A Study on Qualia’s Experiential Model from the Concept of Service Innovation Design: A Case of 7-Eleven Service Experience in Taiwan

The shift in the consumer landscape in Taiwan’s retail industry is due to technological advances and service differentiation. The added value of culture and creativity not only enriches lifestyles, but also changes consumers’ experiences and perceptions of products. This study uses the case study method to propose a research framework, combining the theories related to the three levels of qualia and service innovation, to explore in depth the correlation between the development of convenience superstores and qualia design, using 7-Eleven as a case study. The results are summarized as follows: (1) 7-Eleven has successfully shaped its differentiation and uniqueness after 2019 through “brand co-branded theme stores”, and through the qualia analysis, it has found that the service contains moving stories and creative designs, and has finally realized the service innovation process of “shaping differences and establishing identity”; (2) “Humanity” has been the core axis in the process of service enhancement, and the continuous development of science and technology has brought about more diversified experiences, rich products, and better service quality. The continuous development of technology has brought more diversified experiences, rich commodities, and a compounded field; (3) The innovative process of combining the concept of sustainable development through emotional space, emotional experiences, and qualia products can expand the influence of the specialty outlets, continue to build the image of “good neighbors in the community,” and provide a new way of thinking about the development of “human nature” and “technology”.