2016 Fiscal Year Final Research Report
Ethnomethodological Research on Customer Interactions
| Project/Area Number |
26870307
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| Research Category |
Grant-in-Aid for Young Scientists (B)
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| Allocation Type | Multi-year Fund |
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| Research Field |
Commerce
Management
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| Research Institution | Kyoto University |
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Principal Investigator |
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| Project Period (FY) |
2014-04-01 – 2017-03-31
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| Keywords | 顧客インタラクション / エスノメソドロジー / サービス / サービスデザイン / 組織ルーチン / 相互行為 |
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| Outline of Final Research Achievements |
Interactions between service providers and customers were videotaped and analyzed at various services such as traditional sushi bars, fast-food, and Italian restaurants. While prior theories of services have emphasized how customers’ requirements are fulfilled and customers are satisfied, the empirical analysis revealed services as the intersubjective process in which involved parties present and negotiate their own selves. Particularly, the research resulted in the thesis “Service is an intersubjective struggle” based on the dialectical process of negating others and proving oneself. Based on this theory, service design, which remains within the human-centered design tradition, is repositioned as the design of intersubjective process of subjectification through which involved parties seek to become certain subjects rather than fulfilling the essentialized subject’s requirements―proposing the human de-centered design approach.
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| Free Research Field |
経営学、組織論、サービスマネジメント、デザイン学
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