Service Experience Image for Value Co-creation: The Creative Communities in Taipei City

The creative industry has the characteristics of highly complex value networks and nonlinear development paths. In general, service experiences refer to the added value that customers gain when obtaining services, while service experience images are the overall impression, beliefs, and expectations that customers have toward the services. Therefore, this study aims to explore service experience images that are appropriate for the development of the local creative industry and to allow stakeholders (such as, residents and tourists, enterprises, and the government) to co-create value and reduce the risks and costs resulting from regional development. In this study, field studies focus on the community located between the Zhongshan and Shuanglian MRT Stations in Taipei, and community service experience images are collected through interactive adjective tool cards. Through focus group discussions with the stakeholders for the local development, this study has first discovered the sources, values, and co-creation development opportunities of service experience images. Secondly, the study found that service experience image is a co-creation of stakeholders in the community, so how to identify service experience images and dynamic shifts to effectively integrate the community´s service content, personnel, and responses is crucial for the community in creative community development. Thirdly, service experience images will bring different stakeholders with different types of values, if an appropriate co-creating platform of service experience images can be established in the future. As a result, the stakeholders could efficiently and effectively engage in both defining and creating value, it would help reduce the costs and risks in the process.