在當前數位化、多元化的時代背景下，餐廳不再僅是提供餐飲服務的營業場所，而是需要透過業者創造附加價值以超越傳統產品導向的經營模式，從而增強顧客忠誠度並激發二次消費。隨著消費者需求不斷演變，餐飲業競爭加劇，創新已成為企業生存與成長的關鍵因素。然而，過往研究鮮少探討服務創新如何驅動顧客旅程優化這兩個理論之間的關係。因此，本研究採用質性研究中的個案研究法，基於「服務創新」與「顧客旅程」的理論基礎，深入探討豐舟餐飲集團的多品牌餐飲發展歷程，並分析其如何透過服務創新驅動顧客旅程優化的歷程。
研究結果顯示，豐舟集團成功整合服務創新要素並有效的提升了顧客旅程，進而創造出服務價值。未來，餐飲業者應密切關注市場動態，積極推動創新活動，以靈活應對消費趨勢的變遷，從而在競爭激烈的市場中保持長期競爭力。本研究亦提供具體經營建議與策略，以協助餐飲企業在瞬息萬變的市場中持續成長。

In today’s digital and diverse era, restaurants must go beyond providing food to create added value through innovative operations. This shift is key to building loyalty and driving repeat visits. As consumer expectations rise and competition grows, innovation is vital for long-term success. Yet, few studies explore how service innovation enhances the customer journey.
This research uses a qualitative case study, grounded in service innovation and customer journey theories, to examine Rich Boat’s multi-brand strategy. It investigates how the company uses service innovation to elevate customer experience.

Findings show that Rich Boat effectively integrates innovation to enhance the customer journey and deliver greater value. The study highlights the importance of staying market-aware and proactively innovating to remain competitive, offering practical insights for F&B businesses in a rapidly evolving landscape.

