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서비스 형태에 따른 유형화 접근방법: 탐색적 연구

Services Tangibilization Approaches to Differing Service Categories: An Exploratory Study

원석희|유영목
한국생산관리학회 (The Korean Production And Operations Management Society)|2009.12|한국생산관리학회지 (Journal of the Korean Production and Operations Management Society)|제20권 제4호|pp. 57-89|DOI 10.21131/kopoms.20.4.200912.57

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참고문헌

키워드

서비스 유형성서비스 프로세스 메트릭스프로세스 유형성Service TangibilityService Process MatrixProcess Tangibilization
주제분류경영학

초록

서비스부문은 빠른 속도로 전체 경제의 서비스화를 가속시키고 있다. 이제 서비스부문은 경제성장의 견인차 역할을 수행하고 있으며 고용의 절대적 부분을 담당하고 있다. 그러나 서비스 부문의 생산성은 여전히 답보 상태에서 크게 벗어나지 못하고 있다. 제조업에 비해 저조한 실적은 전체 경제의 성장에도 막대한 지장을 주고 있다. 가장 큰 이유는 서비스의 고유한 특성에 기인한다. 제조업처럼 물리적인 제품을 고도화된 자동화시설로 대량생산하는 방법이 서비스에서는 통용되지 않는다. 서비스 특성 중 무형성이라는 대표적인 속성이 서비스 발전의 장애요인이 되고 있기 때문이다. 마케팅관점의 서비스 무형성 타개방법은 거의 유형적 단서(tangible cue)에 의존하는 시각이며 이는 일단 표피적이며 구체성을 결여하고 있다. 서비스업에서 ‘상품은 바로 프로세스’로 연결되는 경우가 많으므로 서비스유형화는 프로세스를 담당하는 운영관리 관점이 반영되지 않으면 큰 효과를 얻기 어렵다. 따라서 본 논문은 프로세스 중심의 운영관리 시각에서 서비스무형성 문제를 조망하고 이를 해결하는 방법론을 제시하려 한다.

Abstract

The service sector has expanded at a rapid pace in recent years. But the lagging productivity trend in this sector has both fallen short of industry expectations and disappointed consumers. The reason for this may be that the service sector has several characteristics quite distinct from manufacturing. For one thing, intangibility presents enormous challenges to scholars and practitioners alike. So far, marketing discipline has devoted much effort to resolve this difficulty, but to little avail. Still, the service industry suffers from low productivity and poor quality in comparison to manufacturing. A process-oriented operations perspective is imperative because operations are crucial to the very value-adding process in any organization. This paper offers a new perspective for service tangibilization from operations and derives some implications for theoretical as well as practical purposes.

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