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A Knowledge Oriented Framework to Enable New Service Development Using Axiomatic Design Theory: Focusing on Hotel Business Models

Hasanpour Esfahlan, Elnaz | 2018

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  1. Type of Document: M.Sc. Thesis
  2. Language: English
  3. Document No: 51624 (51)
  4. University: Sharif University of Technology, International Campus, Kish Island
  5. Department: Science and Engineering
  6. Advisor(s): Fattahi Valilai, Omid
  7. Abstract:
  8. In this research, the concept of new service development for Hotel industry is considered. As the concept of new service development encounters both business model structures and the required analysis for validation, the thesis has used the axiomatic design theory to evaluate the required service elements. Axiomatic Design framework as a scientific base for every type of design consists of 4 domains. The first domain named customer domain is the starting point at this research. In order to be prepared for applying in a real case study, customer domain is investigated and analyzed through a business model Canvas with nine building blocks covering all necessary and effective domains in a business model. This is accomplished through analysis of functional requirements for required services in a hotel industry and then mapping these requirements to generic services in market by making sure the complexity of the system will be both feasible and if possible optimum. The required data for completing the axiomatic design phases has been obtained through a knowledge based structure, which enable the business owners to manage their gathered data around the market. The framework is considered to be validated and verified in a real hotel industry case and the results have analyzed from Axiomatic Design perspective. The results have shown that although service quality and service innovation have been considered by hotel managers, their focus is more limited to the customer segment only, and other domains are somehow neglected. Also, the case study has less systematic and knowledge base attention to the knowledge creation from data drawn from many areas of their business models which by the help of proposed business model and Axiomatic Design principles and perspective it will be possible to benefit from the free available capital created during current business activity
  9. Keywords:
  10. New Service Development ; Axiomatic Design ; Knowledge Management ; Business Model ; Hotel Industry

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