服務。主要有以下四點貢獻：一、由特定分眾需求檢視現有服務價值。由分眾感受重新檢視服務價值，較企業財務報表上的資產負債更具可信度。二、檢視新、舊資源融合的邏輯性。本研究提出新舊資源融合原則，店塢、互動服務與食物設計背後乃是空間資源的明暗調節、時間資源的快慢配速與招牌菜色資源的主、副角色交融。三、檢視資源功能性與心理性價值的融合。本研究提出，資源融合不僅限於有形的功能性價值，更需關注無形的心理性價值，由新、舊資源融合中滿足使用者對創新服務之需求。四、檢視前後服務融合的一致性與加值性。資源融合對服務創新的特殊意義，在由關鍵服務體驗點串接整體服務價值，並由前後一致性的價值體現，以互為增益。就實務貢獻而言，本研究對有意投入服務創新之企業提出建議，包括洞察核心分眾需求、區辨需求帳上的資產負債表、融合新、舊資源的創新原則與服務的一致體驗等重要工作。由使用者需求洞察新舊資源融合的創新原則，就能有系統地創新使用者的服務體驗，並為組織帶來一場「創舊」的服務變革。原本陳舊過時的組織資源，也將因新、舊融合而創意結合。

Innovating products and services timely has become a key issue for corporates’ growth. The deployment of resource is the foundation for such value creation. This study investigates a traditional cuisine restaurant and analyzes how resource fusion between old and new components may redesign service experience to meet users’ needs. Theoretically, this study contributes to resource fusion and service innovation in four aspects. First of all, it highlights the importance of users’ perception to scrutinize the value of resources. Secondly, this study emphasizes the principles to recombine the old assets with new ones for service innovation. Thirdly, this research indicates the functional and psychological values create by resource fusion. Fourthly, it highlights the value-adding process for innovating service experience. Practically, this research suggests that innovators need to establish systematic practices for service innovation, which includes gaining insights from target audience’s needs, recognizing specification of assets and liabilities in users’ mind, forming innovation through a fusion process between old and new resources, and building consistency experience for customer service. Recombination for obsolete resources is the key for creative fusion.