在全球化的競爭環境中，產業莫不積極思考如何透過產品和服務，提供客戶更高的價值感受。我們發現這其中的關鍵議題是如何決定服務品質的創新屬性，然而，我們也從此議題中勾畫出下列研究問題：如何確認影響創新服務的屬性？如何評估服務品質的創新屬性？因此，本論文以二個實証研究及以KTV(卡拉OK)為實證標的來解答這些研究問題，此二個實証研究之目的及主要的研究結果，歸納如下所述：
研究一的主要目的是以台灣規模最大的KTV業者-AA公司之領先使用者(lead user)進行深度訪談，探討以顧客為尊的服務產業，如何透過分析、測試及驗證，以發展使用者體驗為導向之服務發展模式。本研究深度訪談26位有KTV經驗的消費者，以新服務發展的設計理念，發展出KTV之19項創新服務，包含11項店內服務及8項家庭服務。
研究二的主要目的是結合Kano二維品質模式與體驗行銷架構，以探討KTV創新服務之品質屬性，此19項創新服務項目包含11項店內服務及8項家庭服務，是來自研究一的結果，這些服務屬性被歸類在體驗行銷架構的五個構面中，然後調查400個顧客，以Kano二維品質模型歸類這19個服務品質屬性及分析他們的滿意度，此400個回應者被分成兩類族群時(男女性別以及有/無使用經驗)，19個服務中的18個品質屬性是相同的，唯一不相同的品質屬性為“分享平台服務項目”，它在女性族群屬於魅力品質，而在男性族群屬於無差異品質，另，此服務項目在有使用經驗族群中也是屬於魅力品質，而在無使用經驗族群屬於無差異品質，而由本研究發現，可以帶給KTV業者提供服務項目之指引。
最後，本論文提出實務意涵、研究限制與建議未來研究方向。

Facing global competitions, all industries are challenged to offer customers a greater sense of value through services and products. To overcome this challenge, we found out that the innovative attributes of service quality are crucial to determine new product and service development. With this in mind, two research questions were formulated: How to identify the attributes that affect innovative services? How to assess the innovative attributes of service quality? The two empirical studies, with KTV (Karaoke TeleVision) as the empirical field, provided substantial support for these research questions. The research purpose and key results from the two empirical studies are summarized in the following.
The purpose of study 1 is to unfold a new user experience-oriented service development model in which Taiwan service providers participate through analyzing, testing, and verifying the largest KTV operator, AA company, as an empirical target. The study interviewed twenty-six experienced consumers, and based on the idea design of new service development (NSD), identified nineteen attributes that affect the innovative services of KTV. The nineteen attributes included eleven for In-store services and eight for In-house services.
The purpose of study 2 is to integrate the Kano Model with an experiential marketing framework (EMF) to determine the innovative service attributes of the KTV service quality. The nineteen attributes, which are the results of study 1, included eleven for In-store services and eight for In-house services. These attributes were then grouped into the five elements of the experiential marketing framework. The Kano model was used to categorize these attributes, to conduct interviews with 400 customers, and to analyze their satisfaction. When the 400 respondents were divided into two groups (‘gender’ and ‘have used/not used’), eighteen of the attributes were identical. The only different attribute between the two groups is the sharing platform item, which represents an attractive attribute for females but an indifference attribute for males. This item is also an attractive attribute for people who ‘have used’ but an indifference attribute for people who ‘have not used’. Based on these findings, the study provides five practical implications that can serve as a guideline for KTV operators.
Finally, in the two studies, implications, limitations and future researches are also presented.

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