Culture in Service Design

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Culture in Service Design JYU DISSERTATIONS 199 Tarja Chydenius Culture in service design How service designers, professional literature and service users view the role of national, regional and ethnic cultures in services JYU DISSERTATIONS 199 Tarja Chydenius Culture in Service Design How Service Designers, Professional Literature and Service Users View the Role of National, Regional and Ethnic Cultures in Services Esitetään Jyväskylän yliopiston humanistis-yhteiskuntatieteellisen tiedekunnan suostumuksella julkisesti tarkastettavaksi huhtikuun 18. päivänä 2020 kello 13. Academic dissertation to be publicly discussed, by permission of the Faculty of Humanities and Social Sciences of the University of Jyväskylä, on April 18, 2020 at 1 p.m. o’clock. JYVÄSKYLÄ 2020 Editors Marko Siitonen Department of Language and Communication Studies Timo Hautala Open Science Centre, University of Jyväskylä Copyright © 2020, by University of Jyväskylä Permanent link to this publication: http://urn.fi/URN:ISBN:978-951-39-8100-6 ISBN 978-951-39-8100-6 (PDF) URN:ISBN:978-951-39-8100-6 ISSN 2489-9003 ABSTRACT Chydenius, Tarja Culture in service design How service designers, professional literature and service users view the role of national, regional and ethnic cultures in services Jyväskylä: University of Jyväskylä, 2020, 250 p. (JYU Dissertations ISSN 2489-9003; 199) ISBN 978-951-39-8100-6 Societies and economies are increasingly based on services. Service design is a human centric and participatory approach to develop services into value creating service experiences. Services are predominantly based on human interaction, and since no human interaction takes place in a cultural vacuum the purpose of this study is to explore how culture is approached in service design. The focus is on large cultures such as national, regional or ethnic cultures and what kind of a role cultural factors are given during service design activities and interactions. Addi- tionally, the study explores the service user perspective, i.e. how do they perceive cultural factors and backgrounds to matter in service situations in general. The research joins a timely discussion on how culture is conceptualized and made relevant in professional contexts. The interdisciplinary study draws on the recent advances in service research and explores how the new service marketing perspectives emphasizing service stakeholders as joint value creators have con- tributed to service design in activities related to cultural issues. The study follows a three-pronged methodological approach. First, profes- sional service designers were thematically interviewed about their understand- ing of culture and how cultural issues are addressed during service design pro- cesses. Secondly, professional service design literature was analyzed to shed light on how cultural issues are approached in the professional service design dis- course. While the results from the first two sub-studies indicated that cultures are addressed only in cursory ways during design processes, the third sub-study explored on service users’ perceptions of cultures’ role in service situations. These multiple interviewer, structured interviews imply that service users think in more varied ways about cultural issues than how the topic is discussed by service designers and in the domain’s professional literature. Service designers seem to approach culture with caution. Although claim- ing its relative importance they seem to lack ways to approach it. Thus, more knowledge is needed about how to suitably operationalize culture in various ser- vice design contexts. Furthermore, new models are needed to apply a dynamic and socio-constructionist understanding of intercultural communication in the design processes. Keywords: Culture, intercultural communication, service design, service TIIVISTELMÄ (ABSTRACT IN FINNISH) Chydenius, Tarja Kulttuuri palvelumuotoilussa Kansallisten, alueellisten ja etnisten kulttuurien rooli palvelumuotoilussa, am- mattikirjallisuudessa ja palveluissa käyttäjien näkökulmasta Jyväskylä: Jyväskylän yliopisto, 2020, 250 s. (JYU Dissertations ISSN 2489-9003; 199) ISBN 978-951-39-8100-6 Yhteiskunnat ja taloudet perustuvat yhä enemmän palveluihin. Palvelumuotoilu on ihmiskeskeinen ja osallistava lähestymistapa palvelujen kehittämiseen ja arvoa tuot- taviin palvelukokemuksiin. Palvelut pohjautuvat pitkälti inhimilliseen vuorovaiku- tukseen, joten ne eivät tapahdu kulttuurisessa tyhjiössä. Tämän tutkimuksen tavoit- teena on tarkastella, miten kulttuuria huomioidaan palvelumuotoilussa. Tutkimus keskittyy suuriin kansallisiin, alueellisiin tai etnisiin kulttuureihin ja siihen, miten kulttuurisia tekijöitä huomioidaan palvelumuotoilun aikana. Lisäksi tutkimus sel- vittää palvelunkäyttäjien näkökulmaa eli