Main Article Content
Tourism is a service-intensive industry that is dependent on the quality of customers’ service experiences and their consequent assessments of experiences. From a demand perspective, the new tourist is increasingly well informed, more quality sensitive, and more willing to quickly react towards shifts in the tourism industry. In addition, service design designs services in the interest of the customer and at the same time takes entrepreneurial interests into account by involving its own employees. This makes it possible to offer services of the highest quality. In the past, the studies showed a framework for creating a service experience. Therefore, the study aims to analyze customer experiences from service experience for service design in regard to rental cars in the tourism business in Thailand. The research methods used utilize data collection from a sample size of 400 relevant tourists and 6 entrepreneurs of the car rental business. The results of this experiment indicate that the survey participants had a high-level rental experience. Based on the customer experiences analysis include touch points identification, experience assessment, branded experience design, implementation and evaluation, and experience enrichment. The results also identify 5 new elements from the factor analysis which consist of service experience enhancement, outstanding experience design, service efficiency, service touch point design, and experience processing at every touch point.
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