대한민국의 문화관광산업은 코로나 상황에서도 오프라인을 통해서 지구촌을 떠들썩하게 만들었다.

관광산업이 활성화되면 세계인들은 한국의 문화관광을 체험하기 위해 물밀 듯이 밀려들 것이라 예상된다.

본 교재는 우리나라 미래의 환대산업과 4차산업 혁명시대에서 대한민국의 미래 먹거리 산업이 될 수 있기를 희망하면서 심혈을 기울여 집필하였다.

CHAPTER 01 서비스 경영관리

1. 서비스의 개념 및 특성·············································4

1 서비스의 개념·························································· 4
2 서비스의 특성···························································5


2. 서비스 가치의 개념과 특성····································· 10

1 서비스 가치의 개념··················································10
2 서비스 품질의 의의··················································12
3 서비스 품질 유형과 중요성·········································13
4 서비스 품질의 특성··················································13


3. 서비스 상품의 특성··············································· 15

1 서비스 상품의 개요··················································16
2 서비스 상품 수명주기···············································18


4. 서비스 경영관리의 특성과 한계······························· 22

1 서비스 경영관리의 특성·············································23
2 서비스 경영의 한계··················································27


5. 서비스 프로세스·················································· 29

1 서비스 프로세스의 개념·············································29
2 서비스 프로세스 혁신···············································32


6. 서비스 구매에 따른 관리········································ 33

1 구매 전 과정 - 대기관리············································34
2 구매 과정 & 구매 이후··············································35


7. 서비스 패러독스·················································· 39

1 서비스 패러독스의 원인·············································39
2 서비스 패러독스 탈피방안··········································41


8. 서비스 청사진····················································· 43

1 서비스 청사진의 개념···············································43
2 서비스 청사진의 구성요소··········································44
3 서비스 청사진의 이점···············································46
4 서비스 청사진의 특징···············································47
5 서비스 청사진의 작성 및 개발·····································47



CHAPTER 02 서비스 경영전략

1. 서비스 경영전략의 개요········································· 52

1 환경변화 대처능력···················································53
2 경영자원의 효율적 배분·············································53
3 기업 경영활동의 통합···············································54


2. 경영전략의 성공요건············································· 55

1 비즈니스 모델을 지속적으로 진화시켜라.·······················55
2 고객을 전략의 중심으로 만들어라.·······························56
3 네트워크로 경쟁하라.···············································56
4 최고의 가치로 승부하라.············································57


3. 경영전략의 유형·················································· 57

1 방어형(defenders) 전략···········································57
2 공격형(prospectors) 전략·········································58
3 분석형(analyzers) 전략 ············································59
4 반응형(reactors) 전략 ·············································59
5 시장 지향적 전략·····················································60


4. 경영전략의 실행과정············································· 62

1 환경에 대한 진단의 평가············································62
2 전략의 수립····························································62
3 전략의 선택····························································63
4 전략의 실행····························································64
5 장 · 단기 목표의 설정·················································64
6 평가·····································································65


5. 서비스 디자인의 이해············································ 67

1 서비스디자인의 개념················································67
2 서비스디자인의 배경 및 특징······································72



CHAPTER 03 서비스 인적 자원 개발

1. 인적 자원 개발의 개념··········································· 88


2. 인적 자원 개발의 구성요소····································· 90

1 개인 개발·······························································90
2 경력 개발·······························································91
3 조직 개발·······························································91
4 수행 관리·······························································92


3. 인적 자원 개발의 중요성········································ 94

1 인적 자원관리·························································97
2 인적자원계획의 중요성··············································99


4. 전략적 인적 자원 관리········································· 102

1 모집과 선발·························································· 104
2 훈련과 개발·························································· 104
3 적재적소의 배치···················································· 104
4 인사고과와 승진···················································· 105
5 업적 평가와 피드백················································ 107
6 보상관리······························································ 107
7 서비스 종사원의 역할 모호성···································· 109


