近年來，服務創新已成為企業贏得永續競爭優勢的必要途徑。覺旅咖啡陽光店社群創作廚房（以下簡稱社群創作廚房）是一個顧客自我服務的創新體驗平台，導入共創服務方式，使顧客的角色由被動轉為主動。以社群創作廚房為例，透過Fogg行為模型 (Fogg’s Behavior Model, FBM) 的應用，本研究旨在從服務設計觀點探討顧客行為改變的設計對顧客忠誠度之影響。
 根據服務設計流程，本研究共劃分為三大階段：第一階段為服務探索及定義階段，先透過觀察法探索社群創作廚房的服務流程；其次，透過訪談30名顧客，本研究發掘顧客行為改變因素之「行為動機」與「行為能力」內涵，並彙整出17項服務缺口；接著，透過問卷調查法，針對四個體驗項目（新鮮蔬果汁、義式咖啡、手工比薩和熱壓帕尼尼），本研究調查80個受測者檢視社群創作廚房之服務現況以及確認顧客行為改變的設計策略之「行為觸發」類型。第二階段為服務設計及發展階段，本研究透過共創工作坊確認出5項關鍵服務缺口，進而提出具可行性的新服務設計概念，進而發展新服務設計原型。 第三階段為新服務原型評估階段，針對社群創作廚房新服務設計A、B方案（A為官網手機版，B為紙版DM），分別邀請各30名顧客，以問卷調查法進行新服務原型的評估，以檢視A、B方案之差異性，並進一步探討顧客行為改變的設計對顧客忠誠度之影響。
 最後，本研究的主要發現有：1) 社群創作廚房的「行為觸發」類型屬於「信號」，意指在新服務設計中加入提醒功能，以促進顧客行為改變的發生；2) 新服務設計原型A、B方案在「行為動機」與「顧客忠誠度」存在顯著性差異；3)「顧客行為改變的設計」對「顧客忠誠度」產生顯著差異。綜合上述發現，本研究提出若干針對未來以服務設計觀點探討創新服務之顧客行為改變的設計相關研究與實務設計之建議。

Recently, Service innovation has become essential for businesses to achieve competitive advantage of sustainable development. The Co-cooking Space of Journeykaffe yangguang branch is an innovative and customer-centric self-service platform that focus on co-creation which makes customer role changed from passive way to active way. Taking an example of Co-cooking Space, with applications of Fogg’s Behavior Model (FBM), this study aims to explore the effects of customer behavior change design on customer loyalty based on the perspectives of service design.
According to service design process, a three-phase study was designed. In the first Exploration and Definition phase, observation method was used to understand the service process. Then, this study interviewed 30 customers to explore design for behavior change factors (behavioral motivation and behavioral ability) and indicate 17 service gaps. Further, 80 valid questionnaires were collected to investigate the service status of Espresso, Juice, Pizza, and Panini meal experiences in the Co-cooking Space and confirm the category of behavioral trigger as design trategy of design for behavior change. In the second Concepts Development phase, this study held a co-creation workshop to confirm 5 critical service gaps, and came up with a service design concept and developed new service prototypes. In the third New Service Prototype Evaluation Phase, new service design prototypes A and B (A: mobile site; B: DM) were tested, and finally this study collected 30 valid questionnaires separately to evaluate the difference between A and B. In addition, this study further evaluated that effects fo customer behavior change design on customer loyalty.
The main findings of this study reveal: 1) the behavioral trigger of the Co-cooking Space belongs to ‘signal’, which means a reminder should be put in new service design that encourages customer behavior change; 2) there are significant differences between new service design prototypes A and B among behavioral motivation and customer loyalty; 3) design for customer behavior change has a significant effects on customer loyalty. Furthermore, this study proposes the guidelines of designing for customer behavior change on the future service design of service innovation.

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