Service design refers to applications that design, align, and optimize business operations to improve the experiences of both users and employees to support customers’ journeys. The fundamental objective of this conceptual framework is not solely to fabricate a comprehensive, pleasurable, and unforgettable encounter for customers but also to create a sustainable, proficient, and fruitful resolution for providers. This study aims to measure passenger satisfaction using service design tools, such as customer journey maps and research walls, and to demonstrate the impact of service design experience on value co-creation and customer satisfaction. In this context, this study comprises two phases. The first stage includes an analysis of the customer journey map and research wall, which are service design tools. Thus, the satisfaction level of each touchpoint on the customer journey mapping (CJM) was evaluated. Comments written on post-it notes on the research wall were also analyzed through sentiment analysis. In the second stage, the survey administered to passengers participating in the service design process was analyzed using PLS-SEM. Passengers who were engaged in the service design application within the airport’s boarding area were requested to conduct a survey to assess their viewpoints regarding the abovementioned application. Customer satisfaction is not directly affected by service design and value co-creation, according to the results of hypothesis testing. However, the results confirm the hypothesis, which asserts that the process of value co-creation significantly and positively influences service design. Mediation analysis did not verify that service design is significant in mediating the relationship between value co-creation and customer satisfaction. This study contributes to the understanding of service design from the passenger perspective to value co-creation and customer satisfaction literature based on service design.


service design, value co-creation, satisfaction, experience, passenger



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Creative Commons License
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