브랜드 경험 증진을 위한 서비스스케이프 요소에 관한 연구 - 커피전문브랜드 매장 중심으로 -

김윤희 ( Kim Yunhee ),이재규 ( Lee Jeakyu ) 한국공간디자인학회 2020 한국공간디자인학회논문집 Vol.15 No.7

(Background and Purpose) Today’s experience is on the rise as a brand strategy to retain loyalty by accumulating positive responses to its brand to consumers. The transition to the digital era is expanding such a value of the experience and place where the experience is provided is working as an important factor. If the place existed as a background to sell products in the past, in the digital era, it is changing concept and category as a solution to communicate with customers and is increasing brand value by providing a special experience. Thus, the purpose of this study is to analyze the concept of the brand experience and several brand experience constituents. It also defines the concept of servicescape which is a comprehensive environment of the space making brand experiences so as to draw and found the servicescape elements. (Method) This study draws brand experience type and constituents, and the constituent of servicescape through advanced research of the brand experience and servicescape. The servicescape elements and analytic model were built according to the brand experience constituents based on the brand experience enhancement. Moreover, it analyzes four examples of coffee brands that constructed their own brand projects and images using their experiences in aspects of marketing. Then, it defines design elements that generate brand experiences and suggests the direction of the spatial design through the servicescape elements. (Results) After analyzing two domestic and two external coffee brands using the servicescape elements for six analysis criteria, namely, aesthetic impression, pleasure, comfort, convenience, symbolism, and professionalism, it is identified that each brand is applying various strategies to expose its customers to brand experiences. The Starbucks Reserve store has satisfied the servicescape elements in overall scope including symbolism. It was then analyzed in the order of Maxim Plant>Blue Bottle>Terrarosa, all three brands were within the approximate range. As a result of analysis based on the servicescape elements, the most prominent was professionalism including professional behavior and service attitude, and it was followed by convenience>symbolism>aesthetic impression>comfort>pleasure. (Conclusions) The design strategy of the space to present the brand experience is of crucial importance. Analyzed servicescape elements are defined in professionalism with brand identity and user-centered convenience, symbolism of integrated image and brand philosophy, aestheticism that stimulates user sense and sensibility, and comfort and pleasure that creates common value with universal but interrelatedness. This spatial design centered on the servicescape elements creates relationships between brands and customers, and also provides a window of sustainable communication between brands and customers with brand impressions. Therefore, it is expected that servicescape elements effectively increase the brand experience and are used as a vital element for a brand’s differentiation strategy so that it ends up employed as a standard to evaluate the brand value.

