초록

이 논문의 목적은 서비스 연구에서 어떻게 서비스 경험을 통한 가치의 공동창조가 이루어지는지에대한 이해를 넓히고 종합하기 위해 서비스 제공자와 이용자의 일방향적, 이분법적 관점을 넘어서 서비스 생태시스템(service ecosystem)에서의 복수 행위자들의 동태적, 경험적, 관계적 활동과 상호작용 플랫폼을 통한 서비스 경험 프랙티스(service experience practices) 개념을 개발하는 것이다. 이러한 개념화를 바탕으로 항공사 기내서비스를 대상으로 서비스 경험 프랙티스 형성 과정을 분석하여 항공서비스에 대한 적용가능성을 모색하였다. 본 연구에서는 서비스 맥락을 진실의 순간, 서비스청사진 등 서비스 만남(service encounter)과 서비스스케이프(servicescape)에서 서비스 생태시스템으로 확장하는 동시에 서비스 경험을 인간-비인간 행위자들이 공동창조하는 동태적, 경험적, 관계적 활동 및 상호작용으로 개념화하는 서비스 경험 프랙티스에 의해 매개되는 서비스 생태시스템에서의 가치 공동창조 메커니즘을 제시하였다. 서비스 경험에서비인간 행위자를 포함하는 행위자 개념의 확대와 행위자들의 관여를 촉진하는 서비스 상호작용 플랫폼을 바탕으로 한 아상블라주로서의 서비스 경험 프랙티스는 가치 공동창조 메커니즘에서 핵심적인미시적 기초가 된다. 실무적으로 서비스 경험 프랙티스 분석을 통한 행위자 관여와 관련된 자원통합은 관찰가능하며, 따라서 계획과 관리가 가능하다. 서비스 경험을 촉진하는 인간-비인간 행위자 관계에서의 상호작용적 가치 창조과정을 파악함으로써, 행위자 자원의 접근․조정․통합을 통한 서비스 경험 개선과 새로운 차원의 서비스 전략을 추구할 수 있을 것이다.

키워드

서비스 생태시스템, 서비스 경험 프랙티스, 상호작용 플랫폼, 가치 공동창조, 자원통합

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