Управляя будущим. Дизайн-мышление: как думать иначе / Managing the Future. Design Thinking: how to think differently

| Издательский дом ДЕЛО |

Москва | 2022

Управляя будущим.  
Дизайн-мышление: 
как думать иначе/ 
Managing the Future.  
Design Thinking:  
how to think differently

Сборник докладов 
XV международной  
студенческой научно- 
практической  
конференции

Институт отраслевого менеджмента РАНХиГС

УДК 334
ББК 65.29
        У67

Управляя будущим. Дизайн-мышление: как думать иначе / Managing 
    the Future. Design Thinking: how to think differently: сборник докладов 
XV международной студенческой научно-практической конференции. —  
М.: Издательский дом «Дело» РАНХиГС, 2022. — 238 с. — 
ISBN 978-5-85006-470-9

В настоящее издание вошли материалы XV международной студенческой 
научно-практической конференции «Управляя будущим. Дизайн-
мышление: как думать иначе» (19 апреля 2022 г.).

Книга может быть рекомендована специалистам в области менед-

жмента и управления, а также всем интересующимся современными 
подходами в области анализа и принятия решений.

УДК 334 
ББК  65.29

ISBN 978-5-85006-470-9

© ФГБОУ ВО «Российская академия народного хозяйства 
и государственной службы при Президенте Российской Федерации», 2022

     У67 

Содержание

I. ПЛЕНАРНАЯ ДИСКУССИЯ  . . . . . . . . . . . . . . . . . . . . . . . 

Minnigalieva R. / Миннигалиева Р.  
Customer Development. Service quality and customer satisfaction 
correlation  . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 

Khalezova S. N., Pochekaeva Y. A. / Халезова С. Н. Почекаева У. А.  
How Innovative Netflix is Selling Itself to the World  . . . . . . . . . . . . 

Харламова Т. А. / Kharlamova T. A.  
Дизайн-мышление в обучении иностранному языку  
в неязыковом вузе  . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 

II. CUSTOMER DEVELOPMENT В ИНДУСТРИИ 
ГОСТЕПРИИМСТВА  . . . . . . . . . . . . . . . . . . . . . . . . . . . . 

Mamykina I., Matasova D. / Мамыкина И., Матасова Д.  
Design thinking in smart house technology  . . . . . . . . . . . . . . . . . 

Shasherina D., Potiakina A. / Шашерина Д., Потякина А.  
Bot-assistants as a method of identifying and satisfying  
the hotel guests needs  . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 

Ushakov A., Egorova V. / Ушаков А., Егорова В.  
Customer Service Improvement Strategy. Hotel Market New Reality  . . . 

Gladysheva V. / Гладышева В.  
Countryside eco-hotel: dream vacation for families and teenagers  . . . . 

Goloborodko V. / Голобородько В.  
The future of Baikal tourism. What do we have to do?  . . . . . . . . . . . .

Gorodilina P., Maksimchenko P. / Городилина П., Максимченко П. 
Development of the event industry in the postcovid period  . . . . . . . . 

Garbar A. / Гарбарь А.  
The impact pf the pandemic Covid-19 on understanding pf the 
requirements of the events’ visitors in Russia  .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .

Semyonov E. / Семёнов Е.  
City branding: Global perspectives   .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .

Bozov A. / Бозов А.  
How design thinking influences the event management   .  .  .  .  .  .  .  .  .  .

Teplykh A. / Теплых А.  
Museums and design thinking  .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .

Yanina A. / Янина А.  
Design thinking approach in events organization during  
the pandemic period   .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .

Moskovskaya D. / Московская Д.  
How can smart hotels technology be used and what are its benefits?   .  .  .

Minazetdinova A. / Миназетдинова А.  
Meeting needs through the use of event trends   .  .  .  .  .  .  .  .  .  .  .  .  .  .  .

III . ДИЗАЙН-МЫШЛЕНИЕ В МАРКЕТИНГЕ .  
КАК ВЫЙТИ ЗА РАМКИ СТЕРЕОТИПОВ  
И СОЗДАТЬ ИННОВАЦИОННЫЙ ПРОДУКТ?   .  .  .  .  .  .  .  .  .  .  .  .  .

Borodenko E., Novichkova V. / Бороденко Е., Новичкова В.  
Design Thinking: the tried-and-true method to getting  
more customers  .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .

Sorokin T. / Сорокин Т.  
Design thinking in marketing —  development of innovative products   .  .

Chkhotua M., Borisova V. / Чхотуа М., Борисова В.  
Design Thinking in Marketing: success stories in the field   .  .  .  .  .  .  .  .  .