스마트병원의 의료 서비스스케이프 디자인 특성 요소에 관한 연구 - 서울아산병원 병동 내 공공공간을 중심으로 -

김세련,이현성,이재규 한국공간디자인학회 2020 한국공간디자인학회논문집 Vol.15 No.1

(Background and Purpose) Currently, we are facing diverse global issues, such as overpopulation in cities, aging, traffic congestion, lack of infrastructure, and energy shortage. To resolve these, the idea of a smart city is rapidly spreading as a novel driving force behind a nation’s growth by utilizing Information & Communication Technology (ICT). Embracing such advancements in technology, the medical community is experiencing an emergence of human-centered smart hospitals to reduce costs while improving the quality of care and patient experiences through widespread application of technology. This leads to enhanced patient-centered medical care, and patients requesting for more valuable medical services. Furthermore, in short and long-term hospitalization, the space and environment of hospital also need justification for their independent role as the user of socialization, not just a physical structure. (Method) Therefore, this study derived the characteristics and indicators of the medical servicescape after analyzing existing servicescape concepts and analysis indicators. Additionally, after defining the concept of smart hospitals and the meaning of public space in the smart era, domestic cases were selected. By analyzing the cases of smart medical servicescape, this study proposed basic indicators for the future design of the smart hospital servicescape to provide more efficient and sophisticated medical services and to promote human health improvement. The study was based on case analysis and five days of fieldwork and AMC regulations. The public space in the ward of the Asan Medical Center was compared and analyzed as a characteristic element of smart medical servicescape designs. (Results) The analysis of Asan Medical Center’s public space cases through smart medical servicescape design characteristics suggests that the public spaces within a ward, under compliance of private information protection and infection control regulations should not only serve as a physical space, but reconstruct into a form of service, according to the six characteristics. Furthermore, public spaces in the ward should eliminate environmental factors that trigger patients’ psychological anxiety, efficiently operate according to function and purpose, and emerge as a therapeutic space depending on the ward’s nature and patients’ illness. (Conclusion) In this study, the characteristics of a medical servicescape were deduced by summarizing preceding research on the existing servicescape. The study defined smart medical servicescape and it thus serves as an evaluation tool for indicators of a smart hospital servicescape. However, as the subject was limited to public spaces in the ward, this study proposes that the subject of smart medical servicescape be extended to various environments, such as non-public spaces, outpatient rooms, operating rooms, and examination rooms, and asserts the importance of future national smart hospital servicescape indicator research. (연구배경 및 목적) 현재 우리는 전 세계적으로 도시의 인구 과밀, 기반 시설 부족과 노화, 교통 혼잡, 인프라 및 에너지 부족 등의 다양한 문제를 마주하고 있다. 이를 해결하기 위해 4차 산업 혁명에 따른 정보 통신 기술 즉 ICT(Information & Communication Technology) 기술을 활용하여 국가 미래의 새로운 성장 동력의 역할로 스마트시티의 확산이 빠르게 진행되고 있다. 이 같은 변화에 따라 의료계에서도 기술을 광범위하게 적용하여 치료의 품질과 환자의 경험을 향상 시키면서 비용을 줄이기 위한 인간 중심의 스마트 병원이 대두되고 있다. 이는 점점 더 환자중심의 의료로 나아가며, 환자들은 더 나은 의료서비스를 요구하고, 장단기적 입원에 있어 병원의 공간 및 환경 또한 단순히 물리적 구조가 아닌 사회화가 일어나는 이용자로서 주체적 역할의 당위성을 필요로 한다. (연구방법) 이에 본 연구는 기존의 서비스스케이프 개념 및 분석지표를 조사 분석 후, 의료 서비스스케이프 특성 요소 및 지표를 도출한다. 또한 스마트 시대에 따른 스마트 병원의 개념과 공공공간의 문헌고찰을 통한 병원 내 병동의 공공공간을 정의한 후, 국내 사례를 선정하고 도출된 스마트 의료 서비스스케이프를 통한 사례 분석을 통해 의료서비스 이용자에게 효과적이고 질적인 향상을 도모하기 위한 향후 스마트병원의 서비스스케이프 디자인의 기초 분석 요소를 제공함에 있다. 연구는 사례 분석으로 진행되었고 5일간의 현장 조사와 AMC 규정을 바탕으로 스마트 의료 서비스스케이프 디자인 특성 요소와 비교 및 분석하였다. (결과) 스마트 의료 서비스스케이프의 디자인 특성 요소를 통해 서울아산병원의 병동 내 공공공간의 사례를 분석해 본 결과로 병동 내 공공공간은 개인정보보호와 감염관리 하에 6가지 특성 요소에 따라 물리적인 공간에서 벗어나 서비스적인 형태로 변화되어야 한다. 또한 환자의 심리적 불안요소를 유발하는 환경을 제어하고, 병동의 공공공간은 기능과 목적성 따라 효율적으로 사용되어야 하며 환자의 질병 및 병동 특성에 따라 치유의 기능적 공간으로 변화가 필요하다. (결론) 본 연구에서는 기존의 서비스스케이프를 토대로 진행된 의료 서비스스케이프 선행연구를 정리하여 특성 요소를 도출하였고 스마트 의료 서비스스케이프 디자인 특성 요소를 정의하여 향후 스마트 병원 서비스스케이프의 지표 평가 도구의 가치를 담고 있다. 그러나 대상을 병동 내 공공공간으로 제한하여 진행한 한계점이 있으므로, 공공공간 이외의 공간, 외래, 수술실, 검사실 등의 다양한 공간에서의 스마트 의료 서비스스케이프에 대한 연구를 통해 향후 국내 스마트병원 서비스스케이프 지표 연구의 필요성을 제시하는데 의의가 있다.

