Alla drömmer om att komma bort från vardagen även om det bara är för några timmar. När en person betalar för en upplevelse vill denne ha tid att njuta av flera minnesvärda händelser som erbjuds av ett företag, och som berör personen på ett personligt sätt. Karlstad CCC är en tillflyktsplats där gäster kan få energi och drömma sig bort för en kväll, genom bland annat en minnesvärd föreställning. Syftet med denna studie är att beskriva gästens upplevelse under en föreställning på Karlstad CCC. Denna upplevelse ska analyseras genom observationer, intervjuer, enkätundersökningar och experiment. Vidare syftar uppsatsen till att baserat på dessa resultat kunna konstruera en förbättrad tjänsteprocess. Teorin som används behandlar områden som tjänst, tjänsteprocess, upplevelse och reciprocitet. Genom informationen som samlades in utformades ett experiment där en del av tjänsteprocessen ändrades. Under detta experiment delades även en gåva ut för att undersöka om reciprocitetsregeln påverkade gästerna till merköp. Resultaten av gästerna upplevelse visade på varierande åsikter. Majoriteten av gästerna var tillfredsställda med den totala upplevelsen. De ändringar som gjordes av tjänsteprocessen vid experimentet gav ingen större genomslagskraft. Reciprocitetsregels påverkan gav en svag inverkan på gästerna.

Ur ett företagsekonomiskt perspektiv finns det ett stort intresse av att utveckla innovativa tjänster då forskning visar att det skapar hållbara konkurrensfördelar. Fastighetsföretag arbetar med tjänsteutveckling för att fylla sina fastigheter och arbetar tätt ihop med sina kunder där efterfrågan styr utvecklingsprocessen. Föreliggande studie testar Wang & Tsais (2012) tjänsteutvecklingsmodell där metoderna tjänstekartläggning, ‘service blueprint’ och ‘axiomatic design’ utgör verktyg för fastighetsföretag. Med dessa metoder ska företaget identifiera kundernas behov och leverera en ny tjänst som uppfyller både interna och externa krav. Genom innovativ tjänsteutvecklingsprocess minskar på så sätt gapet mellan kunders förväntningar om vad företaget kan erbjuda för tjänster och fastighetsbolags uppfattningar om vilket behov kunderna har. Med denna utgångspunkt utformades studiens forskningsfrågor; -     Vilka tjänster kan fastighetsföretagen erbjuda för att matcha den efterfrågan som ställs av nyetablerade entreprenörer? -          Hur kan fastighetsföretag genom ’service blueprinting’, i ett nära samarbete med kunden, skapa innovativa tjänster med en långsiktig plan för lokalkontrakt? -          Hur arbetar fastighetsföretag med ’axiomatic design methodology’, för att konstruera tjänster som efterfrågas av nyetablerade entreprenörer, och på så sätt skapa hållbara konkurrensfördelar? / From a business perspective, there is a considerable interest in developing innovative services, as research shows that it creates sustainable competitive advantage. Real estate companies are working with service development to fill their properties and work closely with their customers where demand determines the development process. The present study tests the Wang & Tsai (2012) service development model where the methods service mapping, service blueprint and axiomatic design provides tools for real estate companies. With these methods, the company shall identify customer needs and deliver a new service that meets both internal and external requirements. Through innovative service development process, the gap between customers’ expectations of what services the company can offer and the real estate companies’ perceptions of what needs the customers have decreases. On this basis, the research questions of the study were designed; -          What services can property companies offer to match the demand made by newly established entrepreneurs? -          How can the real estate company through service blueprinting, in a close cooperation with the customer, create innovative service with a long-term plan for local contracts? -          How do real estate companies work with axiomatic design methodology, to construct the services demanded by newly established entrepreneurs, and thus create sustainable competitive advantage?