Slepysheva A. / Слепышева А.  
Art marketing and design thinking: opportunities and challenges   .  .  .  .

Mikushina A., Danilevich A. / Микушина А., Данилевич А.  
The importance of applying design thinking to the modern stage of 
technology   .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .

Zhuravleva M., Marchenko D. / Журавлева М., Марченко Д.  
Emotional labor in the business digitalization era                            

Leonteva Ya. / Леонтьева Я.  
Design thinking: the approach that makes IKEA successful                  

Nesynova T., Litvinov L. / Несынова Т., Литвинов Л.  
The analysis of design-thinking techniques for start-ups                    

Зернов Д., Быкова А. В. / Zernov D., Bykova A. V.  
К вопросу о дизайн-мышлении в маркетинге                              

IV  ДИЗАЙН В DEEPTECH: СОЗДАНИЕ ТЕХНОЛОГИЙ 
БУДУЩЕГО                                                                      

Pimkina A. / Пимкина А.  
The laws of the Deep Tech: Artificial intelligence  
and minimum waste —  trends in industrial design                            

Пышков Н. / Pyshkov N.  
Концепция подрывных инноваций: закономерности развития 
технологических корпораций                                                

Волкова Н. / Volkova N.  
Применение методов дизайн-мышления в курсе  
иностранного языка для специальных целей                              

Adzhem Ph., Vinogradova V. / Аджем Ф., Виноградова В.  
Design thinking in technologies of future                                      

Shapovalova A., Bachagaeva L. Zaporotskaya O. A. /  
Шаповалова А., Бачагаева Л., Запороцкая О. А.  
New technological solutions: using of drones for delivery                    

Sumaia M. Z., Tiutterina A. / Сумая М. З., Тюттерина А.  
Business idea: saving nature from the plastic disaster                        

Кондрашин Е., Волкова Н.С. / Kondrashin E., Volkova N.S  
Научная фантастика как инструмент дизайн-мышления:  
как изменится форма смартфона в будущем                                

I. Пленарная дискуссия

Customer Development. 
Service quality and 
customer satisfaction 
correlation 

Minnigalieva R. / Миннигалиева Р.,
2-year bachelor student / студентка 2 курса  
бакалавриата  
RANEPA / РАНХиГС при Президенте РФ

Научный руководитель: Фадеева А. Б.,
старший преподаватель ФГ ИОМ РАНХиГС

Abstract. This article explores the correlation between 
service quality and customer satisfaction, and what 
needs today’s guest have. It explores a SERQUAL model 
that helps to measure service quality of the hotel draw-
ing on five key dimensions and therefore improve eve-
ry aspect to fully meet customer’s needs. All five dimen-
sions are examined in the article.

Key words: service quality, customer satisfaction, 

SERQUAL model, service quality dimensions.

Guests in the hospitality business are becoming increas-
ingly in demand. Hotels should establish and exhibit a 
certain level of quality that fits the needs of their cus-
tomers. Guests are always in high demand, but when 
it comes to the hospitality industry, the most impor-
tant aspect to consider is the hotel’s service quality. Be-

Управляя будущим. Дизайн-мышление: как думать иначе

8

cause service quality leads to customer satisfaction, good service qual-
ity strategy must be implemented [1]. Each service provided by the 
hotel will offer value and delight to their guests.

Anwar and Climis (2017) define service quality as a hotel’s capacity 

to meet the expectations of its guests [2]. Many researchers established 
a solid correlation between service quality and guest satisfaction. One 
of the most important and unique qualities of services is that they are 
a process rather than a thing. Because services are intangible, it is dif-
ficult for suppliers to uphold and consumers to measure them. Sever-
al studies have been conducted to identify the dimensions of service 
quality that contribute most prominently to the assessment of ser-
vice quality. Distinguishing factors of service quality is critical since it 
will enable to assess, manage, and then improve customer service [3].

Parasuraman et al. (1985) provided five service quality characteris-

tics that suit as a service quality field, from which SERVQUAL mod-
el elements were obtained [4]. SERVQUAL model is the model that is 
used for measuring service quality and customer satisfaction. It states 
that there is a positive correlation between customer satisfaction and 
five service quality dimensions.

One of the most essential service quality standards for each hotel on 

the market is physical appearance or “tangibles”. It stands for the state 
of equipment, facilities, personnel, the look of building and renova-
tion, the cleanness of rooms and the clean and proper uniform used by 
the employees [5]. The problem with service quality as a hotel’s prod-
uct is that it is impossible to touch or see it as any other goods. There-
fore, tangibles consider the most significant element for the guest. It 
gives physical representation of the services that helps clients to as-
sess the quality.

