서비스 청사진을 통한 대학로 소극장 서비스 프로세스 및 소비자 만족도 개선 방안 연구

초록

Daehak-Ro is a Korea’s representative performing arts place where many performances are created, distributed and consumed. In particular, more than 80% of these performances are small theater ones. However, business environment of such small theater performance tends to be aggravated due to high expenditure for rent and payroll. In addition, customer development and maintaining is also difficult due to rising competition. In this study, small theater service process is analyzed using the service blueprint technique in order to improve customer satisfaction for the Daehak-Ro theater performances. First, service touch points and its supporting service functions are identified according to customer’s activities and service delivery process over time. Then, from the customer’s point of view, supporting service functions are classified into two groups, visible functions and invisible ones. Next, several potential service failure points and waiting points causing customer’s dissatisfaction are obtained. Finally, several service failure prevention strategies are proposed in order to improve customer satisfaction.

키워드