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Book part
Publication date: 28 December 2016

Özlem Güzel

In the tourism sector, the differentiation is difficult in the commoditized market. The main challenge for businesses is to design the experiences which would create…

Abstract

Purpose

In the tourism sector, the differentiation is difficult in the commoditized market. The main challenge for businesses is to design the experiences which would create awareness and difference. With this foresight, this chapter aims to show an experience-based service design path built around various elements such as sensations, emotions, human relations, innovations, and values.

Methodology/approach

This chapter is based on extensive literature review, including books, journals, articles, conference papers, and search reports. Furthermore, the Singapore Airlines web page was used as an important source of information to examine the instructional path built suggested in the literature review.

Findings

As it has been determined by the general review, experience-based service design contains different components, and with these evaluations the experience-based service design was established in this chapter within three steps: explore, design, and positioning. Furthermore, on the case study of Singapore Airlines, the tracks of these three steps have been investigated. Especially, explore and design dimensions have been identified to be used mainly during the experience design.

Practical implications

From the highlights of the literature review, an instructional path for experience-based service design and implementation process is highlighted in three parts and this instructional path would guide business managers/experience engineers.

Originality/value

As the experience-based service design has been increasingly receiving the attention of the business’ managers in the tourism sector, an overview examination of experience design, and being instructional guide will direct them to implicate the dimensions in practice.

Details

The Handbook of Managing and Marketing Tourism Experiences
Type: Book
ISBN: 978-1-78635-289-7

Keywords

Book part
Publication date: 21 August 2012

Ahmad Beltagui, Marina Candi and Johann C.K.H. Riedel

This chapter explores the relationship between emotional design and customer experience. It begins with an introduction to the concept of emotional design, comprising…

Abstract

This chapter explores the relationship between emotional design and customer experience. It begins with an introduction to the concept of emotional design, comprising behavioral, visceral, and reflective elements. Next, the nature of service experiences is examined, leading to a framework that classifies services according to their functional and experiential positions. Understanding customer goals allows this framework to be used to design customer experiences, in terms of the journey that customers take when consuming a service. The chapter then discusses the cognitive traits associated with designers and argues that they are well suited to understanding the customer journey and designing the prerequisites for the desired experience. Two different approaches to understanding and acting on customer requirements are explored – user centered and design driven.

Details

Interdisciplinary Approaches to Product Design, Innovation, & Branding in International Marketing
Type: Book
ISBN: 978-1-78190-016-1

Keywords

Article
Publication date: 10 January 2022

Claire Roederer and Marc Filser

Based on a “Fill-the-Bottle” (FTB) challenge, this research explores how experiential design can help cause-related marketing. This study aims to show that experiences

Abstract

Purpose

Based on a “Fill-the-Bottle” (FTB) challenge, this research explores how experiential design can help cause-related marketing. This study aims to show that experiences designed as anti-structural and anti-functional can raise awareness through action.

Design/methodology/approach

The authors study a corpus of 52 introspective journals and 60 pictures about the challenge, which entails filling empty bottles with cigarette butts from the streets as quickly as possible, then sharing pictures of the bottles on social media.

Findings

The anti-structural design of the experience activates the participants’ experiential system, and the social interactions between the participants and pedestrians construct meaning for the experience. The results further indicate that as follows: individuals’ frames of reference can explain whether they perceive the experience as liberatory or stochastic; anti-structural design can serve cause-related marketing by focusing on three stages: doing, showing and sharing; and experiential marketing can serve societal and social causes.

Research limitations/implications

This research involved a single field. Further research with more heterogeneous participants would be insightful. The power of experiential marketing to serve meaningful and collective causes should be encouraged. Further research should be conducted to understand and conceptualize these collective attempts to fight the dark sides of consumption.

Practical implications

In line with Pine and Gilmore’s (1999) advice to stage memorable experiences by working cautiously on cues, the FTB challenge analysis indicates that by focusing on material evidence and staging a specific sequence of doing something about it, showing everyone what is being done and expanding visibility by sharing artifacts of the action on social media, one can actually make people think about and remember the action.

Social implications

The “do-show-share” design that the FTB challenge uses can be relevant for many cause-related marketing efforts because it operates on both individual and collective levels.

Originality/value

This research offers a new perspective on experiential marketing by studying how experiences designed to be anti-structural can renew social, cause-related marketing tools.

Details

Qualitative Market Research: An International Journal, vol. 25 no. 1
Type: Research Article
ISSN: 1352-2752

Keywords

Article
Publication date: 8 February 2021

Babak Taheri, Shahab Pourfakhimi, Girish Prayag, Martin J. Gannon and Jörg Finsterwalder

This study aims to investigate whether the antecedents of co-creation influence braggart word-of-mouth (WoM) in a participative leisure context, theorising the concept of…

Abstract

Purpose

This study aims to investigate whether the antecedents of co-creation influence braggart word-of-mouth (WoM) in a participative leisure context, theorising the concept of co-created food well-being and highlighting implications for interactive experience co-design.

Design/methodology/approach

A sequential mixed-method approach was used to test a theoretical model; 25 in-depth interviews with cooking class participants were conducted, followed by a post-experience survey (n = 575).

