Marketing and Design in the Service Sector: Enhancing Customer Experience focuses on the new perspective of design in marketing within the service sector and how the space-scape and design-scape impacts on customer experience. The authors examine the most recent research to provide a new perspective on offline and online space in customer-oriented services, such as retail, healthcare, gyms, supermarkets, restaurants, cafes, hotels, leisure centres, airports, and banks.
The importance of the environment and the product design have been discussed by many researchers in the past as part of design-scape. However, the COVID-19 pandemic brought unprecedented changes to the service industry. As a result, the product design, delivery design and setting of the sector faced a holistic change. The service sector constantly tries to provide customers with comfort, and, in the process, we witnessed many innovative ways to meet the demand, including, for instance, contactless delivery, or robots for delivery, in the healthcare industry. The travel and tourism industry also started attracting attention for significant innovations in terms of designing spaces through introducing space-scape and providing a unique stress-free experience for their customers (e.g. silent airport) to enhance experience-scape.
The experiences gained from service digitalisation in a crisis also offer fruitful learning for digital innovation, transformation and service design and development. The authors provide a combination between theory and practice as well as relevant and fresh case studies that will prove invaluable to academicians and students with an interest in the Service Sector.
Providing a practical, evidence-based vision of how to enhance and enrich customer experience through tangibles, exterior and interior design and space within the service industry. In other words, looking through the space-scape and design-scape to improve service performance to better address customer needs and desires.
Introduction; Saloomeh Tabari, Wei Chen, and Stella Kladou
Chapter
1. The role of industrial design in designscape development based on
marketing and customer experience design; Hassan Sadeghi Naeini and Mahdiyeh
Jafarnejad Shahri
Chapter
2. Independent Coffee Shops & Cafes: Creating unique environments and
servicescapes; Saloomeh Tabari, Dave Egan, and Helen Egan
Chapter
3. Intangible, but effective: Role of hotel lobbies music background
on customer satisfaction; Yuyuan Wu and Saloomeh Tabari
Chapter
4. Hotel Design and its Impact on the Customers Booking Decision;
Minhan Wang, Saloomeh Tabari and Wei Chen
Chapter
5. Innovative Service, Processes and Product Design Crucial for
Enhancing Customer Experience; Hassan Ali Khan
Chapter
6. Opportunities and Possibilities for Online Marketing Innovation;
Agnieszka Nawrocka, Aleksandra Borowicz, and Joanna Kuczewska
Chapter
7. Virtual Design in the Digital Age - Reshaping Hospitality
Landscape; Hassan Ali Khan
Chapter
8. Tourist Experience in Digital Detox Tourism; smail Uzut and Serap
Özdemir Güzel
Chapter
9. Customer Experience Design in Sportswear Retail Stores; Sardar
Mohammadi, Abed Mahmoudian, and Manuel Alonso Dos Santos
Chapter
10. Applying the strategic model of customer experience in the field
of sports: Customer Experience Model in Sports and Recreation Complexes;
Sardar Mohammadi, Abed Mahmoudian, and Mike Rayner
Chapter
11. How marketing and design can enhance customer experience in
hospitality by meeting their evolving needs; Michael Donald and Ashleigh
Donald
Saloomeh Tabari, Lecturer in Marketing and Strategy at Cardiff Business School, Cardiff University.
Wei Chen, Senior Lecturer in Strategic Management, Sheffield Business School, Sheffield Hallam University, Sheffield, United Kingdom.
Stella Kladou, Assistant Professor at the Hellenic Mediterranean University in Crete, Greece.