5. 서비스 기업의 인사관리시스템······························ 113

1 모집관리······························································ 113
2 교육훈련······························································ 115
3 인사고과 관리······················································· 118
4 인적 자원 관리의 환경············································· 119
5 인적 자원 관리의 트렌드·········································· 121
6 인적 자원 개발 발전방안·········································· 122



CHAPTER 04 내부 브랜딩

1. 내부 브랜딩의 이해············································· 128

1 브랜딩이란··························································· 128
2 브랜딩의 역사······················································· 128
3 브랜드의 브랜딩이 갖는 힘······································· 128


2. 내부 브랜딩의 필요성과 중요성····························· 129

1 내부 브랜딩의 필요성············································· 129
2 내부 브랜딩의 중요성············································· 131


3. 직원과 고객을 사로잡는 내부 브랜딩······················· 132

1 내부 브랜딩을 위한 3단계········································ 133
2 성공적인 내부 브랜딩············································· 133
3 성공한 브랜드들의 공통점········································ 134


4. 내부고객의 개념················································ 138

1 종사원의 갈등과 종사원 스트레스를 관리하라.·············· 138
2 직무에 적합한 사람을 고용하라.································ 140
3 최고의 사원을 유지하라.·········································· 140
4 교육과 훈련을 실시하라.·········································· 142
5 경영지원 및 내부 커뮤니케이션을 강화하라.················· 142
6 팀워크를 장려하라.················································ 142


5. 내부고객 만족의 중요성······································· 144


6. 권한 위임(empowerment)·································· 149

1 권한 위임의 개념··················································· 150
2 임파워먼트의 3가지 견해와 열쇠······························· 151
3 권한 위임의 3가지 열쇠··········································· 154
4 권한 위임의 효과··················································· 156
5 권한위임이 안 되는 이유·········································· 158
6 권한 위임을 하기 위한 전제 조건······························· 167
7 효과적인 임파워먼트를 위한 방안······························ 171


7. 임파워링 리더십················································ 174

1 임파워링 리더십의 특징··········································· 176
2 임파워링 리더십의 효과··········································· 176
3 임파워링 리더의 역할············································· 177


8. 내부마케팅 4가지 전략········································ 178

1 적임자의 채용······················································· 178
2 인력개발······························································ 179
3 내부 지원시스템의 구축··········································· 179
4 우수 직원의 유지··················································· 180


9. 내부마케팅 실행요소··········································· 181

1 커뮤니케이션························································ 182
2 복지후생······························································ 182
3 교육 훈련····························································· 183



CHAPTER 05 고객 만족·감동경영

1. 고객의 개념······················································ 188


2. 고객만족·························································· 188

1 제품요소······························································ 189
2 서비스 요소·························································· 189
3 기업이미지 요소···················································· 190
4 구전··································································· 190


3. 고객만족의 중요성············································· 192


4. 고객기대의 요인················································ 197

1 내부적 요인·························································· 198
2 외부적 요인·························································· 199
3 상황적 요인·························································· 200
4 고객 욕구와 기대치················································ 200


5. 고객만족 지표의 원칙·········································· 203

1 계속성의 원칙······················································· 203
2 정량성의 원칙······················································· 203
3 정확성의 원칙······················································· 204


6. 고객의 역할······················································ 207

1 생산자원으로서의 역할············································ 207
2 품질에 기여하는 공헌자로서의 역할··························· 208
3 잠재적으로 경쟁자로서의 역할·································· 209


7. 고객 감동 경영·················································· 210

1 고객 감동····························································· 210
2 고객 지향적 기업 추구············································· 212
3 서비스 경험 관리··················································· 212
4 고객 욕구 트렌드 경향············································· 213



CHAPTER 06 고객 불만관리

1. 서비스의 실패··················································· 218


2. 고객의 불만족··················································· 219


3. 서비스 불만관리················································ 222

1 불만관리 해결방안················································· 222
2 고객 불만 처리 서비스············································· 224
3 고객의 소리(VOC)의 중요성····································· 228
4 VOC(Voice of Customer)의 근본적 해결을 위한 시스템 ···230
5 서비스 개선·························································· 232



