Trischler, Jakob; Zehrer, Anita; Westman, Jessica - In: Journal of Services Marketing 32 (2018) 7, pp. 805-819
Purpose: The purpose of this paper is to evaluate the usability of different design methods in understanding the customer experience from a contextual and systemic standpoint. Design/methodology/approach: Three design methods (i.e. personas, observations and collaborative service mapping) were...