Models for designing excellent service through co-creation environment

Tatsunori Hara, Satoko Tsuru, Seiichi Yasui

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review

1 Citation (Scopus)


Design approaches and methods that are currently widely used in practice target better customer satisfaction, without focusing on customer delight. Customer delight is essential to creating differentiated or better customer experiences. While “service excellence” as an organization’s capability to achieve customer delight has standards, such as CEN/TS 16880, a standard method for designing “excellent service” has not yet been developed. This paper attempts to provide a foundation for what excellent service is toward a new standardization of designing excellent service. The co-creation aspect in excellent service is emphasized in this paper to achieve continuous customer delight. A structured model of excellent service and the concept of a co-creation environment are described. “Engaged customers and employees” and an “ecosystem of data collection and utilization” are sub elements to enhance the effectiveness of a co-creation environment, which is modeled and elaborated as a leverage mechanism to differentiate excellent service from basic service.

Original languageEnglish
Title of host publicationServiceology for Services - 7th International Conference, ICServ 2020, Proceedings
EditorsTakeshi Takenaka, Spring Han, Chieko Minami
Number of pages11
ISBN (Print)9789811531170
Publication statusPublished - 2020
Event7th International Conference on Serviceology for Services, ICServ 2020 - Osaka, Japan
Duration: 13 Mar 202015 Mar 2020

Publication series

NameCommunications in Computer and Information Science
Volume1189 CCIS
ISSN (Print)1865-0929
ISSN (Electronic)1865-0937


Conference7th International Conference on Serviceology for Services, ICServ 2020


  • Co-creation
  • Customer delight
  • Service design
  • Service excellence
  • Service modeling


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