Advanced SearchSearch Tips
For the Acquisition of Customers` Emotional Elements in the Service Design by SOMC: Simultaneous Observation Method based on Cooperation
facebook(new window)  Pirnt(new window) E-mail(new window) Excel Download
 Title & Authors
For the Acquisition of Customers` Emotional Elements in the Service Design by SOMC: Simultaneous Observation Method based on Cooperation
Seo, Mi-Young; Lee, Eun-Jong;
  PDF(new window)
Objective: This research proposes a methodology, which validates a grasp of the customers` emotions in the service design area. Background: As the era of service design has taken its approach, the need for a deliberate design that would reflect the customer`s experience had emerged in the area of service. Therefore, a variety of methodologies has been adopted in the field of service design with the purpose of discovery of the customers` needs. Even though the importance of an emotion-sentient research of a service experience increases, its research progress remains to be inadequate in comparison to all the other areas. Method: Having had taken some resources from the emotional studies under other areas of expertise as a base, the concept of volatility of emotions has been introduced as the core element of this research, further followed by an elaboration of its special characteristics. The observation technique under Stakeholder`s system: SOMC(Simultaneous Observation Method based on Cooperation) has been proposed in this study as it presents an effective way to grasp the concept of volatile emotions in contrast to the previously existent types of methodologies. Results: The SOMC rather supplements the existing research methods than substitutes the previous ones. In other words, although the existing research system allowed emotion detection, it was difficult to capture the change of momentary and fickle emotions. On the opposite, the SOMC provides a condition allowing a sufficient grasp of the customer`s emotions and facilitates emotional capture. Conclusion: For that reason, it is hoped that this piece of research represents a valuable and effective approach in terms of grasping the true needs of the customers on the emotional level, which will in its turn contribute to the improvement of the service quality in the midst of a complicated service condition. Application: Moreover, the purpose of this research is that in its outcome it may serve as a sufficient contribution to the area of emotional studies within the field of service design.
Service design method;Volatile emotion;
 Cited by
Desmet, Pieter., Overbeeke, Kees. and Tax, Stefan., Designing products with added emotional value; development and application of an approach for research through design. The Design Journal, 4(1), 2001.

2. 000077.

Marc Hassenzah. l The Thing and I: Understanding the Relationship Between User and Product. Funology: Human-Computer Interaction Series, 3(1), 2005.

Peer Insight. Seizing the White Space: Innovative Service Concepts in the United States. 205, Helsinki: Tekes, 2007.

Pieter, Desmet. and Paul, Hekkert., Framework of Product Experience. international Journal of design, 1(1), 2007.

Stickdorn, M. & Schneider, J., This is Service Design Thinking. Basics- Tools-Cases. Amsterdam: BIS Publishers, 2010.

Virpi Roto, Effie Lawb, Arnold Vermeeren, Jettie Hoonhout. User experience white paper. Dagstuhl Seminar. 1(1), 2010.09.18., http://