서비스 디자인 관점의 나들가게 활성화 방안 연구- 에스노그라피 심층면담 사례를 중심으로 -

Abstract

The purpose of this study is to explore the hidden differences between the Nadle store ownersand consumers in depth and propose service design solutions based on the results. Thus,research has been started on the basis of the phenomenon that the effect of supporting Nadlestores is small compared to investment, so the Ethnography methodology has been appliedin-depth interview during the service design process by solving this problem. As a result, thereis a difference of opinion between retail store owners and consumers. While store owners wereinterested in price and distribution structures that ensure profitability, consumers were interestedin overall service and created satisfaction based on problems. Therefore, a service designsolution was proposed to meet consumers . hidden needs. First, it redefined the meaning ofproducts and proposed joint purchase through the establishment of a union. Second, weconcluded that we should treat products, environment and services as a system, as simplyimproving the environment and services can not solve this problem. Third, marketing suggestedeasier and more complete marketing measures through collaboration with online smallbusinesses that want to go offline. Based on this conclusion, we look forward to providing afoundation for practical implementation of service design policies and projects for small businessowners. In order to produce further advanced research results, consumer studies based on placecharacteristics are needed in future studies, and further verification of this study's conclusionswill be required.