Exploiting Service Design in Service Quality: Escorting the Customer’s Experiential Value in the Journey of a Star-Rated Hotel

Abstract

The present research presented a novel model for incorporating service design to create guest experiential value. Taking a star hotel in Taiwan as an example, this study used the KJ method to classify online reviews about hotel services and then created a customer journey map (CJM) through participant observation of the entire service process. By deconstructing the service process and identifying key service touchpoints, service design ideas were incorporated into the CJM. A Kano questionnaire was then adopted to accommodate 38 service scape attributes in 4 segments: 1 attribute in the maintenance area, 10 of the high-priority area, 11 of the low-priority area, and 16 of differentiation. The overall research results propose experience design strategies for the hotel industry in terms of the service content and operation processes of star-rated hotels, which can then be adjusted according to their operating conditions to construct their unique service experience content. This is expected to be the basis for subsequent research and serve as a basis and reference for improving hotel service design strategies and competitiveness in the future.