Interpersonal interaction for pleasurable service experience

Authors:
Eun-Ji Cho
Affiliations:
Politecnico di Milano, Milano, Italy
Venue:
DPPI '11 Proceedings of the 2011 Conference on Designing Pleasurable Products and Interfaces
Year:
2011

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Abstract

The importance of the quality of user experience in service encounter has been acknowledged in different disciplines, including Service Management, Marketing, and Design. However, the focus has been on tangible elements of a service, such as touchpoints, service evidence [21], servicescapes [4]. This paper argues that interpersonal interaction in service encounter plays a significant role in the quality of user experience, therefore should be taken into account into service design process. In particular, this paper pays attention on collaborative services where final users are actively involved, and assume the role of service co-producers. To examine elements that facilitate interpersonal interaction in service, case studies on carpooling service were carried out. Based on a framework for sociability developed in interaction design discipline, 12 carpooling services in Europe and United States were analyzed. As opposed to managerial perspective, this paper suggests that the heterogeneity in the service performance, caused by the interaction between participants, is not a threat to the quality of user experience, but an opportunity to make the experience more unique, and special.