외식산업의 서비스스케이프가 직무만족 및 고객지향성에 미치는 영향: 업무특성의 조절효과 검증

전준현,김승철,최성용,박소현 한국호텔외식관광경영학회 2024 호텔경영학연구 Vol.33 No.2

본 연구는 국내 외식기업의 서비스스케이프와 직무만족, 고객지향성 사이의 영향 관계가 어떠한지와 업무특성이 서비스스케이프와 직무만족 및 고객지향성 사이에서 조절효과의 영향을 미치는지에 대해살펴보았다. 실증연구를 위해 2023년 7월에 설문을 진행하여, 총 회수된 300부 중 유효표본 263부를 이용하여 분석하였다. 요인분석 결과 서비스스케이프는 기능편의성, 안전성, 쾌적성 등, 세 개 요인으로 추출되었다. 종속변수는 고객지향성, 매개변수는 직무만족, 그리고 조절변수는 업무특성으로 업무강도, 업무복잡성, 업무몰입 등 세 개의 하위차원으로 구성되었다. 분석 결과 총 28개의 가설 중 14개가 채택되었다. 서비스스케이프 기능편의성과 안전성은 고객지향성에 영향을 미쳤다. 서비스스케이프 안전성과 쾌적성은 직무만족에 영향을 미쳤고, 직무만족은 고객지향성에 영향을 미쳤으며, 서비스스케이프 기능편의성, 안전성, 쾌적성모두 직무만족의 매개효과를 통해 고객지향성에 간접적인 영향을 미친 것으로 확인되었다. 또한, 업무특성조절효과 분석에서 조절변수 하위차원인 업무강도와 업무복잡성은 서비스스케이프와 직무만족의 관계에서부분적으로 조절효과를 보였고, 업무특성 하위차원인 업무강도, 업무복잡성, 업무몰입 모두 서비스스케이프와 고객지향성의 관계에서 부분적으로 조절효과를 보였다. 본 연구는 패스트푸드 외식기업의 서비스스케이프와 고객지향성간의 영향관계와 직무만족의 매개효과 검증을 통해 선행연구의 이론을 재확인하고, 외식산업에서 업무특성의 조절효과를 통해 선행연구의 이론을 보완하는 학문적 시사점을 제시한다. 이와 더불어, 외식기업 관계자들에게 서비스스케이프의 전략을 세우는데 실무적 시사점을 제시할 것을 기대한다. This study examined the influence relationship between the servicescape, job satisfaction, and customer orientation in domestic food service industry, additionally examining the mediating effect of job satisfaction on the servicescape and customer orientation. It also exammined the moderating effect of work characteristics between the servicescape and job satisfaction, and between the servicescape and customer orientation. A survey was conducted July 2023 for the empirical study, and 263 out of the 300 samples were considerred valid for analysis. Factor analysis was conducted to extract three factors from independent variables, servicescape; ‘function-convenience’, ‘safety’, and ‘pleasantness’. The mediating variable is ‘job satisfaction’ while the dependent variable is ‘customer orientation’. The moderaing variable is ‘work charac teristics’ which has three dimensions; ‘work intensity’, ‘work complexity’ and ‘work immersion’. Out of 28 hypotheses, 14 were accepted. Customer orientation was positively affected by the servicescape’s ‘function- convenience’ and ‘safety’. All three dimensions of servicescape indirectly affect customer orientation by mediating the effect of job satisfaction. In the analysis of moderating effects, ‘work intensity’ and ‘work complexity’ showed a partial moderating effect in the relationship between servicescape and job satisfaction. In addition, all three dimensions of work characteristics showed a partial moderating effect in the relationship between servicescape and customer orientation. As a result of this study, a structural relationship between servicescape, job satisfaction, and customer orientation was confirmed. In addition, it complements previous research theories by verifying the moderating effect of work characteristics. There are academic and practical implications for food service companies aiming to develop detailed servicescape strategies.

