The first half of their article  Jun Zhang, Kay-Chuan Tan and Kah-Hin Chai spend to emphasize an importance of finding new conceptual solutions in service industry, a need in a systematic method for finding such solutions and a possibility to use TRIZ as such method. Instead of dragging readers through the first six boring pages they could just say, We believe TRIZ can help in service design. A reader would miss absolutely nothing by going directly to page 7, A Case Example.
The case problem, shortly, is as follows: to attract more customers to some resort island, its management wants to lower car entry and parking fees, but having more cars on streets and beaches is dangerous, noisy, ugly, damaging, polluting and increasing traffic jam. Not a very unique problem, really! Readers don't need to know much about Sentosa Island in Singapore, family resorts or service industry in general to relate to this problem. If a reader needs more details to understand it..., well, he or she is a very lucky reader.
May be Jun Zhang, Kay-Chuan Tan and Kah-Hin Chai, using TRIZ, have found a new conceptual solution to this problem? May be there is something special in Sentosa Island in Singapore that makes a new conceptual solution possible? May be there are at least some other places in the world where this new conceptual solution can be implemented? May be this new conceptual solution can be modified to be applicable in some other places in the world? After all, I'd be happy to see this situation improved on the street I live.
After long and wordy formulating, re-formulating, modeling, analysing, listing, charting, contradicting, indicating, exremizing, eliminating, separating, etc., Jun Zhang, Kay-Chuan Tan and Kah-Hin Chai derive the following insightful ideas: underground garages, underground tunnels, public transportation, and ... a combination of the above. Well, if Jun Zhang, Kay-Chuan Tan and Kah-Hin Chai never heard of these solutions before and have just invented them now, using TRIZ, while solving the Sentosa Island problem, then TRIZ is really great. On the other hand, if Jun Zhang, Kay-Chuan Tan and Kah-Hin Chai have ever looked into Disney World or other public places, what was a point of using TRIZ? What was a point of this case example?
The only conclusion of this article is: one can use TRIZ in solving a service industry problem and derive well known, old and widely used solutions.
R E F E R E N C E S: