Earticle

초록

영어

Reactive behavior of enterprise fails to satisfy the changing customer needs, while proactive behavior works as means of creating value and preventing potential problems. Firms cannot continue to satisfy customers if expectation level toward service increases rapidly in a dynamic environment. It can be emphasized especially under the influence of 4th industrial revolution. Needs for creating and delivering proactive services emerge in this aspect. Based on literature review, we define the concept of proactive services. We also classify them into the following three types: service guarantee program; preventive service; condition-based predictive service. Characteristics and potential threats arising for each type are identified. We introduce various cases of firms that have implemented proactive services such as Hyundai Motor Company, SK Magic, Emart, Coway, Thyssenkrupp, Alstom, Amazon, etc. Some companies implemented multiple proactive services grouped into different categories. For example, Assurance Program of Hyundai Motor Company falls into service guarantee program category, while Before Service of the same company belongs to preventive service category. Pros and cons of proactive services are discussed. Pros include improving market share and customer loyalty through providing differentiated services. Cons include invasion of privacy, increased cost, risk of developing new services, loss of strategic focus, etc.

목차

Ⅰ. 서론
 Ⅱ. 선제적 서비스의 의의
 Ⅲ. 선제적 서비스의 유형별 특징 및 장·단점
 Ⅳ. 사례연구
 Ⅴ. 결론 및 시사점
 참고문헌
 Abstract

키워드

저자

• 한영미 [ Youngmi Han | 고려대학교 경영대학 ] 주저자
• 임호순 [ Hosun Rhim | 고려대학교 경영대학 ] 교신저자
• 정연승 [ Yeon-sung Jung | 단국대학교 경영학부 ] 공동저자

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  생산성연구: 국제융합학술지 [Productivity Research: An International Interdisciplinary Journal]

• 간기

  격월간

• pISSN

  1225-3553

• 수록기간

  1987~2025

• 등재여부

  KCI 등재

• 십진분류

  KDC 325 DDC 330