Fading images: redesigning catering services in the crisis of shifting cohorts

• Main Authors: Chen, Hsiao Han, 陳筱涵
• Other Authors: Hsiao, Ruey Lin
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/79c79u

碩士 === 國立政治大學 === 科技管理與智慧財產研究所 === 104 === In heightened competition, service innovation is a key to success in the catering industry, and the focus should be pivoted on users. Most literature tends to analyze segmented users and employ persona method to examine behavioral patterns, thereby distilling insights for innovation. However, we seem to pay insufficient attention to the issue of ‘shifting cohorts’ – that means examining different segments based on user generations. Services industry often faces the crisis of shifting cohorts. Every sector, including the press, banking, publishing or entertainment, has great chance of confronting this kind of ‘generation’ problems, such as the loyal customers fading, the regulars leaving, and the new customer disinterested. The loyal readers could gradually disappear, mostly due to age; the regulars could leave for other alternatives; the new customers have no interest to participate (probably they have already better options). Such a crisis is usually concerned with organization obduracy. If the users’ needs are understood, but the decision-makers do not want to put into action, any well-designed service will end up in vain. This thesis examines three types of users and analyzes their pain points in order to gain insights for service innovation. Additionally, this research also brings in the lens of organization adaptation to facilitate the analysis of users. Through this lens, the research observes how users shape certain organization image. In other words, the goal is to explore how users ascribed expectations towards an enterprise to establish an organization images; and how such images create impacts on the organization identity (i.e. the enterprise’s expectations, mission and positioning given to itself as a legitimate reason of existence). This study examines how to leverage users to trigger impacts on entrepreneurs and their imagination toward service innovation. This study enriches the methods of user analysis, and brings out new ways of thinking about services innovation, by considering how to enable service innovation during organization inertia. In practice, this study proposes new ideas for service innovation in catering sector, stimulating new service designs through the shifting users generations. The thesis indicates that different user generations embrace dissimilar service expectations. When these expectations are transformed into impacts on an organization's identity, service innovation will sparkle in its brightness.