Interactive Method for Service Design Using Computer Simulation

Yuki Makino (), Kazuo Furuta (), Taro Kanno (), Shigeki Yoshihara () and Takamichi Mase ()
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Yuki Makino: The University of Tokyo, 7-3-1 Hongo, Bunkyo-ku, Tokyo, 113-8656, Japan
Kazuo Furuta: The University of Tokyo, 7-3-1 Hongo, Bunkyo-ku, Tokyo, 113-8656, Japan
Taro Kanno: The University of Tokyo, 7-3-1 Hongo, Bunkyo-ku, Tokyo, 113-8656, Japan
Shigeki Yoshihara: ANA Strategic Research Institute Co., Ltd., 1-5-2 Higashi-shimbashi, Minato-ku, Tokyo, 105-7133, Japan
Takamichi Mase: ANA Strategic Research Institute Co., Ltd., 1-5-2 Higashi-shimbashi, Minato-ku, Tokyo, 105-7133, Japan

Service Science, 2009, vol. 1, issue 2, 121-134

Abstract: An interactive method for service design has been proposed for services that heavily depend on human expertise and performance. In this method a simulation model of the service processes is to be constructed based on ethnographic field observation, and then the model is to be validated by showing simulation results to the field experts in a visualized form. In the course of proposing and assessing design options, opinions are repeatedly acquired from the field experts also by showing simulation results. Their expertise can be reflected thereby in the final design through such an interactive design process. In order to demonstrate the effectiveness and usefulness of the proposed design method, the method was applied to ground aircraft operations at a large airport. A simulation model of the service processes at Tokyo International (Haneda) Airport was constructed, and a simulation system was developed on a Java platform for Windows PCs. It was then demonstrated that the simulation could well replicate the observed data of ground aircraft operations. It was also shown that the proposed design method was useful to create new design options for ground aircraft operations and comparatively assess them for improving service performance. [ Service Science , ISSN 2164-3962 (print), ISSN 2164-3970 (online), was published by Services Science Global (SSG) from 2009 to 2011 as issues under ISBN 978-1-4276-2090-3.]

Keywords: service design; interactive design method; computer simulation; ground aircraft operations; ethnography; visualization (search for similar items in EconPapers)
Date: 2009
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Persistent link: https://EconPapers.repec.org/RePEc:inm:orserv:v:1:y:2009:i:2:p:121-134

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