A collaborative application of design thinking and Taguchi approach in restaurant service design for food wellbeing

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
G. Rejikumar ◽  
Asokan-Ajitha Aswathy ◽  
Ajay Jose ◽  
Mathew Sonia
Keyword(s):  
Food Industry ◽  
Design Thinking ◽  
Service Design ◽  
Service Research ◽  
Taguchi Approach ◽  
Simple Method ◽  
Content Type ◽  
Wellbeing Index ◽  
Food Movement ◽  
Practical Implications

PurposeInnovative restaurant service designs impart food wellbeing to diners. This research comprehends customer aspirations and concerns in a restaurant-dining experience to develop a service design that enhances the dining experience using the design thinking approach and evaluates its efficiency using the Taguchi method of robust design.Design/methodology/approachThe sequential incidence technique defines diners' needs, which, followed by brainstorming sessions, helped create multiple service designs with important attributes. Prototype narration, as a scenario, acted as the stimulus for evaluators to respond to the WHO-5 wellbeing index scale. Scenario-based Taguchi experiment with nine foodservice attributes in two levels and the wellbeing score as the response variable helped identify levels of critical factors that develop better FWB.FindingsThe study identified the best combination of factors and their preferred levels to maximize FWB in a restaurant. Food serving hygiene, followed by information about cuisine specification, and food movement in the restaurant, were important to FWB. The experiment revealed that hygiene perceptions are critical to FWB, and service designs have a significant role in it. Consumers prefer detailed information about the ingredients and recipe of the food they eat; being confident that there will be no unacceptable ingredients added to the food inspires their FWB.Research limitations/implicationsTheoretically, this study contributes to the growing body of literature on design thinking and transformative service research, especially in the food industry.Practical implicationsThis paper details a simple method to identify and evaluate important factors that optimize FWB in a restaurant. The proposed methodology will help service designers and technology experts devise settings that consider customer priorities and contribute to their experience.Originality/valueThis study helps to understand the application of design thinking and the Taguchi approach for creating robust service designs that optimize FWB.

scholarly journals Netnography and design thinking: development and illustration in the vegan food industry

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Rachel Ashman ◽  
Anthony Patterson ◽  
Robert V. Kozinets
Keyword(s):  
Food Industry ◽  
Design Methodology ◽  
Design Thinking ◽  
Cultural Analysis ◽  
Audience Member ◽  
Health Food ◽  
Content Type ◽  
Practical Implications ◽  
Over Time

Purpose This paper aims to strengthen the process of design thinking by aligning it with netnography, specifically auto-netnography, which this paper asserts is particularly suited to the task of studying and enriching the actions of “designerly types” who seek to fashion monetisable businesses. Design/methodology/approach This paper conducts an auto-netnography with a structure divined from established design thinking theory – that of empathising, defining, ideating, prototyping and testing – to afford an understanding of how a popular health food influencer designs a successful vegan restaurant. Findings This paper illustrates the empathetic relationship between a long-term audience member and an entrepreneur/designer/marketer. The intimate cultural analysis reveals the nature of their symbiotic entwinement. In a way that few other methods could, the method shows how this sense of reciprocity, deepens over time. Research limitations/implications Conducting an auto-netnography is a prolonged and difficult task. Nonetheless, by revealing the rituals, expectations, roles and routines of content creators, designers and followers, this paper illustrates exciting possibilities for the enactment and development of design thinking in the marketing field. Practical implications Designerly types such as marketers and content creators should closely study, listen to and interact with consumers by using a similarly staged process that draws equally from design thinking and auto-netnography. Originality/value Prior to this study, existing research has not previously linked design thinking with either netnographic or auto-netnographic research.

scholarly journals ActS – Service design based on human activity sets

2021 ◽  
Vol 32 (6) ◽  
pp. 28-54
Author(s):  
Johanna Gummerus ◽  
Jacob Mickelsson ◽  
Jakob Trischler ◽  
Tuomas Härkönen ◽  
Christian Grönroos
Keyword(s):  
Human Activity ◽  
Design Methodology ◽  
Design Method ◽  
Service Design ◽  
Dyadic Interaction ◽  
Service Research ◽  
Content Type ◽  
Front End ◽  
Micro Level ◽  
Practical Implications

PurposeThis paper aims to develop and apply a service design method that allows for stronger recognition and integration of human activities into the front-end stages of the service design process.Design/methodology/approachFollowing a discussion of different service design perspectives and activity theory, the paper develops a method called activity-set mapping (ActS). ActS is applied to an exploratory service design project to demonstrate its use.FindingsThree broad perspectives on service design are suggested: (1) the dyadic interaction, (2) the systemic interaction and (3) the customer activity perspectives. The ActS method draws on the latter perspective and focuses on the study of human activity sets. The application of ActS shows that the method can help identify and visualize sets of activities.Research limitations/implicationsThe ActS method opens new avenues for service design by zooming in on the micro level and capturing the set of activities linked to a desired goal achievement. However, the method is limited to activities reported by research participants and may exclude unconscious activities. Further research is needed to validate and refine the method.Practical implicationsThe ActS method will help service designers explore activities in which humans engage to achieve a desired goal/end state.Originality/valueThe concept of “human activity set” is new to service research and opens analytical opportunities for service design. The ActS method contributes a visualization tool for identifying activity sets and uncovering the benefits, sacrifices and frequency of activities.

