국내 유니콘 서비스 기업 사례분석을 통한 고객 경험 기반 서비스 혁신 프레임워크 제안

Abstract

In order for the service industry to create high added value, service competitiveness must be strengthened. The purpose of this study is to propose a customer experience-based service innovation framework and to verify the framework. A customer experience-based service innovation framework categorized into result, process, experience, and system was proposed and five domestic unicorn companies(Yanolja, Socar, Musinsa, Today's House, Carrot Market) were analyzed. In conclusion, consumers perceived companies that tried various customer experience-based service innovations as more innovative, and the initial growth rate of these companies was higher. In addition, it was confirmed that companies execute customer experience-based service innovation in the order of result-based innovation, process-based innovation, and system-based innovation. This study is expected to serves as an guideline in planning and designing services and provide practical helps to the companies pursuing service innovation in analyzing their current services and establishing strategies for service innovation.