Bakgrund: Tjänsteindustrin har kommit att bli dominerande på världsmarknaden vilket bidragit till ökad konkurrens för tjänsteproducerande företag. Inom hotellindustrin visar sig detta genom nya aktörer som utmanar traditionella hotell på sätt som inte tidigare varit möjligt. Att erbjuda en hög grad av kvalitet är därmed en förutsättning för hotell för att skapa konkurrensfördelar och på så sätt kunna konkurrera med nya aktörer. Arbetet med kvalitetsstyrning är emellertid komplext eftersom tjänstekvalitet inte fullt går att säkerställa innan tjänsten levererats, då kunden oftast är en aktiv deltagare i produktionsprocessen. Vid leveransen bedöms dessutom kvaliteten på tjänsten subjektivt, vilket ytterligare bidrar till kvalitetsstyrningens komplexitet. Tidigare forskning indikerar att studier kring tjänstekvalitet inom hotellbranschen i olika länder behövs. Genom att undersöka begreppet ur såväl ett konsument- som producentperspektiv kan studien bidra med kunskap kring hur tjänstekvalitet bör styras. Syfte: Syftet med denna studie är att undersöka och analysera hur svenska hotell säkerställer en hög grad av kvalitet. Vidare ämnar vi undersöka vilka faktorer som påverkar kunders upplevda tjänstekvalitet för att nå en ökad insikt i hur hotell kan anpassa deras kvalitetsarbete för att möta kunders förväntningar. Genomförande: Studien är av kvalitativ karaktär och har en multipel fallstudiedesign. Det empiriska materialet har samlats in med hjälp av två skilda tillvägagångssätt. Åtta respondenter som representerar fyra fallföretag har intervjuats, vilket kompletterats med granskning av 1 082 gästomdömen från externa bokningssidor för samma fyra fallföretag. Slutsats: Studiens resultat konstaterar att vissa verktyg inom kvalitetsstyrning kan nyttjas av svenska hotell för att säkerställa tjänstekvalitet. Såväl kvalitet som kundnöjdhet kan uppnås genom att hotell tar hänsyn till Total Quality Managements kritiska faktorer samt tillämpar delar av Service blueprint. Vidare konstaterar studiens resultat att åtta faktorer påverkar hotellgästers upplevda tjänstekvalitet i olika utsträckning. Resultatet kan således användas av svenska hotell för att möta hotellgästers förväntningar och på så sätt öka kundnöjdhet samt upplevd kvalitet, vilket slutligen stärker deras rykte på externa bokningssidor. / Background: Service producing companies are experiencing increased competition as a result of the service sectors’ permanent growth. This is demonstrated within the hotel industry where new competitors are challenging traditional hotels in ways that earlier was not possible. Offering high quality services is consequently a necessity for hotels in order to create competitive advantages. However, quality control is a complex matter since service quality cannot fully be assured prior to the service being delivered. The customer is, more often than not, actively participating in the production process and the assessment of perceived service quality is subjective, which further contributes to the complexity of quality control. Previous research suggests that additional studies regarding service quality within the hotel industry are needed. By studying the concept through the eyes of both a consumer as well as a producer this study can provide knowledge regarding how service quality should be managed. Purpose: The purpose of this study is to examine and analyze how Swedish hotels ensure high quality services. Furthermore, the study aims to examine which factors affect customers’ perceived service quality in order to gain increased insight on how hotels can conform quality control, as a way to meet customer expectations. Completion: The study is based on a qualitative approach and has the design of a multiple case study. The study’s empirical data has been collected through two separate approaches. Interviews were conducted with eight respondents representing four case companies. In addition to interviews, we examined 1 082 guest reviews from external booking sites regarding the same four organizations. Conclusion: The study states that certain tools for quality control can be implemented in order for Swedish hotels to ensure service quality. By considering the critical factors of Total Quality Management and applying parts of Service blueprint both service quality and customer satisfaction can be attained. Additionally, the results of this study states that there are nine factors affecting customers’ perceived service quality to various extents. Swedish hotels can thereby use the results in order to meet guest expectations and increase customer satisfaction, which ultimately strengthens their reputation on external bookingsites.