Drivers, types and value outcomes of customer-to-customer interaction

2018 ◽  
Vol 28 (6) ◽  
pp. 710-732 ◽  
Author(s):  
Kristina Heinonen ◽  
Elina Jaakkola ◽  
Irina Neganova
Keyword(s):  
Customer Value ◽  
Empirical Studies ◽  
Service Research ◽  
Future Research ◽  
Content Type ◽  
Integrative Framework ◽  
Customer Interaction ◽  
Interaction Research ◽  
Practical Implications

PurposeCustomer-to-customer (C2C) interaction plays a significant role in service. The purpose of this paper is to identify the drivers that motivate customers to interact with other customers, the interactions through which customers affect other customers and the value outcomes of C2C interactions for the participants.Design/methodology/approachThe paper is based on a systematic literature review of C2C interactions. The authors analyzed 142 peer-reviewed articles to synthesize existing knowledge about C2C interactions. A generic value framework is used to categorize earlier research and reveal areas for further research.FindingsThe main outcome of this study is an integrative framework of C2C interaction that bridges C2C interactions and customer value. The findings indicate customer-, firm- and situation-induced drivers of C2C interactions. Outcome- and process-focused C2C interactions are identified to result in functional, emotional and social value outcomes. Avenues for additional research to explore issues related to current technology-saturated service settings are proposed.Research limitations/implicationsThe paper proposes an agenda for future research to extend the C2C interaction research domain and explore how such interactions create value for the customer. The role of the service provider is not explicitly addressed but is an important area for further research.Practical implicationsCompanies can use the framework to understand how they can become involved in and support beneficial C2C interaction.Originality/valueThis paper reviews empirical studies on C2C interaction, offering a systematic review of C2C interaction and producing an integrative framework of C2C interaction. It identifies a research agenda based on the framework and on topical issues within service research and practice.

Thomas Stewart: what leaders need to know about the new design revolution in services

2017 ◽  
Vol 45 (3) ◽  
pp. 16-22
Author(s):  
Brian Leavy
Keyword(s):  
Design Methodology ◽  
Service Design ◽  
Design Strategy ◽  
Harvard Business Review ◽  
Service Firms ◽  
Content Type ◽  
Innovation Activities ◽  
Customer Delight ◽  
Modern Manufacturing ◽  
Practical Implications

Purpose With the growing importance of services in the overall economy, it is surprising that the notion of service firms investing in systematic and dedicated innovation activities has taken so long to materialize. This is now set to change as service firms undertake the kind of research, design and development disciplines which for more than a century have been mainstays of modern manufacturing. Design/methodology/approach S&L interviews the well-known former editor of Harvard Business Review Thomas A. Stewart and his co-author, former BloombergBusinessweek.com editor Patricia O’Connell, in their latest book, Woo, Wow and Win: Service Design, Strategy and the Art of Customer Delight (Harper Business, 2016). They believe we are on the cusp of a “design revolution” in services. Findings The central thesis of their book is that services “should be designed with as much care as products are” and they include service “delivery” in that premise. Practical implications Service design principles offer powerful new ways to address the three basic strategy questions: What do we sell? To whom? And how do we win? Originality/value Service design helps you understand how to configure a set of activities, behaviors and touchpoints–a journey–that allows you to serve that customer well.

scholarly journals From summative to developmental

2019 ◽  
Vol 27 (3) ◽  
pp. 241-248 ◽  
Author(s):  
Carolyn Steele Gray ◽  
James Shaw
Keyword(s):  
Integrated Care ◽  
Design Thinking ◽  
Complex Interventions ◽  
Service Design ◽  
Lessons Learned ◽  
Portal System ◽  
Contextual Influences ◽  
Content Type ◽  
Advantages And Disadvantages ◽  
Patient Reported

