본문 바로가기
KERD
논문KCI 등재

서비스 생태시스템에서 서비스 경험 프랙티스 가치 공동창조 - 항공사 기내서비스 적용가능성 -

Value Co-creating Mediated by Service Experience Practices in the Service Ecosystem - Applicability in the Aircraft Cabin Services -

조호현
한국항공경영학회 (Aviation Management Society Of Korea)|2019.12|한국항공경영학회지 (Journal of the Aviation Management Society of Korea)|제17권 제6호|pp. 91-116|DOI 10.30529/amsok.2019.17.6.005

1

조회

0

다운로드

4

인용

0

참고문헌

키워드

Value Co-creation가치 공동창조자원통합Resource Integration서비스 생태시스템Service Ecosystem서비스 경험 프랙티스상호작용 플랫폼Service Experience PracticesInteraction Platform
주제분류경영학

초록

이 논문의 목적은 서비스 연구에서 어떻게 서비스 경험을 통한 가치의 공동창조가 이루어지는지에대한 이해를 넓히고 종합하기 위해 서비스 제공자와 이용자의 일방향적, 이분법적 관점을 넘어서 서비스 생태시스템(service ecosystem)에서의 복수 행위자들의 동태적, 경험적, 관계적 활동과 상호작용 플랫폼을 통한 서비스 경험 프랙티스(service experience practices) 개념을 개발하는 것이다. 이러한 개념화를 바탕으로 항공사 기내서비스를 대상으로 서비스 경험 프랙티스 형성 과정을 분석하여 항공서비스에 대한 적용가능성을 모색하였다. 본 연구에서는 서비스 맥락을 진실의 순간, 서비스청사진 등 서비스 만남(service encounter)과 서비스스케이프(servicescape)에서 서비스 생태시스템으로 확장하는 동시에 서비스 경험을 인간-비인간 행위자들이 공동창조하는 동태적, 경험적, 관계적 활동 및 상호작용으로 개념화하는 서비스 경험 프랙티스에 의해 매개되는 서비스 생태시스템에서의 가치 공동창조 메커니즘을 제시하였다. 서비스 경험에서비인간 행위자를 포함하는 행위자 개념의 확대와 행위자들의 관여를 촉진하는 서비스 상호작용 플랫폼을 바탕으로 한 아상블라주로서의 서비스 경험 프랙티스는 가치 공동창조 메커니즘에서 핵심적인미시적 기초가 된다. 실무적으로 서비스 경험 프랙티스 분석을 통한 행위자 관여와 관련된 자원통합은 관찰가능하며, 따라서 계획과 관리가 가능하다. 서비스 경험을 촉진하는 인간-비인간 행위자 관계에서의 상호작용적 가치 창조과정을 파악함으로써, 행위자 자원의 접근․조정․통합을 통한 서비스 경험 개선과 새로운 차원의 서비스 전략을 추구할 수 있을 것이다.

Abstract

The purpose of this study is to go beyond the one-way, dyadic view of service providers and users and develop the concept of service experience practices through multiple actors’ dynamic, experiential, and relational activities and interaction platforms in order to broaden and synthesize the understanding of how co-creation of value through service experience is achieved in service research. Based on this conceptualization, this study analyzed the process of forming service experience practices for inflight services of airlines and searched for applicability to air services. This study expands the service context from the service encounter and servicescape such as the moment of truth, the service blueprint to the service ecosystems, and presents a value co-creation mechanism in the service ecosystem mediated by the service experience practices that conceptualize service experiences as dynamic, empirical, relational activities and interactions co-created by human and non-human actors. The service experience practices as an assemblage based on the expansion of the concept of actors, including non-human actors in service experiences, and the service interaction platform that facilitates the involvement of actors, become a significant microfoundatoin in the value co-creation mechanism. In practice, resource integration related to actor engagement through service experience practice analysis is observable, and therefore can be planned and managed. By understanding the process of creating interactive values in the human and non-human actor relationship that promotes the service experience, it is possible to pursue a new level of service strategy and improve service experience through access, coordination and integration of actor resources.

