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Service design for intelligent exhibition guidance service based on dynamic customer experience

Ching-Hung Lee (School of Public Policy and Administration, Xi'an Jiaotong University, Xi'an, China)
Qiye Li (Nanyang Technological University, Singapore, Singapore)
Yu-Chi Lee (South China University of Technology, Guangzhou, China)
Chih-Wen Shih (Chihlee University of Technology, New Taipei City, Taiwa)

Industrial Management & Data Systems

ISSN: 0263-5577

Article publication date: 24 November 2020

Issue publication date: 7 June 2021




A good customer experience means meeting the customer expectation. Thus, unexpected customer experience is usually a good point to initiate improvement or innovation for product or service design. Attempting to enhance the customer experience in the customer journey, this study aims to demonstrate a customer journey centred service design approach to receive the design requirements based on customers' needs and to use a systematic approach to generate solutions.


A holistic service design method named 3E model was proposed. It integrates customer experience journey map (CXJM), the theory of inventive problem solving (TRIZ) and service assembly and service replacement mechanism into three design stages. In stage 1, CXJM is enhanced with emotional range analysis to identify the customer pain points as well as customers' requirements (CRs) in exhibition, tourism and hotel sectors for initializing service design. Stage 2 investigates the specific design requirements (DRs) of the smart exhibition system and the contradictions. Then, the innovative principles were analyzed. In Stage 3, expected exhibition service system was designed.


The new service system which named the smart expo system based on information and communication technology (ICT) is proposed. It consists of “Tourism Link assists”, “i-Kaohsiung hotel service center”, “Smart AEC” and “O2O e-tickets”.


The proposed 3E model builds a systematic and coherent design method for the smart exhibition service area. It provides the linkage and action-oriented guidance from customer pain points, service parameters, innovative principles to solutions.



This research was supported by the South China University of Technology [grant number D6192270], and the Xi'an Jiaotong University [grant number 7121192301].


Lee, C.-H., Li, Q., Lee, Y.-C. and Shih, C.-W. (2021), "Service design for intelligent exhibition guidance service based on dynamic customer experience", Industrial Management & Data Systems, Vol. 121 No. 6, pp. 1237-1267.



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