서비스 디자인 방법론을 통한 백화점의 서비스 개선 사례연구

초록

The purpose of this study is to promote academic understanding in terms of service design by introducing various service design methods for service innovation. Furthermore, this study offers successful business application plan of service design by analyzing “A” department store case, which is focused on customer service based on customer-centered management. “A” department store, one of top store in Korea, won an award ‘The 1st service design competition’ hosed by Korean Standards Association, applied various service design methodologies to business by setting up a service concept refers to customers who bring children to the department store. Their difficulties in using department store service was significantly improved by utilizing service design methodologies. Therefore, the level of customer’s satisfaction, specially at women in their thirties, increased by 5.4% compared to the same period last year, and that the using rate of baby carriage on weekend increased 13.3%. Therefore, children’s shop sales also increased. By doing so, “A” department store could minimize customer inconveniences and increase customer satisfaction. As this study shows in the case of service improvement of “A” department store, service design will be effectively used by conceptualizing, prototyping, and visualizing customers needs for various forms of service providers, such as hotel, airport, department store, hospital, public office and convention center, to create customer satisfaction and value innovation.

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