성공적인 고객 경험 관리를 위한 서비스 경험 실사 - 커피전문점 적용 사례 연구 -

Recently, as differentiation of a product and service is getting harder and harder, experience has become new source of customer value beyond price, technology, quality, and service. This study introduces customer experience management(CEM) as a process that systematically manages customer experience for a product or service. The purpose of this study is to explain the importance and the meaning of customer experience management and to conduct the case study for a coffee shop by using a walk-through audit(WtA) which can practically implement CEM concept in real service business. Since introduced in 1991 by Fitzsimmons and Maurer, WtA has become the method for evaluating customer's perceptions of the complete process of service delivery and total service package. The survey has 34 questions that lead the evaluators on the same "walk through the coffee shop" that a customer takes. The survey was conducted to 36 randomly chosen customers and 6 service providers (3 servers and 3 managers) who are currently working at the coffee shop. The results indicated that both groups had lots of different perceptions on most experience attributes that were examined and also proposed what features or services should be corrected and improved promptly.