Academic Review - Service Design Tools in Hospitality

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Academic Review – Service Design tools in hospitality
Fiona He (438160)
Table of Contents
Introduction .......................................................................................................................... 3
Reading guide ................................................................................................................... 3
Literature review: definition of key concepts ......................................................................... 4
Service design: definitions ................................................................................................. 4
Customer experience: definitions ...................................................................................... 5
Literature review: description of existing views/insights ....................................................... 5
1. Existing views and insights with regard to Service Design ......................................... 5
2. Existing views and insights with regard to Customer Experience ............................... 6
3. Existing views and insights with regard to the relationship between Service Design
and Customer Experience.................................................................................................. 7
Conclusion ............................................................................................................................ 8
Advice ................................................................................................................................... 9
Bibliography ........................................................................................................................ 10
Academic Review – Service Design tools in hospitality
Fiona He (438160)
Introduction
Service Design is a tool to provide suitable service that contributes to a higher customer value. It can
be seen as a new valuable tool to increase the innovative power of an organization in the hospitality
industry. A current trend worldwide is that more and more company are aiming for a better customer
experience instead of focusing in their products. When it comes to the hospitality industry, the quality
of service that is provided to the customers is more important than the facilities. Stay Okay operates 4000 hostels worldwide and 22 hostels in different locations in The Netherlands.
Stay Okay has offered its local and international guests an ideal starting point for new and valuable
experiences in unexpected and surprising locations without any unnecessary luxury and in a
sustainable manner. Guests at Stay Okay are eager to meet other people which they can go on trips
with, have adventures with or share travel experiences with. Therefore, Service Design could help them
to provide a more suitable service that actual y contributes to better customer value and experience. The management problem has been defined as “How can Stay Okay implement Service Design so that
they can create a better customer experience”. The fol owing research question have been determined to gather the relevant information as a basis
for the advice.
• What is known about Service Design?
• What is known about the aspects of customer experience?
• What is known about the relationship between Service Design and customer experience?

Reading guide
The academic review wil begin with definitions of the term Service Design. After that the opportunities
of using Service Design in the hospitality industry are described. The next step in the review is the
discussion on how Service Design could improve the customer experience. Final y, the usefulness of
Service Design for creating a better customer experience will be analyzed and a recommendation for
Stay Okay wil be made. Academic Review – Service Design tools in hospitality
Fiona He (438160)