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 Holopainen Anu Helkkula Marcin Chlodnicki Helsinki University of Technology, Finland Hanken School of Economics, Finland Poznan University of Economics, Poland
Process: Introduction. Phenomenological Approach . Servicescape Design. Empirical Studies on Servicescape Design. Research Methods. Findings. Concluding remarks.
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.
Phenomenological (experiential) approach to servicescape design
Phenomenology: the study of phenomena as they appear in an individual’s experience (Woodruff Smith 2008)
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).
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.
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.
Findings Main phases and methods of servicescape design Servicescape design phases Knowledge source Design phase outputs The Design Team End Customers Personnel and Management Strategy phase Identifying the need briefing research/visuals audit interviews 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 description design setting design requirements design solutions Benchmarking |Group works | Presentation of outcomes Customer perspective paradigm (expected experiences) Group works | Voting on best ideas Design phase Design creation and extensions concept development research concept refining pilot 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 implementation evaluation sessions and refining Group works | Evaluation of pilot branch design | Refining of pilot branch design Interviews | Interviews | Group works |