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Blended Servicescape Affordances Case: Designing Curated Content for Chinese Passengers' Customer Journey at Helsinki Airport

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Blended Servicescape Affordances Case: Designing Curated Content for Chinese Passengers' Customer Journey at Helsinki Airport Blended Servicescape Affordances Case: Designing Curated Content for Chinese Passengers' Customer Journey at Helsinki Airport Katariina Kovanen-Piippo 2020 Laurea Laurea University of Applied Sciences Blended Servicescape Affordances Case: Designing Curated Content for Chinese Passengers' Customer Journey at Helsinki Airport Katariina Kovanen-Piippo Degree programme in Futures Studies and Customer-Oriented Services Master’s Thesis May, 2020 Laurea University of Applied Sciences Abstract Degree programme in Futures Studies and Customer- Oriented Services Master of Business Administration Katariina Kovanen-Piippo Blended Servicescape Affordances - Case: Designing Curated Content for Chinese Passengers' Customer Journey at Helsinki Airport Year 2020 Pages 125 The purpose of this thesis was to study and develop an airport’s ability to reach out to its passenger customers and to activate their information seeking behaviour in an airport’s hy- brid space. The objective was to explore, understand and design an airport’s blended ser- vicescape and its affordances. This was done by studying and designing omnichannel ap- proach to curated content production and by offering curated content via different touch- points at different stages of the customer journey. This study aimed to showcase how design thinking and service design can be applied to an airport’s service development and content production. The purpose of this thesis was also to support the case organisation’s strategic goals by producing new data to be used in customer experience development. The beneficiary of this thesis is Finavia. The development work focused on Helsinki Airport, which is the largest one of the 21 airports that Finavia operates in Finland. The development project’s target group was Chinese transfer passengers, due to the focus group’s strategic im- portance to the company. The theoretical framework was built from spatial theories, services marketing and manage- ment theories, research on customer experience and content curation, and studies related to air passengers’ shopping motivation and information seeking behaviour. The theoretical framework describes key concepts related to the thesis subject, for example hybrid space, space-time-path and constraints, space accessibility, affordances, blended servicescape, con- tent curation and customer experience. The development task’s main target was to create and test the first version of the “Curated Journeys” -concept. The development phase was done by applying service design process model and its methods. In practise this meant researching the subject, identifying the user need and problem worth solving, ideating possible solutions, creating the first version of the concept, and testing and validating the solution concept. The methods used in this develop- ment task included observation, interviews, desktop research, customer journeys, space-time paths, personas, prototyping and service blueprint. Measuring the impact of service design also played a key role. The main result of the thesis was that adding affordances activated Chinese transfer passen- gers to use the airport's hybrid space and extended the time they spend at the virtual space provided by the airport. Curated content from local products and their background stories in- terested the target group when offered on-site at Helsinki airport through QR codes. Design- ing space affordances and blended servicescapes required defining the touchpoints, channels, and content based on passenger customer’s needs and behavioural patterns. In addition, the identification of the space-time path and its constraints proved to be important in an airport context that emphasizes both the spatial and temporal dimension of social activity. The space-time path, affordances and hybrid space are recommended to be included in the ser- vice design methods and tools. In this thesis’s case organization, curated content production should be treated as a long-term investment to developing the airport’s customer experience and to supporting destination marketing. Keywords: Affordance, blended servicescape, content curation, customer experience, space- time path Laurea ammattikorkeakoulu Tiivistelmä Tulevaisuuden johtaminen ja asiakaslähtöinen palveluliiketoiminta Tradenomi (YAMK) Katariina Kovanen-Piippo Tilan tarjouma yhdistetyssä palveluympäristössä - Case: Kuratoidun sisällön muotoilu kii- nalaisten matkustajien asiakaspolulle Helsinki-Vantaan lentoasemalla Vuosi 2020 Sivut 125 Opinnäytetyön tarkoituksena oli tutkia ja kehittää lentoaseman kykyä tavoittaa matkustaja- asiakkaansa ja aktivoida heidän tiedonhakukäyttäytymistään