Journal of Service Research and Studies (서비스연구)

The Society of service Science (서비스사이언스학회)
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Optimized Bicycle-sharing Model for China Market

최적화된 중국시장의 공유자전거 모델제안

  • 왕양 (동서대학교 일반대학원) ;
  • 박성일 (부산경제진흥원) ;
  • 이성필 (동서대학교 디자인대학 서비스디자인과정)
  • Received : 2018.11.15
  • Accepted : 2018.12.21
  • Published : 2018.12.31
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Abstract

Bicycle-sharing as a product service system in the sharing economy, its characteristic is that users can go to nearby places by the public bike at any time however they don't need to have their own bicycle. However, the service quality of bicycle-sharing and satisfaction of users continuously decrease with the rapid growth number of bicycle-sharing users in China. Based on the double diamond model and from the perspective of service design, this research studies the service experience of bicycle-sharing of Chinese users, focuses on the potential pain points of Chinese users when using the public bike, and designs the optimum proposal to promote users' satisfaction. According to the research result, the research builds a new concept which can satisfy users' demand for communication, enjoyment and option during the cycling. The experience of new service system of bicycle-sharing makes humanized and subconscious interaction possible.

공유 자전거（bicycle-sharing）는 제품 서비스 시스템을 공유 경제（sharing economy）에 접목시킨 새로운 협력소비경제의 개념이다. 공유 자전거의 차별적 특징은 자전거 이용자가 자전거를 소유하고 있지 않더라도 자신이 원하는 시간에 원하는 지역에서 자전거를 타고 이동할 수 있다는 점이다. 중국의 경우, 공유 자건거가 제공하는 이러한 편익으로 인해 공유 자전거 이용자는 급격히 증가하고 있는 반면, 공유 자전거의 서비스 체험 품질과 사용자 만족도는 지속적으로 하락하고 있는 상황이다. 본 연구는 중국 내의 유저들이 공유 자전거 서비스 체험을 통해 지각하는 서비스의 품질을 실증분석을 통해 파악하고, 서비스가 제공되는 과정에서 발생할 수 잠재적인 문제점을 도출한 다음, 서비스 품질 제고와 사용 만족도를 높일 수 있는 가장 효과적인 방안을 설계하여 제안하고자 하였다. 실증연구는 서비스 디자인 관점에서 중국 내의 공유 자전거 서비스 경험자들을 대상으로 더블 다이아몬드 모델（Double diamond model)에 기반을 두고 진행되었다. 연구결과, 공유 자전거의 승차 단계에 대한 유저 교류, 흥미 및 통제권에 대한 수요를 만족시킬 수 있는 새로운 컨셉을 고안하였다. 이 콘셉트에서 제공하는 새로운 서비스 체험 방식은 인간 친화적인 것이 특징이며, 무엇보다도, 공유 자전거 이용자(또는 고객)의 잠재된 니즈를 충족시킬 수 있는 가능성을 보여주었다는 점에서 중요한 의미를 부여할 수 있다.

Keywords

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Fig. 2-1 Shared Framework of bicycle-sharing>

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Fig. 2-2 The Application of IoT Technology in The Bicycle-sharing System

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Fig. 3-1 The existing problem about bicycle-sharing

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Fig 4-1. The design process and method

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Fig. 4-2 User shadowing & customer journey map

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Fig. 4-3 Needs map

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Fig. 4-4 Personas

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Fig. 4-6 Kano mode

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Fig. 4-7 Better - Worse coefficient analysis

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Fig. 4-8 Service storyboard about optimization schemes

Tab. 2-1 Technical features of bicycle-sharing each stage

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Tab. 2-2 Generations of bicycle-sharing systems

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Tab. 4-2 Functional and dysfunctional questions in the Kano questionnaire

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Tab. 4-3 Kano Evaluation Table

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Tab. 4-4 Survey Results and Summary of B-W Index

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