Using System Dynamics to Analyze Customer Experience Design

Abstract

Today, customer experience design is an emerging research direction in the experience economy where good customer experiences can lead service providers to achieve their business goals. Customer expectation, another key point for designing service experiences, affects how customers really feel during service experience delivery, while service operation is another important factor must be taken into account. System dynamics, as an analytic tool, can provide designers with a different way of thinking by integrating these factors for customer experience design. Accordingly, this study not only models the process of customer experience design by using causal loop diagrams and stock and flow diagrams, but also analyzes how the feedback and time delay factors influence customer experience design based on the simulation results of system dynamics. According to the macro viewpoint of system dynamics, this paper analyzes these important factors within customer experience design.