Applying geo-social networking and the theory of inventive problem-solving in service innovation and evaluation

Abstract

Dramatic changes in the social economic environment have made companies place more emphasis on integrating social media into their overall marketing strategy. Many features of social media commerce will be developed as tactics to implement social network marketing strategy. Enterprises increasingly need to develop an innovative and effective approach to social media in order to be competitive. With the right new service development phase, companies can gain competitive advantage in service-driven markets. The present study aims to refine a multi-service design for the case study company – MOS Burger. It examines the implementation of a new geo-social networking solution, and the application of the theory of inventive problem-solving (TRIZ). In the problem definition stage, the research analyzes the problems faced by the enterprise. In the service resolution stage, the contradiction analysis and 40 inventive principles are used to examine the prior process of ordering meals, to establish the principles for problem resolution. In the solution evaluation stage, new geo-social network solutions, MOS-Wish and MOS-Order mobile Apps, are proposed using the principles generated in the second stage. This study also evaluates service performance to compare the efficiency of prior model and new model of ordering and interaction with clients.

Keywords:

• service design
• service innovation
• social media marketing

Acknowledgements

This study was conducted as part of the Smart Retail Store Design and Implementation Project at the Institute for Information Industry, which is partially funded by the Ministry of Economic Affairs, Republic of China (MOEA, ROC).