참고문헌 (76)

  1. 김숙진, "아상블라주의 개념과 지리학적 함의", 대한지리학회지, 51(3), pp.311~326 (2016), 대한지리학회
  2. 김준환, "텍스트 애널리틱스 방법을 활용한 고객 관점에서의 항공서비스 랭킹 방법", 한국항공경영학회지, 17(5), pp.99~123 (2019), 한국항공경영학회[DOI]
  3. 라투르, "인간, 사물 동맹: 행위자네트워크 이론과 테크노사이언스" (2010), 이음
  4. 이재현, "포스트소셜: 교호 양식을 보는 새로운 관점", 제7회 정보문화포럼 ｢포스트소셜 탐색｣ 발표문 (2012), 한국정보화진흥원, 서울대 언론정보연구소
  5. 이지민, "항공사 기내서비스의 서비스청사진 분석에 관한 연구", 품질경영학회지, 38(4), pp.593~600 (2010), 한국품질경영학회
  6. 조호현, "고객 불량행동과 선택적 디마케팅에 관한 연구 - 항공사 불량고객 사례를 중심으로 -", 한국항공경영학회지, 16(1), pp.3~23 (2018), 한국항공경영학회[DOI]
  7. 탕기박, "공항 서비스 로봇의 서비스 품질이 공항 이미지에 미치는 영향", 한국항공경영학회지, 17(4), pp.79~93 (2019), 한국항공경영학회[DOI]
  8. 황해정, "토픽 모델링을 이용한 탐색적 사용자 경험분석: 아마존 에코 온라인 리뷰 분석 사례를 중심으로", 석사, UX, pp.콘텐츠, 2016
  9. Akaka, M. A., "Extending the Context of Service: From Encounters to Ecosystems", Journal of Services Marketing, 29(6-7), pp.453~462 (2015)
  10. Akaka, M. A., "An Exploration of Networks in Value Cocreation: A Service-Ecosystems View", Review of Marketing Research, 9, pp.13~50 (2012)
  11. Akaka, M. A., "The complexity of context: a service ecosystems approach for international marketing", Journal of International Marketing, 21(4), pp.1~20 (2013)
  12. Akaka, M. A., "The Context of Experience", Journal of Service Management, 26(2), pp.206~223 (2015)
  13. Arnould, E.J, "Consumer Culture Theory (CCT): Twenty Years of Research", Journal of Consumer Research, 31(4), pp.868~882 (2005)
  14. Arnould, E. J., "Communicative staging of the wilderness servicescape", Service Industries Journal, 18(3), pp.90~115 (1998)
  15. Bitner, M. J., "Servicescapes: The Impact of Physical Surroundings on Customers and Employees", Journal of Marketing, 56(2), pp.57~71 (1992)
  16. Bitner, M.J, "Evaluating Service Encounters: The Effects of Physical Surroundings and Employee Responses", Journal of Marketing, 54, pp.69~82 (1990)
  17. Bourdieu, P, "Outline of a Theory of Practice" (1977), Cambridge University Press
  18. Brodie, R. J., "Customer Engagement: Conceptual Domain, Fundamental Propositions, and Implications for Research", Journal of Service Research, 14(3), pp.252~271 (2011)
  19. Canniford, R, "Assembling Consumption: Researching Actors, Networks and Markets", pp.1~18 (2016), Routledge
  20. Canniford, R, "Purifying Practices:How Consumers Assemble Romantic Experiences of Nature", Journal of Consumer Research, 39, pp.1051~1069 (2013)
  21. Carù, A., "Co-creating the Collective Service Experience", Journal of Service Management, 26(2), pp.276~294 (2015)
  22. Chan, K.W, "Is Customer Participation in Value Creation a Doubled-Edged Sword? Evidence from Professional Financial Services Across Cultures", Journal of Marketing, 74, pp.48~64 (2010)
  23. Chandler, J.D, "Service Systems:A Broadened Framework and Research Agenda on Value Propositions, Engagement, and Service Experience", Journal of Service Research, 18(1), pp.6~22 (2015)
  24. Chandler, J.D, "Contextualization and value-in-context: How context frames exchange", Marketing Theory, 11(1), pp.35~49 (2011)
  25. Coleman, J, "Foundations of Social Theory" (1990), Harvard University Press
  26. DeLanda, M, "A New Philosophy of Society: Assemblage Theory and Social Complexity" (2006), Continuum
  27. DeLanda, M., "Assemblage Theory" (2016), Edinburgh University Press
  28. Deleuze, G., "A Thousand Plateaus" (1987), University of Minnesota Press
  29. Ellway, B.P.W, "The Reciprocal Intertwining of Practice and Experience in Value Creation", Marketing Theory, 16(3), pp.299~324 (2016)
  30. Giddens, A, "The Constitution of Society: Outline of the Theory of Structuration" (1984), Polity
  31. Goulding, C., "Learning to be tribal: facilitating the formation of consumer tribes", European Journal of Marketing, 47, pp.813~832 (2012)
  32. Hedström, P., "Social mechanisms. An analytical approach to social theory", pp.1~31 (1998), Cambridge University Press
  33. Helkkula, A., "Chracterising the Concept of Service Experience", Journal of Service Management, 22(3), pp.367~389 (2011)
  34. Helkkula, A., "Practices and Experiences: Challenges and Opportunities for Value Research", Journal of Service Management, 23(4), pp.554~570 (2012)
  35. Hoffman, D.L, "Consumer and Object Experience in the Internet of Things: An Assemblage Theory Approach", Journal of Consumer Research, 44, pp.1178~1204 (2018)
  36. Holbrook, M.B, "The experiential aspects of consumption: consumer fantasies, feelings, and fun", Journal of Consumer Research, 9(2), pp.132~142 (1982)
  37. Holt, D. B, "How Consumers Consume: A Typology of Consumption", Journal of Consumer Research, 22, pp.1~16 (1995)
  38. Holttinen, H., "Social practices as units of value creation: theoretical underpinnings and implications", International Journal of Quality and Service Sciences, 2(1), pp.95~112 (2010)
  39. Jaakkola, E., "The Role of Customer Engagement Behavior in Value Co-Creation: A Service System Perspecitve", Journal of Service Research, 17(3), pp.247~261 (2014)
  40. Jaakkola, E., "Service experience co-creation:conceptualization, implications, and future research directions", Journal of Service Management, 26(2), pp.182~205 (2015)
