| Summary: | 碩士 === 國立政治大學 === 科技管理研究所 === 97 === The expenditure for information technology in Taiwan’s hotel industry increased 17.5% in 2008, and further on to 50.8% in 2009. The scope of this increment is very conspicuous and reveals that even in the face of difficult times, the hotel operators are still willing to invest large amount of money in IT. The main reason driving the operators to start offering a variety of IT services is they want to enhance their brand’s image in consumers’ minds by adding more value-added services to their already extensive portfolio.
In a market where the competition is becoming more intense every year, it is a major challenge for the hotel operators to retain regular customers while attracting new ones. Hence developing new service innovations is seen as a way to increase customer value and simultaneously help the hotels maintain its competitive advantages.
However, despite the importance of service innovations to the hospitality industry, there are barely any studies conducted on it. Therefore this paper aims to look deeper into this subject, using the service innovation model by Bilderbeek & Hertog as a starting basis.
This paper centers on a pre-chosen establishment, FLEUR DE CHINE HOTEL, using the method of case study. Assisted by second hand data, the study attempts to analyze the service innovation development process of the hotel and also determine how the various related activities influenced the final innovation results, so that areas for further improvement can be identified.
The study concludes that:
1.Service innovation should be flexible, so it can adapt well and quickly to the customer’s needs.
2.The new client interface must be based on “operating conveniently” and integrate all other interfaces effectively. If it is able to provide additional service smoothly, it can also increase the chance of sales.
3.The support of the executives is a key factor for the success of developing new service innovation.
4.When introducing a new service, it should be done step by step, so that it’s easier for the employees to follow up and reduce their uneasiness.
5.With the assistance of IT, it can improve employees’ skills and enhance their sense of mutual achievement.
6.A company should enrich and refine their services continuously and proactively. If a company is able to propagate a project’s success to other departments or branches, it can also bring other economic benefits and reduce the overall operational cost.
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