Another service dimension is responsiveness, in other words —  “a de-

sire to help”. It relates to the organization’s preparedness to resolve 
issues that have arisen, as well as its readiness to deliver fast service. 
If the guest’s request is not responded to on time, it might turn into a 
complaint. Consequently, it is crucial to manage customers’ appeals, 
requests and questions immediately and consciously. It is also valid 
to mention that front-line employees, such as receptionists, waitress-
es, hostesses, and guest relations, must be well-trained and respon-
sive to clients [6].

I. Пленарная дискуссия  

Reliability means that the company follows through on its promis-

es, such as those regarding delivery, service supply, issue resolution, 
and pricing policy. Clients are more likely to collaborate with compa-
nies who follow through on their promises about service outcomes [7].

Empathy stands for caring and individualized attention that the 

company provides to its customers [8]. Many clients would be ready to 
pay extra for responsive employees, hotel staff who managed difficul-
ties efficiently and were sensitive to guests’ demands had a major com-
petitive edge. Empathy isn’t only a nice thing to show; it may also help 
generate more money [9].

Equally important to the above dimensions is assurance. The dem-

onstration of the hotel’s trust- and money- worthiness is critical [10]. 
This aspect is especially important for services that customers perceive 
to be high-risk or for services where the outcome seems unknown to 
the client [11].

Customer satisfaction is something that is really important in to-

day’s world. If a customer is disappointed, they will not return and will 
not purchase the service a second time. All of the things that the com-
pany undertakes to improve service quality can come to nothing if the 
consumer leaves the hotel unsatisfied [3].

Fulfilling consumer requests remains the most difficult challenges 

today, more than ever before. Kotler and Armstrong (2001) outlined the 
successful modern customer-oriented organization chart [12]. Custom-
ers are at the top of the chart, followed by front-line staff, who greet, 
meet, serve, and satisfy customers; third, middle management, whose 
responsibility is to support front-line employees so that they can pro-
vide the expected service quality; and finally, top management, who 
should support the middle management [13]. Therefore, putting guest 
first —  is the key to success in meeting customer needs.

Speed has become the most valued and new competitive advantage 

in many sectors. The product life cycle is being reduced from years to 
weeks as technology advances. Real-time responsiveness is anticipated 
24 hours a day, seven days a week. The consumer in the hospitality in-
dustry desires speed [14]. Consumers remain in control of their infor-
mation since they have access to it at any time and from any location. 
The increasing use of the Internet to shop, make decisions, and pur-
chase underscores the connection between speed and consumer satis-

Управляя будущим. Дизайн-мышление: как думать иначе

10

faction and service expectations. Consumers are growing more savvy, 
with the gap between the professional seller and the informed con-
sumer narrowing [15].

Taking all the above into account, it is easy to distinguish main 

guest satisfaction scores and their requests. To measure the service 
quality of the hotel and therefore customer satisfaction the manage-
ment should pay attention to the responsiveness and empathy of their 
staff, the quality of tangibles, the reliability and assurance of the com-
pany itself. It also helps to identify areas for the improvement. The top 
priority for the hotel in order to meet customer needs consider to be 
putting guest first and the speed in solving technical issues, providing 
services and responding to every request.

References

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N. M. (2019). This study examines the antecedents and the effects of 
knowledge management and information technology in the manufac-
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2. Prabhu, M., Abdullah, N. N. & Mohan, M. G. (2019). An Empirical 

Study on the Satisfaction Level of National and International Tourists 
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3. Anwar, G., & Surarchith, N. K. (2015). Factors Affecting Shop-

pers’ Behavior in Erbil. International Journal of Social Sciences & Ed-
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4. Parasuraman A P., Zeithaml V. A., Berry L. L. (1985). A Conceptu-

al Model of Service Quality and Its Implications for Future Research. 
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iness of implementing e-learning. CUSTOS E AGRONEGOCIO ON-
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tween Work Engagement and Job Satisfaction in Private Companies in 
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ment and Science, 3(12), 239944.

I. Пленарная дискуссия  

7. Anwar, K., & Climis, R. (2017). Analyzing the relationship between 

types of advertisement and customer choice: a study of retailer stores 
in erbil. The International Journal of Accounting and Business Socie-
ty, 25(2).

8. Konate S., Diallo O. S. (2021). The role of customer satisfaction in 

retaining customer loyalty.

