서비스마케팅믹스의 7P’s를 활용한 새로운 서비스블루프린트 제안에 관한 연구

Abstract

국문초록

서비스(Service)가 가지고 있는 무형성, 동시성, 이질성, 소멸성 등의 특성은 서비스를 디자인하는데 어려움을 준다. 때문에 서비스디자인(Service design)시 방법론(Tool kit)을 활용한 체계적인 개발을 필요로 한다. 서비스디자인의 대표적인 방법론 중 하나인 서비스블루프린트(Service Blueprint)는 유, 무형의 서비스디자인의 구성요소들과 그 상호작용을 한 눈에 볼 수 있다는 목적과 장점을 가지고 있다. 하지만 현 블루프린트의 구성요소들은 서비스시스템의 요소들을 모두 아우르는데 부족함이 있어, 많은 서비스디자인 전문회사들은 그들만의 응용된 서비스블루프린트를 사용하고 있다. 이에 서비스시스템(Service system)의 요소들을 좀 더 포괄적으로 아우를 수 있는 새로운 서비스블루프린트를 제안하고자 한다. 본 연구에서는 서비스블루프린트 구성요소보다 좀 더 세분화된 서비스 마케팅믹스 7P`s(Product, Price, Place, Promotion, People, Physical Evidence, Process)를 서비스블루프린트의 구성요소에 접목한 새로운 서비스 마케팅믹스가 더 포괄적인 서비스 시스템의 내용을 담을 수 있을 것이라는 가설아래 목적을 설정하고 새로운 서비스7P`s블루프린트를 제안하였다. 가설의 근거는 아래와 같다. 첫 번째 서비스마케팅믹스 7P`s와 서비스블루프린트는 서비스 구성요소들의 집합이며 그 상호관계를 고려한다는 공통점을 가지고 있다. 두 번째 서비스전문 디자인 그룹에서 응용하여 사용하고 있는 서비스블루프린트들의 분석을 통해 응용된 서비스블루프린트들의 구성요소가 7P`s의 7개 키워드(Keyword)와 매우 유사함을 알 수 있다. 세번째 수 십년간 연구된 마케팅분야 연구의 수혈로 아직 연구의 깊이가 다소 얕은 서비스디자인방법론이 더 탄탄해질 수 있다. 이에 서비스마케팅믹스 7P`s의 7개 Keyword와 성격을 새로 제안할 서비스블루프린트의 구성요소로 제안해보고, 새로운 서비스 블루프린트가 기존보다 진화된 서비스블루프린트로써 효용이 있는지 연구하였다. 연구방법으로 기존 서비스블루프린트의 부족한 점을 응용하여 사용하고 있는 국, 내외 전문 서비스디자인 회사들의 서비스블루프린트 사례를 찾아 새로 제안할 서비스블루프린트의 방향을 정하고, 방향에 따라 새로운 서비스블루프린트를 제안한다. 서비스시스템 사례를 통해 기존 서비스블루프린트와 새로운 서비스블루프린트를 작성하고, 서비스디자인을 접하여본 관련 업종 종사자에게 평가설문을 의뢰하여 실제 실무에 새로 제안할 서비스블루프린트를 사용시 그 효용이 있는지 객관적인 평가를 받고, 결과를 도출한다. 위 연구절차와 방법을 통해 도출된 새로운 서비스7p`s블루프린트의 효용은 아래와 같다. 첫 번째로 포괄성 부분에서 기존 서비스블루프린트보다 서비스의 요소들을 더 많이 담아내고 있다. 기존 서비스 블루프린트의 구성요소는 Physical evidence, Onstage, Backstage, Customer action, Support process로 물리적증거, 프로세스간의 상호관계에 집중되어 있는 반면, 제안한 7P`s블루프린트는 프로세스를 진행하는 사람과 서비스가 행해지는 목적, 감정변화선이 망라되어, 더 다양한 서비스 요소들의 상호관계를 한 눈에 파악할 수 있다. 두 번째로 정확성 부분에서 비교해보고자 한다. 서비스 블루프린트는 사용자가 경험하는 터치포인트를 Physical evidence, Place, Promotion으로 구분하였다. Physical evidence라는 큰 범주를 제시하고 있는 기존 블루프린트보다 더 정확한 인사이트 도출과, 아이디어 적용이 가능하다. 또한 Action을 수행하는 사람의 캐릭터도 설정하여 People에 제시하고 있어, 특정 캐릭터의 특징을 주지하고 서비스를 이해할 수 있다. 감정변화를 컬로로 표현한 감정선을 Process에 넣어 Pain poin는 어느 Context에서 발생하는지 더 정확하게 알 수있다. Input과 Output은 서비스의 목적과 그 목적을 이루는 단계를 정확히 명시하여, 이를 주지하고 서비스를 디자인할 수 있도록 한다. 본 연구는 서비스디자인분야 외에도 서비스마케팅 분야의 시각에서도, 사용자의 경험여정에 따라 7P`s요소들을 사용자의 여정에 따라 배열함으로써 스토리가 있는 마케팅 전략구사가 가능하며, 구성요소간의 상호관계를 파악하기 쉬운 하나의 방법론이 될 수 있을 것이다.|ABSTRACT