People always want to get a wonderful experience from a performance production. Although the main purpose for audiences come to a theater is to enjoy the performance, they will almost certainly get in touch with the "front of the house" first. The contact with the staffs there has become an important factor to influence their experiences. Front of the house has also turn out to be a good place for performing arts groups to show their image, to market their brands, and to build a relationship with audience. However, the service quality is not stable or cannot be improved in a short time often, because of the venues change, full-time administrator¡¦s shortage and high turnover, or the temporary manpower. In order to overcome these problems, it is necessary to have a working manual and management. This study will built up ¡§Standard Operating Procedures¡¨ based on the theories of knowledge management and customer service. An operation manual of front of the house will be accomplished to offer performing arts groups as the most suitable tool; and hope it can improve the quality of works, reduce the factors of variability, and satisfy the audiences¡¦ demands. With a stable quality of the works of the front of the house, a performing arts group can give its audiences a comfortable theater environment and leave them a good impression. This study also conducts several depth interviews with the experienced front of the house managers of various performing arts groups. According to their ¡§management modes¡¨ and ¡§situation handling approaches,¡¨ the front of the house management can divided into four different styles: ¡§positive-type,¡¨¡§conservative-type,¡¨ ¡§cautious-type,¡¨ and ¡§flexible-type.¡¨ These four styles can be the basic models for other groups to follow.

The service industry has become a major industrial sector in Taiwan. Service industry has some unique characteristics such as intangibility, perishability, heterogeneity, inseparably. These characteristics make it difficult for a service to be mass-produced, have consistent quality control, or have patent protection. In response to this kind of competitive environment, enterprises need rapid service innovation to enhance their value. Therefore, service innovation and service design are more and more important. The service blueprint is a tool for service process design. It can specify how service is provided, and support service process analysis. However, there is no generally accepted practice and software for designing service blueprints. This has hindered the enhancement of service productivity. In this these, we define requirements for service blueprints and develop a system prototype to show the feasibility of such as system. The service blueprint system can help visualize service process and identify potential fail points and innovation opportunities. It can be used by service companies to communicate service design with the staff, and find alternatives to eliminate service gaps.

Water quality monitoring is vital in smart city planning for managing water resources. In the smart city, more data is being collected. In terms of data related to water quality, many data sources such as smart sensors attached to water quality monitoring systems have been continuously collecting a significant amount of data. The potential of collected data from these sources holds no value for smart cities, unless it is being used to provide digital services such as information about clean and safe drinking water, swimming, fishing, domestic uses, and water reuse. However, the knowledge on how to utilize water quality data for the benefits of smart cities is limited. So, in this paper, I propose digital water quality monitoring services for smart city residents. I explore this proposition through a design study engaging smart city residents, service designers, and developers of water quality monitoring systems. As a result, a service blueprint is presented to illustrate how such services can be designed to provide water quality information for different activities. The study aims to illustrate how opportunities of water quality monitoring system can be explored for smart cities. The study intends that the results are helpful to designers and researchers in designing and developing digital water quality monitoring services in smart cities.

This thesis investigates the design of inclusive services by integrating theory and approaches from the domains of Service Design and Inclusive Design. This integration was used to evaluate bus service use by younger and older people and the role of other stakeholders. The research was carried out through the case study of the bus service in Guadalajara, Mexico. As a result of this research, an inclusive service design approach and a tool are proposed to guide the design of inclusive services. Using an inclusive service design approach led to the application of a mixed methodology for data collection, which included: 1) a series of individual and group interviews with stakeholders as well as a document analysis; 2) structured focus groups with younger and older people; 3) observation of younger and older passengers using the service; and 4) accompanied journeys with older people. Data were analysed using both qualitative and quantitative techniques, and the results facilitated 1) the understanding of the service operation; 2) the identification of the main barriers for interaction with the service along a door-to-door journey; and 3) the determination of the gap between what younger and older users need and desire and what bus operators actually provide. The research then focussed on visualising and communicating the findings to stakeholders. An inclusive service blueprint was developed to graphically represent the level of difficulty in using the service by younger and older people across the door-to-door journey, and to highlight areas for service improvements. A final study was undertaken to assess the usefulness of the inclusive service approach and the blueprint in improving the bus service. Collectively, the findings indicate that integrating inclusive principles along with a Service Design approach provided several benefits in investigating and improving the bus service. The uniqueness of data generated by younger and older users and the understanding of inclusive principles by the stakeholders already shows the potential to lead to a more inclusive service given the activities now happening in Guadalajara. This research contributes to the discussion of how the design of services can evolve through the incorporation of inclusive principles in the design process. Whilst the research was undertaken in the context of the bus service in Guadalajara, the approach and some outcomes from this research may be applicable for designing inclusive services in other contexts around the world.