9. Yu D. & Timmerman J. (2014). From Economy to Luxury, What 

Matters Most to Hotel Guests. https://news.gallup.com/businessjour-
nal/175568/economy-luxury-matters-hotel-guests.aspx.

10. Anwar, K., Louis, R. (2017). Factors Affecting Students’ Anxiety in 

Language Learning: A Study of Private Universities in Erbil, Kurdistan. 
International Journal of Social Sciences & Educational Studies, 4(3).

11. Anwar, G., & Abdullah, N. N. (2021). The impact of Human re-

source management practice on Organizational performance. Interna-
tional journal of Engineering, Business and Management, 5.

12. Kotler P., Armstrong G. (2001). Principles of Marketing. Emerald 

Group Publishing Limited.

13. Anwar, K., & Balcioglu, H. (2016). The relationship between 

transformational leadership characteristics and effectiveness: A case 
study of construction companies in Erbil. International Journal of Sci-
ence Technology and Management, 5(2), 250–256.

14. Hameed, A. A., & Anwar, K. (2018). Analyzing the Relationship 

between Intellectual Capital and Organizational Performance. Interna-
tional Journal of Social Sciences & Educational Studies, 4(4).

15. Anwar, K., & Ghafoor, C. (2017). Knowledge management and or-

ganizational performance. International Journal of Social Sciences & 
Educational Studies, 4(2).

How Innovative Netflix  
is Selling Itself to the World

Khalezova S. N., Pochekaeva Y. A. / 
Халезова С. Н. Почекаева У. А.,
3-year students / студентки 3 курса бакалавриата
RANEPA / РАНХиГС при Президенте РФ

Abstract. Netflix is considered as the world’s leading 
streaming entertainment service which has turned over 
the concept of ordinary television. To reach such pop-
ularity, the company entered design thinking —  a busi-
ness buzzword that is changing a company’s approach 
to generating ideas and developing effective responses 
to challenges. In the present article we would like to ex-
plain the innovativeness of Netflix, introduce key tools 
the company has applied to beat its rivals and show the 
way how they adjust to unexpected difficulties in the 
world.

Keywords: design thinking, innovative product, tele-

vision, marketing.

Nowadays it is almost impossible for companies to reach 
the top in business without introducing innovative ide-
as, adapting to its target audience and thinking out-
side the box. Netflix is not an exception —  a company 
is considered to be the world’s leading premium media 
streaming platform, operating in nearly every country in 
the world. It was one of the first players in the stream-
ing industry when it introduced an innovative decision 
and switched from using a hardware device to streaming 
data in 2007. The bet has paid off with hundreds of mil-

I. Пленарная дискуссия  

lions of subscribers worldwide. It is important to mention that a com-
pany has become successful by implementing tools of design thinking. 
Moreover, it repeatedly leveraged it to emerge as an industry giant. 
Each of Netflix’s major updates was in response to customers’ needs 
and driven by an effective design thinking process.

The subject of this article is to study why Netflix is considered to be 

an innovative product, what tools were implemented to become a gi-
ant in the world of television streaming services and how it helped to 
bring a company to a new level. We will also focus on some challeng-
es that the company faced along the way and consider solutions they 
proposed to overcome all those difficulties.

What is Netf lix and how it works

Netflix is the unique major streaming option for home television au-
diences. When it launched nearly 20 years ago, Netflix was a subscrip-
tion-based DVD service that would mail DVDs straight to your house. 
But in 2007 Netflix debuted its streaming service, enabling audiences 
to watch thousands of on-demand TV shows and movies ad-free. Ten 
years later Netflix became one of the biggest names in the entertain-
ment industry, producing critically acclaimed TV shows and movies 
and hosting original comedy specials.

Netflix now offers up a wide range of content across every genre a 

user can imagine. From full seasons of today’s hottest TV shows to 
classic movies, Netflix has more entertainment than it could be ever 
possibly watched. Other streaming services, like Amazon Prime Vid-
eo and Disney Plus, have grown to become serious competitors as well. 
Even so, Netflix remains a serious competitor.

Why does Netflix attract people? The answer is simple —  it not only 

has one of the most extensive libraries of any streaming service, but 
it’s also one of the easiest to use. Once a person signs up and logs in, 
he is greeted with a user-friendly interface that lists popular shows to 
watch, as well as breakdowns by category. As a user watches more mov-
ies and shows, Netflix will begin recommending new shows based on 
a watching history. These can be hit or miss, so it’s generally better to 
get recommendations from friends or trusted websites. There is also a 
button “Play Something” on the mobile and TV apps, and Netflix will