Suggestion on new service blueprint using service marketing mix 7P`s - As shown in blood donation service system -

Han, Soojoung Dept. of Industrial Design The Graduate School of Industrial Engneering, Management & Design Hanyang University

The characteristics such as intangibility, simultaneity, heterogeneity, and perishability of being possessed by service gives difficulty to designing service. Thus, there is a need of systematic development with the application of methodology(tool kit) given service design. The Service Blueprint, which is one of representative methodologies in service design, has objective and merit as saying of being available for seeing components and its interaction in tangible and intangible service design at a glance. However, the components of the current blueprint are lacking in covering all of elements in service system. Thus, many service-design specializing companies are using their own applied service blueprint. Accordingly, new service blueprint aims to be proposed that can cover more comprehensively the elements of service system. This study established objective under the hypothesis as saying that new service marketing mix, which integrated the more segmented service marketing mix 7P`s(Product, Price, Place, Promotion, People, Physical Evidence, Process) than the components of service blueprint, into the components of service blueprint, will be able to contain the more contents of service system, and suggested new service 7P`s blueprint. The grounds of hypothesis are as follows. Firstly, the service marketing mix 7P`s and the service blueprint are a gathering of service components, and have a common point as saying of considering its interrelation. Secondly, the components of service blueprints, which were applied through analyzing service blueprints that the service specializing design group applies and uses, can be known to be very similar to 7 key words in 7P`s. Thirdly, it may get stronger in service design methodology that is a little shallow yet in depth of a research owing to blood transfusion in a research of marketing field, which has been performed for decades. Accordingly, it tried to present characters of 7 key words in service marketing mix 7P`s as the components of service blueprint, which will be proposed newly, and researched into whether the new service blueprint has utility as the service blueprint, which was advanced more than before. As for a research method, it searches for a case of service blueprint in the specialized service design companies at home and abroad, which are using by applying insufficient point of the existing service blueprint, decides on direction of service blueprint, which will be proposed newly, and suggests new service blueprint according to direction. It prepares the existing service blueprint and the new service blueprint through a case of service system, asks the evaluation questionnaire of a practician in relevant business category, who ever faced service design, receives objective evaluation on whether there is its utility given using service blueprint, which will be newly presented to the actual business, and then elicits a result. The following are utilities of new service 7p`s blueprint, which were elicited through the above research procedure and method. Firstly, more elements of service are being contained than the existing service blueprint in a part of inclusiveness. The components of the existing service blueprint include Physical evidence, Onstage, Backstage, Customer action, and Support process, thereby being concentrated on the physical evidence and the process-based interrelation. On the other hand, the proposed 7P`s blueprint is covered a person, who progresses process, an objective of being performed service, and an emotional changing line, thereby being available for grasping correlation among more diverse service elements at a glance. Secondly, the aim is to compare in a part of accuracy. The service blueprint divided the touch point that a user experiences into Physical evidence, Place, and Promotion. It is available for eliciting more accurate insight and applying idea than the existing blueprint, which is suggesting big category called Physical evidence. Also, it established even character of a person, who performs action, and proposes it to people, thereby being available for knowing feature of specific character and understanding service. It is available for knowing more accurately from which context the pain point takes place by putting emotional line, which expressed emotional change with color, in process. Input and Output definitely state the objective of service and the phase of being achieved the objective, thereby making it available for designing service with knowing this. This study arranges 7P`s elements depending on user's routing in accordance with user's experience routing even in a sight of service marketing field just other than service design field, thereby being available for freely using a marketing strategy of having a story, and being likely to possibly become one methodology that is easy for grasping correlation among components.; ABSTRACT

