Study On The Service Design Of Integrated Transport Hub Based On Value Co-creation

Good service development and design is the source of expanding advantage for an integrated transportation hub. However, in our country, it does not keep pace with the hub construction in China. With the increasingly concerned about customer experience and value co-creation, we attempt to study service design from perspective of value co-creation, which not only promote theoretical research on service design and value co-creation, and also provide a basis for measuring them. Furthermore, the research has certain significance on guiding and optimizing service management of integrated transportation hub and contributes to its transformation to urban functions.The coupling of service design and value co-creation is firstly discussed and an integrated conceptual framework to explore the mechanism of value co-creation is established, which is able to break through the boundaries of value creation and co-create costumer value. Then the matching model of service design and value co-creation is constructed, which provides a systematic framework for the service design of integrated transport hub from value co-creation perspective. Then, through experience design and theoretical investigation, the service demand for integrated transport hub is deeply analyzed, and based on it, three major elements of service design are defined, which are service product, service environment and service interaction. Then the three core variables, service design,customer experience and customer perceived value are proposed. And the measurement and the assumptions of their relationship are constructed. By using the multivariate statistical methods and structural equation modeling, the assumptions are verified based on the elected data.Conclusions are as follows: Firstly, the coupling analysis for service design and value co-creation shows the research is theoretically feasible. Secondly, service design of integrated transport hub is measured from five dimensions, including service product design, dominant experience environment design, potential experience environment design, man-machine interaction design and interpersonal design. Thirdly, service design has significantly positive effect on costumer experience and costumer value, costumer experience has significantly positive effect on customer value. Furthermore, the mediation effect of costumer experience is tested.