企業流程再造自1990年代被提出，由於國際貿易頻繁，加劇全球廠商競爭壓力，遂開始提出企業必須進行根本性重新思考其工作設計，以達到顯著性的營運改善，譬如成本、速度、品質…等，進而提供客戶更佳的產品服務，且隨著電腦設備、機械等資訊科技快速發展，其中又以製造產業最先開始熱切關注，如何將資訊科技導入其日常生產營運流程，以降低其生產與管理成本。 然而，隨著時代發展，現在服務產業已成為台灣的第三大產業，且由於製造廠商面對諸多同業低成本競爭壓力下，遂紛紛開始推行製造業服務化，開始強調其價值是自於優質且可靠的服務，可見製造產業與服務產業間的邊界已越來越模糊，以及服務產業對於未來之重要。 且拜賜現代科技發展，諸多服務廠商為了滿足顧客更多的需求和期望，開始嘗試透過新科技導入，改善舊有服務模式，以優化或重新建構服務流程，進而提供顧客更佳之服務，不過服務業的關鍵仍是顧客，由於顧客同時參與服務生產過程中，故必須將顧客的聲音同時納入改造規劃之中，並非以廠商利益作為前提，而是以顧客觀點為核心思考，才可設計出兼顧顧客與企業需求之新服務流程，故本研究目的欲探討服務系統運用顧客觀點規劃與發展新服務流程之重要性。 對此，本研究採用個案研究法，首先透過文獻探討整理出研究的分析步驟，再配合桃園國際機場的客運服務作為研究個案，以進行調查。其中分析將經歷六大步驟「準備動員與辨識願景」、「診斷現行流程與資源」、「定義與辨識關鍵流程」、「重新規劃設計新服務藍圖」、「執行辦法建議」和「擬定監督與衡量指標」，並運用服務藍圖工具劃分出顧客各階段行動，以顧客行動變化來劃分服務流程，以及運用顧客評估客運服務六大指標於其中，以將顧客導向精神落實。 本研究發現，於「準備動員與辨識願景」階段，有別於過往大多仰賴企業內部高層意識到改革之需要，在服務系統中，亦可透過洽詢顧客得到想法回饋，作為改革之契機；此外，在「診斷現行流程與資源」時，透過服務藍圖劃分旅客動作流程，並藉由旅客評估客運服務之六大因素—舒適度、便利性、安全性、資訊可及性、服務反應性與人員服務，融合檢驗各環節之失誤點，可充分將顧客觀點納入企業流程改造中，而本個案中，又以「資訊可及性」和「服務反應性」表現最不佳，進而找出本個案之關鍵流程，並做為後續規劃流程改造和擬定控制指標之主體。 並透過實際案例探討，了解到服務系統在推行企業流程再造時，顧客想法可劃分為六大指標納入其中考量，並使用服務藍圖工具以顧客觀點來劃分內部流程，其結果不但擴充了“企業流程再造”的理論探討，同時也能夠提供給未來相關領域的研究者和其他相關企業發展作為參考。 / The concept of Business Process Reengineering (BPR) has been expanded since the 1990s when the globalization boosted the competition in various industries. Therefore, companies were longed to fundamentally rethink how they do their work in order to significantly improve production speed, service quality or operational costs. Especially, with the development of Information Technology, the manufacturing industry adapts new technology in daily operation to save the production and management cost. As the progress of time, the service industry plays a critical role to Taiwan’s economy. This in turn drives the manufacturing industry to servitize with the low-cost pressure. A growing number of manufacturing companies now emphasize their value not only production but also good and reliable service. The boundary between manufacturing industries and service industry is getting more and more unclear. With the development of technology, service companies try to implement new technology to improve service process and satisfy customer needs. Since service tends to have customers’ involvement in the delivering process, customer orientation plays a more important role in service firms. This study thus argues that customers’ thoughts should be included in the BPR process to redesign a process that meets customers and companies’ needs. This study utilizes the case study methodology, with in-depth interviews of bus service providers in Taoyuan International Airport. In this research, the BPR analysis steps are divided into 6 steps, which are identifying the vision and compose BPR team, diagnosing process and resources, defining and identifying the key process, re-designing new service blueprint, and designing control index system. This paper also utilizes the service blueprint as a tool to display the process functions above and below the line of visibility to the customer. The research results indicate that service system could utilize customer feedbacks to identify specific problems instead of only from the top-management team awareness in the first step to identify the vision and build the BPR team. Furthermore, in the next step to diagnose process and resources, it can be analyzed by the six indices concerned by customers to check fail points. These indices are comfort, convenience, safety, information accessibility, service reaction and service personals. In the Taoyuan International Airport case, “information accessibility” and “service reaction” were the worst among those that are defined and identified as key process and set as control index. This research reveals the importance of customers’ role in the BPR process. It also illustrates how to use service blueprint as a tool to divide operational process from customer’s perspective. The result not only contributes to the academic research of BPR but also provides valuable insight for service industry with further expansion on BPR.

