환대산업서비스경영(3판)

[도서소개]

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.

[목차]

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

[저자소개]

박 영 제​

[학 력]

● 용인대학교 호텔관광경영학 학사

● 수원대학교 대학원 호텔관광경영학 석사

● 계명대학교 대학원 관광경영학 박사

● 미국, University of Nevada, Reno 대학원 과정

[경 력]

● 호텔 신라 서울 근무

● 부산 코모도 호텔 근무

● 호텔 신라 서울 서비스 교육센터 수료

● 한국국제대학교 산학 협력단 연구원

● 국립경상대학교 평생교육원 문화관광해설사 강사

현) 계명대학교 외래교수

    진주 보건대학교 외래교수

    (사)대한관광경영학회 이사

    (사)한국외식경영학회 이사

[저 서]

● 호텔경영론(한올 출판사)

● 문화관광여가론(한올 출판사)

● 문화관광정책론(한올 출판사

[주요 논문]

● 「영화 또는 드라마속의 PPL이 호텔브랜드 이미지와 만족도에 관한 연구」

● 「한국형 호텔 브랜드 자산 가치 구성 척도 개발」

● 「간접광고에 노출된 호텔브랜드가 기업이미지와 고객 선호도에 미치는 영향」

● 「간접광고가 호텔레스토랑 브랜드 이미지와 만족도에 미치는 영향 연구」

● 「호텔마케팅 커뮤니케이션이 브랜드 인지도, 이미지, 충성도에 미치는 영향」

● 「커피전문점의 문화마케팅활동 브랜드 이미지와 재 구매의도에 미치는 영향」

● 「피자전문점의 물리적 환경이 서비스품질과 행동의도에 미치는 영향」

● 「확장된 한국형 호텔 브랜드 자산 가치 구성 척도 개발」

우 경 진 

[학 력]

● 한양대학교 학사

● 휴스턴 주립대 호텔경영학 석사

● 세종대학교 호텔관광경영학 박사

[경 력]

● 미국 라마다 노스이스트 호텔 근무

● 대우개발 기획실 과장, 서울& 경주 힐튼호텔 홍보실장

● 관광통역안내원 국가시험 영어 면접위원

● 문화관광부 축제평가전문위원

● 미국 네바다주립대학(UNLV) 교환교수

● 한국호텔관광학회 이사, 기업경영학회 사무총장 역임

● 호텔경영사, 호텔관리사 국가자격시험출제위원

● 한국관광공사 자문위원, 인천시 관광공사 설계자문위원

● 한국교직원공제회 경영평가위원

현) 수원대학교 호텔관광학부 교수 / 호텔관광대학원장

[저 서]

● 업그레이드 유어셀프(라이프 마케팅), 명진출판, 2002

● 엄마형리더십, 명진출판, 2004

김 영 호 

[학 력]

● 경기대학교 관광경영학과(경영학사)

● 경기대학교 대학원 관광경영 전공(관광학 석사)

● 경기대학교 대학원 관광경영 전공(관광학 박사)

● 안양대학교 사회복지학과(사회복지학 석사)

[경 력]

● ㈜은마관광여행사, 신라관광여행사 근무

● 여행생각, ㈜기도여행사, ㈜롯데호텔 객실영업부 근무

● 백남관광개발(주)프레지던트호텔 영업부 근무

● 두산건설(주)서울호프 관광호텔 총지배인

● 삼부개발(주)글로리관광호텔 총지배인

현) 호원대학교 항공관광학부 교수(2004년~2021년 현재)

    문화체육관광부 관광전문자격증 심사위원(경기도지역)

    경기도 안산시 다문화 협의회 전문교육위원

[연구 논문]

● 관광호텔의 기업 이미지 전략에 관한 연구

● 호텔조직문화가 경영전략과 경영성과에 미치는 영향에 관한 연구

● 호텔기업의 인터넷 홈페이지 비교분석에 관학 연구