서비스 디자인에서 적정 구간의 차이와 현상에 관한 연구

As the service industry rapidly evolves, consumers are increasingly focused on personalized needs. As companies strive to deliver high-quality services, researchers have introduced the concept of “appropriate service.” Previous exploratory studies have proposed measurement methods for appropriate service by examining how service frequency affects perceived customer satisfaction. This study aims to explore the differences in the visual forms of appropriate service and the related phenomena in general service industries. The findings may serve as a useful reference for service designers in strategically planning service processes. The content and methodology of this study are as follows: First, it explains the theories and measurement methods related to appropriate service presented in previous studies. Second, based on recent service classification research, this study selected hotels, insurance, delivery, and online education services as research targets. Then, through field surveys and expert interviews, the typical stages of the service process over time were identified. Third, a survey was conducted to analyze the impact of service frequency on perceived customer satisfaction, thereby demonstrating the existence of the appropriate service phenomenon. Fourth, using the appropriate service calculation formula, interval thresholds were derived, and it was found that these thresholds vary by service industry. Three key patterns were identified. First, in cases where the appropriate interval is narrow and has a right-skewed asymmetrical shape, customer satisfaction tends to gradually increase as service frequency rises. Second, when the appropriate interval is wide and also right-skewed, customer satisfaction remains generally stable even as service frequency increases. Third, when the appropriate interval is moderate and symmetrical, customer satisfaction tends to gradually decrease as service frequency increases.