A service innovation framework for start-up firms by integrating service experience engineering approach and capability maturity model

The service sector contributes more than 70 % to the GDP of many countries in which their services should continually be innovated to improve customer satisfaction. This study reviews the literature from 1995 to 2014 in the field of service innovation, service experience and engineering, and maturity model. Results show that the existing service innovation frameworks lack a focus on business process improvement, particularly for start-up firms. It causes the startups not ready enough to deal with inevitable challenges that may be encountered in the future. Accordingly, this study proposes a novel framework that combines the service experience engineering method and capability maturity model of integration for service to develop a new innovative service and improve service quality process for start-up firms. A practical case is implemented by applying the proposed framework. A service innovation prototype system is developed on the basis of the case study to deliver a mobile campus merchandise purchasing service.