Purpose Models of integrated care are prime examples of complex interventions, incorporating multiple interacting components that work through varying mechanisms to impact numerous outcomes. The purpose of this paper is to explore summative, process and developmental approaches to evaluating complex interventions to determine how to best test this mess. Design/methodology/approach This viewpoint draws on the evaluation and complex intervention literatures to describe the advantages and disadvantages of different methods. The evaluation of the electronic patient reported outcomes (ePRO) mobile application and portal system is presented as an example of how to evaluate complex interventions with critical lessons learned from this ongoing study. Findings Although favored in the literature, summative and process evaluations rest on two problematic assumptions: it is possible to clearly identify stable mechanisms of action; and intervention fidelity can be maximized in order to control for contextual influences. Complex interventions continually adapt to local contexts, making stability and fidelity unlikely. Developmental evaluation, which is more conceptually aligned with service-design thinking, moves beyond these assumptions, emphasizing supportive adaptation to ensure meaningful adoption. Research limitations/implications Blended approaches that incorporate service-design thinking and rely more heavily on developmental strategies are essential for complex interventions. To maximize the benefit of this approach, three guiding principles are suggested: stress pragmatism over stringency; adopt an implementation lens; and use multi-disciplinary teams to run studies. Originality/value This viewpoint offers novel thinking on the debate around appropriate evaluation methodologies to be applied to complex interventions like models of integrated care.

Design thinking in hospitality education and research

2019 ◽  
Vol 11 (4) ◽  
pp. 449-457
Author(s):  
Sudhanshu Bhushan
Keyword(s):  
Design Methodology ◽  
Design Thinking ◽  
Service Design ◽  
Basic Principles ◽  
Content Type ◽  
Hospitality Education ◽  
Disciplinary Problems ◽  
Research And Education ◽  
The One ◽  
Functional Areas

Purpose This paper aims to outline why design thinking is an engaging process and provide a methodical framework to approach complex, multi-disciplinary problems in ways that consistently yield solutions that are successful and often creative in unpredictable ways. It is a framework for thinking about complex, multidisciplinary problems and the one that applies to just about anything. Design/methodology/approach Service design is all about taking a service and making it meet the user and customer needs for that service. It can be used to improve an existing service or to create a new service from scratch. To adapt to service design, the designer will need to understand the basic principles of service design thinking and be able to focus on it. Findings This paper explores the possibilities for applying design thinking in the hospitality industry in general and hospitality education and research in particular. The functional areas of the hospitality profession are explored, evaluated and then integrated as a holistic design to provide coherence, connectivity and linkages. Originality/value The paper illustrates an application of design thinking to hospitality research and education.

scholarly journals Exploring the ZMET methodology in services marketing

2019 ◽  
Vol 34 (1) ◽  
pp. 48-58 ◽  
Author(s):  
Charles Hancock ◽  
Carley Foster
Keyword(s):  
Services Marketing ◽  
Student Experiences ◽  
Service Research ◽  
Process Step ◽  
Content Type ◽  
Qualitative Approaches ◽  
Limited Application ◽  
Zaltman Metaphor Elicitation Technique ◽  
Service Experiences ◽  
Practical Implications

Purpose This paper aims to explore how the Zaltman metaphor elicitation technique (ZMET) can be adopted in services marketing to provide deeper customer experience insights. Design/methodology/approach This paper explores how ZMET interviews, which use images selected by the participant to facilitate discussion, can be used by researchers. This paper draws upon a study of 24 student experiences at a UK university. Findings Adopting this qualitative method for services marketing can counter depth deficit when compared to other qualitative approaches, because it is participant led. However, the method requires competent interview skills and time for the interview and analysis. We find that ZMET has not been widely adopted in academia because of its commercial licenced use. The paper illustrates how to use the ZMET process step-by-step. Research limitations/implications Findings are limited to student experiences. Further research is necessary to understand how researchers could use ZMET in other areas of services marketing. Practical implications This paper provides guidance to researchers on how to use ZMET as a methodological tool. ZMET facilitates a deeper understanding of service experiences through using participant chosen images and thus enabling researchers to uncover subconscious hidden perceptions that other methods may not find. Originality/value ZMET has been used commercially to gain market insights but has had limited application in service research. Existing studies fail to provide details of how ZMET can be used to access the consumer subconscious. This paper makes a methodological contribution by providing step-by-step guidance on how to apply ZMET to services marketing.

