| Author | Ayutthaya, Duangthida Hussadintorn Na |
| Note | A thesis submitted in partial fulfillment of the requirements for the
degree of Master of Engineering in
Industrial and Manufacturing Engineering |
| Publisher | Asian Institute of Technology |
| Abstract | In order to survive in an increasingly high competitive market, nowadays, companies
are trying to differentiate themselves to stand out of the rivals by paying enormous
efforts to enrich their product value. According to this, their efforts have been shifted
from extracting commodity goods to offering products and services. However, this
movement is no longer effective as a business strategy in the market. As a result, many
companies have started move up to the stage of offering customer experience where
products and services become a part of offering. Therefore, this thesis aims to develop
an approach for innovative design for customer experience where customer’s value
perception, product strategy, and 4 realms of customer experience are incorporated.
AHP has been applied to analyze the incorporated data and, then, identified experiential critical success factors (ECSFs) of products. ECSFs have been used to shape desired and perceivable customer experience pattern of products which strengthens competitiveness and enhances customer satisfaction. A case study on travelling experience on bus transportation service has been conducted to give a practical illustration. As a result, an approach for innovative design for customer experience can be practically applied to effectively shape desired and perceivable customer experience pattern of products.
|
| Year | 2016 |
| Type | Thesis |
| School | School of Engineering and Technology (SET) |
| Department | Department of Industrial Systems Engineering (DISE) |
| Academic Program/FoS | Microelectronics (ME) |
| Chairperson(s) | Pisut Koomsap |
| Examination Committee(s) | Bohez, Erik L. J.;Badir, Yuosre |
| Scholarship Donor(s) | Royal Thai Government Fellowship |