Inclusive Service Experience Management: a Framework from the Perspective of People with Visual Impairment

Abstract Purpose: This article proposes a framework for service experience management from the perspective of people with visual impairment. Design/methodology/approach: The study is based on design science research and characterized as qualitative, using its respective methodological framework for technical collection and analysis. The combination of Booms and Bitner’s (1981) theory of the 3 Ps of Service Marketing (physical evidence, people, and processes) with the three propositions of Bolton et al. (2014) formed the backdrop to this proposal. Findings: Based on 32 subcategories of analysis connected with Physical Evidence, Service Cycle, and Personal Interactions, besides 12 subcategories created to highlight the service segment cited by the interviewees, the study shows a high degree of unpreparedness in the service offer when it is consumed by people with visual impairment. Lack of empathy and communication were the most expressive problems in the interviewees’ statements. Originality/value: The proposed framework can be used as a brainstorming, planning, or check list tool for current or new services in existing businesses as well as for the creation of a new business from scratch. All categories are related to each other, which means that the consumption profile for the service will directly impact on what kind of experiences could be provided, how the physical evidence needs to be thought out; what the standard service flow is like, and which options could be considered as a customized service.

摘要：研究目的：本文从视障人士（people with visual impairment）视角出发，提出服务体验管理框架。
设计与研究方法：本研究基于设计科学研究（Design Science Research）范式，采用定性研究路径，依托专属方法论框架开展数据收集与分析工作。本研究将博姆斯与比特纳（Booms & Bitner, 1981）提出的服务营销3P理论（3Ps of Service Marketing，涵盖实体证据、人员与流程），与博尔顿等人（Bolton et al., 2014）提出的三项命题相结合，为本研究提案奠定理论基础。
研究结果：本研究围绕实体证据、服务周期与人际互动三大板块梳理出32个分析子类别，此外新增12个子类别以凸显受访对象提及的服务细分领域。研究显示，视障人士使用相关服务时，服务供给方普遍存在准备不足的情况；在受访对象的反馈中，同理心缺失与沟通不畅是最为突出的问题。
原创性与价值：本文提出的框架可作为头脑风暴、规划或核查清单工具，既可应用于现有企业的现有服务或新增服务场景，也可用于从零起步创建全新业务。所有类别均相互关联，这意味着服务的消费画像将直接决定可提供的体验类型、实体证据的设计思路、标准服务流程的设定，以及可纳入定制化服务的可选方案。