Analysis of Success Factors of HYBE based on Service Triangle Model - BTS Case Study -

Abstract

In this study, the service triangle model is used to identify the success factors of HYBE(former Big Hit), which has raised BTS(K-POP boy group known as Bangtan Boys in Korea). The service triangle model proposed by Albrecht & Zemke(1985) presents customer-centered service strategy, people(employee, service personnel), and supporting system as the three key components of operations management. As the result of the study, we suggest various success factors from managerial perspectives. Firstly, clear identification of customer segmentation, differentiated content for teenagers and the twenties, and responsiveness to environmental changes by strengthening learning capability are important factors in customer-centered service strategy. Secondly, optimizing the customer experience and stimulating the growth of the fanbase by actively utilizing information technology platforms such as V-LIVE and Weverse are important factors in customer-centered supporting system. Thirdly, BTS members’ self-production of content and direct communication with ARMY fans are critical factors in terms of customer-centered service personnel.<BR> Although these factors presented here partially overlap with the factors presented in previous studies, this study can help upper managers establish strategies and set directions for effective management at the corporate level by suggesting success factors through a two-way connection line.