Service design innovation for aquarium customer value ppt

Selvarasu A Mutharasu
Professor of Marketing
Department of Business Administration
Annamalai University
Annamalai Nagar Chidambaram Tamilnadu, India.
608002
aselvarasu@gmail.com
selvarasu.a.3989@annamalaiuniversity.ac.in
&
Sankaran A.
Rais Ahmad Itoo
Doctoral Research Scholar
11/11/2015Selvarasu A Mutharsu Annamalai Univeristy & Sankaran A & Rais

 Services Marketing – CVP – CVC – GT – QSR Nvivo -
 An unexplored area of Aquarist reaction for user’s actions
 Triangulation - 1. Real-time observation
2. Focused-depth interview
3. Human Activity Modeling (HAM).
 Pilot study – Brainstorming, Expert interview & Blueprinting of ABS
 The grounded theory approach and Use of QSR NVivo software.
 The customer value constellation map -
1. Planted-design value- Hobbyist
2. Pet-companion Value – Children/Adult
3. Prosperity/evil-protection aesthetic Value – Business persons
4. Exotic Value-marine Aquarium – Youngsters
5. Up-gradation value – Youngsters
1/11/2015 2Selvarasu A Mutharsu Annamalai Univeristy & Sankaran A & Rais

4
1/11/2015Selvarasu A Mutharsu Annamalai Univeristy & Sankaran A & Rais

The following are the objectives proposed for the
study
1. To determine the aquarium keeping customer’s
value requirements for users' actions and
aquarists reaction.
2. To determine the influence of interfaces and
artifacts on aquarium users' value and its
attributes in aquarium keeping values.

There are two propositions (Hypothesis) drafted
to study the proposed objectives.
P1.The failing point and waiting time of users’
actions and aquarists reactions do not vary
significantly with aquarium keeping values.
P2. The influence of interfaces and artifacts on
aquarium users' value and its attributes do not
vary significantly with aquarium keeping
values.

 The above proposed hypothesis of association
between aquarium value and waiting time &
failing points have been proved with a chi-
square test value of 24.44 (df 4).
 The test value of 202.62 (df=12) for association
between aquarium value and interface &
artifacts have also been proved positive.
 Both hypotheses can be taken forward for
further study.

1/11/2015Prof. Selvarasu A Mutharsu Annamalai Univeristy & Sankaran A & Rais 18

 Brainstorming with 100 management students,
In-depth interview with 63 aquarium customers
 In-depth interview with 25 aquarium experts
 5 aquarium business service related videos
 20 images
 12 aquarium WebPages
 Each interview lasted from 10 minutes to half
hour in exhibition area, and video of interview
discussion have also been recorded.

 Hobbyist (Neighbouring street) 85%
 Aquarium shop/office (36%),
 Shopkeeper (26%),
 Internal aquarium shop serviceman (28%),
 Aquarium technician (20%).

1. Summary of frequencies
2. Matrix with cross classification
3. Customer profiling
4. Brain storming method
5. Axial coding (Strauss and Corbin, 1990)
6. Blueprinting process (Servicescape)

The major findings of Customer value are:
1. companion (recreation hobby)
2. Design (aquascape)
3. Aesthetic vastu (sentiment)
4. Exotic collection (marine colour fishes),status
etc.
5. Up-gradation

 The failing point and waiting time are related to parking
facility, sitting chair, employee uniform, discount, door
delivery and good environment.
 Six qualities as size, model and shape of tank,
equipments, and tank type and fish size.
 Each quality has three varieties consisting of small, round
and bound tank shape with water filter and re-use glass
type and containing small fishes.
 The variant 2 consists of medium, imported and square
tank with aquatic tree and glass tank containing medium
size fishes.
 The Product variant 3 consists of large, furniture type and
landscape tank with air motor and molding tank
containing large size fishes.

Price consists of six dimensions as discount,
geographic area, rural area, urban area,
metropolitan city and transportation service
cost.
1. Each dimension of price consists of price
variants for fishes having price range < 500 -
20000.
2. In addition, the cost of cleaning tank, the
cost of maintenance and the cost of setting
up tanks.
3. Place consists of petty shop, super market
and exhibition, schools, hotels and theater.

Promotion consists of door delivery,
installments, advertising, aquarium club,
client campaign and brand name.
1.Forum and students campaign are conducted
in order to promote brand like ‘LoBPaQua’.
2. Aquarium promoters and hobbyists were
used for promotion of brand like ‘aQuVastu’.
3. Hobbyist and households were used for
promotion of brand like DeSignaQuaBeauty’.

1. Aquarium of 5 gallons (19 Litters), 25 gallons (95 Litters) and 40
gallons (150 Litters) of water.
2. The first tank with eight gold fish and one tank cleaner fish (8+1),
3. The second tank with eight planted-tank fish and one tank cleaner
and third tank with one anemone and eight clown marine fishes
(8+1). There are two types of aesthetic fish like Arowana and
Flowerhorn fishes were observed at the shop level.
4. The experience of setting up for planted-design, aesthetic and
marine aquarium has been considered as little complex and we
were forced to seek the support of technician.
5. We gained experience in doing the maintenance of aquarium at our
level in terms of cleaning, water-replacement, feeding on regular
days and on holidays (Holiday Food).

