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
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.
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.
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