초록 열기/닫기 버튼
본 연구는 고객경험관리(CEM)에 대한 이해를 바탕으로 가스과학관 전시서비스 운영에 있어 서비스를향상시키고, 관람자 만족을 높이기 위해 어떤 이론적 개념을 적용해야 하는지, 그리고 운영전략 및 실행방안에따라 어떠한 운영관리 방법론을 적용하는 것이 적합한지를 제시하는데 그 목적이 있다. 연구방법으로 본원적인전시서비스를 포함하여 고객이 경험하는 모든 서비스를 균형적으로 향상시키기 위하여 고객경험을 직접측정조사 하고 평가가 가능한 서비스 경험실사 방법을 적용하였으며, 이를 통해 개선이 필요한 관람자 경험의접점이 어디인지 그리고 개선이 필요한 운영요소에 대한 제안을 가능하게 하였다. 연구는 고객경험관리를구체적으로 실행하기 위해 단계별로 이루어졌다. 첫 단계로 가스과학관에 서비스 경험실사기법 (WtA: Walkthrough Audit)을 적용하여 사례연구를 진행하였고, WtA를 적용하기 위해 연구자는 직접 가스과학관의전시서비스를 반복적으로 경험하였으며, 직접적인 경험을 바탕으로 두 번째 가스과학관 전시서비스의청사진(Service Blue Print)을 파악하고, 세 번째 관람자이동 경로분석(Customer Journey Analysis)을 통해관람자 경험에 유의미한 영향을 미치는 총 8개의 접점(Moment of Truth)을 식별할 수 있었다. 마지막으로식별된 접점별 관람자와 관계자의 서비스에 대한 인식차이를 WtA를 적용하여 확인하였다. 고객경험관리의관점에서 가스과학관의 전시서비스를 위의 총 세 단계를 통해 살펴보았을 때, 가스과학관 방문과 입장을시작으로 고객경험 접점에서 관람객과 직원 간에 제공되는 서비스에 대한 인식의 차이가 큰 것을 알 수 있었다. 또한 반대로 가스과학관은 관람자에게 다양한 전시프로그램 및 체험 활동을 제공하고 있었으며, 이를 통해관람자들은 가스과학관만의 차별적이고, 인상적인 전시서비스를 경험할 수 있었다. 따라서 가스과학관이관람자의 경험관리 차원에서 이러한 프로세스를 보완할 수 있다면 가스과학관의 전시서비스 품질은 더욱향상될 수 있을 것이다. 이와 같이 본 연구는 고객경험관리기법을 과학관이라는 실무사례에 적용하므로 보다명확하고 폭넓게 고객경험관리를 이해할 수 있는 기반을 마련하였다는 점에서 연구 의의가 있다.
In this study, a case study was conducted by applying walk-through audit (WtA) to the gas science museum based on understanding related to customer experience management. In order to apply WtA, the researcher repeatedly carried out walk-through audit in the gas science museum and based on direct experience, analyzed service blue print of the gas science museum and identified 8 moments of truth that had significant influence on the visitor's experience. WtA analysis was applied to the perception difference between the visitor and employees per identified moment of truth for verification. The results of analysis were, first, from the perspective of customer experience management (CEM), the gas science museum offered various exhibitions programs and experiential activities and visitors were able to experience unique and impressive exhibition services of gas science museum. However, viewing and experiencing exhibitions in the service process usually provides unilateral education rather than the participation of visitors so there was an extremely big difference in the perspectives between the experience of the visitor and the service provided by the official and following such, it was verified that it had a negative impact on the significant experience of the visitor. Therefore, if the gas science museum is able to complement such processes from the experience management aspect of the visitor, the quality of the gas science museum's exhibition service would enhance further. As such, this study implies that understanding customer experience management (CEM) more accurately and comprehensively is critical to an actual science museum. Moreover, this study aims to enhance the service with regards to the operation of the gas science center’s exhibition service, by determining which theoretical concept has to be applied in order to increase the visitors’ satisfaction and proposing which operation and management methodology would be appropriate. As an operation and management methodology that corresponded to such research objective, this study proposed improving the exhibition service through managing customer experience. It was confirmed through conceptual study that when a visitor who is also a customer of the exhibition service evaluates the quality of the exhibition service, not only the fundamental service of the exhibition but also the evaluation of ancillary factors experienced during the course of delivering the exhibition service acted as important factors (Kim Han Shin, 2006). In other words, visitors are only satisfied when they undergo significant experience in the process of the entire service. This signifies that there is a need for a balanced operation and management of the exhibition service. Therefore, a satisfactory exhibition viewing of the visitor does not just involve enumerating the exhibits according to the characteristics of the exhibition service but recognizing the service experienced by the visitor throughout the entire course of the service can be crucially important. In addition to the fundamental exhibition service, survey on customer experience and walk-though audit method were applied in order to enhance all the services experienced by the customer in balance. Through this, a proposal on identifying where the contact of visitor experience and operation factors that required improvement were suggested. If the results of WtA are examined in detail, it can be confirmed that there are many negative awareness with regards to exhibition services and this indicates the need for exhibitions and experiences that visitors can enjoy together instead of getting visitors to participate in a one-sided exhibition. In case of waiting time in collateral services, a significant difference in awareness can be confirmed between visitors, employees and managers. Waiting time is unavoidable at all times for groups but improvement is required so that it could be shortened or utilized. looking at the case studies of other exhibition halls, visual devices such as the installation of multimedia are offered to reduce boredom during the waiting time or employees specializing in exhibition check the scientific knowledge of the visitors in advance and by asking questions. For such cases, contact with visitors is proactively used to lead a conative exhibition. With regards to the operation of a scientific hall, mere exhibitions and viewings can no longer satisfy the visitors. customer-centered operation is also necessary in the gas science museum. By looking at the case studies in overseas exhibition institutions that have introduced customer experience management as an operation strategy, it can be seen that applying visitor experience to the exhibition hall in any method whatsoever enhances the management performance. However, in Korea, there are not many science centers that have applied customer experience management. Moreover, there are insufficient case studies of actual applications to be applied to the science center. Through this study, implications for improvement of better exhibition services were proposed through introducing customer experience at the science museum and it is expected to play a significant role in the introduction of visitor’s experience management of other science centers in the future. With this study, customer experience management was understood more clearly and comprehensively and the significance lies in the establishment of practical implications that could be applied to the operation of the science centers. However, objectifying the difference in the visitor’s experience and the employee’s awareness into quantified figures just by using the service experience applied to this study is a difficult process. And due to the restrictive regional characteristics of Incheon and especially since the gas science center does not claim to advocate the operation through customer experience management; it is difficult to generalize the research results. Additional managerial implications are expected to be identified through studies on customer experience management cases from diversified perspectives such as corporate case studies with customer experience management as well as art galleries and museums with useful application of walk through audits.
키워드열기/닫기 버튼
Customer Experience Management, Walk-through Audit, Exhibition Service, Operation and Management, Gas Science Center
