서브퀄(SERVQUAL)과 서비스블루프린트의 통합모델 연구

초록

As the current industrial framework is transforming into a knowledge and service based paradigm instead of the past industrial age, the service business sector is facing intense competition. Keeping pace with the rapidly changing market trends, diverse methodological researches have been conducted to comprehend how service products can satisfy consumer needs. SERVQUAL and service blueprint are main representative methodologies for service marketing and service design respectively. Service marketing and service design have the common ground that both activities aim at estimating customer satisfaction level. The two areas are, however, different from each other in characteristics and purposes while showing their own merits and demerits separately. This thesis starts from a hypothesis; balancing between service marketing and service design, a conceptually new integrated model can be created based on convergence and mutual supplementation of the two concepts. First of all, this dissertation analyses characteristics of service marketing and service blueprint through theological consideration, and assesses structures and properties of their subordinate concepts: SERVQUAL and service blueprint. Then, this research suggests an integrated model in which the existing service blueprint is developed and supplemented with SERVQUAL by organizing the two methodologies into a comprehensive system. The final objective of this thesis is to demonstrate the feasibility and expected outcomes of this study with practical examples of the implemented model.

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