Knowledge Base Repository
In addition to research papers, the Design Society is developing several valuable resources for those interested in the study of design. These include a repository of PhD theses, a library of case studies and transcripts of design activities, and an archive of our newsletters. Please note that these resources are accessible exclusively to Design Society members.
Elevating the Perception of Design Creativity to Increase Customer Satisfaction
Shams, M.; Busayawan, L.; Silve, S.
Type:
Year:
2012
Editor:
Duffy, A.; Nagai, Y.; Taura, T.
Author:
Section:
Creative Design Assessment
Page(s):
243-251
Abstract:
This is one of the first studies to explore the perception of design creativity in the airline industry. As a starting point, the relationship between creativity, design and customer satisfaction in the airline industry is explored. This is further supported by a review of existing literature on the importance of design creativity within business. Existing examples of the strategic use of creativity and design by airlines are given, which demonstrate that investments in design creativity improves the overall customer experience and increases customer satisfaction. This in turn can raise an airline‘s global standing and revenue. A case study for Saudi Arabia Airlines (SAA) is presented with particular emphasis on how the airline‘s perception of design creativity relates to customer satisfaction, and how they are perceived relative to their competitors. Results from the research highlighted areas for improvement, and further support that increasing the perception of design creativity can gain customers satisfaction.
Keywords:
