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Tesi etd-01242019-204927

Type of thesis
Master univ. II liv.
Author
ZACCAGNINO, NICOLA
URN
etd-01242019-204927
Title
Service blueprinting as a technique for service innovation in Air Italy.
Course
Master in Management, Innovazione e Ingegneria dei Servizi
Committee
relatore Prof. RAPACCINI, MARIO
Tutor DIMITROV, ROSSEN
Keywords
  • air italy
  • customer experience
  • service blueprint
Exam session start date
;
Availability
completa
Abstract
Creating a superior customer experience has become one of the central objectives in many industries. After all, customer experience has been acknowledged as an important factor affecting positive customer behaviors such as loyalty and recommendation. However, cramped seats and stale peanuts used to be the symbol of most carriers in the commercial aviation field. Things, nevertheless, have changed for the better. <br>The aim of this work is to investigate the current state of the art and advance a proposal in terms of service innovation. To set the theoretical ground, this dissertation proposes a brief review of the literature surrounding the experience economy as defined by B. Joseph Pine II and James H. Gilmore and the very concept of customer experience.<br>A strong conceptual framework is fundamental to identify, weight the different touchpoints and define a fairly clear picture of the typical airport customer journey, in order to eventually elaborate the service blueprint for Air Italy. <br>For how useful, blueprinting and mapping alone is not enough when it comes to service innovation. Hence, to truly affect the customer experience for the better, rather than merely describe the status quo, this work presents possible hypothesis on service improvement for the company.<br>
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