Abstract
Service design has dominated the marketing strategies in recent years. This study proposes a conventional ritual sandwich model that explores the ritual patterns hidden in service and the intermediate interaction between consumer and industry, enhancing user engagement and long-term recurring consumption. The study took Disneyland as an example and extracted the interaction model between consumers and industry, further interviewed for preliminary verification, found out that the core value of ritual experience is generating unique meaning to consumers through experience the script provided by the service provider, further transform to the internal trigger and participatory motivation into the next cycle. Hoped that the result of this study can provide a new perspective on service design methods, provide a sustainable or long-term service experience to service designers, e-commerce, or related industry as a reference in the future.
Keywords
service design, ritual experience, ritual sandwich model, service strategy
DOI
https://doi.org/10.21606/drs.2022.425
Citation
Yang, D., Chiu, T., and Ma, M. (2022) Can ritual experience be the jam to stick consumers and service provider? The case study of ritual experience in Disney experience as service design application, in Lockton, D., Lenzi, S., Hekkert, P., Oak, A., Sádaba, J., Lloyd, P. (eds.), DRS2022: Bilbao, 25 June - 3 July, Bilbao, Spain. https://doi.org/10.21606/drs.2022.425
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License
Conference Track
Research Paper
Included in
Can ritual experience be the jam to stick consumers and service provider? The case study of ritual experience in Disney experience as service design application
Service design has dominated the marketing strategies in recent years. This study proposes a conventional ritual sandwich model that explores the ritual patterns hidden in service and the intermediate interaction between consumer and industry, enhancing user engagement and long-term recurring consumption. The study took Disneyland as an example and extracted the interaction model between consumers and industry, further interviewed for preliminary verification, found out that the core value of ritual experience is generating unique meaning to consumers through experience the script provided by the service provider, further transform to the internal trigger and participatory motivation into the next cycle. Hoped that the result of this study can provide a new perspective on service design methods, provide a sustainable or long-term service experience to service designers, e-commerce, or related industry as a reference in the future.