서비스디자인을 기반으로 지하철 서비스스케이프 평가 도구 개발에 관한 연구

용가흥(Jia Xing Long),이성필(Sung Pil Lee) 한국디자인리서치학회 2023 한국디자인리서치 Vol.8 No.2

사회와 경제의 발전에 따라 사람들의 서비스 품질에 대한 추구가 점점 높아지고 있으며, 지하철에 대한 요구사항도 빠르고 안전하며 질서정연한 이동 수단에서 고품질의 편안함과 폭넓은 서비스 경험을 제공하는 것으로 바뀌었다. 그러나 유형 상품과 달리 서비스는 무형적이고 추상적이므로 사용자가 인식하고 평가하는 것은 어렵다. 따라서 지하철의 서비스 품질 향상을 위해 기존 지하철 서비스스케이프에 대한 연구를 바탕으로 서비스스케이프의 연구와 이용자들의 지하철 서비스스케이프 평가에 도움이 되는 서비스 디자인 시각화 도구를 통해 지하철 서비스스케이프 평가 도구를 개발한다. 본 연구에서는 서비스스케이프와 서비스 디자인 시각화 도구의 상관관계를 연구하고 지하철 서비스스케이프 평가 도구의 6가지 구성요소를 도출하여 전문가 심층 인터뷰를 사용하여 검증하고 적용하였다. 본 논문은 지하철 서비스스케이프 평가 도구를 사용할 때 평가 대상으로 부산 도시철도를 선정하였다. 분석 결과는 (1)청결성(60점分), (2)공간성(50점分), (3)쾌적성, 안전성(48점分), (4)편의성(44점分), (5)심미성, 개방성, 정보성(35점分), (6)사회성(29점分), (7)오락성(26점分)으로 나타났다. 전문가 심층 인터뷰와 사례분석을 통해 지하철 서비스스케이프 평가 도구는 지하철 서비스스케이프 평가 시 보조 역할을 함으로써 평가 프로세스를 질서있게 하며 기업 구성요소부분도 평가 프로세스에 가치 있는 참고 자료를 제공한다는 결론을 도출했다. With economic and social development, people's pursuit of service quality is getting higher and higher, and the requirements for metros have also changed from fast, safe, and orderly means of movement to providing high-quality comfort and a full range of service experience. It is difficult to be perceived and evaluated by users. Therefore, to enable users to feel the service more intuitively, it is necessary to make the invisible service tangible. Therefore, to improve the service quality of the metro, based on the existing research on the metro servicescape, the metro service scene evaluation tool is developed through the research on the servicescape and service design visualization tools to help users evaluate the metro servicescape. This research studies the correlation between servicescape and service design visualization tools and derives six components of metro servicescape evaluation tools, and uses the Expert in-depth interview to verify and apply them. Therefore, this paper chooses Busan Metro as the object to evaluate when using the metro servicescape evaluation tool. The results are as follows: (1)Cleanliness: 60 points, (2)Spatiality: 50 points, (3)Comfort, Safety: 48 points, (4)Convenience: 44 points, (5)Aesthetics, Openness, Information: 35 points, (6)Sociality: 29 points, (7)Entertainment: 26 points. Through in-depth expert interviews and case studies, it was concluded that the subway servicescape evaluation tool plays an auxiliary role in the metro servicescape evaluation, orderly the evaluation process, and the corporate parts also provide valuable reference materials for the evaluation process.

유아용품 전시박람회의 서비스스케이프가 구매행동에 미치는 영향

Byeong-Cheol Lee 한국유통과학회 2018 유통과학연구 Vol.16 No.6

Purpose – The exhibition is one of the critical distribution channels that leads to mass sales of products. Servicescape is considered as an effective means facilitating consumers’ purchasing behavior. The objective of this research is to examine the effects of servicescape of the exhibition on consumer’s purchasing behavior measured by time spent, the number of consultations, the number of items purchased, and amount of money spent. Research design, data, and methodology – Servicescape was divided into four main components: ‘spatial layout/functionality’, ‘ambient condition’, ‘design/artifacts’, and ‘human factor’. Based on previous studies, this study hypothesized that servicescape dimensions first influence consumer’s shopping duration and the number of consultations which in turn, affects consumer’s actual purchase. A total of 407 samples were collected from attendees in Baby Expo taken place in Kyunggido, South Korea. The data were used to assess overall fit of the proposed model and test hypotheses using structural equation modeling. All the constructs had acceptable levels of composite reliability and convergent and discriminant validity. Results – The results showed that except for ‘spatial layout/functionality’, all components of servicescape had a significant influence on consumer’s shopping duration in the exhibition. Except for ‘design/artifacts’, other factors of servicescape did not show a significant effect on ‘the number of consultations’. Interestingly, ‘design/artifacts’ exerted a significant negative effect on ‘the number of consultations’. As expected, ‘time spent’ and ‘number of consultations’ showed significant effects on both ‘the number of items purchased’ and ‘amount of money spent’. Conclusions - The results offer some insights into the effect of servicescape on facilitating consumers’ purchasing behavior in the context of the exhibition. Theoretically, this study provides a new type of conceptual framework that verifies the relationships between not only servicescape and purchasing behavior, but also purchasing behavior-related variables. In addition, this study supports the concept of a dark side of servicescape. With regards to practical implications, this study suggests that exhibition organizers should put more efforts in facilitating consumer’s desire to stay. More importantly, organizers need to keep in mind that excessive emphasis on ‘design/artifacts’ to increase consumers’ shopping duration can cause a side effect that reduces opportunities for interactions with customers.

