DOI QR코드

DOI QR Code

Development of the Job Mapping Diagram for a Service Design

서비스 설계를 위한 Job Mapping Diagram 개발

  • Oh, Hyung-Sool (Dept. of Industrial and Management Engineering, Kangwon National University) ;
  • Yoo, Jung-Sang (Dept. of Industrial and Management Engineering, Gachon University)
  • 오형술 (강원대학교 산업경영공학과) ;
  • 유정상 (가천대학교 산업경영공학과)
  • Received : 2013.01.29
  • Accepted : 2013.02.23
  • Published : 2013.02.28

Abstract

Depending on point of view, a service can be defined as interactions between customers and service providers or service delivery processes or customer's experiences. To develop and design a new service, the most of approaches presented in the previous researches represent a service mainly by the interactive activities or functions between customers and providers. The critical features of services which differentiate services from physical products are the inseparability that production and consumption occur at the same time and the heterogeneity that each customer ask their requirements to providers. To reflect the characteristics on the service model, we have to include contextual features in the service model. For the purpose, we define a service as the process of solving the customer's problems and a service is structured into three components: contacts, informations, and activities. We suggest the job mapping diagram to model a service process by the three components and then apply it to a hotel service process and compare the result with it of a blueprint.

서비스는 고객과 서비스 제공자 간의 상호작용이나 서비스 전달 프로세스 또는 고객에게 경험을 제공하는 것으로 관점에 따라 다양하게 정의된다. 이처럼, 다양하게 정의되는 서비스의 개발이나 설계를 위한 기존의 서비스 모델링 방법들은 서비스를 고객과 서비스 제공자 간의 활동 또는 기능 위주로 표현하고 있다. 서비스가 물리적인 제품과 구별되는 가장 큰 특징은 생산과 소비가 동시에 발생하는 동시성과 고객들마다 요구와 성향이 다른 이질성이다. 이러한 서비스만의 특성을 모델에 반영하여 서비스의 질을 높이기 위해서는 서비스가 이루어지는 상황 특성을 반영할 수 있는 방법이 필요하다. 이런 목적으로, 논문에서는 서비스를 고객이 가지고 있는 문제를 해결해가는 프로세스로 정의하고, 문제를 해결해가는 과정의 상황특성을 반영하기 위해 서비스 프로세스를 접촉, 정보, 활동 3가지 요소로 구조화한다. 또한 본 논문에서는 서비스 프로세스를 3가지 구성요소로 모델링하는 Job 매핑 다이어그램을 제시하였으며, 이를 호텔 서비스 사례에 적용하여 블루프린트에 의한 모델링 결과와 비교하였다.

