Coopetition Based Interaction Design for Optimal Customer Attraction

Today with an emerging experience economy, customers increasingly desire neither goods products nor service products but sensation-filled experiences (i.e., experience in use) that engage them in a personal and memorable way. Service providers appropriately interact with customers during the service delivery, and the inner expectations or experiences will directly be influenced in every encounter. However, service providers are being confronted with difficulties. In this paper, we present an interactive design method based on coopetition theories to optimize customer attraction within a cooperative/competitive relationship and gain customer satisfaction/loyalty. This design takes on high competence service providers (HCSPs) (e.g. good branding, large resources) to demonstrate how the method can assist HCSPs to design personalized and flexible interactions in order to enrich their competitiveness. This method manages customer expectations and considers customer pleasuring mentality in an experienced service journey. The exhibition application domain is used to situate the method and evaluate the performance.