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Korean Academic Society of Business Administration
[ Article ]
korean management review - Vol. 45, No. 6, pp.2015-2064
ISSN: 1226-1874 (Print)
Print publication date 31 Dec 2016
Received 14 Nov 2015 Revised 02 Sep 2016 Accepted 12 Sep 2016
DOI: https://doi.org/10.17287/kmr.2016.45.6.2015

한국의 서비스 연구는 어떻게 진화할 것인가?: 학계와 산업계 인식조사를 통해 도출한 미래 서비스 연구의 방향

이유재* ; 라선아** ; 이청림***
*(주저자) 서울대학교 경영대학 youjae@snu.ac.kr
**(교신저자) 한국방송통신대학교 경영학과 sunala@knou.ac.kr
***(공저자) 서울대학교 경영학 박사 cllee76@nate.com
How will Service Research Evolve in Korea?: Drawing Future Directions of Service Research from an Investigation across Academia and Industries
Youjae Yi* ; Suna La** ; Cheonglim Lee***
*Seoul National University, First Author
**Korea National Open University, Corresponding Author
***Ph. D (Marketing) of Seoul National University, Co-Author

초록

본 연구는 국내 서비스 경제화가 급속도로 진행되면서 다양한 형태의 서비스가 한류를 타고 세계로 진출하고 있는 현 상황을 고려할 때, 국내의 서비스 산업을 한 차원 높게 발전시키고 한국이 세계 수준의 서비스를 선도하는 데, 학계가 어떻게 하면 실질적이고 의미있는 역할을 수행할 수 있을지에 대한 고민에서 출발하였다. 고민에 대한 답을 얻기 위해, 먼저 글로벌 학계의 동향을 파악하고, 도전적 미래에 대응하고자 하는 산업계의 요구를 조사하여 이를 수렴시켜가는 방법을 찾는 게 중요하다고 판단하였다. 따라서, 본 연구에서는 세계적 서비스 패러다임의 동향에 대응될 수 있도록, 본 연구진이 글로벌 리서치 네트워크로 참여하여 도출했던 최신의 글로벌 서비스우선연구과제(Service Research Priorities: SRP)를 토대로, 국내 산/학의 의견을 반영하여 국내조사를 위한 SRP 10개 대주제와 37개 세부주제를 도출한 후, 학계와 산업계의 서비스 전문가를 대상으로 SRP의 중요도, 현재 연구수준, 국내 서비스 연구 역량과 환경에 대해 조사하고 시사점을 도출하였다.

10개의 SRP 대주제는 서비스 가치사슬시스템의 5개 영역에 고르게 분포한다. 먼저, ‘투입과 자원’ 영역에 ‘빅데이터의 활용’, ‘목표와 가치 영역’에 ‘지속가능한 사회를 위한 변혁적 서비스’, ‘가치창출에 대한 이해’, ‘서비스 경험의 향상’, ‘생산수단 및 과정’ 영역에 ‘서비스 혁신의 활성화’, ‘서비스 네트워크와 시스템의 개발’, ‘서비스 테크놀로지의 활용’, ‘환경 및 전략’ 영역에 ‘세계화 맥락에서의 서비스에 대한 이해’, ‘한국적 서비스에 대한 연구’, 마지막으로 ‘산출 결과’ 영역에 ‘서비스 생산성과 성과’로 구성된다.

과제의 우선순위 분석결과, 10개의 SRP 중 중요도 대비 현 연구수준이 가장 뒤쳐진 최우선추진과제는 ‘빅데이터의 활용’, ‘지속가능한 사회를 위한 변혁적 서비스’, ‘가치창출에 대한 이해’로 나타났으며, 업계의 절박성에 비해 학계의 인식이 낮았던 주제는 ‘서비스 생산성과 성과’, ‘한국적 서비스에 대한 이해’로 나타났다. 학계보다 업계에서 모든 주제의 중요성을 더 높게 인식하고 있어 학계의 연구를 서둘러 촉진할 필요가 있으며, 산/학 인식 차이가 큰 과제에 대해서는 상호간 소통을 촉진하여 공감대를 형성할 필요가 있다. 본 연구를 통해, 학계가 업계의 현실적 문제의식을 공유할 수 있는 산/학 인식 조사의 유용성을 발견하였고, 산-학 공동연구로 수행할 수 있는 긴급성이 높은 공통 주제들을 도출할 수 있었다.

