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The Study of tendencies and factors related to users adoption of the new service design at Thai Embassy, Stockholm
KTH, School of Computer Science and Communication (CSC).
2017 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

This master thesis studied key determinants in service innovation that contribute to user adoption. The study applies design method to understand Visa applicant experiences and tendency to adopt a new service design, which the standard is set up by production workers at Thai embassy in Stockholm Sweden. The methodology for the design research includes participant observation, staff interview and user survey, which provided insights on users and determinants reflecting on the relevance of co-designing solution by media consultant and production staffs. The results show that service design that is pioneered by production workers shows a positive result. Most participants did not find the current process difficult, however, more than 70% are willing to use the new service and willing to pay an extra fee. Non-first-time users and participants who live out of Stockholm show the highest willingness to adopt and willingness to purchase the new service even though their rating to the convenience of the current service is the highest among other groups of participants. The study also shows that the participants in all age group are adoptive and shows high willingness-to-pay towards add-on services.

Abstract [sv]

Denna masteruppsats studerade viktiga determinanter inom service innovation som bidrar till användarupptagning. Studien tillämpar designmetod för att förstå visumansökares erfarenheter och tendens att anta en ny servicedesign, vilket upprättades av arbetare inom produktion på Thailändsk ambassad i Stockholm, Sverige. Metodiken för designforskningen innefattar deltagare observation, personlig intervju och användare undersökning, vilket gav insikter om användare och determinanter som speglar relevansen av medarbetarlösningen av mediekonsult och produktions personal. Resultaten visar att servicedesign som är av produktions arbetare visar ett positivt resultat. De flesta deltagarna känner inte att den nuvarande processen är svår, men mer än 70% är villiga att använda den nya tjänsten och villiga att betala en extra avgift. Icke-första gången användare och deltagare som bor utanför Stockholm visar den högsta villigheten att anta och vilja att köpa den nya tjänsten, trots att deras betyg till den aktuella tjänstens bekvämlighet är den högsta bland andra än grupper av deltagare. Studien visar också att deltagarna i alla åldersgrupper är adoptiv och visar stor vilja att betala tilläggstjänster.

Place, publisher, year, edition, pages
2017. , p. 10
Keyword [en]
Service design, governmental sector, Adoption, service fee
National Category
Media and Communication Technology
Identifiers
URN: urn:nbn:se:kth:diva-217237OAI: oai:DiVA.org:kth-217237DiVA, id: diva2:1154586
Educational program
Master of Science - Media Management
Supervisors
Examiners
Available from: 2017-12-01 Created: 2017-11-03 Last updated: 2018-01-13Bibliographically approved

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CiteExportLink to record
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