1. We were forced to replace the mild fishes due to its high
mortality rate where as the shark fish of wild character
sustained for above one year.
2. The marine aquarium has called for support service of
log book maintenance on parameters like temperature,
pH, Nitrate, Nitrate, Carbonate, fish movements etc.
3. The experience of research has driven us to innovation
of three alternative forms of 2-in-1 aquarium as Marine-
in-Fresh, Fresh-in-Marine and Brackish-in-Fresh.
4. Researcher has taken efforts to patent the innovation in
three different forms.
5. The real-time research is very useful and it leads to
innovation in new aquarium.

1. House Foot Path (48%), Dining Hall (13%), Drawing Room
(11%), TV Stand (10%), Bed Room (8%) and Reading Room
(8%) come under Residential designs.
2. Shop appearance (21%), Ornamentation (21%),
Decoration (18%), Pleasing guest (11%), Cinema (4%), TV
Serials (4%), corporate events (4%) and Stages of Public
meeting (11%) comes under the category of commercial
designs values.
3. And Office Reception (21%), Hospital (15%), Resorts
(11%), Airport (4%), Railway Station (1%), Pubs (3%) and
Visitors (10%) come under the main group of outdoor
designs.
4. The interfaces of the design value are friends and
relatives, tourist resorts, museum, neighbors and
wholesaler in addition to four interfaces similar to
companion value.

 PEACEFULNESS AND POSITIVE ENERGY
Believing Vastu Sastra (21%); Meditating (5%),
Wealth (6%); Treatment (6%), Positive Energy (5%)
and Happiness (4%)
 Good luck
Doing Karma (5%), Prosperity (5%), good luck
(12%), financial benefits (3%) and Liveliness (1%)
 Preventing evil (4%) comes under evil group.
 The interface of life style aesthetic value has
service experiences of aquarium shop, technician,
hobbyist (6), serviceman, shopkeeper and super
market.

Include tanks, fishes and design and maintenance.
1.TANKS
Breeding (12%), Marine fish (10%), Annual
maintenance (7%) and new tanks (6%) come
under the category of.
2.FISH
Fresh water (4%) and different tank and fish
sizes (10%) come under category of.
3.DESIGN AND MAINTENANCE
Aquascaping (5%) and large tank (11%)
 The interfaces of up-gradation and maintenance
service value have been encountered with
mostly retailers and at times with wholesaler.
The word cloud of customer values constellation
shows all the subcategories of five different
aquarium business service values.

Two groups viz., exotic collections and colour &
pattern.
1. EXOTIC COLLECTIONS
Setting water wave (10%), Aquatic plant
awareness (6%) and Miniaturizing Oceanaration
(10%)
2. COLOUR AND PATTERN
New fish and tank sizes (8%), Marine Organism
(9%), Hi-fi guest (7%) and pattern attraction
 The interfaces of exotic-marine customer value
have been encountered with hobbyist, aquarium
shopkeeper, service man, technician, and super
market.

1. Service Design based on waiting time and failing points varies from hobbyist, technician,
serviceman, wholesaler, friends-relatives, salesperson, shopkeeper and supermarket in
descending order.
2. The failing point in the case of companion has been experienced with changing colour fishes
and tanks flakes.
3. Similarly, plant design aquariums users fail to get the support of technician on demand and the
wrong choice of fishes and plant for setting up tank including maintenance issues.
4. The fail point in aesthetic is considered very much with customer’s belief and lifestyle. The
success and failure of users’ professions have been deeply connected with the life of the fish.
Therefore, utmost care for aquarium results in sensitivity.
5. The failure in marine aquarium service like with periodic monitoring of parameters (pH,
salinity temperature, light, ammonia etc.) and feeding practices of live food.
6. In the case of up-gradation service, the failure of ready-to- use molded aquarium tank in place
of glass tank and vice-versa.
7. Promotion of aquarium business service of natural cleaning solution with vinegar and soda for
companion value, Certified and licensed technician- designer for planted aquarium design
value, collaborative service of astrologist for aesthetic value, ready-to-use test kit and logbook
maintain service for marine aquarium and flexi recycle for reuse service for up-gradation value
have been identified as new service designs.

1. From aquarium fish exhibition visitors only
2. Many aquarium visitors are partially willing
to give information
3. limited awareness of aquarium maintaining
has been observed.
4. The institutional segment was given very
little importance.

1. The study has brought out five different values such as play (companion), excellence
(design), aesthetic (aesthetic), esteem (marine) and status (up-gradation) against eight
different values (efficiency, excellence, status, aesthetic, esteem, play, ethics and
spirituality).
2. The consumer segment has been characterized as male, under the age group of “below 35
years”, working in private companies having less than 5 years of experience of aquarium
keeping and having average income of 6 lacs( 1 lac = 100,000 (One hundred thousand
rupees) per annum.
3. The second consumer segment has been identified as female, above the age group of 35
years, doing business, having experience of above 5 years in aquarium keeping with
income of above 12 lacs per annum.
4. The other segments like scholars for exotic marine aquarium and government employees
for up-gradation and maintained of aquarium business service.
5. The study has unique methodology of real time observation of setting up of five different
aquariums.
6. The study can be expanded for descriptive customer value proposition in relation to
interfaces and artifacts.

Service design innovation for aquarium customer value ppt

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Service design innovation for aquarium customer value ppt