Journal of Service Research and Studies (서비스연구)

The Society of service Science (서비스사이언스학회)
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Classification of Service Quality for HMR unmanned store business

HMR 무인매장 서비스 품질 분류에 관한 연구

  • Jong Won Lee (School of Global Business, The Catholic University of Korea)
  • 이종원 (가톨릭대학교 글로벌미래경영학과)
  • Received : 2023.05.16
  • Accepted : 2023.06.03
  • Published : 2023.06.30
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Abstract

The universal form of life in the era of the 4th industrial revolution can probably be summarized as the keyword "non-face-to-face". In particular, in terms of consumption activities, face-to-face contact is gradually changing to a system that minimizes, and offline stores are rapidly changing to non-contact services through kiosks and robots. The social structure is also changing with the passage of time, and most fundamentally, our dietary consumption patterns are changing. In particular, the increase in single-person households and the aging population are having a great impact on changes in the food service industry, which is closely related to dietary life. The HMR (Home Meal Replacement) market has grown significantly as the labor of cooking at home has decreased and the use of substitute foods has increased. As the size of the market has grown, the types of businesses that provide products have also diversified. The development of technology, non-face-to-face culture, and corporate management efficiency are intertwined, and unmanned stores are spreading recently. In this study, service quality attributes of HMR unmanned stores, where competition is gradually intensifying, are classified, and service quality classification using the Kano model and Timko's customer satisfaction coefficient are calculated to provide implications for service management based on customer satisfaction. As a result of the analysis, 'products with short cooking time' and 'variety of products (menu)' were classified as attractive qualities, and 'cleanliness inside/outside of the store' and 'products at reasonable prices' were classified as unified quality. In addition, 'convenience of self-checkout process' was classified as a natural quality, and 'convenience of in-store passage' was classified as an indifferent quality. Furthermore, when the service factor was satisfied within the HMR unmanned store, the factor with the highest satisfaction coefficient was 'product (menu) variety', and the factor with the highest dissatisfaction factor was 'convenience of self-checkout process'. Through the results of this study, it is intended to derive priorities in service quality management of HMR unmanned stores and provide strategic implications for related businesses.

제4차 산업혁명 시대의 보편적 삶의 형태는 비대면이라는 키워드로 요약될 수 있을 것이다. 특히 소비 활동 측면에서도 점차 대면 접촉이 최소화되는 시스템으로 변화하고 있으며, 오프라인 매장에서는 키오스크(kiosk)와 로봇 등을 통한 비접촉 서비스로의 전환이 빠르게 이어지고 있다. 사회 구조 역시 시간의 흐름에 따라 변화되고 있으며 특히 1인 가구 증가와 고령화는 식생활과 연관된 외식산업의 변화에도 영향을 미치고 있다. 가정 내에서 직접 조리하는 노동이 줄어들고, 대체할 수 있는 식품의 이용이 증가하고 있음에 따라 가정간편식 (HMR: Home Meal Replacement)시장이 큰 규모로 성장하였다. 시장의 규모가 커지며 상품을 제공하는 비즈니스의 형태도 다양해졌다. 기술의 발전, 비대면 문화 그리고 기업의 경영 효율성이 맞물리며 최근 무인매장이 확산되고 있는 추세이다. 본 연구에서는 차츰 경쟁이 심화되는 HMR 무인매장의 서비스 품질 속성을 분류하여 고객만족을 기반으로 한 서비스 경영 관리 측면의 시사점을 제공하고자 Kano model을 활용한 서비스 품질 분류 및 Timko의 고객만족계수를 산출하였다. 분석결과 '상품(메뉴) 다양성' 등이 매력적 품질로 분류되었으며, '매장 내부/외부 청결성' 등이 일원적 품질로 분류되었다. 또한 '셀프 계산 과정의 편리성'은 당연적 품질, '매장 내 통행의 편리성' 무관심 품질로 분류되었다. 나아가 만족계수가 가장 높은 요소는 '상품(메뉴)다양성'으로, 불만족계수가 가장 높은 요소는 '셀프 계산과정의 편리성'으로 나타났다. 본 연구의 결과를 통해 HMR 무인매장의 서비스 품질 관리에 있어 우선순위를 도출하고, 이를 통해 관련 비즈니스에서의 전략적 시사점을 제공하고자 한다.

Keywords

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