Findings

Qualitative results suggest braggart WoM is rooted in active consumer participation in co-designing leisure experiences. The structural model confirms that participation in value co-creating activities (i.e. co-design, customer-to-customer (C2C) interaction), alongside perceived support from service providers, increases consumer perceptions of co-creation and stimulates braggart WoM. Degree of co-creation and support from peers mediate some relationships.

Research limitations/implications

Limited by cross-sectional data from one experiential consumption format, the results nevertheless demonstrate the role of active participation in co-design and C2C interactions during value co-creation. This implies that co-created and co-designed leisure experiences can intensify post-consumption behaviours and potentially enhance food well-being.

Practical implications

The results highlight that integrating customer participation into service design, while also developing opportunities for peer support on-site, can stimulate braggart WoM.

Originality/value

Extends burgeoning literature on co-creation and co-design in leisure services. By encouraging active customer participation while providing support and facilitating C2C interactions, service providers can enhance value co-creation, influencing customer experiences and food well-being. Accordingly, the concept of co-created food well-being is introduced.

Details

European Journal of Marketing, vol. 55 no. 9
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 10 August 2010

Yen‐Hao Hsieh and Soe‐Tsyr Yuan

The purpose of this paper is to propose a conceptual framework of customer expectation management and a reference model of service experience design which are regarded as…

5895

Abstract

Purpose

The purpose of this paper is to propose a conceptual framework of customer expectation management and a reference model of service experience design which are regarded as the basic foundation to model the processes of service experience design for service operation strategies simulating and testing by employing a system dynamics approach.

Design/methodology/approach

System dynamics is the key approach which includes causal loop diagrams and stock and flow diagrams used to build the reference model of experience design. Simulations of the processes of service experience design have also been implemented by Vensim®.

Findings

It is found that the proposed reference model involving customer expectation management can successfully capture the key elements of the service experience design within service operation strategies. The system dynamics approach can effectively enable a macro viewpoint of service experience design for service operation strategies and policies.

Practical implications

With the proposed reference model of service experience design and the system dynamics modeling approach, service providers cannot only comprehensively examine the processes of service experience design in detail but also accomplish the strategies testing and simulating. Hence, service providers can make correct decisions to achieve the business goals via the simulation results beforehand.

Originality/value

This paper contributes to analyze and combine the idea of customer expectation management with service experience design and give rise to a unique reference model of service experience design that is shown to be valuable to service operation strategies testing and simulating based on the system dynamics perspective.

Details

Kybernetes, vol. 39 no. 7
Type: Research Article
ISSN: 0368-492X

Keywords

Article
Publication date: 10 August 2020

Barbara Neuhofer, Krzysztof Celuch and Thuy Linh To

In the emerging transformation economy, there is a shift from staging memorable experiences for many to eliciting life-transformative events for one. This study aims to…

2269

Abstract

Purpose

In the emerging transformation economy, there is a shift from staging memorable experiences for many to eliciting life-transformative events for one. This study aims to understand how transformative experiences can be guided and what prerequisites are needed to elicit human transformation when designing experiences. This study borrows positive psychology as a theoretical lens to explore festivals as a prime context for liminal transformative experiences in the hospitality context.

Design/methodology/approach

A constructivist qualitative research design was used through 31 in-depth interviews. To ensure experience recollection, memory formation and integration of the experience into long-term transformative effects, all interviewees had attended an electronic dance music festival in the past 12 months.

Findings

Guided by the positive emotions, engagement, relationships, meaning and accomplishments (PERMA) model, the thematic analysis revealed a series of psychological and contextual dimensions around PERMA and liminality that need to occur for transformative experiences, personal growth and self-transcendence to happen.

Practical implications

This study provides a guideline for event organisers and experiences designers to intentionally design and occasion positive human experiences in temporal and spatial liminal hospitality consumption contexts. Psychological and contextual dimensions are identified as critical factors in facilitating human transformation.

Originality/value

This paper bridges the emerging transformation economy, experience design and positive psychology. Grounded in PERMA, the study offers a novel theoretical model that serves as a framework for both transformative experience research and practical experience design.

Details

International Journal of Contemporary Hospitality Management, vol. 32 no. 9
Type: Research Article
ISSN: 0959-6119

Keywords

Article
Publication date: 24 July 2020

Ying Zhang, Ann Marie Fiore, Ling Zhang and Xiaogang Liu

To examine the relationships among website design features, consumer experience responses and patronage intention toward online mass customization (OMC) apparel websites.

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Abstract

Purpose

To examine the relationships among website design features, consumer experience responses and patronage intention toward online mass customization (OMC) apparel websites.

Design/methodology/approach

A total of 312 useable online surveys were obtained from Mainland China consumers. Multi-item scales were adopted to measure eight constructs: visual design; information quality; entertainment, aesthetic, educational, escapist experiences; flow; and patronage intention. Structural equation modeling (SEM) was conducted to determine factor structures and to test the hypothesized relationships among website design features, 4Es (entertainment, aesthetic, educational and escapist experiences), flow and consequent purchase intention toward OMC apparel websites.

