공연장서비스의 고객만족도 향상을 위한 서비스 요인의 상대적 중요도와 우선순위 도출 - 대형 뮤지컬 공연장을 중심으로 -

Abstract

In this study, in contrast to the conventional artistic perspective oriented research on performing arts, the musical performance delivery mechanism at a large theater is defined and analyzed as a theater service due to its inherent resemblance to services. In order to analyze the theater service, the service blueprint method is applied to identify service provision process to audiences. The theater service process is consisting of many supporting service functionalities including the on-stage and the back-stage supporting functions. Therefore, the theater service is also identified as a combined process of many supporting service functions. In addition, potential service failure points and waiting points that may deteriorate theater service quality are identified. Examples of potential failure points are the customer complain handling, confirmation of pre-purchased tickets, on-site ticketing and the theater map guidance. Relative importance and the order of priority of such potential service failure points are important not only for preventing service failure occurrence, but also for improving customer satisfaction. In this study, the Analytic Hierarchy Process (AHP) is applied to investigate the relative importance of several potential failure points. Then, effective service recovery strategies and service improvement methods are proposed. Analysis results of this study can also be useful for future performing arts related research works. For example, many supporting functions of the theater service and their relation identified in this study can be used for establishment of a standardized performing arts service provision process. These results can also be used for the mid and small size performing arts provision service process so as to improve customer satisfaction and performance profitability of such services.

In this study, in contrast to the conventional artistic perspective oriented research on performing arts, the musical performance delivery mechanism at a large theater is defined and analyzed as a theater service due to its inherent resemblance to services. In order to analyze the theater service, the service blueprint method is applied to identify service provision process to audiences. The theater service process is consisting of many supporting service functionalities including the on-stage and the back-stage supporting functions. Therefore, the theater service is also identified as a combined process of many supporting service functions. In addition, potential service failure points and waiting points that may deteriorate theater service quality are identified. Examples of potential failure points are the customer complain handling, confirmation of pre-purchased tickets, on-site ticketing and the theater map guidance. Relative importance and the order of priority of such potential service failure points are important not only for preventing service failure occurrence, but also for improving customer satisfaction. In this study, the Analytic Hierarchy Process (AHP) is applied to investigate the relative importance of several potential failure points. Then, effective service recovery strategies and service improvement methods are proposed. Analysis results of this study can also be useful for future performing arts related research works. For example, many supporting functions of the theater service and their relation identified in this study can be used for establishment of a standardized performing arts service provision process. These results can also be used for the mid and small size performing arts provision service process so as to improve customer satisfaction and performance profitability of such services.