lentoaseman hybriditilassa. Ta- voitteena oli tutkia, ymmärtää ja suunnitella lentoasemien yhdistettyä palveluympäristöä ja tilan tarjoumia. Tämä tehtiin tutkimalla ja suunnittelemalla monikanavainen lähestymistapa kuratoituun sisällöntuotantoon sekä tarjoamalla kuratoitua sisältöä erilaisten kosketuspistei- den kautta asiakaspolun eri vaiheissa. Opinnäytetyön tavoitteena oli myös havainnollistaa, kuinka design-ajattelua ja palvelumuotoilua voidaan soveltaa lentoasemien palveluiden kehit- tämiseen ja sisällöntuotantoon. Lisäksi tarkoituksena oli tukea tapaustutkimuksen kohteena olevan organisaation strategisia tavoitteita tuottamalla uutta tietoa asiakaskokemuksen ke- hittämiseen. Opinnäytetyön edunsaaja on Finavia. Kehittämisvaihe kohdistui Helsinki-Vantaan lentoase- malle, joka on suurin niistä 21 lentoasemasta, joita Finavia Suomessa operoi. Kehitysprojek- tin kohderyhmäksi valittiin kiinalaiset vaihtomatkustajat, koska tämä kohderyhmä on yrityk- selle strategisesti merkittävä. Teoreettinen viitekehys rakennettiin tilan ja paikan teorioista, palvelumarkkinoinnin ja johta- misen teorioista, asiakaskokemuksen ja sisältökuratoinnin tutkimuksesta sekä lentomatkusta- jien kulutusmotivaatiota ja tiedonhakukäyttäytymistä käsittelevistä tutkimuksista. Teoreetti- nen viitekehys kuvasi opinnäytetyön aiheeseen liittyviä avainkäsitteitä, kuten hybriditila, aika-tila-avaruuspolku, tilan saavutettavuus, tilan tarjouma, yhdistetty palveluympäristö, si- sältökuratointi ja asiakaskokemus. Kehitystehtävässä päätavoitteena oli ”kuratoitujen polkujen” -konseptin ensimmäisen version luominen ja testaaminen. Opinnäytetyön kehittämisosuus toteutettiin soveltamalla palvelu- muotoilun prosessimallia ja sen menetelmiä. Käytännössä tämä tarkoitti aiheen tutkimista, käyttäjän tarpeiden ja ratkaistavan ongelman tunnistamista, mahdollisten ratkaisujen ideoin- tia, konseptin ensimmäisen version luomista sekä konseptin testaamista ja validointia. Tässä kehitystyössä käytettyjä menetelmiä olivat havainnointi, haastattelut, työpöytätutkimus, asiakaspolut, aika-tila avaruus, persoonat, prototyypit ja palvelumallinnus. Palvelumuotoilun vaikuttavuuden mittaaminen oli myös keskeisessä roolissa. Opinnäytetyön päätulos oli sen todentaminen, että tilan tarjoumien lisääminen aktivoi kii- nalaisia vaihtomatkustajia käyttämään lentoaseman hybriditilaa ja pidentää aikaa, jonka he viettävät lentoaseman tarjoamassa virtuaalitilassa. Kuratoidut paikalliset tuotteet ja niiden taustatarinat kiinnostivat kohderyhmää, kun tietoa tarjottiin paikan päällä Helsinki-Vantaan lentoasemalla QR-koodien kautta. Tilan tarjoumien ja yhdistettyjen palveluympäristöjen muotoilu edellytti kosketuspisteiden, kanavien ja sisällön määrittelemisen matkustaja-asiak- kaan tarpeiden ja käyttäytymismallien kautta. Lisäksi aika-tila-avaruuspolun ja sen rajoitus- ten tunnistaminen osoittautui tärkeäksi lentoasemakontekstissa, missä korostuu sosiaalisen toiminnan tilallinen ja ajallinen ulottuvuus. Aika-tila-avaruuspolku, tilan tarjouma ja hybridi- tila suositellaan otettavaksi osaksi palvelumuotoilun menetelmiä ja työkaluja. Opinnäytetyön kohdeorganisaation tapauksessa kuratoitu sisällöntuotanto tulisi nähdä pitkäaikaisena inves- tointina asiakaskokemuksen kehittämiseen ja kohdemarkkinoinnin tukemiseen. Avainsanat: asiakaskokemus, yhdistetty palveluympäristö, sisältökuratointi, aika-tila avaruus- polku, tilan tarjouma Table of Contents 1 Introduction ............................................................................................ 7 1.1 Study Purpose and Objective ............................................................... 9 1.2 Structure of the Study ..................................................................... 11 1.3 The Case Organization ..................................................................... 12 2 The Relationship Between the Spatiality of Activities and the Customer Experience ..... 14 2.1 The Spatial Concepts ...................................................................... 14 2.2 Time Geography and Space Accessibility ............................................... 16 2.3 The Affordance Theory .................................................................... 20 2.4 The Servicescape Perspective on Space ................................................ 21 2.5 Services Marketing and Management .................................................... 22 2.6 Managing the Customer Experience ..................................................... 24 2.7 Curation in Retail and Travel Context .................................................. 28 2.8 Air Passengers’ Shopping Motivation and Information Seeking Behaviour .......... 30 2.9 Synthesis of the Theoretical Framework ................................................ 33 3 The Development Landscape ...................................................................... 36 3.1 Methodological Solutions .................................................................
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