Customer Experience: From Theory To Practice- A Case Study Of VEGA
Author
Weggerby, Lea
Term
4. term
Education
Publication year
2015
Submitted on
2015-05-28
Pages
93
Abstract
Dette speciale undersøger, hvordan servicedesignmetoder kan understøtte forbedring af kunders oplevelse i et eksisterende servicesystem med udgangspunkt i et casestudie af VEGA, et koncertsted. Tilgangen kombinerer to perspektiver: et kundeorienteret og et fra serviceudbyderens side. Datagrundlaget er kvalitativt og omfatter interviews med kunder, kontekstuelle interviews med frontmedarbejdere samt observationer på stedet; kunderejser blev anvendt til at strukturere og facilitere interviewene. I analysen blev en udviklet definition af kundeoplevelse samt Zeithaml, Parasuraman & Berrys (1990) RATER- og Gaps-modeller anvendt. Specialet konkluderer, at brugen af servicedesignmetoder til både at analysere den ønskede kundeoplevelse og virksomhedens faktiske præstation kan danne en ramme for at forbedre et eksisterende servicesystem.
This thesis explores how service design methods can support improvements to the customer experience in an existing service system through a case study of VEGA, a concert venue. The approach combines two perspectives: a customer-centered view and the service provider’s viewpoint. The qualitative dataset comprises customer interviews, contextual interviews with frontline employees, and on-site observations; customer journeys were used to structure and facilitate the interviews. The analysis draws on a developed definition of customer experience and applies Zeithaml, Parasuraman & Berry’s (1990) RATER and Gaps models. The thesis concludes that using service design methods to analyze both the desired customer experience and the company’s actual performance can provide a framework for improving an existing service system.
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