동양과 서양의 공유숙박 서비스 이용 체험의 차이 분석에 관한 연구
Analysis and Research on the Difference of Shared Accommodation Service Use Experience between Eastern and Western Users
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초록
본 연구에서는 다양한 문화집단의 동양인과 서양인을 조사 대상으로 하여 공유숙박 서비스의 이용 경험에 대한 차이 비교연구를 진행하였다. 연구 과정에서 문헌 조사와 설문조사를 결합한다. 문헌조사를통해 서비스평가요소를 수집하고 설문지로 서비스평가요소의 추출과 서비스체험의 평가에 대해 조사를진행한다. 먼저 공유경제부터 시작해 공유숙박 서비스의 발전 현황을 정리하고, 서양인이 공유 서비스를 이용할 때 발생하는 문제를 분석했다. 둘째, 초기 연구에서 공유숙박 서비스 평가 요소와 사용 절차에 대한 정리와 논증 연구를 진행하였다. 마지막으로 동양인과 서양인이 공유숙박 서비스를 이용하면서이용 단계별 사고방식, 중요도 인지, 서비스 이용 경험을 바탕으로 경험의 차이점을 찾아내어 정리했다. 서비스 단계별 사고방식(검색 서비스 단계와 서비스 체험 단계)에서 동양인에 비해 서양인이 이성적으로 더 많이 사고한다는 연구 결과가 나왔으며, 중요성 인지 분석에서는 서양인은 동양인보다 서비스 예약 단계와 서비스 체험 단계를 서비스 체험에서 더 중요하게 생각한다. 이용 경험 분석에서는 동양인과서양인은 각각 검색 서비스 단계의 간결성, 미관상, 용이성 그리고 예약 서비스 단계의 간결성, 미관상, 편리성, 용이성 그리고 서비스 체험 단계의 편리성, 배려성, 독특성 그리고 평가 피드백 단계의 편리성, 배려성, 독특성과 용이성에서 유의미한 차이를 보였다. 차이가 나타나는 평가 요소 중 동양인의 평균치가 모두 서양인보다 현저히 높은 것은 동양인에 비해 서양인의 서비스 체험이 나쁘다는 것을 보여준다. 본 연구는 실증분석을 통해 기업은 다른 문화 집단의 고객이 서비스를 이용하는 과정에서 서비스를 보다 더 잘 느끼고 이해하도록 디자인해야하고, 고객의 이용 경험의 차이에 따라 서비스를 지속적으로 최적화되도록 도록 지원해야한다. 그리고 서비스에 대한 고객 만족도를 높이도록 해야 한다.
Abstract
In this study, different cultural groups of Oriental and Western people as the survey object, and the use of shared accommodation service experience difference comparative study. Combine literature survey and questionnaire in the research process. We collect service evaluation factors through a literature survey and survey the extraction of service evaluation factors and evaluation of service experience through a questionnaire. Starting from the sharing economy, this paper sorts out the development status of shared accommodation service and analyzes the problems that occur when westerners use public services. Secondly, in the preliminary study, the evaluation elements and use process of shared accommodation service are sorted out and demonstrated. Finally, based on the thinking style, importance perception, and service use experience of the Eastern and western people in the process of using shared accommodation service, the experience differences are found and summarized. The results of the study showed that in the different service stages of thinking (search service stage and service experience stage), Westerners think more rationally compared to Easterners. In the analysis of perceived importance, Westerners perceived the appointment stage and the service experience stage as more important in the complete service experience compared to Easterners.In the analysis of user experience, there are significant differences between Easterners and Westerners in the simplicity, beauty, and ease of the pre-search service stage, simplicity, beauty, convenience and ease of reservation service stage, convenience, care, and uniqueness of service experience stage, and convenience, care, uniqueness, and ease of evaluation feedback stage. In the evaluation elements where differences were found, the mean values for Easterners were significantly larger than those for Westerners, implying that Westerners had a poorer service experience compared to Easterners. Through empirical analysis, it promotes enterprises to better understand the use experience of customers of different cultures, helps enterprises to continuously optimize their services according to the differences in customer experience, improves customer satisfaction, promotes better development of enterprises, and develops short-term lodging industry.
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