APPLYING SERVICE SCIENCE ON SYSTEMATIC INNOVATION FOR THE CONVENTION AND EXHIBITION INDUSTRY: THE CASES OF WORLD EXPO

The growth of service industry is closely related to the economic development. Valuable service can strengthen the competitiveness of the enterprises and improve the quality of live. Recently the manufacturing industries start to embrace the service concept by integrating intangible service with the tangible products. On the other hand, to increase service quality and customers’ satisfaction, service industries need to meet the consumers’ demand by utilizing the newly developed technology. Recently Taiwan has held many international large-scale exhibitions which are highly value-added service activities and can be extended to the tourism industry. The convention and exhibition industry can boost service economy. However, the capacity, quality, the level of innovation are still very difficult to be measured. In this study, we try to adopt the methodology of industrial engineering and system management and other newly developed methods of service science to present a systematic innovation for the convention and exhibition industry. First, service blueprint was used to describe the service delivery process of the convention and exhibition industry. Then we prescribed the service construct by conducting literature review and survey from the practitioners’ viewpoints. We also applied demand correlation matrix which integrates with TRIZ to obtain the innovation principles that facilitate service innovation could be systematically developed for the designated customers. Further, we used World Expo as a case study to illustrate the process of systematic innovation. Finally, we found that the new dimension of service innovation can be obtained by using the proposed method integrating QFD and TRIZ. The main contribution of this study is to provide a reference model of systematic innovation for convention and exhibition industry. Such methodology can also be applied to the other related service sectors.