Abstract

Korea went through a rapid and compressive switchover to a service economy. Currently Korean service firms go global with the hallow effect of Korean wave that has been spreading over to other Asian countries and even Western countries. In this context, the goal of the present study is to identify future paradigm shifts and directions of service research in Korea.

In this study, we first conducted an extensive literature review and a round table discussion of service academics for finding future research themes. The findings were used as input in the global research project designed to generate service research priorities (SRP), in which we participated as an affiliate of the global research network. Then, we referred to the twelve global SRP’s developed from the project and drew ten major themes and sub-themes for future research priorities for Korea through a systematic process including small group seminars and Delphi. Finally, we conducted a survey to investigate the current perceptions across the academics and experts in service industries.

The final ten SRP’s are as follows: ‘The ways of using big data,’ ‘Transformative service for sustainability,’ ‘Understandings in value co-creation,’ ‘Improvement in service experiences,’ ‘Stimulation of service innovation,’ ‘Development of service network and system,’ ‘Utilization of service technologies,’ ‘Understanding services in the global context,’ ‘Development of Korean- style services,’ and ‘Service productivity and performance.’ Ten SRP’s cover all five areas of the service value chain. Together with this investigation, we conducted a survey to examine the perceptions of status-quo of Korean service research competency and research environment.

The research findings show that both Korean academics and practitioners put high importance on all ten research themes. The top 5's are as follows in order: ‘The ways of using big data,’ ‘Utilization of service technologies,’ ‘Service productivity and performance,’ ‘Improvement in service experiences,’ and ‘Transformative service for sustainability.’ Surprisingly, the current knowledge in research regarding these 10 themes was evaluated very low. Practitioners put more importance on all ten themes than academics did. Furthermore, we found significant differences in the perceptions of several research topics between the two groups.

The study drew the most needed themes for future service research in Korea by analyzing the gap between the importance and the extant knowledge about the themes. The most urgent three themes are ‘The ways of using big data,’ ‘Transformative service for sustainability,’ and ‘Understandings in value co-creation.’ Also, we suggested the guidelines for mutual understanding and collaboration toward evolutionary research in preparation for future challenges of service in Korea.

Keywords:

service research priority (SRP), service dominant logic (SDL), transformative service, sustainability, value co-creation, service innovation, big data, customer engagement value

키워드:

가치공동창출, 고객참여가치, 변혁적 서비스, 빅데이터, 서비스, 서비스중심사고, 서비스혁신, 우선연구과제, 지속가능성

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∙저자 이유재는 현재 서울대학교 경영대학 교수로 재직 중이다. 서울대학교 경영대학을 졸업하고 미국 스탠포드대학교에서 마케팅 박사학위를 받은 후 미시간대학교에서 교수로 재직한 바 있다. 한국마케팅학회장, 한국소비자학회장, 서비스마케팅학회장을 역임하였고 주요 연구분야는 소비자행동, 고객가치경영, 서비스마케팅 등이다.

∙저자 라선아는 서울대학교에서 ‘서비스 충성도의 이중경로 모형’ 연구로 경영학 박사학위(마케팅전공)를 받았으며, 현재 한국방송통신대학교 경영학과 교수로 재직 중이다. 2016년 소비문화학회에서 ‘소비자행복’관련 연구논문으로 최우수 논문상을 수상하였다. 최근의 연구 관심분야는 서비스실패와 복구, 브랜드-고객 관계, 기업의 사회적 책임, 소비자 행복 등이다.

∙저자 이청림은 조사관련 업체에서 실무경험을 쌓은 후 서울대학교에서 마케팅 전공으로 박사학위를 취득하였다. 서비스품질평가 및 공공부문 고객만족지수개발 등의 프로젝트에 참여해 왔으며, 현재 아주대학교에서 강의하고 있다. 연구주제는 구전, 고객만족, 서비스품질 등이며, 고객만족지수와 기업성과에 관련된 여러 편의 연구를 수행하였다.