Analyzing Customers Expectation on Service for Encouraging Participatory Design

Abstract

Customer participation in the design and formulation of services is promoted as a way to add value. Customers, who are non-expert designers; decide how to design and formulate service on their expectations. This study aims to clarify customers’ expectations in order to encourage participatory design. The way customers form their expectations is modeled based on construal level theory. As an example, this study examines the relationship between psychological distance and customer expectations on the tourism service in Tokyo. The tourists’ expectations are analyzed using the questionnaire data. The analysis shows that what tourists regard as important depends on their experiences.