  41. Johnstone, M. L., "The servicescape: the social dimensions of place", Journal of Marketing Management, 28(11, pp.12) (2012), 1399~1418
  42. Kjellberg, H., "On the nature of markets and their practices", Marketing Theory, 7(2), pp.137~162 (2007)
  43. Kumar, V., "Customer engagement in service", Journal of the Academy of Marketing Science, 47, pp.138~160 (2019)
  44. Latour, B., "인간 사물 동맹: 행위자네트워크 이론과 테크노사이언스", pp.93~124 (1997), 이음
  45. Latour, B, "Reassembling the Social: An Introduction to Actor-Network-Theory" (2005), Oxford University Press
  46. Lusch, R.R, "Service- Dominant Logic:Premises, Perspectives, Possibilities" (2014), Cambridge University Press
  47. McColl-Kennedy, J. R., "Co-creating Service Experience Practices", Journal of Services Marketing, 26(2), pp.249~275 (2015)
  48. Mele, C., "Value Creation and Cognitive Technologies: Opportunities and Challenges", Journal of Creating Value, 4(2), pp.82~95 (2018)
  49. Muller, M., "Assemblages and Actor-networks:Rethinking socio-material power, politics and space", Geography Compass, 9(1), pp.27~40 (2015)
  50. Nenonen, S, "Actors, Actor Engagement and Value Creation", Journal of Creating Value, 4(2), pp.96~98 (2018)
  51. Ng, I.C.L., "The Internet-of-Things: Review and Research Directions", International Journal of Research in Marketing, 34(1), pp.3~21 (2017)
  52. Nilsson, E, "Reexamining the place of servicescape in marketing: a service-dominant logic perspective", Journal of Services Marketing, 28(5), pp.374~379 (2014)
  53. Novak, T.P, "Relationship Journeys in the Internet of Things: A New Framework for Understanding Interactions between Consumers and Smart Objects", Journal of the Academy of Marketing Science, 47(2), pp.216~237 (2019)
  54. Orlikowski, W.J., "The Algorithm and the Crowd: Considering the Materiality of Service Innovation", MIS Quarterly, 39(1), pp.201~216 (2015)
  55. Pine, B.J., "Welcome to the Experience Economy", Harvard Business Review, pp.97~105 (1998)
  56. Pongsakornrungsilp, S., "Understanding value co-creation in a co-consuming brand community", Marketing Theory, 11(3), pp.303~324 (2011)
  57. Prahalad, C.K, "Co-creation experiences: the next practice in value creation", Journal of Interactive Marketing, 18(3), pp.5~14 (2004)
  58. Ramaswamy, V., "Offerings as Digitalized Interactive Platforms: A Conceptual Framework and Implications", Journal of Marketing, 82, pp.19~31 (2018)
  59. Ramaswamy, V., "What is co-creation? An interactional creation framework and its implication for value creation", Journal of Business Research, 84, pp.196~205 (2018)
  60. Ramaswamy, V., "It’s about human experiences... and beyond, to co-creation", Industrial Marekting Management, 40, pp.195~196 (2011)
  61. Reckwitz, A., "Towards a Theory of Social Practice:A Development in Cultural Theorizing", European Journal of Social Theory, 5(2), pp.243~262 (2002)
  62. Schau, H. J., "How Brand Community Practices Create Value", Journal of Marketing, 73(5), pp.30~51 (2009)
  63. Shatzki, T. R., "Peripheral vision: the sites of organizations", Organization Studies, 26(3), pp.465~484 (2005)
  64. Stamolampros, P., "Flying to Quality: Cultural Influences on Online Reviews", Journal of Travel Research, 58(3), pp.496~511 (2019)
  65. Storbacka, K., "Actor engagement, value creation and market innovation", Industrial Marketing Management, 80, pp.4~10 (2019)
  66. Storbacka, K. J., "Actor Engagement as a Microfoundation for Value Co-creation", Journal of Business Research, 69(8), pp.3008~3017 (2016)
  67. Surprenant, C. F, "Predictability and Personalization in the Service Encounter", Journal of Marketing, 51(2), pp.6~96 (1987)
  68. Tombs, A., "Socialservicescape conceptual model", Marketing Theory, 3(4), pp.447~475 (2003)
  69. Troye, S.V., "Consumer Participation in Coproduction: “I Made It Myself”Effects on Consumers’ Sensory Perceptions and Evaluations of Outcome and Input Product", Journal of Marketing, 76, pp.33~46 (2012)
  70. Vargo, S. L., "Evolving to a New Dominant Logic for Marketing", Journal of Marketing, 68, pp.1~17 (2004)
  71. Vargo, S. L, "Service-dominant Logic:Continuing the Evolution", Journal of the Academy of Marketing Science, 36, pp.1~10 (2008)
  72. Vargo, S.L, "Institutions and axioms:An extension and update of service-dominant logic", Journal of the Academy of Marketing Science, 44(1), pp.5~23 (2016)
  73. Vargo, S.L., "It’s all B2B … and beyond: Toward a systems perspective of the market", Industrial Marketing Management, 40(2), pp.181~187 (2011)
  74. Vargo, S. L., "On vlaue and value co-creation: A service systems and service dominant logic perspective", European Management Journal, 26(3), pp.145~152 (2008)
  75. Warde, A., "Consumption and Theories of Practice", Journal of Consumer Culture, 5(2), pp.131~153 (2005)
  76. Woermann, N., "Back to the Roots! Methodological Situationalism and the Postmodern Lessons for Studying Tribes, Practices, and Assemblages", Marketing Theory, 17(2), pp.149~163 (2017)

