Research on discrete service process optimization

The discrete service process is a new concept that contains a series of related events in chronological order. During the service process, customers experience a series of service encounters and each event may contribute to the overall evaluation of the service. In this chapter, firstly, a new definition of discrete service process is described and the Sequential Incident Technique (SIT) is applied to analyze the discrete service process of a famous Chinese restaurant - Hai Di Lao Hot Pot. Then, two methods are used to optimize the discrete service process. One is the Revised Kano model, which combines attribute-based methods with incident-based methods; the other is eye-tracking experiments based on customer-experienced utility. Finally, improvements are suggested based on the research conclusion.