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Servicescape and Customer Happiness in Government Services : The Evolving Case of KHDA Dubai

The research case documents redesign of the workspace and office environment, thematically termed as servicescape and impact on customer happiness at the Knowledge and Human Development Authority (KHDA) - the apex regulator of schools, higher education and professional training institutions in Dubai. Servicescape or service setting, is a model developed by Booms and Bitner (1981) to emphasize the impact of the physical environment in which a service process takes place’. First introduced in 1981 by Mary Jo Bitner a prolific proponent of service management and marketing through atmospherics, (see bibliography below), the concept of servicescape still attracts a diverse range of research studies, applications, contexts, cases, empirical surveys and simulations and books and monographs. KHDA was established in 2006, with a mission to develop the education and human resource sectors in the Dubai emirate to the level of international standards and best practice. Over the years, KHDA has launched a variety of quality and excellence initiatives to help transform Dubai’s private education sector through collaboration. The research case analyzes the mission and vision of the KHDA and its approach to delight the stakeholders and traces the impact to the totality of the ambiences and physical environment in which the service occurs.

Abstract

1. Introduction

2. The Servicescapes

3. Customer Happiness Formula

4. Knowledge and Human Development Authority(KHDA)

5. The Case Research Method and Outcomes

References

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