커뮤니티 공간의 서비스스케이프가 장소애착 및 공동체의식에 미치는 영향에 관한 연구 - 중국 청년 장기임대형 아파트 브랜드를 중심으로 -

장정,김경숙 한국공간디자인학회 2024 한국공간디자인학회논문집 Vol.19 No.5

(연구 배경 및 목적) 최근 몇 년 동안 도시화의 가속화와 주택비용 증가의 영향으로 중국 청년 장기임대아파트는 편안한 주거 환경, 편리한 공유 공간, 완벽한 운영 모델로 젊은이들에게 큰 인기를 얻고 있다. 이러한 새로운 임대 모델에서 거주하는 아파트 거주자들이 장소에 소속감과 결속력을 갖기 위해서는 커뮤니티 공간을 통해 장소 애착을 형성하는 것이 무엇보다 중요하다. 커뮤니티 공간은 기본적인 공간 환경과 기능적 시설을 제공하는 것 외에도, 더 나은 서비스 마케팅을 필요로 한다. 특히 전문적인 서비스 스케이프를 갖추는 것은 장소 애착 형성에 있어서 중요한 요소이다. 따라서 아파트 거주자의 생활의 질을 향상시키기 위해서는 커뮤니티 공간에서 커뮤니티 서비스 스케이프가 장소 애착 및 공동체의식에 미치는 영향 관계를 이해하는 것이 매우 중요하다. 따라서 본 연구의 목적은 청년 장기임대아파트 커뮤니티 공간의 서비스스케이프 구성 요인과 장소애착, 그리고 공동체의식의 관계를 종합적으로 분석하여 공동체 의식에 영향을 미치는 요인을 파악하고 이를 통해 커뮤니티 공간 서비스 스케이프 디자인 방향을 제시하는 것이다. (연구방법) 2024년 '임대아파트 브랜드 평가'에 근거하여 중국 대표 청년 장기임대아파트 브랜드 Boyu(泊寓), Goyoo(冠寓), Lingyu(瓴寓), Mofang(魔方公寓), Youtha(有巢)의 아파트 커뮤니티 공간을 연구 대상으로, 20~35세 청년층 거주자를 설문 대상으로 조사를 진행하였다. 설문조사 결과는 SPSS 26.0과 AMOS 24.0을 통해 신뢰도 분석, 요인 분석, 상관 분석, 회귀 분석을 실시하여 커뮤니티 공간 서비스 스케이프 구성 요인이 장소 애착, 공동체의식에 미치는 영향을 분석하였다. (결과) 커뮤니티 공간의 서비스 스케이프 요인인 공조 환경, 공간 디자인, 시설 배치, 관리 서비스, 인터랙션 분위기는 장소 애착에 모두 긍정적인 영향을 미치는 것으로 나타났으며 그중 인터랙션 분위기가 장소 애착에 가장 큰 영향을 미치는 것으로 나타났다. 또한 장소 애착은 공동체의식에도 긍정적인 영향을 미치는 것으로 나타났으며 이러한 결과를 통해 커뮤니티 공간 서비스 스케이프 구성 요인이 장소 애착 및 공동체의식에 긍정적인 영향을 미친다는 가설을 검증하였다. (결론) 최종 결과 커뮤니티 공간은 거주자들의 경험적 요구와 시장 역학에 대응하기 위해서 기본적인 환경 조성과 물리적 시설을 제공하는 것 외에도, 더 나은 서비스 마케팅이 필요하다는 것을 알 수 있다. 따라서 본 연구에서는 서비스 스케이프의 개념을 도입하여 커뮤니티 공간 서비스 스케이프 구성 요인이 장소 애착과 공동체의식에 미치는 영향 관계에 큰 의미가 있음을 파악하였다. 또한 이러한 관계를 실증적으로 분석하여 커뮤니티 공간 서비스 스케이프 디자인 방향을 제시함으로써 향후 커뮤니티 공간의 실용성과 체험성을 높일 수 있을 것이라 사료된다 (Background and Purpose) In recent years, affected by factors such as accelerating urbanization and housing cost increases, Chinese youth long-term rental apartments have been well received by young people because of their comfortable living environment, abundant shared space, and perfect operating model. As a new rental model, it is important to form place attachment through community spaces in order for apartment residents to feel a sense of belonging and solidarity with their residence. In addition to providing basic spatial environments and functional facilities, community spaces require better service marketing, and having a professional servicescape is an important factor in forming place attachment. Therefore, it is necessary to