服務創新已成為影響企業競爭力的關鍵因素，企業必須持續不斷的創新，才能維持其競爭優勢，本研究以殯葬服務產業個案公司龍巖股份有限公司為研究對象，台灣殯葬市場亦極需現代化的殯葬提升改革及導入服務創新的新思維。目前對於殯葬業的研究大多著重於探討產業層面的殯葬產業和禮儀服務業動態研究、經營管理層面的台灣殯葬業現代化的研究和殯葬業企業化公司經營策略、生前契約層面的往生契約概論和國內生前契約研究、禮儀師服務層面的臺灣現代殯葬禮儀師角色之研究和禮儀師與殯葬服務等議題，少有探討殯葬業服務創新模式的相關研究。本研究採用Bettencourt and Bown (2013) 所提出的服務創新模式，以新型態工作、焦點性工作、消費鏈工作等三構面，探討服務創新模式；研究個案為龍巖股份有限公司，由次級資料、參與式觀察、與專家訪談，進行多重資料來源蒐集與分析，並以個案歷年所推出較重大之服務創新事件為分析單元。研究發現在「新型態工作」模式中的創新服務較為欠缺；在「消費鏈工作」模式中，依照各階段的不同服務對象別，來發展服務創新；在「焦點性工作」與「消費鏈工作」為一整合模式，並發展多層次巢狀式「焦點性工作」；在「支援性工作」為另一創新模式，在於強化整體服務品質；在殯葬活動中，應再增加「商」階段的價值活動；個案重要階段之創新，檢視各階段的欠缺來發掘。 Service innovation has become a key factor to enterprises’ competitiveness. Enterprises must constantly engage in innovation activities to maintain their competitive advantage. This study examines the case of Lungyen Life Service Corporation. The funeral industry of Taiwan is in great need of modernization and new concepts from service innovation. At present, most studies on the funeral industry and etiquette service industry focus on changes an industry level, modernization from a management perspective, business strategy of life service corporations, overview of pre-need funeral contract and funeral contract, the role of modern funeral directors, as well as funeral directors and funeral services, but few studies examine service innovation in the funeral industry. This study adopts the service innovation model proposed by Bettencourt and Brown (2013), which examines service innovation from three aspects, namely new jobs, focal jobs, and consumption chain jobs. The case presented is Lungyen Life Service Corporation, data is collected from multiple sources of data, including secondary data, participatory observation, and expert interviews, and major service innovation events of the case are the unit of analysis. This study found that the case relatively lacked service innovation in “new jobs”; service innovation in terms of “consumption chain jobs” targeted different segments in different stages; “focal jobs” and “consumption chain jobs” are an integrated model developed into a multi-layer nest-shaped “focal jobs” model; “support jobs” is another innovation model that improves overall service quality; value activities in the “Shang” stage of funeral activities should be increased; important stages of the case are examined to determine which stages are lacking in innovation.
