Services exist to perform certain functions. Service functions may entail some
action that the consumer wants performed orbe intended to give sensory satisfaction
to the consumer. This paper describes a structured process for designing services
that maps customer requirements to required functions and means. Examples are
given in the nightclub industry for entertaining and protecting guests, creating
excitement, and facilitating guest interaction. The process structure comes from
quality function deployment and the analytical tools come from function analysis. The
result is a design methodology with the capacity to engineer even intangible service
qualities into delivery systems. The key is using function analysis to specify and
objectify service design concepts. While traditional approaches to service design
focus on means and technologies, function analysis forces the designer back to the
functions. This is done because no amount of examining means can make truly
innovative change possible.
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