Findings

All hypotheses, but one, were supported. OMC website visual design; information quality; and entertainment, aesthetic and educational experiences had a positive effect on consumer patronage intention.

Research limitations/implications

Limitations include using a sample of consumers from major cities in China; results cannot be generalized to all Chinese consumers. Websites were not actively navigated. Additionally, the present study examined only two dimensions of OMC website quality, visual design and information quality; more tangible and specific features could be considered in future research.

Practical implications

The findings provide website designers and marketers with insights into experiences that may lead to an increase in patronage intention toward OMC websites.

Originality/value

The study provides evidence that flow helps explain the impact of experiential value (i.e. 4Es) from website design features on patronage intention.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 25 no. 2
Type: Research Article
ISSN: 1361-2026

Keywords

Article
Publication date: 17 October 2016

Ahmad Beltagui, Marina Candi and Johann C.K.H. Riedel

The purpose of this paper is to identify service design strategies to improve outcome-oriented services by enhancing consumers’ emotional experience, while overcoming…

3306

Abstract

Purpose

The purpose of this paper is to identify service design strategies to improve outcome-oriented services by enhancing consumers’ emotional experience, while overcoming customer variability.

Design/methodology/approach

An abductive, multiple-case study involves 12 service firms from diverse online and offline service sectors.

Findings

Overall, six service design strategies represent two overarching themes: customer empowerment can involve design for typical customers, visibility, and community building, while customer accommodation can involve design for personas, invisibility, and relationship building. Using these strategies helps set the stage for a service to offer an emotional experience.

Research limitations/implications

The study offers a first step toward combining investigations of service experience and user experience. Further research can strengthen these links.

Practical implications

The six design strategies described using examples from case research offer managerial recommendations. In particular, these strategies can help service managers address the customer-induced variability inherent in services.

Originality/value

Extant studies of experience staging have focused on particular sectors such as hospitality and leisure; this study contributes by investigating outcome-focused services and identifying strategies to create unique experiences that offset variability. It also represents a rare effort to combine research from service management and interaction design, shedding light on the link between service experience and user experience.

Details

Journal of Service Management, vol. 27 no. 5
Type: Research Article
ISSN: 1757-5818

Keywords

Article
Publication date: 22 June 2012

Jorge Teixeira, Lia Patrício, Nuno J. Nunes, Leonel Nóbrega, Raymond P. Fisk and Larry Constantine

Customer experience has become increasingly important for service organizations that see it as a source of sustainable competitive advantage, and for service designers…

24450

Abstract

Purpose

Customer experience has become increasingly important for service organizations that see it as a source of sustainable competitive advantage, and for service designers, who consider it fundamental to any service design project.

Design/methodology/approach

Integrating contributions from different fields, CEM was conceptually developed to represent the different aspects of customer experience in a holistic diagrammatic representation. CEM was further developed with an application to a multimedia service. To further develop and build CEM's models, 17 customers of a multimedia service provider were interviewed and the data were analyzed using Grounded Theory methodology.

Findings

Combining multidisciplinary contributions to represent customer experience elements enables the systematization of its complex information. The application to a multimedia service highlights how CEM can facilitate the work of multidisciplinary design teams by providing more insightful inputs to service design.

Originality/value

CEM supports the holistic nature of customer experience, providing a systematic portrayal of its context and shifting the focus from single experience elements to their orchestration.

Details

Journal of Service Management, vol. 23 no. 3
Type: Research Article
ISSN: 1757-5818

Keywords

Article
Publication date: 21 August 2017

Frederic Ponsignon, Francois Durrieu and Tatiana Bouzdine-Chameeva

The purpose of this paper is to explore the experience design phenomenon in the cultural sector. Specifically, it purports to articulate a set of design characteristics…

4069

Abstract

Purpose

The purpose of this paper is to explore the experience design phenomenon in the cultural sector. Specifically, it purports to articulate a set of design characteristics that support the alignment between an organisation’s design intention (i.e. intended experience) and the actual experience of customers (i.e. realised experience).

Design/methodology/approach

A single case study approach is adopted to explore the phenomenon from both the provider and customer perspectives simultaneously. A range of qualitative data, including 42 interviews with managers and customers as well as voluminous documentary evidence, are collected. Provider and customer data are analysed independently using a rigorous inductive analytical process to generate experience design themes and to assess possible gaps between intended and realised experience.

Findings

The findings reveal the design characteristics of touchpoints and the overall customer journey, which constitute the core experience, as well as the design characteristics of the physical and social environment, which support the realisation of the core experience, in a cultural context.

Research limitations/implications

Limitations include difficulties in generalising the findings from a single case and in claiming that the set of design characteristics identified is exhaustive.

Practical implications

The paper makes several recommendations that are useful and relevant for customer experience practitioners in the cultural sector.

Originality/value

The paper’s contribution is to provide novel empirical insights into the four experience design areas of touchpoints, journey, physical elements and social elements in an experience-centric cultural context. On that basis, a conceptual framework for experience design in the cultural context is proposed.

Details

Journal of Service Management, vol. 28 no. 4
Type: Research Article
ISSN: 1757-5818

Keywords

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