China’s economy is growing. It has been said that “the question like ‘how to do business with Chinese people’ have occupied the minds of international business people who are planning to enter China.” (Fan & Zigang, 2004). Sweden as a country which listed China as its largest trading partner in Asia and a priority country in Sweden's export strategy, has a need to gain understanding about guanxi –an important concept in Chinese business culture. In this thesis, the author will present the development of three exercises inspired by design methods (role play, visualization and customer journey map) which aim to help Swedish business managers to learn guanxi in an experiential way. It includes the challenges the design team went through, how did they solve it and what are the latest version of the exercises looks like. The main challenges presented in this thesis are: how to embed specific knowledge smoothly into exercise; how to set up the role of facilitator(s); and how to increase the level of satisfaction for the users. Those challenges are not only specific to our project, but also could be inspirational for other people (e.g. designers, business culture scholars and so on) who want to create similar exercises or looking for new ways to deliver the knowledge about cross-cultural business communication.

The theoretical part is devoted to an explanation of the issue. Specifics of services are outlined as well as trends that will shape future services. A service design is presented as a main topic. Its aim is to find all customer-service "touchpoints", to discover a customer's journey through the service and, on the basis of these inputs, to innovate the service for the highest customer satisfaction and efficiency for a provider on the other hand. There are also presented arguments for the service design as well as methods how services can be improved -- "customer journey map", "personas", own experience with the service, "ethnographic research" and "webdesign". These methods are also used in a practical part. The practical use of the service design is shown on a business "Glasses home". Its focus is a sale of glasses through an e-shop bryle-domu.cz as well as through a patented self-service optician "Optiscont". Using the previously introduced methods, a survey for "Glasses home" is realised. The survey have two phases. The first phase is devoted to the testing of a service prototype, the second phase is devoted to the complex assessment of the service that has been innovated based on the first phase. The final part is devoted to interpretation of results. Based on the practical part, a "customer journey map" is compiled, including "personas" -- archetypes of service customers. The "reservoir of good will" is used to present the strengths and weaknesses of the service. Finally, recommendations for innovations are formulated. The main message is to simplify the website, to explain the "Optiscont" concept to customers at the point of sale and to focus on interconnecting all touchpoints.

Fastighetsmäklarbranschen befinner sig i en utveckling mot ökadekrav och förväntningar från potentiella köpare, säljare ochsamhället i stort. Detta har skapat ett behov av kunskap kringframgångsfaktorer och visualisering med målet att förbättraframtidens förmedlingsprocess. Syftet med föreliggande studie harvarit att fylla en kunskapslucka för studiens begrepp win-win-windär fokus har varit på hur man balanserar så alla parter det vil lsäga säljare, köpare och mäklare går vinnande på bostadsaffären.Den metodologiska design byggdes på kvalitativ empiritriangulerad från de tre perspektiven med intervjusvar från 3säljare, 3 köpare och 7 fastighetsmäklare med tillägg från densvenska myndigheten för registrering, tillsyn och disciplinnämndför fastighetsmäklare, Fastighetsmäklarinspektionen (FMI). Varjepart fick ge sitt utlåtande för vad som skapar värde i processen. Ettvetenskapligt tänkande antogs utifrån fokus på kvalitetsteknik ochverksamhetsutveckling. Systematiska analyser av intervjuernapresenterades i en processkarta över fastighetsmäklarensverksamhet. Resultatet visade att den röda tråden genomförmedlingsprocessen är att sätta värdeskapande i centrum och attge det lilla extra. Slutsatsen blev att framgångsfaktorerna utgörsav; emotionell intelligens, flexibilitet, kundförståelse, långsiktigakundrelationer, trygghet och överträffa förväntningarna. Slutligenfinns ett behov av vidare forskning kring långsiktighet, attöverträffa även framtidens förväntningar på fastighetsmäklare, i enbransch som genomgår ständiga förändringar. / Real estate agency as a business field is under development formeeting increasing demands from potential buyers, sellers andsociety overall, creating a need for knowledge of success factorsand process visualisation to improve future agency opportunities.The purpose of the study has been to cover a knowledge gap of awin-win-win situation for long lasting customer relationships,where the agent can find winning aspects illuminating co-creationof value in use together with potential clients. The methodologicaldesign was built on qualitative data triangulation from threeperspectives with interview answers from 3 buyers, 3 sellers and 7real estate agents with additional answers from the addition of theSwedish estate agents inspectorate. A scientific approach wasadopted focusing on the quality management and businessdevelopment field. Systematic analyses of the interviews have beenpresented in a process map from the real estate agents’ business view. The main themes were summarized from new insights intosuccess factors. Results showed the importance of illuminatingvalue creation and to give a little extra. The conclusions turned outin value creation success themes consisting of emotionalintelligence, flexibility, customer knowledge. longterm customerrelationships, trust and exceeding expectations. Left for futureresearch from a quality management perspective is to keeppursuing this avenue to meet upcoming expectations on the realestate agent, in this business field undergoing constant change. / <p>2021-06-06</p>

自古鄰里相親敦親睦鄰，然而近年生活習慣與居住型態轉變，集合式公寓社區成為都市人們主要的住宅型態，人們與鄰里之間的互動日漸減少，以致於鄰里關係疏離。基此，本研究主旨在探討透過服務設計方法，改善都市集合式社區的住戶與鄰里之間的人際互動與溝通。 本研究以服務體驗工程方法論為研究方法，分三個階段進行研究。第一階段「服務體驗需求洞察研究」階段，透過深度訪談與參與觀察，挖掘社區住戶與鄰里主要有兩個接觸情境，即兩個不同的研究方向: (1)一為主動型住戶與鄰里往來而形成社區團購；(2)二為管委會與住戶的溝通與服務。比較兩個方向對社區的影響性後，擇第二個方向為本研究的研究方向。首先，採用人物誌分析出流程中三方使用者，包含住戶、管委會與總幹事，再以顧客旅程地圖發現三方溝通流程「管委會與住戶之間的溝通」及「住戶參與管委會的經驗」影響社區鄰里的互動關係，在流程的三部分中共發現16個問題與需求。 接著，第二階段進行「服務設計」，以普及至使用者中壯年齡層的智慧型手機為服務載具，設計社區社交平台「比鄰Belink App」，提供四項功能：「社區公告」、「提問求助」、「知識交流」與「委員會議」，改善住戶擔任委員參與管委會或是與管委會接觸的體驗。最後，第三階段「服務原型測試與評估」，邀請三方使用者以放聲思考法依照指定的情境使用「比鄰Belink App」，並填寫整體使用評估量表，再根據測試結果與意見回饋提出第二版設計，修改操作模式、介面按鈕的位置、顏色與形狀等等。 總結，研究成果為：（1）發現住戶與管委會在溝通流程三階段的16個問題與痛點；（2）了解中壯年齡層住戶的智慧型手機使用經驗；（3）提出符合使用需求的「比鄰Belink App」四大功能設計；（4）完成App使用性測試與可行性評估，使用者滿意提供的功能，三方使用者可更即時、公開與正向地進行溝通；但易用性方面雖具備可記憶性但易學性低，需修改設計。研究成果可作為日後相關研究參考。