Service Experience Design Based On System Dynamics

In this era of experience economy, the personalized needs of customers decidethe uniqueness of customers’ experiential demand. Under such a background,companies can obtain sustainable core competency only if they provide products orservices that can better meet the customers’ experiential requirements. With thedevelopment of the society, customers’ demand has become more and more diversedue to their improvement in affordability and literacy. Consequently, serviceexperience design has emerged and flourished. Both entrepreneurs and scholars haverealized the close relationship between service experience and cus tomer satisfaction.But how to utilize this relationship to improve customers’ satisfaction is still aproblem concerning them.On account of this, this paper analyzes service experience out of theperspective of customer satisfaction. Based upon the assumption that customersatisfaction depends on the gap between customers’ perception after experiencingthe products or services and their expectations towards them, using the ServiceQuality Gap Model, this paper finds that customer perception and customerexpectation are significantly correlated. It amis to design a systematic andcomprehensive service experience process, which is based upon the research intoservice quality and customer satisfaction, and takes expected business objectives torealized with the implementation of service experience.On the behalf of service providers, this study proposes a reference model forservice experience design, which inc ludes the whole service experience processfrom design, operation to the realization of corporate business objectives. It ismodeled with system dynamics to display the process of service experience design.Such a model can predict future customer satisfaction and the trend of profitchanges. Besides, it can analyze and simulate the changes in indicators when serviceoperation strategy is changed, and thus provide reference to service providers inselecting proper operating strategies. Applying the proposed service experiencedesign model to the case of Xiamen Bank, this paper simulates its serviceexperience design process with Vensim. It also predicts the future customersatisfaction and other aspects, which shows that the customer satisfaction, profit,and capability of Xiamen Bank will keep improving in the next few quarters atdifferent paces. Fina lly, it simulates the change of current strategy, and analyzeschanges in key variables after the change, and thus offers improvement suggestionsas reference for Xiamen Bank in future operating strategy.