Towards increasing the quality of service at traditional restaurants : - by design of a digital artefact

Abstract: In this thesis, the reader will follow a design research project, which was initiated based on a situation of not getting the expected quality of service from the staff, when visiting a traditional restaurant. The aim of the study was to solve the experienced problematic situation by constructing an information system, but also to contribute to the greater body of knowledge regarding artefact design, service quality and customer experience. The thesis also emphasizes that digital tools can be designed for businesses which are typically not tech-heavy and that novel IT solutions do not necessarily have to be very “high-tech”.The thesis included the theoretical perspectives of service quality dimensions, the service quality gap model, expectation-confirmation, and the conceptualization of an information system artefact. This design perspective of the system was combined with theories describing the gap between what customers expect in terms of service quality during a visit, and how the customers perceive that service quality during the visit.As methodology, action design research was applied as guidance how to practically conduct the design process of a digital artefact. It suggested division of the project into four stages: first, problem formulation where the problem area is defined and described. Second, building, intervention and evaluation stage, where the artefact was created together with the participating restaurants. Third, reflection and learning of the outcome, and last, formulation of learning, to explicate the generalizable knowledge of the thesis.The research study concluded that a digital artefact, by applying the action design research approach, could be designed and constructed to ultimately raise the customers’ perceived service quality. The main findings were that the designed artefact could be accepted and utilized differently between various instances of traditional restaurants. Further, the results indicated that service staff members had different attitudes towards the artefact, depending on their professional experience. It was also concluded that the re-allocation of spent time and not having to look for staff when in need of service, were the two most important factors for the customer. While utilizing the system, the time previously spent looking for staff, when in need of service, could instead be spent enjoying the meal and the expected experience. At the same time, the customer did not have to worry about actively looking for a service provider.