Setting the stage for service experience: design strategies for functional services
Abstract
Purpose—This research identifies 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—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. Keywords—Service experience, Customer experience, Service design, Service management, Interaction design, Emotional designCitation
Beltagui, A., Candi, M., Riedel, J. (2016) 'Setting the stage for service experience: design strategies for functional services', Journal of Service Management, 27(5), pp. 751-772. doi: 10.1108/JOSM-08-2015-0234Publisher
EmeraldJournal
Journal of Service ManagementAdditional Links
http://www.emeraldinsight.com/doi/pdfplus/10.1108/JOSM-08-2015-0234Type
Journal articleLanguage
enISSN
1757-5818ae974a485f413a2113503eed53cd6c53
10.1108/JOSM-08-2015-0234
Scopus Count
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- Creative Commons
Except where otherwise noted, this item's license is described as https://creativecommons.org/CC BY-NC-ND 4.0
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