The diploma thesis is focused on marketing strategy plan of a private pharmacy using service blueprint as a marketing tool. At the beginning the thesis deals with characteristics of specifics and state regulations of pharmacy marketing. Then the thesis analyses Czech pharmacy market in particular with regard to the expansion of pharmacy chains and also puts emphasis on current pharmacy trends that influence management and marketing of private pharmacies. The main goal is firstly to describe the components of marketing mix that pharmacies might legally use as a part of their marketing strategy. Secondly the theoretical knowledge is applied to case study of Pötting's Pharmacy. The marketing strategy plan is based on situation analysis, service blueprint and questionnaire survey.

[pt] O uso da energia solar fotovoltaica como fonte para geração/consumo de energia elétrica traz benefícios sob diversas perspectivas, desde a financeira até o estímulo à geração de emprego, passando pela questão ambiental. Mesmo assim, ainda não há amplo engajamento dos cidadãos para geração solar em suas residências devido ao caráter inovador do produto-serviço, que deixa dúvidas nas pessoas. Dado esse quadro, propusemos a especificação de um serviço de apoio a tomada de decisão para adesão à Geração Distribuída Fotovoltaica (GDFV). O design para apoio a tomada de decisão do cidadão para a GDFV deve considerar os diversos motivos que influenciam a decisão das pessoas. Os atributos que influenciam os cidadãos no processo decisório foi o objeto de estudo. Como metodologia, efetuamos pesquisa documental e bibliográfica sobre o contexto da GD em alguns países e o estado da arte no Brasil, discutimos o novo significado que a geração distribuída trouxe para o cenário energético a partir da gestão da inovação e principalmente pelo Design Drive-Innovation (VERGANTI, 2012). Realizamos entrevistas exploratórias semiestruturadas e aplicamos um questionário para ampliar a lista de atributos influenciadores numa amostragem não probabilística por conveniência. Os resultados nos permitiram construir um Mapa de Atributos, que são os fatores chave do processo decisório. Utilizamos uma série de técnicas do Design da Serviços para modelagem de um serviço de apoio à tomada de decisão (SATD). Ancorado em plataforma web, o SATD permitirá a união de oferta e demanda a partir de um autodiagnóstico do cidadão, conduzindo-o ao modelo de negócio mais aderente ao seu perfil. / [en] The use of photovoltaic solar energy as a source for the generation/consumption of electric energy brings benefits from different perspectives, from financial perspectives to encouraging job creation, including environmental issues. Even so, there is still no broad engagement of citizens for solar generation in their homes due to the innovative nature of the product-service, which leaves people with doubts. Given this situation, we proposed the specification of a decision-making support service for joining the Photovoltaic Distributed Generation (GDFV). The design to support citizen decision-making for the GDFV must consider the various reasons that influence people s decision. The attributes that influence citizens in the decision-making process was the object of study. As a methodology, we carried out documentary and bibliographic research on the context of DG in some countries and the state of the art in Brazil, we discussed the new meaning that distributed generation brought to the energy scenario from the management of innovation and mainly through Design Drive-Innovation. (VERGANTI, 2012). We conducted semi-structured exploratory interviews and applied a questionnaire to expand the list of influencing attributes in a nonprobabilistic convenience sample. The results allowed us to build a Map of Attributes, which are the key factors in the decision-making process. We use a series of Service Design techniques to model a decision support service (SATD). Anchored in a web platform, the SATD will allow the union of supply and demand based on a self-diagnosis of the citizen, leading him to the business model that is most adhering to his profile.