Approaching Service Experiences Through Servicescape Design


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Approaching Service Experiences THROUGH SERVICESCAPE DESIGN

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Approaching Service Experiences Through Servicescape Design

  1. 1. 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
  2. 2. Process: Introduction. Phenomenological Approach . Servicescape Design. Empirical Studies on Servicescape Design. Research Methods. Findings. Concluding remarks.
  3. 3. Introduction <ul><li>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. </li></ul>
  4. 4. Phenomenological (experiential) approach to servicescape design <ul><ul><ul><li>Phenomenology: the study of phenomena as they appear in an individual’s experience (Woodruff Smith 2008) </li></ul></ul></ul><ul><ul><ul><li>Experience: </li></ul></ul></ul><ul><ul><ul><li>Individually subjective, context-specific and at the same time socially inter-subjective (Husserl and Heidegger). </li></ul></ul></ul><ul><ul><ul><li>Experience can be related to other phenomena, such as servicescape design (Woodruff Smith 2008). </li></ul></ul></ul><ul><ul><ul><li>Always context-specific (events), and intra-subjective as well as inter-subjective (c.f. Vargo, 2008; Vargo and Lusch, 2008). </li></ul></ul></ul>
  5. 5. Servicescape Design <ul><li>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. </li></ul>
  6. 6. <ul><li>We explored through two empirical projects carried out in Finland and Poland how servicescape design was realized. </li></ul><ul><li>The main parties in both projects were customer representatives, architects and designers, end customers and personnel. </li></ul><ul><li>Purpose of these projects was to redesign servicescape, and change through it the traditional logic and customer perceptions of the service. </li></ul><ul><li>Focus was on the most intensive phases in the beginning of the projects. </li></ul>Empirical Studies Servicescape Design
  7. 7. Research Methods <ul><li>Participant observation and interviews were the main methods applied. Researchers were present in the field and used informants as their main sources of information. </li></ul><ul><li>Eight semi-structured interviews were carried out in Finland. </li></ul>
  8. 8. 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 |
  9. 10. KIOSK/information cash transactions non-cash trans. waiting places Servicescape design | customer experiences perspective CUSTOMER PATH Strategy phase Concept programming phase Design phase Implementation phase
  10. 11. Servicescape design | customer experiences perspective CUSTOMER PATH Strategy phase Concept programming phase Design phase Implementation phase
  11. 12. <ul><li>I always know how to operate within the bank, it’s all clear to me </li></ul><ul><li>I know, what’s being promoted, even without entering the bank </li></ul><ul><li>if there are more people in the bank and I have to wait, I know at least how long it will take </li></ul><ul><li>I can have a sit when queuing and arrange other things in the meantime </li></ul>Servicescape design | customer experiences perspective customer experiences checklist design evaluation tool Strategy phase Concept programming phase Design phase Implementation phase
  12. 13. Concluding remarks <ul><li>The focus on servicescape design has been on its components and on the servicescape itself. </li></ul><ul><li>A more holistic approach of servicescape design is needed. </li></ul><ul><li>In this study, the customers’ and service provider representatives’ subjective service experience was taken as a starting point. </li></ul><ul><li>We showed key steps and methods used to reach that goal. </li></ul><ul><li>We argue that there is a need to gain deeper understanding of experiences when moving towards a more holistic approach of servicescape design. </li></ul>
  13. 14. Thank you for your attention! Mari Holopainen [email_address] Anu Helkkula Marcin Chlodnicki [email_address] www.slideshare. net