Z세대의 소비경험가치 향상을 위한 무인매장 서비스디자인 전략 연구‑ Kano 모델을 중심으로 ‑

Abstract

Background : As a new type of retail store, unmanned stores integrated with IT technology are spreading due to job search difficulties, rising labor costs and an untouched culture caused by COVID-19. With the advent of distribution 4.0, various types of unmanned store services are expected to provide customers with new experiences and improve customer satisfaction. Therefore, this study focuses on Z Generation, called Digital Native, who are familiar with unmanned stores, and aims to analyze the factors influencing their characteristics and consumption propensity to improve the value of consumption experience value of unmanned stores. Methods : In this study, factors of user experience on unmanned stores were defined based on literature research. By analyzing mystery shopping and journey map results - as a way of observation and direct experience - types of unmanned stores are classified to four. Based on initial research results, in-depth interviews were conducted for additional insights and to specify the experience factors for Kano Model analysis. The results of Kano Model and Timko customer satisfaction coefficient analysis were developed into service ideas and service strategies, and were visually documented into Service Blueprint. Results : As a result of the research method analysis, experience factors such as "photographing in unmanned stores," "sharing information with other users," and "providing various contents available during waiting time" were defined as ‘attractive quality factor (A)’ for Z Generation. Based on the results, three major strategies - 1) a hyper-personalized community, 2) additional services available during waiting time and 3) trendy photo spots - were proposed for Generation Z customers. Through visually documented service blueprint, the improvements required for each physical touchpoint can be highlighted by user journey and age. Conclusion : This study analyzed quality factors of user experience to propose a service design strategy to improve the value of consumption experience on Generation Z in unmanned stores. The study has academic significance in that it presented four types of unmanned store classification from the perspective of user experience. Also, it can be used in service design practice in that it proposes detailed elements, derived from five higher elements of the user experience, which should be considered at the working level. For the actual use of the proposed strategy, there is a need to conduct additional practice-based design research to produce visual and spatial results.