서비스 제공자-고객 관계의 본질적 구조에 관한 연구
A Study on the Essential Structure of the Relationships between the Service Provider and Customers
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거래 중심의 마케팅 개념에 이은 관계 중심의 마케팅 개념은 특히 서비스 산업에 있어서 더욱 중요한 개념이라고 할 수 있다. 기존의 연구들 또한 서비스 제공자-고객 간의 관계에 대하여 많은 연구들이 진행되고 있다. 그러나 기존의 연구들을 살펴보면 서비스 제공자-고객 관계에 대한 선행변수나 성과변수에 대한 연구들은 많이 존재하나, 정작 서비스 제공자-고객 관계 자체에 대한 연구는 미흡한 편이다. 이에 본 연구에서는 서비스 제공자-고객 관계 개념 자체의 본질적 구조에 대하여 심층 인터뷰와 현상학적 방법론을 사용하여 탐구하였다. 연구의 결과 서비스 제공자-고객 관계의 중요성을 재확인하였으며, 소비자들이 인식하는 서비스 제공자-고객 관계는 예상된 기대감, 개인화된 서비스, 경제적 혜택, 고객의 적극적 노력, 핵심 서비스 외 교류의 5가지 차원이 있음을 밝혀내었다. 이러한 연구 결과를 통하여 소비자의 입장에서 서비스 제공자-고객 관계의 차원을 명확하게 이해할 수 있도록 하였으며, 서비스 기업 또한 관계 마케팅 전략을 수행함에 있어서 고객과의 관계를 분석하고 기획할 수 있는 틀을 제시하였다는 점이 본 연구의 주요한 의의라고 할 수 있다.
Abstract
The unique characteristics of service business require direct relationships with the customers as the essential element in producing and consuming the product. There have been many researches that illuminated the relationships between the service provider and customers in the service sector. But it's not easy to find a paper that covered the essential structure of the relationships in the service industry. Thus this study set out to investigate the essential aspects of the relationships between the service provider and customers. For the study a phenomenological approach was employed to deal with the matter more clearly from the perspective of the customers' perceptions. The study also included in-depth interviews with the consumers with actual service experiences and tried to induce the subjective meanings from their perceptions of the lived experiences. The more overall interpretations beyond the fragmentary reviews of the relationships were intended to share diverse experiences between the customers and service provider and broaden the understanding of the internal process of the interactive relations between them. The results confirmed that service business was more than mere exchanges of service and money and made a process of forming relationships. We found five types of service provider-customer relationships identified, and they were "anticipated expectations," "customized interest," "economic benefits," "efforts to take active part in on the customer's side," and "additional exchanges.". The results are believed to make a contribution to a clearer understanding of the true nature of the service provider-customer relationships. The companies utilize results of this study to analyze their relationships with the clients in planning and executing relationship marketing and to design efficient relationships marketing initiatives.
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