Service design innovation for aquarium customer value

Abstract

Aquarium business service is an unexplored area of research, from the prospective of customer value. The research question has been posed to explore the service encounter of hobbyist, children, business person, youngsters and other segments of aquarium users. The purpose of the study is to map the aquarist reaction against aquarium user’s actions and to trace the interactions of interfaces in promoting aquarium related artifacts. The study has been designed with triangulation of brainstorming, expert-depth interview, real-time observation, focused-depth interview (real-time fish exhibition) using Human Activity Modeling (HAM). The qualitative data for applying grounded theory have been collected and processed with QSR NVivo software. The customer value constellation map depicted five different unique customer values viz., planted-design, pet-companion, prosperity/evil-protection aesthetic, exotic-marine and upgradation. The service design requirement has been identified with hobbyist, children, business person, youngsters and other segments of aquarium users.