Implementation of ISO-22000 in Spain: obstacles and key benefits

2014 ◽  
Vol 116 (10) ◽  
pp. 1581-1599 ◽  
Author(s):  
Carmen Escanciano ◽  
María Leticia Santos-Vijande
Keyword(s):  
Factor Analysis ◽  
Food Industry ◽  
Design Methodology ◽  
Implementation Process ◽  
Adoption Process ◽  
Content Type ◽  
The Status ◽  
The Many ◽  
Implementation Data ◽  
Practical Implications

Purpose – The purpose of this paper is to analyze the status of the implementation of ISO 22000 in the food industry in Spain. The study identifies the main difficulties faced by firms during the adoption process, the benefits obtained, and the most influential benefits on firms overall satisfaction with ISO 22000. Design/methodology/approach – A questionnaire was developed to identify the difficulties and benefits for ISO 22000 implementation. Data were collected among 189 Spanish certified firms. Factor analysis and multiple linear regression were used. Findings – ISO 22000 is used by firms operating in all links of the food chain (FC). Size of the firm is not a factor that determines its implementation. Exporter firms are more attracted to ISO 22000 certification. All sample firms experienced difficulties throughout the implementation process, being those related with time and money the most relevant. The benefits which most contributed to the firms’ satisfaction were internal in nature, in particular, those related to improved efficiency and food safety. Practical implications – Despite the many difficulties, both material and organizational, that sample firms experienced in implementing ISO 22000, and the complexity of the standard, the overall satisfaction is high. Originality/value – The sample analyzed comprised certified firms, including representatives of all links in the FC from farm to table. Prior research specifically aimed at analyzing ISO 22000 implementation and its benefits is very scarce.

Viewpoint: conveying managerial relevance into service research

2019 ◽  
Vol 33 (1) ◽  
pp. 104-111 ◽  
Author(s):  
Philipp Phil Klaus
Keyword(s):  
Academic Research ◽  
Business Community ◽  
Service Research ◽  
Common Belief ◽  
Relevant Research ◽  
Content Type ◽  
Main Challenge ◽  
Three Stages ◽  
Funding Opportunities ◽  
Practical Implications

Purpose This paper aims to propose opportunities on how service research scholars can overcome the challenge of designing, delivering and disseminating managerial relevant studies. The proposed tactics will assist researchers and the community in general to resolve the pressing issues of both, the disconnection between theory formulation and verification and the divide between pursuing theoretical advances versus managerial usefulness. Design/methodology/approach Building on insights deriving from academic research, managerial publications and managerial feedback, the paper explores how to turn the challenges of developing managerial relevant research into opportunities. Findings Using communication research insights, the paper submits that, contrary to common belief, conducting managerial relevant research is not necessarily the main challenge for service researchers. The author identifies the main communications challenges according to three stages, designing, delivering and disseminating research with managerial relevance to the business community, leading to the phenomenon labeled as “lost before, and in translation.” Research limitations/implications This paper highlights the developments leading to service research’s lack of managerial relevance perception. Using these insights, the author develops detailed chronological strategies and tactics how to change these perceptions into more favorable ones by designing, delivering and communicating research’s benefits of the research in a better, more efficient and impactful fashion, catered to the managerial audience. Practical implications The strategies and tactics outline build a practical “how-to” foundation for researcher to develop managerial relevant research, increase their publication chances and tap into new networks, data collection and funding opportunities. Originality/value This is the, to the author’s knowledge, first study to shed new light on the challenge of conducting managerial relevant research by not challenging the notion of relevance, but the way relevance is communicated, disseminated and originated.

Cultural dynamics and tensions when applying design thinking for improving health-care quality

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Jonas Boström ◽  
Helene Hillborg ◽  
Johan Lilja
Keyword(s):  
Health Care ◽  
Health Care Professionals ◽  
Health Care Quality ◽  
Design Thinking ◽  
User Involvement ◽  
Clinical Work ◽  
Care Quality ◽  
Content Type ◽  
Improving Health Care ◽  
Practical Implications

Purpose The purpose of this paper is to contribute knowledge concerning the dynamics and potential cultural tensions that occur when applying user involvement and design thinking (DT) for improving quality in a health-care setting. Design/methodology/approach This paper is based on a case study following a quality improvement (QI) project in a medium-sized Swedish county council in the field of somatic care. The project involved eight health-care professionals, one designer, four patients and two relatives. A multiple data collection method over a period of ten months was used. It included individual interviews, e-mail correspondence and observations of workshops that covered the QI project. Findings The result shows tensions between QI work and the daily clinical work of the participants. These tensions primarily concern the conflict between fast and slow processes, the problem of moving between different fields of knowledge, being a resource for the individual clinic and the system and the participants’ expectations and assumptions about roles and responsibilities in a QI project. Furthermore, these findings could be interpreted as signs of a development culture in the health-care context. Practical implications There are several practical implications. Among others, the insights can inspire how to approach and contextualize the current concepts, roles and methods of DT and user involvement so that they can be more easily understood and integrated into the existing culture and way of working in the health-care sector. Originality/value This study provides a unique insight into a case, trying to uncover what actually is going on and perhaps, why certain things are not happening at all, when user involvement and design practices are applied for improving health-care quality.

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