improve the quality of life of apartment residents by forming place attachment and cultivating community consciousness through community space and community activities in a community space service environment. In this study, we comprehensively analyzed the relationship between servicescape factors, place attachment, and sense of community in youth long-term rental apartment community spaces to identify factors that affect sense of community and thus to propose the design direction of community space servicescape. (Method) According to the 2024 Long-term Rental Apartment Brand Ranking List, this paper took the apartment community space of representative youth long-term rental apartment brands in China Boyu, Goyoo, Lingyu, Mofang, and Youtha as research objects and carried out a questionnaire among young residents aged 20 to 35 years. In order to analyze the influence of the components of the community space servicescape on place attachment and sense of community, SPSS 26.0 and AMOS 24.0 were used to analyze the survey results, including reliability analysis, factor analysis, correlation analysis, and regression analysis. (Results) The servicescape factors in community space, namely ambient condition, space design, facility layout, management service, and interaction atmosphere, all have a positive impact on place attachment, among which the interaction atmosphere has the greatest impact. In addition, place attachment also has a positive impact on the sense of community. These results validate the hypothesis that the factors of the community space servicescape have a positive impact on place attachment and sense of community. (Conclusions) According to the final result, in addition to providing the basic environmental and physical facilities, community space needs better service marketing to respond to residents' experiential needs and market dynamics. Therefore, the study introduced the concept of servicescape and found that the factors of servicescape in community were of great significance to the relationship between place attachment and sense of community. Meanwhile, by analyzing this relationship empirically, it puts forward the servicescape design direction in community space, helping to improve its practicability and experience in the future.