Auerswald, P. (2012). The Coming Prosperity: How Entrepreneurs Are Transforming the Global Economy. Oxford University Press.
Bateson, J. (1977). Do We Need Service Marketing? .
Booms, B. H., & Bitner, M. J. (1981). Marketing Strategies and Organization Structures for Service Firms. Marketing of Services,American Marketing Association.
Christensen, C. M. (1997). The Innovator's Dilemma: When New Technologies Cause Great Firms to Fail. Harvard Business School Press.
Crosier, A., & Handford, A. (2012). Customer journey mapping as an advocacy tool for disabled people: A case study. Social Marketing Quarterly, 18(1), 67-76. https://doi.org/10.1177/1524500411435483
Davis, F. D. (1989). Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology. MIS Quarterly, 13(3), 319-340. https://doi.org/https://doi.org/10.2307/249008
Den Hertog, P. (2000). Knowledge-intensive business services as co-producers of innovation. International Journal of Innovation Management, 4(4), 491-528.
Den Hertog, P., & Bilderbeek, R. (1999). Conceptualising Service Innovation and Service Innovation Patterns. Research Programme on Innovation in Services (SIID) for the Ministry of Economic Affairs, Dialogic, Utrecht.
Drucker, P. (1985). Innovation and Entrepreneurship: Practices and Principles. Harper & Row.
Grewal, D., & Roggeveen, A. L. (2020). Understanding retail experiences and customer journey management. Journal of Retailing, 96(1), 3-8.
Gentles, S. J., Charles, C., Ploeg, J., & McKibbon, K. A. (2015). Sampling in qualitative research: Insights from an overview of the methods literature. The Qualitative Report, 20(11), 1772–1789. https://doi.org/10.46743/2160-3715/2015.2373
Gronroos, C. (1990). Service Management and Marketing: Managing the Moment of Truth in Service Competition Lexington Books.
Gronroos, C. (2011). Value co-creation in service logic: A critical analysis. Marketing Theory, 11(3), 279-301.
Gronroos, C., & Voima, P. (2013). Critical service logic: making sense of value creation and co-creation. Journal of the Academy of Marketing Science, 41(2), 133-150.
Hipp, C., & Grupp, H. (2005). Innovation in the service sector: The demand for service-specific innovation measurement concepts and typologies. Research Policy, 34(4), 517-535.
Lemon, K. N., & Verhoef, P. C. (2016). Understanding Customer Experience Throughout the Customer Journey. Journal of marketing, 80(6), 69-96.
Levitt, T. (1963). Creativity is not enough. Harvard Business Review, 41(3), 72-83.
LINEBiz. (2024). 餐飲結合科技的創新者：貳樓　導入LINE AI語音預約，便利顧客更讓現場展現有溫度的服務. https://tw.linebiz.com/case-study/secondfloor/
Lovelock, C. H., & Wright, L. (1999). Principles of Service Marketing and Management. Prentice Hall.
Michel, S., Brown, S. W., & Gallan, A. S. (2008). An Expanded and Strategic View of Discontinuous Innovations – Developing a Service-Dominant Logic. Journal of the Academy of Marketing Science, 36(1), 54-66.
Miles, I. (1993). Services in the new industrial economy. 25(6), 653-672. https://doi.org/https://doi.org/10.1016/0016-3287(93)90106-4
Oliver, R. L. (1997). Satisfaction: A behavioral perspective on the consumer. New York: Irwin/McGraw-Hill.
Ostrom, A. L., Parasuraman, A., Bowen, D. E., Patricio, L., & Christopher, V. (2015). Service Research Priorities in a Rapidly Changing Context Journal of Service Research, 18(2), 127-159. https://doi.org/https://doi.org/10.1177/1094670515576315
Pine, B. J., & Gilmore, J. H. (1999). The Experience Economy: Work Is Theatre & Every Business a Stage. Harvard Business.
Porter, M. E. (1985). The Competitive Advantage: Creating and Sustaining Superior Performance. Free Press.
Porter, M. E. (1990). Competitive Advantage of Nations. Free Press.
Prahalad, C. K., & Ramaswamy, V. (2004). Co-creating unique value with customers. Strategy & Leadership, 32(3), 4-6. https://doi.org/https://doi.org/10.1108/10878570410699249
PwCTaiwan. (2024). 2024第三產業數位轉型報告. https://www.pwc.tw/zh/focus/digital-transformation/cases/tertiary-2024-39.html
Richardson, A. (2010). Using Customer Journey Maps to Improve Customer Experience. https://hbr.org/2010/11/using-customer-journeymaps-to/
Rosenbaum, M. S., Otalora, M. L., & Ramírez, G. C. (2017). How to create a realistic customer journey map. Business Horizons, 60(1), 143-150.
Schmitt, B. H. (1999). Experiential Marketing: How to Get Customers to SENSE, FEEL, THINK, ACT, and RELATE to Your Company and Brands. Free Press.
Schumpeter, J. A. (1934). The Theory of Economic Development: An Inquiry into Profits, Capital, Credits, Interest, and the Business Cycle. Transaction Publishers, Piscataway.
Schwab, K. (2016). World Economic Forum. Crown Business.
Stickdorn, M., Schneider, J., Andrews, K., & Lawrence, A. (2011). This Is Service Design Thinking: Basics, Tools, Cases. Wiley.
Sweezey, M. (2020). The Context Marketing Revolution: How to Motivate Buyers in the Age of Infinite Media. Harvard Business Review Press.
Teece, D. J. (2010). Business Models, Business Strategy and Innovation. Long Range Planning, 43(2-3), 172-194.
Vargo, S. L., & Lusch, R. F. (2004). Evolving to a new dominant logic for marketing. Journal of marketing, 68(1), 1-17.
Vargo, S. L., & Lusch, R. F. (2008). Service-dominant logic: Continuing the evolution. Journal of the Academy of Marketing Science, 36(1), 1-10. https://doi.org/https://doi.org/10.1007/s11747-007-0069-6
Verhoef, P. C., Lemon, K. N., Parasuraman, A., Roggeveen, A., Tsiros, M., & Schlesinger, L. A. (2009). Customer Experience Creation: Determinants, Dynamics and Management Strategies. Journal of Retailing, 85(1), 31-41. https://doi.org/10.1016/j.jretai.2008.11.001
wikipedia. (2022). 無障消費計劃. https://zh.wikipedia.org/wiki/%E7%84%A1%E9%9A%9C%E6%B6%88%E8%B2%BB%E8%A8%88%E5%8A%83
Yin, R. K. (1994). Case study research: Design and method. Sage.
Yin, R. K. (2009). Case Study Research: Design and Methods (Vol. 5). Sage.
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of marketing, 52(3), 2-22. https://doi.org/https://doi.org/10.1177/002224298805200302
Zeithaml, V. A., Parasuraman, A., & Berry, L. L. (1985). Problems and Strategies in Services Marketing. Journal of marketing, 49(2), 33-46. https://doi.org/http://dx.doi.org/10.2307/1251563
林玉婷. (2023). 疫後時代的餐飲三大關鍵字：強化體驗、智慧化服務、回歸本質. https://www.foodnext.net/news/newstrack/paper/5098804220
林陽助, 林秀貞, & 李宜致. (2007). 體驗行銷、顧客滿意度與顧客忠誠度關係之研究－以大台北地區連鎖咖啡店為例. 顧客滿意學刊, 3(2), 57-94.
莊珮雯. (2021). 價值共創觀點之平台策略: 以學習平台為例.
潘淑滿. (2022). 質性研究-理論與應用 (第二版). 心理出版社.