Exploiting Service Design in Service Quality: Escorting the Customer’s Experiential Value in the Journey of a Star-Rated Hotel
Abstract
:1. Introduction
2. Literature Review
2.1. Experience Economy
2.2. Service Design (SD)
2.3. Customer Journey Map
2.4. Service Blueprinting
2.5. The Kano Model
2.6. Service Attributes of Hotels
3. Methods
3.1. Research Process
3.2. Participants
3.3. Analysis Techniques
3.3.1. Affinity Diagrams
3.3.2. Service Design Tools
3.3.3. Kano Model Analysis
3.4. Research Instruments
4. Data Analysis
4.1. Customer Journey Map
4.2. KJ Method
4.3. Kano Questionnaire Results
4.3.1. General Information
4.3.2. Interpretation
- The “must-be” (M). One attribute, “in-room lighting can be controlled”, is in this category. Improving this quality attribute does not lead to higher satisfaction, but the lack thereof will substantially increase the dissatisfaction of consumers.
- The “one-dimensional” (O). Ten attributes are in this category, including sufficient plug/USB sockets, hooks in the bathroom, a desk lamp in the room, separate shower and bathtub, sofas in the lobby, staff smiles, answers questions immediately, and others, as shown in Table 3. Satisfaction increases or decreases linearly with the fulfillment or nonfulfillment of these quality requirements.
- The “attractive” (A). Sixteen attributes are in this category, including mobile device connected to the TV, in-room air purifier, in-room themed decorations, and ice machine near guest room among others, as shown in Table 3. The fulfillment of these quality attributes significantly enhances customer satisfaction, whereas no significant effect on the dissatisfaction of consumers occurs when absent.
- The “indifferent” (I). Eleven attributes are in this category, including a magazine rack in the room, corridor decorations, a touchscreen for travel information, travel guidebooks, local cultural elements, shops, and souvenir shops in the lobby, among others, as shown in Table 3. No significant impacts on customer satisfaction occur whether these attributes are present or not.
- The “reverse” (R). The public resting area on the ground floor is the only attribute in this category. This will significantly increase/decrease customer dissatisfaction/satisfaction with/without this attribute.
4.4. Modified Kano Quality Attributes
4.4.1. Modified Kano Quality Attribute and Customer Satisfaction
4.4.2. Segmenting the Quality Attributes
5. Discussion
6. Conclusions and Suggestion
- Effectively define the demand points of service customer groups and specifically define the needs of the customer groups.
- Designing hotel services according to the service customer group to create an effective cost of delivery at the demand point.
- To understand the high and low priority needs of the service customer group to facilitate the hotel to setting up a phased improvement policy.
- More clearly for the operators to operate the market, to propose a total of future service strategies and customer service types, to assess the suitability of the future investment in service content, to avoid an ineffective and wasteful injection of resources and investment, and to achieve the concept of lean costs.
Author Contributions
Funding
Institutional Review Board Statement
Informed Consent Statement
Data Availability Statement
Conflicts of Interest
References
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Quality Requirement | Content |
---|---|
Must-be quality | The presence of this quality is taken for granted, but the absence of this quality still results in customer dissatisfaction. |
