전시서비스 관람객 경험향상에 관한 연구: 고객여정지도를 중심으로

초록

Recently, the exhibition industry has gotten a great amount of attention as a high value-added industry due to its great ripple effect on the national economy. Despite recent ostensible quantitative growth of the industry including development and expansion of exhibition facilities, auxiliary facilities and transportation infrastructures, it is required to enhance substantial qualitative growth such as development of rich exhibition contents, satisfactory service, and cost-efficient services. Therefore, in this study, an efficient and effective exhibition service analysis methodology is proposed not only to enhance customer experience but also to prosper the exhibition industry. the proposed method is developed by taking advantages of various service design methods. Since customer experience is holistically developed by integrating every service feeling created at each service touch point, it is essential to identify how to deliver the exhibition service to customers, and what constitute the service delivery process. In this study, in order to identify the service delivery process, the customer Journey Map(CJM) is used to analyze exhibition customer experience building process with focusing on direct and indirect service interaction point, called service touch points. In addition, the Service Clue method is also utilized with CJM in order to identify the key service factors of the service touch points. Field study based research result shows that the proposed method is useful in identification of key service factors of each touch point as well as the service experience building process. It is also useful in prevention of service failure may occur at touch points. Moreover, the proposed method is able to enhance the service experience efficiently and effectively by improving key service factors. It is believed that the proposed service design method can be used in other service area so as to enhance customer experience.

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