Approaching Service Experiences TROUGH SERVICESCAPE DESIGN
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Transcript of Approaching Service Experiences TROUGH SERVICESCAPE DESIGN
Holopainen Helkkula Chłodnicki
Approaching Service
Experiences
TROUGH SERVICESCAPE
DESIGN
QUIS 11, June 11th to June 14th 2009, Wolfsburg, Germany Thursday, June 11th at 13:45, Room 3.1, Session 1.5
Mari HolopainenAnu HelkkulaMarcin Chlodnicki
Helsinki University of Technology, Finland
Hanken School of Economics, Finland
Poznan University of Economics, Poland
Holopainen Helkkula Chłodnicki
Process: Introduction. Phenomenological Approach. Servicescape Design. Empirical Studies on Servicescape Design. Research Methods. Findings. Concluding remarks.
THE SERVICES CONFERENCE QUIS11
Holopainen Helkkula Chłodnicki
Introduction
The study explores the design of service experiences. We introduce how professional designers approach customer and employee experiences through purposeful servicescape design. In the empirical part we studied two servicescape design processes in Finland and Poland.
THE SERVICES CONFERENCE QUIS11
Holopainen Helkkula Chłodnicki
Phenomenological (experiential) approach to servicescape design
Phenomenology: the study of phenomena as they appear in an individual’s experience (Woodruff Smith 2008)
Experience: -Individually subjective, context-specific and at the same time socially inter-subjective (Husserl and Heidegger). -Experience can be related to other phenomena, such as servicescape design (Woodruff Smith 2008). -Always context-specific (events), and intra-subjective as well as inter-subjective (c.f. Vargo, 2008; Vargo and Lusch, 2008).
THE SERVICES CONFERENCE QUIS11
Holopainen Helkkula Chłodnicki
Servicescape Design
Servicescape (Bitner 1992) is often measured as its components but not how individual people experience it in a subjective way. Accordingly, the objective of servicescape design is the servicescape itself, but we consider servicescape as facilitating experiences customers and other beneficiaries have related to the servicescape.
THE SERVICES CONFERENCE QUIS11
Holopainen Helkkula Chłodnicki
We explored through two empirical projects carried out in Finland and Poland how servicescape design was realized. The main parties in both projects were customer representatives, architects and designers, end customers and personnel.Purpose of these projects was to redesign servicescape, and change through it the traditional logic and customer perceptions of the service. Focus was on the most intensive phases in the beginning of the projects.
Empirical StudiesServicescape Design
THE SERVICES CONFERENCE QUIS11
Holopainen Helkkula Chłodnicki
Research Methods
Participant observation and interviews were the main methods applied. Researchers were present in the field and used informants as their main sources of information. Eight semi-structured interviews were carried out in Finland.
Holopainen Helkkula Chłodnicki
Findings
Servicescape design phases
Knowledge sourceDesign phase outputs
The Design Team End CustomersPersonnel and Management
Strategy phase
Identifying the needbriefingresearch/visuals auditinterviews
Analysis of secondary data | Benchmarking | Interviews | Mystery shopping | Observations | Group works |
Reports on customers preferences and behavior
Interviews | Group works | Observations
Concept programming phase
Design descriptiondesign settingdesign requirementsdesign solutions
Benchmarking |Group works | Presentation of outcomes
Customer perspective paradigm (expected experiences)
Group works | Voting on best ideas
Design phase
Design creation and extensionsconcept developmentresearchconcept refiningpilot branch execution
Interviews | Group works | Architectural design | Rendering 3D models | Presentation of outcomes | Execution of the pilot branch
On-site experience of the pilot branch |Interviews | Service drama | Personas
Group works | On-site experience of the pilot branch | Voting on best ideas
Implementation phase
Design controls and application program preparing implementation program and launch overall support and control productiondirection and monitoring implementationevaluation sessions and refining
Group works | Evaluation of pilot branch design | Refining of pilot branch design
Interviews | Interviews | Group works |
Main phases and methods of servicescape design
Holopainen Helkkula Chłodnicki
THE SERVICES CONFERENCE QUIS11
Holopainen Helkkula ChłodnickiKIOSK/informationKIOSK/informationcash transactions
non-cash trans.
waiting places
Servicescape design | customer experiences perspective
CUSTOMER PATH
Strategy phase
Concept programming phase
Design phase
Implementation phase
THE SERVICES CONFERENCE QUIS11
Holopainen Helkkula Chłodnicki
Servicescape design | customer experiences perspective
CUSTOMER PATH
Strategy phase
Concept programming phase
Design phase
Implementation phase
THE SERVICES CONFERENCE QUIS11
Holopainen Helkkula Chłodnicki
Strategy phase
Concept programming phase
Design phase
Implementation phase
I always know how to operate within the bank, it’s all clear to me
I know, what’s being promoted, even without entering the bank
if there are more people in the bank and I have to wait, I know at least how long it will take
I can have a sit when queuing and arrange other things in the meantime
Servicescape design | customer experiences perspective
customer experiences checklist design evaluation tool
THE SERVICES CONFERENCE QUIS11
Holopainen Helkkula Chłodnicki
Concluding remarks
The focus on servicescape design has been on its components and on the servicescape itself.
A more holistic approach of servicescape design is needed.
In this study, the customers’ and service provider representatives’ subjective service experience was taken as a starting point.
We showed key steps and methods used to reach that goal.
We argue that there is a need to gain deeper understanding of experiences when moving towards a more holistic approach of servicescape design.
THE SERVICES CONFERENCE QUIS11
Holopainen Helkkula Chłodnicki
Thank you for your attention!
Mari Holopainen [email protected] Anu Helkkula [email protected] Marcin Chlodnicki [email protected]