Research On The Method For Service Design Considering Customer Behavior

With the booming development of the service industry, service industry plays a role in economic growth and is becoming more and more important, and the service industry plays an important role in person’s daily life. At present, service design has caused wide attention of domestic and overseas scholars. To explore how to develop service design effectively, it will help to improve the service quality and increase the customer satisfaction, so as to improve the market competitiveness of enterprises, which has important significance to the enterprise. The ultimate purpose of service design is to design service products to meet customers’demand. Analyzing customer behavior in service design, it will help companies avoid the loss caused by failure of service design. At the same time it can also improve service quality and provide better service for customers. In retrospect, the research of service design considering customer behavior is still rare. So service design methods which consider customer’s behavior is of great significance.In this paper, the service design methods considering customer behavior are studied and it mainly finished the following work:(1) This paper gives a calculating method for satisfaction considering the customer behavior, by means of questionnaires to obtain the customer expectations and satisfaction of the service factor. According to customer’s contribution to the enterprise, classify the customer’s level and give the corresponding weights of the customers. Then work out the customer expectations and satisfaction of the service factors. Introduce the disappointment theory into the model of customer satisfaction level and calculate every satisfaction degree of service factors.(2) This paper provides a service design method considering the customer behavior. Firstly, this paper obtains the preliminary customer demand through the questionnaire survey, analyze customer needs by the service design team and determine the ultimate customer requirements and their weights. Secondly, map the customer demands into service items through the QFD and determine the service factors. Calculate the service factors of customer satisfaction, considering the influence of the customers’ disappointed or delighted behavior for satisfaction. Finally, building the optimization model, to solve the model to determine the final service design based on enterprise resource constraints.(3) Offered an application research of proposed method. Take airline company A as an example, which service design reflects in air service. This method applied in airline company A, which is the scheme in practical application of research, elaborates each procedure of the proposed method in practical application and proves the feasibility and effectiveness of the proposed method.In this paper, service design method considering the customer behavior, provides reference for solving the problem of service design, expands the application fields of customer behavior research and lays the foundation for related research. Service design method proposed in this paper can also be applied to tourism service design, hotel service design and other service design issues.