Approaching Service Experiences THROUGH SERVICESCAPE DESIGN

1. Approaching Service Experiences TROUGH SERVICESCAPE DESIGN QUIS 11, June 11th to June 14th 2009, Wolfsburg, Germany Thursday, June 11th at 13:45, Room 3.1, Session 1.5 Mari Holopainen Anu Helkkula Marcin Chlodnicki Helsinki University of Technology, Finland Hanken School of Economics, Finland Poznan University of Economics, Poland

2. Process: Introduction. Phenomenological Approach . Servicescape Design. Empirical Studies on Servicescape Design. Research Methods. Findings. Concluding remarks.

8. Findings Main phases and methods of servicescape design Servicescape design phases Knowledge source Design phase outputs The Design Team End Customers Personnel and Management Strategy phase Identifying the need briefing research/visuals audit interviews Analysis of secondary data | Benchmarking | Interviews | Mystery shopping | Observations | Group works | Reports on customers preferences and behavior Interviews | Group works | Observations Concept programming phase Design description design setting design requirements design solutions Benchmarking |Group works | Presentation of outcomes Customer perspective paradigm (expected experiences) Group works | Voting on best ideas Design phase Design creation and extensions concept development research concept refining pilot branch execution Interviews | Group works | Architectural design | Rendering 3D models | Presentation of outcomes | Execution of the pilot branch On-site experience of the pilot branch | Interviews | Service drama | Personas Group works | On-site experience of the pilot branch | Voting on best ideas Implementation phase Design controls and application program preparing implementation program and launch overall support and control productiondirection and monitoring implementation evaluation sessions and refining Group works | Evaluation of pilot branch design | Refining of pilot branch design Interviews | Interviews | Group works |

10. KIOSK/information cash transactions non-cash trans. waiting places Servicescape design | customer experiences perspective CUSTOMER PATH Strategy phase Concept programming phase Design phase Implementation phase

11. Servicescape design | customer experiences perspective CUSTOMER PATH Strategy phase Concept programming phase Design phase Implementation phase

14. Thank you for your attention! Mari Holopainen [email_address] Anu Helkkula anu.helkkula@hanken.fi Marcin Chlodnicki [email_address] www.slideshare. net