CHAPTER 07 서비스 보증과 회복관리

1. 서비스 보증의 개념············································· 238


2. 서비스 보증의 유형············································· 239

1 무조건적인 보증(unconditional guarantee)················ 239
2 구체적인 보증(specific guarantee)··························· 240


3. 서비스 보증의 장단점·········································· 242


4. 서비스 회복······················································ 245
1 서비스 회복의 개념················································ 245
2 서비스 회복의 중요성과 효과···································· 247
3 서비스 회복의 필요성············································· 250
4 서비스 회복 유형··················································· 251
5 서비스 회복 전략··················································· 254
6 공정성 이론·························································· 257



CHAPTER 08 고객 경험관리

1. 고객 경험관리··················································· 264

1 고객 경험관리(CEM)의 개념····································· 264
2 고객경험과 고객가치·············································· 266


2. 경험적 가치······················································ 267

1 경험적 가치의 개념················································ 267
2 경험적 가치의 구성요소··········································· 268


3. CRM에서 CEM으로의 변화································· 269


4. 새로운 접근방법, CEM········································ 270

1 CEM 기본구조······················································ 272
2 초연결 시대의 고객 경험관리···································· 281


5. 더 나은 고객 경험 디자인····································· 281

1 기억에 남는 고객 경험 서비스··································· 283
2 고객 집착····························································· 283
3 고객 경험 서비스··················································· 286



CHAPTER 09 서비스 커뮤니케이션

1. 커뮤니케이션의 개념··········································· 292


2. 서비스 커뮤니케이션의 목적과 특성························ 293

1 상징적 과정·························································· 293
2 존재확인 과정······················································· 294
3 개인별 해석의 가능················································ 294
4 상황별 해석에 따른 영향·········································· 294


3. 서비스 커뮤니케이션 요소···································· 295

1 송수신자······························································ 295
2 메시지································································ 296
3 채널··································································· 296
4 피드백································································ 297
5 잡음··································································· 297
6 세팅··································································· 297


4. 서비스 커뮤니케이션 믹스···································· 300


5. 서비스 커뮤니케이션 믹스 방법····························· 302
1 광고··································································· 302
2 인적 판매····························································· 303
3 판매촉진······························································ 304
4 PR····································································· 305



CHAPTER 10 서비스 상품과 가격 전략

1. 가격의 개념······················································ 310


2. 서비스 상품의 가격 전략······································ 311


3. 서비스 가격 설정··············································· 313


4. 가격결정 전략··················································· 317

1 다중가격 전략······················································· 317
2 다중가격 마인드 형성의 3가지 전략···························· 318
3 경쟁전략의 가격 정책············································· 318
4 가격을 차별화하는 7가지 방법·································· 322



CHAPTER 11 서비스 품질관리

1. 서비스 품질관리의 개념······································· 328


2. 서비스 품질관리의 중요성···································· 330


3. 서비스 품질관리의 특성······································· 331


4. 서비스 품질분석 방법·········································· 334


5. 서비스 품질평가 및 측정······································ 336

1 SERVQUAL 모델·················································· 336
2 SERVPERP 모형·················································· 338
3 EP 모형······························································ 339
4 서비스 품질 측정의 어려움······································· 340
5 서비스 품질이 낮아지는 이유···································· 341


6. 서비스 품질향상을 위한 제언································ 342

1 고객의 니즈를 정확히 파악하라.································ 343
2 고객 니즈의 핵심은 반드시 충족시켜라.······················· 343
3 체계적으로 서비스를 디자인하라.······························ 343
4 실패한 서비스는 즉시 정정하라.································ 344
5 고객을 놀라게 하라.··············································· 344
6 일선 직원들의 팀워크를 강화하라.····························· 345
7 종사원에게서 서비스의 문제점에 대해 경청하라.··········· 345
8 고객을 안심시켜라.················································ 345
9 서비스 품질은 사전에 확인해라.································ 345
10 경영자가 먼저 일선 직원에게 서비스하라.···················· 346



