アラビアン・ジャーナル・オブ・ビジネス・アンド・マネジメント・レビュー

Aquarium Service Design for Innovating Customer Value Constellation-Using Grounding Theory (QSR NVIVO)

Abstract

Sankaran A

Aquarium business service design is an emerging field of business in India. This study aimed to explore the current practices and the customers’ experience, expectation, perception and view of aquarium keeping with regards to the service design. A qualitative research approach has been selected as appropriate for this particular research area. A grounded theory approach and service design tools such as brainstorming, blueprinting has been adopted in the study.