A structured approach to describing service for creating a delightful experience

Research output: Journal Publications and Reviews (RGC: 21, 22, 62)21_Publication in refereed journal

5 Scopus Citations
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Original languageEnglish
Pages (from-to)563-570
Journal / PublicationComputers and Industrial Engineering
Issue number2
Online published22 Aug 2008
Publication statusPublished - Sep 2009


In this paper, a new structured approach integrating three different tools is used to describing a service experience. These three different tools include: a context diagram, which depicts the process flow at the highest level; an emotion transition diagram or a state transition diagram, which describes a service delivery process that provides customers a delightful experience; and an action specification in a textual form. With this new approach, different stakeholders have a common communication tool that shows a service delivery process from various angles including the scope, the operations flow, and the emotion flow between customers and service personnel. More importantly, it gives practitioners a new insight of how to create a delightful experience in service delivery. It is believed that the input of a structured service description can contribute further to the recent application of artificial intelligence (AI) in identifying the hidden pattern of the customer's needs.

Research Area(s)

  • Customer's emotion, Delightful experience, Service delivery, Yourdon's structural methodology