호텔의 서비스스케이프 요인과 특성에 관한 연구

이승희(Lee, Seung-Hee),이현수(Lee, Hyunsoo) 한국실내디자인학회 2015 한국실내디자인학회논문집 Vol.24 No.6

The servicescape of a hotel means the physical environment in which a service is produced and consumed. The users perceive the quality of the service and their inner response affects their satisfaction or behavior such as repurchase. Servicescape has been addressed mainly in marketing as a strategic element of service marketing research. The aim of this research is to find out which dimensions of servicescape is required in hotel facilities and to identify servicescape of tourist hotel in Seoul. For this study, questionnaire survey with facilities users and site research were used. Servicescape factors were derived cleanliness, convenience, aesthetics and ambience. According to case study, the most significant servicescape need for hotel facilities was cleanliness. Therefore, facility managers must continuously manage the facilities. In terms of convenience, layout of guest bathrooms and furniture was the important indicator of servicescape. Facility aesthetics play an important role as differentiation from competitors. By providing a customized design, customers choose hotels that best satisfy their needs. It is important to recognize that ambience can be controlled to a large extent by facility management.

디자인 호텔의 서비스스케이프 유형과 특성에 관한 연구

이승희(Lee Seung-Hee),이현수(Lee, Hyunsoo) 한국실내디자인학회 2015 한국실내디자인학회논문집 Vol.24 No.6

The servicescape of a design hotel means the physical environment in which a service is produced and consumed. Servicescape refers to the comprehensive physical environment perceived by users and is composed of physical elements such as ambient conditions, space, function, signs, symbols and artifacts. For a successful operation of a design hotel, it is necessary to investigate the design hotel`s servicescape types according to characteristics of design hotel`s servicescape to provide various servicescape. The purpose of this study is to classify the types of servicescape on design hotel and analyze characteristics through the case study. A case study on Europe`s design hotel to find various servicescape design methods was conducted. According to characteristics of design hotel the types, it is also categorized into four different types: history/tradition, art/culture, collaboration, locality. The case study demonstrated that European design hotels were making many efforts for their uniqueness and differentiation by considering the cultural and historical characteristics of their city and providing art and cultural space for their community. Design hotels in Korea should not only provide visitors with opportunities to have special experience through the nation`s own culture and history but also serve as a place of community activities.

헬스케어공간 서비스스케이프 물리적 증거의 디자인 연출 특성 연구 - 공간 사용자경험 디자인 특성을 중심으로 -

이민아 ( Mina Lee ) 한국공간디자인학회 2019 한국공간디자인학회논문집 Vol.14 No.2

(Background and Purpose) In contemporary society, there is heightened interest in the improvement of quality of life through healthy living. In this respect, research needs to be conducted on the servicescape that provides medical services for healthcare. In particular, a design approach to physical evidence is needed, to generate service experience through response to users. Therefore, this study was intended to present design expression methods of physical evidence for service improvement in healthcare spaces, by examining the relationship between expression factors of spatial design reflected in physical evidence and characteristics of Spatial User eXperience Design (SUXD) expression. (Method) We looked into the lobby of Y hospital as the most typical healthcare space, along with theoretical considerations based on the preceding studies related to the servicescape and SUXD of healthcare space. In the first place, we presented the typification of services to be implemented by the physical evidence in the servicescape of healthcare space and their characteristics. A model was presented for analysis on physical evidence of healthcare space servicescape based on the preceding studies that investigated the conceptual meaning of SUXD, the proposed service type and the characteristics of expressions. Based on the analytical model, we performed comprehensive analysis of the relationship structure that generated the service experience between the stimulus factor, the expression factor of spatial design in physical evidence, and the response factor, the expression factor of SUXD, by making direct visit to the space of concerned case. (Result) The results of the case analysis showed that the physical evidence of servicescape was intensively reflected to enable spatial user experience based on the color among the expression factors of spatial design in order to provide the wayfinding, communication and branding services. In addition, psychological satisfaction was induced through visual stimulation and constant provision of information, among the characteristics of SUXD, along with an increased accessibility, so as to facilitate the spatial service experience. Particularly, the physical evidence related to the signage and media, which applied the characteristics of SUXD expression, was found to be the major mechanism allowing the wayfinding and communication services to be delivered efficiently for continuous flow of experience within the servicescape. (Conclusion) The healthcare space servicescape should be created not only for medical treatment but also for healthcare and disease prevention to achieve improvement of the quality of life. For that, active utilization of the factors of the spatial design expression was found to be important for the response to the factors of SUXD expression which would form the user experience in regard to the physical evidence. The servicescape should be planned from the perspective of SUXD to enable effective service communication as a realm of multi-sensory perception for active service experience in the period ahead.