CHAPTER 12 서비스 브랜드 전략

1. 브랜드의 역할과 전략·········································· 350


2. 브랜드의 구성요소············································· 354

1 브랜드 네임(Brand name)······································ 354
2 로고(Logo)와 심벌(Symbol)···································· 355
3 슬로건(Slogan)····················································· 355


3. 브랜드 차별화 전략············································· 357


4. 브랜드 차별화 전략방법······································· 359

1 브랜드 콘셉트 전략················································ 359
2 제품 전략····························································· 359
3 가격 전략····························································· 360
4 유통 전략····························································· 360
5 온라인 전략·························································· 360
6 프로모션 전략(판매촉진 전략)··································· 361
7 서비스 전략·························································· 362


5. 서비스 브랜드 개발 전략······································ 362

1 브랜드 요소 선택··················································· 362

2 이미지 차원 확립··················································· 363
3 상표화 전략 고안··················································· 363


6. 서비스 브랜드 자산············································· 365

1 브랜드 지식·························································· 366
2 브랜드 인지도······················································· 368
3 브랜드 이미지······················································· 369
4 브랜드 신뢰·························································· 370



CHAPTER 13 서비스 마케팅 전략

1. 서비스 마케팅의 개념·········································· 374

1 눈에 보이는 장치의 도입 및 강화······························· 374
2 서비스를 측정 가능한 형태로 제시····························· 375
3 대표적 서비스의 집중 부각······································· 375


2. 서비스 경쟁 전략··············································· 377

1 서비스 경쟁 전략의 기본 유형··································· 379
2 경쟁 전략의 선택 - 서비스 프로세스 관점···················· 379
3 서비스 마케팅의 삼각형··········································· 380


3. 서비스 마케팅 믹스············································· 384

1 상품(Product)······················································ 384
2 가격(Price)·························································· 385
3 유통(Place)·························································· 385
4 촉진(Promotion)··················································· 386
5 과정(Process)······················································ 387
6 물리적 증거(Physical evidence)······························ 388
7 사람(People)························································ 388
8 서비스 마케팅 믹스 전략·········································· 389


4. 시장 세분화 전략 ··············································· 390

1 시장 세분화의 개념················································ 390
2 시장 세분화의 분류 기준·········································· 391


5. 표적시장 전략··················································· 392

1 표적시장의 의의···················································· 392
2 표적시장의 선정···················································· 393


6. 서비스 포지셔닝 전략·········································· 395

1 서비스 포지셔닝 전략의 개념···································· 395
2 서비스 포지셔닝의 중요성········································ 397
3 서비스의 시장 세분화············································· 398
4 서비스 포지셔닝 방법············································· 400
5 포지셔닝 맵·························································· 403
6 포지셔닝 전략의 유형············································· 404


7. 서비스 기업의 물리적 환경··································· 405

1 물리적 환경의 개념················································ 405
2 물리적 환경의 중요성············································· 406
3 물리적 환경의 구성요소··········································· 407


8. 고객 관점의 서비스 상품개발································ 408

1 고객관점······························································ 408
2 고객의 기대를 넘어서야 한다.··································· 409
3 서비스 상품은 독특하고 창의적이어야 한다.················· 409



CHAPTER 14 환대산업의 4차산업 혁명

1. 4차 산업혁명···················································· 412


2. 4차 산업혁명의 특징··········································· 413

1 4차 산업혁명의 5가지 핵심기술································ 413


3. 4차 산업혁명과 관광산업의 구조 변화····················· 415


4. 4차 산업혁명과 스마트 관광································· 420

1 관광형태의 변화···················································· 421
2 4차 산업혁명이 관광산업에 미치는 영향······················ 422


5. 4차 산업혁명 시대, 우리의 현실과 방향··················· 423


6. 관광형태의 변화, 서비스 발전과 생태계··················· 424

1 4차 산업혁명시대의 관광산업 생태계·························· 424


7. 관광산업과 첨단기술의 결합, 트래블 테크················ 427

1 트래블테크 기반의 관광산업 디지털 트랜스포메이션······· 428