Suggestion on new service blueprint using service marketing mix 7P`s - As shown in blood donation service system -

Han, Soojoung Dept. of Industrial Design The Graduate School of Industrial Engneering, Management & Design Hanyang University

The characteristics such as intangibility, simultaneity, heterogeneity, and perishability of being possessed by service gives difficulty to designing service. Thus, there is a need of systematic development with the application of methodology(tool kit) given service design. The Service Blueprint, which is one of representative methodologies in service design, has objective and merit as saying of being available for seeing components and its interaction in tangible and intangible service design at a glance. However, the components of the current blueprint are lacking in covering all of elements in service system. Thus, many service-design specializing companies are using their own applied service blueprint. Accordingly, new service blueprint aims to be proposed that can cover more comprehensively the elements of service system. This study established objective under the hypothesis as saying that new service marketing mix, which integrated the more segmented service marketing mix 7P`s(Product, Price, Place, Promotion, People, Physical Evidence, Process) than the components of service blueprint, into the components of service blueprint, will be able to contain the more contents of service system, and suggested new service 7P`s blueprint. The grounds of hypothesis are as follows. Firstly, the service marketing mix 7P`s and the service blueprint are a gathering of service components, and have a common point as saying of considering its interrelation. Secondly, the components of service blueprints, which were applied through analyzing service blueprints that the service specializing design group applies and uses, can be known to be very similar to 7 key words in 7P`s. Thirdly, it may get stronger in service design methodology that is a little shallow yet in depth of a research owing to blood transfusion in a research of marketing field, which has been performed for decades. Accordingly, it tried to present characters of 7 key words in service marketing mix 7P`s as the components of service blueprint, which will be proposed newly, and researched into whether the new service blueprint has utility as the service blueprint, which was advanced more than before. As for a research method, it searches for a case of service blueprint in the specialized service design companies at home and abroad, which are using by applying insufficient point of the existing service blueprint, decides on direction of service blueprint, which will be proposed newly, and suggests new service blueprint according to direction. It prepares the existing service blueprint and the new service blueprint through a case of service system, asks the evaluation questionnaire of a practician in relevant business category, who ever faced service design, receives objective evaluation on whether there is its utility given using service blueprint, which will be newly presented to the actual business, and then elicits a result. The following are utilities of new service 7p`s blueprint, which were elicited through the above research procedure and method. Firstly, more elements of service are being contained than the existing service blueprint in a part of inclusiveness. The components of the existing service blueprint include Physical evidence, Onstage, Backstage, Customer action, and Support process, thereby being concentrated on the physical evidence and the process-based interrelation. On the other hand, the proposed 7P`s blueprint is covered a person, who progresses process, an objective of being performed service, and an emotional changing line, thereby being available for grasping correlation among more diverse service elements at a glance. Secondly, the aim is to compare in a part of accuracy. The service blueprint divided the touch point that a user experiences into Physical evidence, Place, and Promotion. It is available for eliciting more accurate insight and applying idea than the existing blueprint, which is suggesting big category called Physical evidence. Also, it established even character of a person, who performs action, and proposes it to people, thereby being available for knowing feature of specific character and understanding service. It is available for knowing more accurately from which context the pain point takes place by putting emotional line, which expressed emotional change with color, in process. Input and Output definitely state the objective of service and the phase of being achieved the objective, thereby making it available for designing service with knowing this. This study arranges 7P`s elements depending on user's routing in accordance with user's experience routing even in a sight of service marketing field just other than service design field, thereby being available for freely using a marketing strategy of having a story, and being likely to possibly become one methodology that is easy for grasping correlation among components.