관련 논문AI추천

고객 불량행동과 선택적 디마케팅에 관한 연구 - 항공사 불량고객 사례를 중심으로 -조호현한국항공경영학회 · 한국항공경영학회지2018 · 제16권 제1호서비스 생태시스템 관점에서의 비대면서비스에 관한 탐색적 연구조호현한국항공경영학회 · 한국항공경영학회지2021 · 제19권 제1호디지털 전환에 의한 서비스 혁신 메커니즘에 관한 연구 - 항공산업 디지털 전환 사례를 중심으로 -조호현한국항공경영학회 · 한국항공경영학회지2022 · 제20권 제1호서비스 개념의 진화에 따른 新서비스 시스템 모델김현수, 이정선서비스사이언스학회 · 서비스 연구2017 · 제7권 제2호항공사 기내서비스의 서비스청사진 분석에 관한 연구김연성, 이동원, 이지민한국품질경영학회 · 품질경영학회지2010 · 제38권 제4호서비스경영의 경험경제 설계에 관한 연구임재화한국상업경영학회 · 상업경영연구2015 · 제29권 제6호

이 간행물의 다른 논문 (5건)

항공기업의 혁신 활동으로 전략적 제휴 분석: 활용과 탐험을 중심으로장하영, 김효정pp. 3-24공항 서비스 로봇에 대한 인지적 ․ 감정적 반응이 고객만족과 공항이미지에 미치는 영향이한석, 이청림pp. 25-43한국 항공기 제조업 생산실적 최적화를 위한 RSP 국제공동개발 연구안명관, 장형유pp. 45-74한국과 항공무역 주요국간 수출입 패턴 분석임재환pp. 75-90항공사의 RPA 도입 비용 최적화에 관한 연구 - 기술, 운용조직, 라이선스 구조를 중심으로 -정기주, 임재욱, 강태덕pp. 117-141
원문 보기