헬스케어공간 서비스스케이프의 공간 시나리오 특성 연구

이민아 한국공간디자인학회 2018 한국공간디자인학회논문집 Vol.13 No.6

(Background and Purpose) Contemporary society is focusing on healthcare, the pillar for good physical and psychological health as it transitions to an aging society. In particular, service design methods regarding healthcare, represent a comprehensive environment in which service communication is formed through the provision of medical service, and space scenarios for user experience takes on added importance. (Method) This study investigated the lobby servicescape space in “Pusan National University Yangsan Hospital” as a typical case of a healthcare space. The overall service environment was evaluated by analyzing the characteristics related to physical evidence of each service experience and the extent of reflection of servicescape characteristic factors in the space scenario. The service experience results of healthcare space users were analyzed based on the space scenario analysis model of “healthcare space servicescape” that structured the servicescape characteristic factors (physical contexts, sequential process, interactive communication) and the space scenario composition factors extracted from theoretical studies and preceding studies related to healthcare spaces and servicescapes. (Results) The results of this study showed that the resting space centered around a media wall used as guiding signage with differentiated color and size acted as mutual communication factors for the overall space, increasing both convenience and informativity. Moreover, it also acted as a primary visual device, enabling an accessible sequential process by providing a link for its smooth influx into a subsequent service experience. Meanwhile, service pain points were caused by the lack of aesthetic difference among major typical components of the servicescape, such as the information desk and amenities, and an arrangement that disrupted the consequent flow, which were problematic for the delivery of services in the healthcare space. (Conclusions) The formation of servicescapes based on space scenario study on service experiences was found to be essential for accommodating the psychological and physical needs of users in healthcare spaces like the Pusan National University Yangsan Hospital lobby space by comprehensively analyzing service touch points reflecting the factors of the servicescape. In other words, the servicescape of healthcare spaces should be formed with spatial design that ensures a smooth continuation of various service experiences on the basis of continuous and consecutive flow, leading to an effective mutual communication. (연구배경 및 목적) 현대사회는 고령화됨에 따라 정신과 육체의 건강인 헬스케어에 주목하고 있다. 특히 헬스케어에 대한 서비스디자인 접근 방법으로의 헬스케어공간 서비스스케이프는 의료서비스를 제공하여 서비스 커뮤니케이션이 형성되는 종합 환경으로, 서비스스케이프에서의 사용자를 위한 서비스 경험에 대한 공간 시나리오가 중요하다. (연구방법) 본 연구는 헬스케어공간의 대표 사례로 양산부산대학교병원을 선정하여, 그중에서도 다양한 서비스스케이프 구성 인자를 보유한 로비공간을 대상으로 조사 분석하였다. 이를 통해 헬스케어공간 서비스스케이프에서의 공간 시나리오의 특성에 대해 알아보고, 공간 시나리오에서의 각 서비스 경험이 갖는 물리적 증거별 특성과 서비스스케이프 특성 인자의 반영도를 분석하여 종합 서비스 환경을 평가하고자 하였다. 이를 위해 헬스케어공간과 서비스스케이프에 대한 이론 연구와 선행연구에서 추출한 서비스스케이프 특성 인자(물리적 상황, 순차적 프로세스, 상호적 커뮤니케이션)와 공간 시나리오 구성요소를 구조화한 ‘헬스케어공간 서비스스케이프의 공간 시나리오 분석 모형’을 기준으로 하여, 헬스케어공간 사용자의 서비스 경험 결과를 분석하였다. (결과) 연구 결과, 컬러와 크기를 차별화한 안내사인과 물리적 증거 간의 연결 위치에 배치된 미디어월을 중심으로 한 휴식 공간이 공간 전체의 상호적 커뮤니케이션 인자로 작용하여 편의성과 정보성을 상승시킴을 알 수 있었다. 또한 다음 서비스 경험으로의 유입을 원활하게 연결시킨 높은 접근성에 의한 순차적 프로세스를 가능하게 하는 주요 시각 장치로도 작용하였음을 알 수 있었다. 반면 안내데스크, 편의시설 대여 같은 서비스스케이프의 대표적인 주요 구성 인자들에서 심미적 차이의 부족과 순차적 흐름을 방해하는 배치 등으로 인한 서비스 패인포인트가 발생하여, 헬스케어공간에서의 주요 서비스 전달에 문제가 있음을 확인하였다. (결론) 서비스 경험에 대한 공간 시나리오 연구를 통한 서비스스케이프의 구현은, 서비스스케이프 인자들의 반영 평가를 통한 서비스 터치 포인트에 대해 종합적으로 분석함으로써 양산부산대학교병원과 같은 헬스케어공간에서의 사용자의 심리적・육체적 니즈에 부합하기 위한 필수 사항임을 알 수 있었다. 즉, 헬스케어공간의 서비스스케이프는 효과적인 상호적 커뮤니케이션이 형성될 수 있도록, 다양한 서비스 경험이 연속적으로 순차적 흐름에 따라 원활하게 지속될 수 있도록 공간디자인 되어야 할 것이다.