Service Design by Utilization of Content Analysis: A Case of Mid-priced Limited Service Hotels in China

Content analysis is generally regarded as a class of qualitative methodology that has been applied in such fields as history, journalism and anthropology. The paper discussed its applicability to service design as a kind of technique and incorporated it into service design toolkit. Taking mid-priced limited service hotels (MPLSH) for example, the article illustrated how content analysis could be utilized in designing service. Through content analysis, a mass of textual information was distilled into four critical factors that demonstrated customer´s latent demands toward MPLSH. We concluded that content analysis is an effective tool for service design, especially in the context where there exists abundant textual information concerning customer´s demands and preference.