Abstract
In the era of service economy, the attention to new service development has been growing among many service industries including travel agencies. In Taiwan, the business competition among travel agencies has reached its climax, making companies realize the necessity to innovate their management style. Hence, it is of great importance to understand how to effectively target customer’s need and properly manage company’s resources and solutions in the process of new service development, especially since Taiwan has entered the era of service economy. Although there has been a resurgence of academic and practitioner interest in new service development, there is a dearth of research on how users involve in the process of new service development and the role of organization resources in the development process. Through discussing related literatures, our research first elaborates the four main operating resources including innovation-orientation, external partner collaboration, IT capability, costumer involvement. By conducting individual interviews, we provide a better understanding on the four resources and how they function in the three types of travel agencies varying in their scale and attributes: type A (Colatour), type B( L-instyle and Sheng Huei), and type C (Lulala). Next, we divide the process of new service development into pre-project, in-project and post-project stage. Based on the concept of operating resources from service logic literatures, we discuss the role of each operating resource in service innovation project by exploring different aspects of organization resources. The implication of our research should be able to serve as a foundation for organizations intended to develop new service and foster innovation dynamic.