Working Research Topic:

Designing and Improving Service Experiences

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Dr Anand Agrawal 2011

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RESARCH DOMAINS

Roles and images of myself

Academic and researcher Enquiry

Service Provider (education) and Customer for many services (including university services as an employee)

SERVICE AND QUALITY SYSTEMS THEORY AND CONTROL FEEDBACK AND MEASUREMENT DESIGN AND DESIGN THINKING APPLICATIONS IN:
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SERVICE

Dominant Logic of Marketing

(Vargo and Lusch, 2004, 2007)

What is Service?

Dominant Logic of Service- Experience? Human issues in Service, Behavioral Science New Social Contract participation and co-producing
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QUALITY

What is Quality: inconsistent results

and Bednar, 1994). :

(Reeves

value (Abbott, 1955), conformance to specifications (Gilmore, 1974; Levitt,

1972),

conformance to requirements (Crosby, 1979), fitness for use (Juran and Bingham ,1974, Juran and Gryna
1988),

loss avoidance (Taguchi, 1987), and meeting and/or exceeding customers' expectations (Gronroos, 1983; Parasuraman, Zeithaml, &
Berry, 1985). 44 Psychology- Affordance (Gibson, JJ.

5/6/12 Ecological

SERVICE Systems

Service seen as a System:

Cybernetics (Service Systems, Organizational Cybernetics and Systems Engineering)

Derived from Control Theory and System Theory

Feedback is a mechanism, process or signal that is looped back to control asystemwithin itself.
55 Generally, acontrol systemhas input from an

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MEASUREMENT To create better service

Using Social Statistics:

statistical measurement systems to study human behaviour in a social environment SERVQUAL/SERVPERF (Perception/expectancyRESEARCH METHOD Feedback:

disconfirmation or gap models)

-

Satisfaction, Surveys Control Theory (System Theory)- works for simple/non-complex designs 5/6/12 66

USING DESIGN THINKING To create better experiences

Using Design Thinking (HOW MIGHT WE?)
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Social Contract (participation/collaboration) Using Insights from Second Order Cybernetics for Wicked complex designs
Webber, 1973)
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(Rittel and

Viable System Model and second 77

Teaching and Learning Experiences

Exploring the possible designs for designing and improving teaching and learning experiences:

Social Contract Participation (not just in discussions on topics)!

Moving away from the concept of external control of the system Designing aligned to second order cybernetics system Students as co-designers of the experience
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References

Abbott, L. 1955. Quality and Competition, Columbia University Press, New York. Crosby, P. B. 1979. Quality is free: The art of making quality certain. New American Library, New York. Gibson, JJ. 1977. The Theory of Affordances. In Perceiving, acting, and knowing: toward an ecological psychology, In Robert Shaw and John Bransford (Eds.), Center for Research in Human Learning, University of Minnesota. Gilmore, H. L. 1974. Product conformance cost. Quality progress, 7(5): 18-1. Gronroos, C. 1983. Strategic Management and Marketing in the Service Sector, Report No. 83-104, Marketing Science Institute, Cambridge, MA. Juran. J.M., & Bingham, R.S. 1974. Service industries. In J. Juran, F. Gryna. Jr., & R. Bingham (Eds.), Quality control 5/6/12 99