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선제적 서비스에 대한 이해와 사례연구

원문정보

Understanding concepts of proactive services and cases

한영미, 임호순, 정연승

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초록

영어

Reactive behavior of enterprise fails to satisfy the changing customer needs, while proactive behavior works as means of creating value and preventing potential problems. Firms cannot continue to satisfy customers if expectation level toward service increases rapidly in a dynamic environment. It can be emphasized especially under the influence of 4th industrial revolution. Needs for creating and delivering proactive services emerge in this aspect. Based on literature review, we define the concept of proactive services. We also classify them into the following three types: service guarantee program; preventive service; condition-based predictive service. Characteristics and potential threats arising for each type are identified. We introduce various cases of firms that have implemented proactive services such as Hyundai Motor Company, SK Magic, Emart, Coway, Thyssenkrupp, Alstom, Amazon, etc. Some companies implemented multiple proactive services grouped into different categories. For example, Assurance Program of Hyundai Motor Company falls into service guarantee program category, while Before Service of the same company belongs to preventive service category. Pros and cons of proactive services are discussed. Pros include improving market share and customer loyalty through providing differentiated services. Cons include invasion of privacy, increased cost, risk of developing new services, loss of strategic focus, etc.

목차

Ⅰ. 서론
 Ⅱ. 선제적 서비스의 의의
 Ⅲ. 선제적 서비스의 유형별 특징 및 장·단점
 Ⅳ. 사례연구
 Ⅴ. 결론 및 시사점
 참고문헌
 Abstract

저자정보

  • 한영미 Youngmi Han. 고려대학교 경영대학
  • 임호순 Hosun Rhim. 고려대학교 경영대학
  • 정연승 Yeon-sung Jung. 단국대학교 경영학부

참고문헌

자료제공 : 네이버학술정보

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