One-dimensional quality | The presence of this quality leads to customer satisfaction, and the lack of it results in customer dissatisfaction. |
Attractive quality | The presence of this quality leads to customer satisfaction, but the lack of it does not result in customer dissatisfaction. |
Indifferent quality | The presence or absence of this quality leads to neither satisfaction nor dissatisfaction. |
Reverse quality | The presence of this quality leads to customer dissatisfaction, and the lack of it results in customer satisfaction. |
Absence of Quality | ||||||
---|---|---|---|---|---|---|
I Like It | I Expect It That Way | It Does Not Matter | I Can Live with It | I Dislike It | ||
Presence of Quality | I like it | Q | A | A | A | O |
I expect it that way | R | I | I | I | M | |
It does not matter | R | I | I | I | M | |
I can live with it | R | I | I | I | M | |
I dislike it | R | R | R | R | Q |
Identity | Quantity | % | Age | Quantity | % | Purpose of Staying at a Hotel | Quantity | % |
---|---|---|---|---|---|---|---|---|
Students Community Retirees | 57 132 1 | 30 69.5 0.5 | 18~22 23~33 34~50 51~60 | 46 119 22 3 | 24.2 62.6 11.6 1.6 | Individual Family Group Business | 130 1 45 14 | 68.4 0.5 23.7 7.4 |
Total | 190 | 100 | Total | 190 | 100 | Total | 190 | 100 |
Attributes | (M) | (O) | (A) | (I) | I | (Q) | ||
---|---|---|---|---|---|---|---|---|
In-Room Facility | Novel designs | 3.2% | 10.5% | 57.9% | 26.3% | 0.5% | 1.6% | (A) |
Balcony | 2.1% | 12.6% | 53.2% | 30.5% | 0.0% | 1.6% | (A) | |
Lighting be controlled | 41.6% | 38.4% | 10.5% | 7.4% | 0.5% | 1.6% | (M) | |
Sockets | 34.7% | 47.4% | 7.4% | 7.9% | 1.1% | 1.6% | (O) | |
Mobile device | 2.6% | 10.5% | 43.2% | 41.6% | 0.5% | 1.6% | (A) | |
Hooks in bath | 27.4% | 48.4% | 10.5% | 11.6% | 0.5% | 1.6% | (O) | |
Air purifier | 12.6% | 27.4% | 46.3% | 10.5% | 1.6% | 1.6% | (A) | |
Themed decorations | 3.7% | 8.4% | 50.0% | 36.3% | 0.0% | 1.6% | (A) | |
Desk lamp | 15.8% | 32.1% | 26.3% | 23.2% | 1.1% | 1.6% | (O) | |
Separate shower/bathtub | 15.8% | 45.3% | 23.2% | 13.7% | 1.1% | 1.1% | (O) | |
Public Space in Room Floor Area | Magazine rack | 3.2% | 4.2% | 26.3% | 64.2% | 0.5% | 1.6% | (I) |
Public resting area | 0.5% | 1.1% | 1.1% | 45.3% | 50.5% | 1.6% | (R) | |
Ice machine | 6.8% | 14.2% | 43.2% | 33.2% | 0.5% | 2.1% | (A) | |
Corridor decorations | 3.2% | 12.1% | 40.5% | 42.1% | 0.5% | 1.6% | (I) | |
Hotel and Lobby Facility | Grand entrance | 10.0% | 17.9% | 42.1% | 26.8% | 1.6% | 1.6% | (A) |
Touchscreen board | 2.1% | 2.1% | 42.1% | 51.6% | 0.5% | 1.6% | (I) | |
Travel guidebooks | 13.2% | 7.4% | 30.0% | 46.3% | 2.1% | 1.1% | (I) | |
Local cultural | 2.1% | 2.6% | 45.8% | 45.8% | 2.1% | 1.6% | (I) | |
Shops | 2.6% | 6.3% | 28.4% | 59.5% | 1.6% | 1.6% | (I) | |
Sofas | 17.9% | 44.2% | 24.7% | 12.1% | 0.0% | 1.1% | (O) | |
Souvenir shop | 2.1% | 8.9% | 28.9% | 56.8% | 1.6% | 1.6% | (I) | |
Counter themed | 1.6% | 14.7% | 52.1% | 29.5% | 0.5% | 1.6% | (A) | |
Electronic sign | 7.9% | 18.4% | 36.8% | 33.2% | 2.1% | 1.6% | (A) | |
Counter | 3.7% | 11.6% | 46.3% | 36.3% | 1.1% | 1.1% | (A) | |
Bar in conference room | 8.4% | 22.6% | 47.9% | 20.0% | 0.0% | 1.1% | (A) | |
Computers in business room | 8.9% | 17.4% | 40.0% | 32.1% | 0.0% | 1.6% | (A) | |
Services | Receives guests unprompted | 12.6% | 18.9% | 43.7% | 22.1% | 1.1% | 1.6% | (A) |
Smiles when serving | 16.8% | 40.5% | 24.7% | 14.2% | 1.6% | 2.1% | (O) | |
Answers immediately | 28.9% | 46.3% | 12.6% | 8.9% | 1.6% | 1.6% | (O) | |
Solute satisfaction | 4.7% | 3.2% | 28.9% | 55.8% | 5.3% | 2.1% | (I) | |
Shoe-cleaning machine | 0.5% | 2.1% | 25.8% | 69.5% | 0.5% | 1.6% | (I) | |
