期待上完課程學生可針對實際狀況的情境可以找出脈絡，想出服務產品開發的線索及規劃，並強化以下能力:
1. 了解顧客的需求~ 觀察及脈絡建立
2. 建立服務創新的模式及尋找市場機會
3. 創造感動的顧客體驗課程包含全球創新案例分享，藉由了解過去的軌跡，及異業創新的模式，尋求服務業創新產品的機會。期待能在高度人力密集的餐旅產業中，探索加值性高的服務新產品，或是整合現有的餐,旅產品不僅可以提升產業的價值，並且可以發揮多元創意，提升消費者的餐旅體驗價值及節省時間成本，達成一站購買的目的。

We look forward to students who can find out the details of the actual situation after completing the course, come up with the threads and plans for service product development, and strengthen the following abilities:
1. Understand the needs of customers ~ Observe and connectivity
2. Establish a service innovation model and find market opportunities
3. The creative and emotional customer experience course includes sharing of global innovation cases. By understanding past spine and innovative models, we seek opportunities to serve innovative products. We hope to explore new service products with high value added value in the highly man-intensive restaurant and tourism industry, or integrate existing food products. Travel products can not only enhance the value of the industry, but also develop diversified creativity, enhance consumers' food and tourism experience value and save time and cost, achieving the purpose of one-stop purchase.

Ulwick, A. W. (2005). What Customers Want: Using Outcome-Driven Innovation to Create Breakthrough Products and Services. US: McGraw-Hill Co.

Johnson, M. D. & Gustafsson, A. (2003) Competing in a Service Economy: How to Create a Competitive Advantage Through Service Development and Innovation NJ: John Wiley & Sons, Inc.

Tidd, J. (Ed.). (2003). Service innovation: organizational responses to technological opportunities and market imperatives (Vol. 9). Imperial College Press.

Ulwick, A. W. (2005). What Customers Want: Using Outcome-Driven Innovation to Create Breakthrough Products and Services. US: McGraw-Hill Co.

Johnson, M. D. & Gustafsson, A. (2003) Competing in a Service Economy: How to Create a Competitive Advantage Through Service Development and Innovation NJ: John Wiley & Sons, Inc.

Tidd, J. (Ed.). (2003). Service innovation: organizational responses to technical opportunities and market importants (Vol. 9). Imperial College Press.