Keywords

References

  1. L. Patricio, R. P. Fisk and J. F. Cunha, "Designing Multi-Interface Service Experiences: The Service Experience Blueprint," Journal of Service research, Vol. 10, 4, pp. 318-334, May 2008. https://doi.org/10.1177/1094670508314264
  2. L. Patricio and J. F. Cunha, "Requirements engineering for multi-channel services: the SEB method and its application to a multi-channel bank," Requirements Engineering, Vol. 14, pp. 209-227, July 2009. https://doi.org/10.1007/s00766-009-0082-z
  3. L. Patricio, R. P. Fisk, J. F. Cunha and L. Constantine, "Multilevel Service Design: From Customer Value Constellation to Service Experience Blueprinting," Journal of Service research, Vol. 14, 2, pp. 180-200, May 2011. https://doi.org/10.1177/1094670511401901
  4. S. L. Vargo and R. F. Lusch, "Evolving to a New Dominant Logic for Marketing," Journal of Marketing, Vol. 68, 1, pp. 1-17, Jan. 2004.
  5. H.-J. Bullinger, K.-P. Fahnrich, and T. Meiren, "Service engineering- methodical development of new service products", Int. J. Production Economics, Vol. 85, pp. 275-287, Sep. 2003. https://doi.org/10.1016/S0925-5273(03)00116-6
  6. B. Edvardsson and J. Olsson, "Key concept for new service development," The Service Industries Journal, Vol. 16, 2, pp. 140-164, 1996. https://doi.org/10.1080/02642069600000019
  7. C. T. Ennew and M. R. Binks, "Good and bad customers: the benefits of participating in banking relationship," International Journal of Bank Marketing, Vol. 14, 2, pp. 5-13, 1996.
  8. C. R. Martin, D. A. Horne and A. M. Schultz, "The business-to-business customer in the service innovation process," European Journal of Innovation Management, Vol. 2, 2, pp. 55-62, 1999. https://doi.org/10.1108/14601069910269772
  9. S. H. Jeon, J. G Kim, and C. C. Lee, "A Study on Success Factors of Online Communities from the Perspective of Service Quality: Based on SERVQUAL Model," Journal of The Korea Society of Computer and Information, Vol. 15, No. 7, pp. 125-134, July 2010. https://doi.org/10.9708/jksci.2010.15.7.125
  10. D. S. Chang, Y. H. Noh, and D. B. Kim, "The Service Quality of Home Trading System: Its Impact on Customer Satisfaction and Loyalty," Journal of The Korea Society of Computer and Information, Vol. 17, No. 7, pp. 175-184, July 2012. https://doi.org/10.9708/jksci.2012.17.7.175
  11. S. S. Tax and I. Stuart, "Designing and Implementing New Services: The Challenges of Integrating Service Systems," Journal of Retailing, Vol. 73, 1, pp. 105-134, Spring 1997. https://doi.org/10.1016/S0022-4359(97)90017-8
  12. G. L. Shostack, "How to Design a Service," European Journal of Marketing, Vol. 16, 1, pp. 49-63, Dec. 1993.
  13. G. L. Shostack, "Designing Services That Deliver," Harvard Business Review, Vol. 62. 1, pp. 133-139, Jan. 1984.
  14. A. Parasuraman, V.A. Zeithaml, and L.L. Berry, "A conceptual model of service quality and its implications for future research," Journal of Marketing, Vol. 49. 4, pp. 41-50, Autumn 1985.
  15. T. Baltacioglu et al., "A New Framework for Service Supply Chains," The Service Industries Journal, Vol. 27. 2, pp. 105-124, Mar. 2007. https://doi.org/10.1080/02642060601122629
  16. S. W. Lee and Y. S. Kim, A Product-Service Systems Design Method Integrating Service Function and Service Activity and Case Studies, Proceedings of CIRP IPS2 Conference 2010, pp. 275-282, Linkoping University, Sweden, Apr. 14-15, 2010.
  17. T. P. Hill, "On goods and services," Review of Income and Wealth, pp. 315-318, Dec. 1977.
  18. C. Gronroos, "Service Management and Marketing: Manag in service competition," Lexington Books, 1990.
  19. J. A. Fitzsimmons, and M. J. Fitzsimmons, "Service Managemen," McGraw-Hill, 2001.
  20. http://researchweb.watson.ibm.com/ssme/services.html
  21. T. Hara, T. Arai1 and Y. Shimomura, A Method to Analyze PSS from the Viewpoints of Function, Service Activity, and Product Behavior, Proceedings of the 1st CIRP Industrial Product-Service Systems (IPS2) Conference, pp. 180-185, Cranfield University, England, Apr. 1-2, 2009.
  22. N. Boughnim and Yannou, Using Blueprinting Method for Developing Product-Service System, Proceedings of International Conference on Engineering Design, pp. 1-16, Melbourne, Aug. 15-18, 2005.
  23. M. J. Bitner, A. L. Ostrom, and F. N. Morgan, "Service Blueprinting: A Practical Technique for Service Innovation," California Management Review, Vol. 50, 3, pp. 66-94, Spring 2008. https://doi.org/10.2307/41166446
  24. R. Aebersold and A. Schafer, Service Innovation and Storytelling: result from a case study, International Service Innovation Design Conference Proceedings, pp. 276-284, Dongseo University, Korea, Oct. 2008.
  25. S. K. Moon, T. W. Simpson, J. Shu, and S. R. T. Kumara, "Service Representation for Capturing and Reusing Design Knowledge in Product and Service Family using Object-Oriented Concepts and an Ontology," Journal of Engineering Design, Vol. 20, 4, pp. 413-431, July 2009. https://doi.org/10.1080/09544820903151723
  26. S. K. Moon, T. W. Simpson, J. Shu, and S. R. T. Kumara, "A module-based service model for mass customization: Service family design," IIE Transactions, Vol. 43, 3, pp. 153-163, Jan. 2011.
  27. L. A. Bettencourt, "Service Innovation: How to Go from Customer Needs to Breakthrough Services," McGraw-Hill Professional, 2010.
  28. L. A. Bettencourt and A. W. Ulwick, "The customer-centered innovation map," Harvard Business Review, Vol. 86, 5, pp. 109-114, May 2008.
  29. C. H. Lim, K. J. Kim, Y. S. Hong and K. Park, "PSS Board: a structured tool for product-service system process visualization," Journal of Cleaner Production, Vol. 37, pp. 42-53, Dec. 2012. https://doi.org/10.1016/j.jclepro.2012.06.006
  30. K. T. Ulrich, "The role of product architecture in the manufacturing firm," Research Policy, Vol. 24, 419-440, May 1995. https://doi.org/10.1016/0048-7333(94)00775-3
  31. J. M. Tien, "Services: A System's Perspective," IEEE Systems Journal, Vol. 2, 1, pp. 146-157, Mar. 2008. https://doi.org/10.1109/JSYST.2008.917075
  32. I. Alam, "A customer-oriented new service development process," Journal of Services Marketing, Vol. 16, 6, pp. 515-534, 2002. https://doi.org/10.1108/08876040210443391
  33. Service management Research Ins., "Service Management-Operations, Strategy And Information /Technology(5e)," Hankyungsa, p. 89, 2006.