sitä, miten käyttäjät arvioivat kulttuuristen tekijöiden vaikuttavan palvelutilanteisiin yleisesti. Tutkimus osallistuu ajankohtaiseen keskusteluun kulttuurin käsitteestä ja sen relevantiksi tekemisestä. Tieteiden välisessä tutkimuksessa hyödynnetään viimei- sintä palvelututkimusta ja palvelujen markkinoinnin uutta näkökulmaa, jossa koros- tuu palveluprosessin osallisten rooli yhteisinä arvonluojina. Tutkimus tarkastelee sitä, kuinka tämä ymmärrys heijastuu kulttuuristen tekijöiden huomioimiseen pal- velumuotoilussa. Aihetta lähestytään monimenetelmällisesti. Ensin palvelumuotoilijoita haasta- teltiin temaattisesti heidän kulttuurinäkemyksistään ja siitä, miten he huomioivat kulttuurisia tekijöitä muotoiluprosessin aikana. Seuraavaksi analysoitiin kulttuurin esiintymistä palvelumuotoilun ammattikirjallisuudessa. Koska kahden ensimmäi- sen osatutkimuksen tulokset osoittivat, että kulttuurisia tekijöitä huomioidaan pal- velumuotoilussa vain pintapuolisesti, selvitettiin kolmannessa osatutkimuksessa palveluiden käyttäjien havaintoja kulttuurien merkityksestä palvelutilanteissa. Strukturoidut monihaastattelijahaastattelut viittaavat siihen, että palveluiden käyt- täjät antavat kulttuurisille tekijöille paljon moninaisempia merkityksiä kuin mitä il- menee palvelumuotoilijoiden tai heidän ammattikirjallisuutensa keskusteluista. Palvelumuotoilijat näyttävät lähestyvän kulttuuria varovaisesti. Vaikka haas- tatellut palvelumuotoilijat tunnistivat kulttuurin suhteellisen merkityksen, heiltä näytti puuttuvan tapoja lähestyä sitä. Siksi tarvitaan lisätutkimusta siitä, miten kult- tuuria voidaan operationalisoida eri palvelumuotoilukonteksteissa. Lisäksi tarvi- taan uusia malleja, joiden avulla dynaamista, sosiokonstruktionistista kulttuurien välisen viestinnän ymmärrystä voidaan soveltaa palvelumuotoiluprosesseihin. Asiasanat: kulttuuri, kulttuurien välinen viestintä, palvelumuotoilu, palvelu Author Tarja Chydenius Intercultural communication Department of Language and Communication Studies University of Jyväskylä [email protected] Supervisors Marko Siitonen Department of Language and Communication Studies University of Jyväskylä Malgorzata Lahti Department of Language and Communication Studies University of Jyväskylä Reviewers Satu Miettinen Faculty of Art and Design University of Lapland, Finland Øyvind Dahl Faculty of Theology, Diaconia & Leadership VID Specialized University, Norway Opponent Satu Miettinen Faculty of Art and Design University of Lapland, Finland ACKNOWLEDGEMENTSI HEARD ABOUT The past years have been full of reading, reflecting, writing and even more revis- ing. I have been on a quest for truth but learned that in human sciences, there are many perspectives into truth and many versions of realities. Great service is about good choices based on knowledge and understanding about people’s lives in local and global contexts. I am curious to see how this dissertation lives on in the future discussions by service designers and researchers of intercultural com- munication and other fields. This kind of academic exploration can never be achieved alone. There are many people I would like to thank for their support. First of all, I am very grateful for my main supervisor Marko Siitonen and my secondary supervisor Marke (Malgorzata) Lahti for our countless and insightful discussions that have driven my thinking and writing. The seminar sessions in Jyväskylä were always inspir- ing, and I am grateful for the peer support provided by all the friendly partici- pants. I owe a special thank you to my constructively critical pre-examiners Satu Miettinen and Øyvind Dahl who helped me to find the final focus in my study. A big thank you goes to many of my colleagues at Laurea for their support, but especially to Leena Alakoski, Irma Tikkanen and Virpi Kaartti who have com- mented on my manuscripts and helped me to see things I was blind to. I would also like to thank my summer course students in 2017 who acted as interviewers in my third sub-study. Without your help I would not have been able to reach such a large variety of informants with many cultural perspectives. This dissertation would not have been possible without the financial sup- port of the Finnish Employment Fund in the form of Adult Education Allowance and the grant received from Foundation for Economic Education. This funding has been pivotal in giving me the opportunity to concentrate wholly on the re- search for a couple of months a year while otherwise working full-time. Most of all, I am thankful for my husband, children and parents for their patience and encouragement. My two most devoted companions during these laborious years were my lovely dogs who forced me to take energizing breaks away from the books and screens. Sadly, the older one did not last until the end of this long
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