남성고객을 위한 한국형 드럭스토어 매장 경험의 요인 분석 연구

Abstract

The purpose of this study is to create a foundation for exploring and developing various solution directions to analyze the factors of the Drux Store experience to provide a positive drugstore experience for male customers. The basic research process involved theoretical observations of Korean style drugstores and Korean men's cosmetic products, and the research design and investigation process were divided into external analysis and internal analysis. External analysis is the scope of the research, which includes consumer analysis, competitor analysis, market analysis, and environmental analysis. Through the questionnaires and in-depth interviews, the problems of customers and employees were drawn up and organized by Service Blueprint. The results of internal analysis are summarized as follows. 1) As a result of problem finding, three keywords appeared: communication problems, customer management and environment. 2) When it comes to communication problems, men in their 20s are not happy with their staff's excessive explanations of information and questions about the calculation process. 3) When it comes to customer care, male customers in their 20s need more male employees than female employees, and have a mental burden of having to buy in-store atmosphere and the eyes of the employees. 4) As for the environment, male customers in their 20s want easy access to the men's cosmetics area and feel the need to keep testers' products clean. They also need a quick way to buy a small amount of products. This research result can be useful as a solution and design creation method with male customers focusing on improving experience in drugstore stores.