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아카이브학위논문전체(All)

학위논문 Theses and Dissertations

NO.NO.M2021.02_01

비교연구를 통한 새로운 공유숙박 서비스 모델 제안 通过比较研究的共享住宿服务模式的建议 Sharing Accommodation Service Model through Comparison Research

  • Name : 시에쉬안나（谢璇娜）/XIE XUANNA
  • Info : 석사학위논문/硕学位论文/ Master's thesis / 2021.02
  • Adviser : 이성필/李成弼/ Lee Sung Pil
192.168.95.172

초록

최근의 공유경제(Sharing Economy) 비즈니스 모델은 세계적으로 유행하면서 사람들의 생활방식에 많은 변화를 일으키고 있다. 인류의 경제활동은 단순한 상품 매매에서 벗어나 복잡한 감정체험으로 바뀌고 있다. 공유경제라는 맥락 아래 공유숙박(Sharing Accommodation)은 고객들의 새로운 숙박 선택모델로 자리 잡았다. 본 논문은 고객이 공유숙박서비스를 체험하는 과정에 느낀 문제점을 고찰하여 공유숙박서비스의 최적화 전략을 제시함으로써 기존의 단점을 개선하고 고객만족도를 제고하기 위한 목적으로 연구를 진행하였다. 본 연구는 Airbnb와 Tujia 두 개의 공유숙박모델을 대상으로 비교 연구를 진행하고 참고 문헌 수집과 정리를 통해 숙박 공유 연구 배경을 심층 분석하였다. 고객여정도(Customer Journey Map), 페르소나(Persona), 서비스 블루프린트(Service Blueprint) 등 서비스디자인 연구방법을 활용하여 고객 수요를 파악하고 서비스의 문제점을 발견함으로써 서비스를 최적화하는 방안을 제시하고자 하였다. Kano 모델(Kano Model)과 잠재적 고객만족 개선지수(Potential Customer Satisfaction) 등의 연구방법으로 검증한 후 세 가지 서비스 최적화 방안을 확정하여 서비스 시나리오(Service Scenario) 모형을 통해 최적화한 성과를 도출하였다. 본 연구의 결과는 공유숙박의 사업자 식별, 서비스 요소 개선과 보다 높은 수준의 고객 체험 제공에 도움이 되며, 더 나아가 공유숙박 시장의 건전한 발전을 촉진할 것으로 기대된다.

摘要

最近，共享经济（Sharing Economy）商业模式在全世界流行，人们的生活方式也发生了很大的变化。人类的经济活动正在摆脱单纯的商品买卖，转变为复杂的感情体验。在共享经济的背景下，共享住宿（Sharing Accommodation）成为了顾客新的住宿选择模式。本论文考察了顾客体验共享住宿服务过程中感受到的问题，提出了共享住宿服务的优化战略，以改善现有缺点，提高顾客满意度为目的进行了研究。本研究以Airbnb和Tujia两个共享住宿模式为对象进行了比较研究，并通过收集和整理参考文献，深入分析了共享住宿研究的背景。 利用顾客旅途图（Customer Journey Map）、Persona、服务蓝印花（Service Blueprint）等服务设计研究方法，掌握顾客需求，发现服务存在的问题，提出优化服务的方案。 通过Kano模型（Kano Model）和潜在顾客满意度改善指数（Potential Customer Satisfaction）等研究方法验证后，确定三种服务优化方案，通过服务剧本（Service Scenario）模型得出优化成果。 本研究的结果有助于识别共享住宿的经营者，改善服务要素，提供更高水平的顾客体验，进而促进共享住宿市场的健康发展。

Abstract

In recent years, the business model of the Sharing Economy has gained popularity worldwide, which has a profound impact on and changes people's lifestyle. The economic activities of human beings are no longer simple commodity buying and selling but transformed into complex emotional experience. In the context of Sharing Economy, Sharing Accommodation has become a new type of accommodation choice for customers. The purpose of this study is to improve the existing defects of Sharing Accommodation Services through insight into the pain points of customer experience of Sharing Accommodation Services, so as to improve customer satisfaction. In this study, Airbnb and Tujia were selected as the subjects for comparative study. By collecting and sorting out references, the research background of Sharing Accommodation is analyzed in depth. Research methods of Service Design, such as Customer Journey Map, Persona and Service Blueprint, are adopted to gain insight into customer needs, identify pain points and propose hypothesis of service optimization. Tools such as Kano Model and Potential Customer Satisfaction are used to test and determine three schemes for optimizing the service. Finally, the results of optimization are displayed through Service Scenario. The research results can help operators of Sharing Accommodation to identify and improve the elements of service and provide a higher quality customer experience, thus promoting the healthy development of Sharing Accommodation market.

키워드

  • #공유경제
  • # 공유숙박
  • # 잠재적 고객만족
  • # 서비스디자인
  • # 최적화

  • #共享经济、共享住宿、潜在的满意、服务设计和优化

  • #Sharing Economy
  • # Sharing Accommodation
  • # Satisfaction
  • # Service Design
  • # Optimization

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