• Journal of the Ergonomics Society of Korea
• /
• v.31 no.1
• /
• pp.23-32
• /
• 2012

Objective: This research proposes a methodology, which validates a grasp of the customers' emotions in the service design area. Background: As the era of service design has taken its approach, the need for a deliberate design that would reflect the customer's experience had emerged in the area of service. Therefore, a variety of methodologies has been adopted in the field of service design with the purpose of discovery of the customers' needs. Even though the importance of an emotion-sentient research of a service experience increases, its research progress remains to be inadequate in comparison to all the other areas. Method: Having had taken some resources from the emotional studies under other areas of expertise as a base, the concept of volatility of emotions has been introduced as the core element of this research, further followed by an elaboration of its special characteristics. The observation technique under Stakeholder's system: SOMC(Simultaneous Observation Method based on Cooperation) has been proposed in this study as it presents an effective way to grasp the concept of volatile emotions in contrast to the previously existent types of methodologies. Results: The SOMC rather supplements the existing research methods than substitutes the previous ones. In other words, although the existing research system allowed emotion detection, it was difficult to capture the change of momentary and fickle emotions. On the opposite, the SOMC provides a condition allowing a sufficient grasp of the customer's emotions and facilitates emotional capture. Conclusion: For that reason, it is hoped that this piece of research represents a valuable and effective approach in terms of grasping the true needs of the customers on the emotional level, which will in its turn contribute to the improvement of the service quality in the midst of a complicated service condition. Application: Moreover, the purpose of this research is that in its outcome it may serve as a sufficient contribution to the area of emotional studies within the field of service design.

• The Journal of the Korea Contents Association
• /
• v.10 no.1
• /
• pp.192-201
• /
• 2010

This research deals with expressive definition of visual contents by using the distance between a subject and a screen resolution, and what changes affect the emotion of those looking at the expressive definition. A visual image captured from a HDTV screen was shown to the 61 students attending a university in the Busan area and SAM evaluation method was used to measure 3 different emotions such as pleasant, arousal, and dominance. While comparing different resolution, looking at high resolution contents rather than low resolution resulted in a direction of pleasant, arousal, and dominance. Also showing a different resolution than consistently showing the same resolution had a more volatile emotional effect. Aftermath multiple comparison resulted in a tendency for emotions to become unpleasant and un-arousal when high resolution contents were shown and then switched to a low resolution contents. There was no result of any significance in the control variables. Also on the aftermath multiple comparison on short, medium and long distance between the subject and the screen resolution, short distance had a bigger pleasant, arousal, and dominance emotional numbers than the rest. In a multiple variable verification result, a resolution and the distance of happiness and excitement showed a positive correlation.