服務業的崛起讓服務提供者發現了服務創新的重要性. 但是，不同的設計程序，可以產出不同的結果。以「減少」抱怨為出發點的設計程序，仍可能產出導致客戶不滿的服務創新。本研究旨在建立一套新的服務設計方法，以滿足客戶的「願望」，而非減少抱怨。此設計方法包含個創新概念的產出，服務品質的提升，能夠創造更高的整體價值，讓客戶感受。此服務設計方法將被命名為「願望引導」之服務創新方法。將服務過程中，從收集消費者的抱怨改為了解客戶的願望，設計的「價值」將可大幅度提高。

A rise in service industry has allowed the service provider to realize the importance of service innovation. However, there are different sequences of design method which can generate a different result. Service innovation approaching from having the “least” complains within a service, may still result in customers’ dissatisfaction. This research developed a new service design method approaching from satisfying the customers’ “wish” instead of complains. This design method can generate an innovative concept that can be beyond customers’ expectation, which create a higher impact on overall value that the customer may perceive. This service design method will be named as “wish-guided” service design method. It will transform the information gathered from service process, from complains to wishes. By knowing customers’ wishes, the “value” of the design problem can be increased greatly.

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