Research On The Service Design Of Location-Based Entertainment Based On Service Quality Evaluation ——A Case Study Of Escape Room

Since the 21 st century,the continuous development of science and technology for China’s entertainment service into new content.With the rapid development of Location-Based Entertainment at home and abroad,various emerging forms of Location-Based Entertainment have begun to emerge.However,there are still some problems in the industry,such as creative plagiarism,vicious competition for resources,lack of consumption insight,and lack of secondary consumption by players.As one of the typical types of domestic Location-Based Entertainment,Escape room also faces the above problems.Escape room industry develops rapidly,the number of players is huge,the service models and category are diverse.This thesis takes the evaluation of service quality as the entry point,the typical category of Location-Based Entertainment and the Escape room as the research object,focusing on the experience problems in the escape room service,and improving the service quality and user experience of escape room through service design.In the stage of theoretical research,the author firstly clarified the definition,category and status quo of Location-Based Entertainment,focusing on the typical category of domestic Location-Based Entertainment--Escape room,and analyzed and summarized the definition,service status,service mode and content of Escape room.Secondly,in the research of service quality related theories,the author combs the formation principle of service quality,service quality evaluation model,service design to improve the theory of service quality.Thirdly,based on the project background,this study will use the six dimensions of THEMEQUAL model（Tangibles,Reliability,Assurance,Responsiveness,Empathy and Atmosphere）to evaluate the service quality of the escape room,and formulate a service quality evaluation questionnaire by referring to the primary and secondary dimensions of THEMEQUAL model.This questionnaire data will serve as a key basis for further research and focus on service gaps.The theoretical research of service design to improve service quality will guide the output of subsequent design opportunity points and concepts.In the stage of investigation and research,the preliminary investigation is carried out first.The author extracted the players in Guangzhou region as the research object,through the user interviews and observation about players’ game process,behavior and attitude,added to verify the theoretical research part summarizes the Escape room service present situation,and the output current Escape room service user journey figure and service blueprint,to guide the adjustment of each secondary dimensions in the service quality evaluation model.Secondly,service quality evaluation is carried out.The revised service quality evaluation questionnaire was distributed in offline stores and online in Guangzhou,and the questionnaire data helped the author focus on the "Tangibles" and "Assurance" of service quality that needed to be improved.Third,in-depth research on the service gap of stakeholders.In this thesis,from the selection of service providers and service recipients both sides to the research object,the two typical users and two Escape room workers were interviewed,understand in detail the pain points and needs of users that affect the "Tangibles" and "Assurance" scores of service quality in the service process,dig deeper into the service gap,guide the improvement of the quality of service strategy.In the conceptual design stage,the author focuses on the service gap under the two indicators of "Tangibles" and "Assurance".Based on the service quality improvement strategy and opportunity points,the author constructs a new service mode and a new stakeholder relationship diagram of the Escape room,and produces the conceptual design of "decryption package" for players."Decryption package" as a tangible display,series the game before,during and after the whole stage;"Decryption package" provide "disinfection information label" and "pass sticker" will guarantee the disease under the background of security service,"anti-theft bag" will be the background of these hard storage service materialized.The "character card" allows users to quickly understand the background information of the game,while also serving as a keepsake after the game is over to prolong the peak user experience.The "plot diagram" and "Review discussion card" will help the front desk staff better present the service content and provide standardized service process.Based on the evaluation and analysis of the service quality of the escape room,this thesis takes "decryption package" as the design innovation point,connects the various stages of the service,creates a new mode of escape room service,builds a new cooperative relationship between stakeholders,and improves the negative quality of escape room and the overall experience of players and staff in the project.