Nam, KW and Carnie, BW (2014) The value of design for customers in the service industry: contributions and measurements. In: Bohemia, E, Rieple, A, Liedtka, J and Cooper, R, (eds.) Design Management in an Era of Disruption: Proceedings of the 19th DMI. Academic Design Management Conference, 02-04 Sep 2014, London. Design Management Institute , pp. 1365-1399. ISBN 978-0-615-99152-8
Abstract
In the contemporary market, quality is no longer the key differentiator for a brand. Among the marketing activities available, design is arguably acknowledged as the most distinctive method for achieving long-term brand recognition. Unlike technology, design emotionally interacts with people, and it is not easy to emulate a compelling design identity that has been effectively established. Despite its well-recognised impact, companies still hesitate to strategically employ design. The main source of the hesitation may be rooted in the ambiguity of measuring design contributions. This is particularly true in the service industry where the impact of technology development is relatively lower. This makes it a suitable industry sector for investigating environments where design has a more significant marketing role. Two major forms of research are performed within this paper: the horizontal/spectrum understanding of value, and embedding design perspectives in the service-profit chain using SERVQUAL (SERVice-QUALity) measurements. This paper proposes a model that can quantify and visualise design contributions from the customer’s perspective within the service industry sector.
Metadata
Item Type: | Proceedings Paper |
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Copyright, Publisher and Additional Information: | Copyright © 2014. Copyright in each paper on this conference proceedings is the property of the author(s). Permission is granted to reproduce copies of these works for purposes relevant to the above conference, provided that the author(s), source and copyright notice are included on each copy. For other uses, including extended quotation, please contact the author(s). |
Keywords: | Design value, service design, design value typology, measurement of value |
Dates: |
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Institution: | The University of Leeds |
Academic Units: | The University of Leeds > Faculty of Arts, Humanities and Cultures (Leeds) > School of Design (Leeds) |
Depositing User: | Symplectic Publications |
Date Deposited: | 25 Jul 2016 10:49 |
Last Modified: | 20 Jan 2018 22:30 |
Status: | Published |
Publisher: | Design Management Institute |
Open Archives Initiative ID (OAI ID): | oai:eprints.whiterose.ac.uk:98020 |