Chairs in elevator lobby | 5.3% | 11.1% | 34.7% | 44.7% | 2.6% | 1.6% | (I) | |
Elevator music | 3.7% | 10.5% | 50.0% | 33.7% | 1.1% | 1.1% | (A) | |
Restaurant | Local delicacies | 2.6% | 7.4% | 54.7% | 32.6% | 1.1% | 1.6% | (A) |
Chef specials | 1.6% | 3.2% | 45.8% | 47.4% | 0.5% | 1.6% | (I) | |
Themed atmosphere | 2.1% | 18.4% | 50.5% | 27.4% | 0.0% | 1.6% | (A) | |
Clear tables promptly | 12.6% | 32.6% | 27.9% | 24.7% | 0.5% | 1.6% | (O) | |
Provide assistance unprompted | 16.3% | 40.5% | 23.2% | 18.4% | 0.0% | 1.6% | (O) | |
Eastern and Western | 15.8% | 43.7% | 26.8% | 12.6% | 0.0% | 1.1% | (O) |
Attributes | (SI) | (DSI) | Kano Category | |
---|---|---|---|---|
In-Room Facility | Novel designs | 0.70 | −0.14 | Attractive |
Balcony | 0.67 | −0.15 | Attractive | |
Lighting be controlled | 0.50 | −0.82 | Must-Be | |
Sockets | 0.56 | −0.84 | One-Dimensional | |
Mobile device | 0.55 | −0.13 | Attractive | |
Hooks in bath | 0.60 | −0.77 | One-Dimensional | |
Air purifier | 0.76 | −0.41 | Attractive | |
Themed decorations | 0.59 | −0.12 | Attractive | |
Desk lamp | 0.60 | −0.49 | One-Dimensional | |
Separate shower/bathtub | 0.70 | −0.62 | One-Dimensional | |
Public Space in Room Floor Area | Magazine rack | 0.31 | −0.08 | Indifferent |
Public resting area | 0.04 | −0.03 | Reverse | |
Ice machine | 0.59 | −0.22 | Attractive | |
Corridor decorations | 0.54 | −0.16 | Attractive/Indifferent | |
Hotel and Lobby Facility | Grand entrance | 0.62 | −0.29 | Attractive |
Touchscreen board | 0.45 | −0.04 | Indifferent | |
Travel guidebooks | 0.39 | −0.21 | Attractive/Indifferent | |
Local cultural | 0.50 | −0.05 | Attractive/Indifferent | |
Shops | 0.36 | −0.09 | Indifferent | |
Sofas | 0.70 | −0.63 | One-Dimensional | |
Souvenir shop | 0.39 | −0.11 | Indifferent | |
Counter themed | 0.68 | −0.17 | Attractive | |
Electronic sign | 0.57 | −0.27 | Attractive | |
Counter | 0.59 | −0.16 | Attractive | |
Bar in conference room | 0.71 | −0.31 | Attractive | |
Computers in business room | 0.58 | −0.27 | Attractive | |
Services | Receives guests unprompted | 0.64 | −0.32 | Attractive |
Smiles when serving | 0.68 | −0.60 | One-Dimensional | |
Answers immediately | 0.61 | −0.78 | One-Dimensional | |
Solute satisfaction | 0.35 | −0.09 | Indifferent | |
Shoe-cleaning machine | 0.28 | −0.03 | Indifferent | |
Chairs in elevator lobby | 0.48 | −0.17 | Attractive/Indifferent | |
Elevator music | 0.62 | −0.15 | Attractive | |
Restaurant | Local delicacies | 0.64 | −0.10 | Attractive |
Chef specials | 0.50 | −0.05 | Attractive/Indifferent | |
Themed atmosphere | 0.70 | −0.21 | Attractive | |
Clear tables promptly | 0.62 | −0.46 | One-Dimensional | |
Provide assistance unprompted | 0.65 | −0.58 | One-Dimensional | |
Eastern and Western | 0.71 | −0.60 | One-Dimensional |
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© 2023 by the authors. Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (https://creativecommons.org/licenses/by/4.0/).
Share and Cite
Chang, T.-Y.; Chiu, Y.-C. Exploiting Service Design in Service Quality: Escorting the Customer’s Experiential Value in the Journey of a Star-Rated Hotel. Systems 2023, 11, 206. https://doi.org/10.3390/systems11040206
Chang T-Y, Chiu Y-C. Exploiting Service Design in Service Quality: Escorting the Customer’s Experiential Value in the Journey of a Star-Rated Hotel. Systems. 2023; 11(4):206. https://doi.org/10.3390/systems11040206
Chicago/Turabian StyleChang, Tsen-Yao, and Yu-Chieh Chiu. 2023. "Exploiting Service Design in Service Quality: Escorting the Customer’s Experiential Value in the Journey of a Star-Rated Hotel" Systems 11, no. 4: 206. https://doi.org/10.3390/systems11040206