際際滷

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Dianelly Afrodita Uchiha
Dianelly Afrodita Uchiha

This article discusses how customers interpret relational messages communicated through physical cues and service evidence in spaces like hotels. The research found that customers judge if service providers care about them, see them as important, and trust them based on these cues. Customers' interpretations of relational messages shape their emotions and experiences. The article proposes a framework to convey positive relational messages through service evidence design regarding care, importance, and trust. It identifies three design strategies and three emphases, and discusses applying them in contexts like retail, banking, and hospitality.

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Students version Text X Abstract This article discusses relational messages in the design of service evidence based on insight gained from empirical research. Photo elicitation and in-depth interviews were the key research methods used in understanding hotel guest experiences for design opportunities. The findings reveal that customers take service evidence and physical cues in the servicescapes to interpret both intended and unintended relational messages that communicate the service providers' perceptions about customers. Customers notice service evidence and judge whether service providers: (1) Care about their customers; (2) Consider customers as important; and (3) Trust customers. Their interpretations of relational messages influence their emotions and service experiences. In addition to face-to-face service encounters with staff, customers' interactions with service evidence are also important in shaping service experiences. Here, a framework is proposed to offer design strategies that convey positive relational messages in service evidence in terms of care, importance, and trust. This framework highlights three design strategies and three specific design emphases. The discussion draws on concepts and techniques including tangibility of service, customization, and empathic design. Examples are given to demonstrate the contexts in which the strategies can be applied, including retail, banking, transport, and hospitality. Key design questions and challenges for each strategy are also discussed.

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Students version

  • 1. Students version Text X Abstract This article discusses relational messages in the design of service evidence based on insight gained from empirical research. Photo elicitation and in-depth interviews were the key research methods used in understanding hotel guest experiences for design opportunities. The findings reveal that customers take service evidence and physical cues in the servicescapes to interpret both intended and unintended relational messages that communicate the service providers' perceptions about customers. Customers notice service evidence and judge whether service providers: (1) Care about their customers; (2) Consider customers as important; and (3) Trust customers. Their interpretations of relational messages influence their emotions and service experiences. In addition to face-to-face service encounters with staff, customers' interactions with service evidence are also important in shaping service experiences. Here, a framework is proposed to offer design strategies that convey positive relational messages in service evidence in terms of care, importance, and trust. This framework highlights three design strategies and three specific design emphases. The discussion draws on concepts and techniques including tangibility of service, customization, and empathic design. Examples are given to demonstrate the contexts in which the strategies can be applied, including retail, banking, transport, and hospitality. Key design questions and challenges for each strategy are also discussed.