Designing Pleasurable Customer Experiencesin Meal Ordering Services

A-DEWS 2015: Design Engineering in the Context of Asia, Asian Design Engineering workshop, 29th - 30th October 2015, The Hong Kong Polytechnic University

Year: 2015
Author: Shu-Shiuan, Ho; Fu-Qu, Cherng; Tung-Jung, Sung
Institution: Department of Industrial and Commercial DesignNational Taiwan University of Science and TechnologyTaipei, Taiwan
Section: Asian Society
Page(s): 12-17

Abstract

Pleasure allows customers to experience better service interactions that can result in high satisfaction and increased loyalty. However, research that has empirically documented the link between
pleasurable service design and customer experience is scant. In addition, many restaurants not only offer delicious meals to customers but also recently developed meal ordering service systems that extend the customer experience. Therefore, this study used a meal ordering service as an example to examine the effects of pleasurable service design on customer emotion and customer
experience. This study employed a four-step service design process of inquire, design, execute, and assess (IDEA), with 240 total customers and five designers participating in the process. Finally, the results of this study indicated that: 1) significant differences existed between the influences of low and high pleasurable service design on customer emotion and customer experience and 2) compared with the “arousal” of customer emotion, the “pleasure” of customer emotion was the main factor that positively affected the customer experience.

Keywords: pleasurable service design; customer emotion; customer experience; meal ordering service