Experience-Based Service Design

Abstract

Purpose

In the tourism sector, the differentiation is difficult in the commoditized market. The main challenge for businesses is to design the experiences which would create awareness and difference. With this foresight, this chapter aims to show an experience-based service design path built around various elements such as sensations, emotions, human relations, innovations, and values.

Methodology/approach

This chapter is based on extensive literature review, including books, journals, articles, conference papers, and search reports. Furthermore, the Singapore Airlines web page was used as an important source of information to examine the instructional path built suggested in the literature review.

Findings

As it has been determined by the general review, experience-based service design contains different components, and with these evaluations the experience-based service design was established in this chapter within three steps: explore, design, and positioning. Furthermore, on the case study of Singapore Airlines, the tracks of these three steps have been investigated. Especially, explore and design dimensions have been identified to be used mainly during the experience design.

Practical implications

From the highlights of the literature review, an instructional path for experience-based service design and implementation process is highlighted in three parts and this instructional path would guide business managers/experience engineers.

Originality/value

As the experience-based service design has been increasingly receiving the attention of the business’ managers in the tourism sector, an overview examination of experience design, and being instructional guide will direct them to implicate the dimensions in practice.

Citation

Güzel, Ö. (2016), "Experience-Based Service Design", Sotiriadis, M. and Gursoy, D. (Ed.) The Handbook of Managing and Marketing Tourism Experiences, Emerald Group Publishing Limited, Leeds, pp. 3-20. https://doi.org/10.1108/978-1-78635-290-320161001