In contemporary society, consumers have become key players in consumption economy and taken on a leading role in economic activities. In addition, personalized consumers expressed their demand for high-end and diversified services. Moreover, consumers... In contemporary society, consumers have become key players in consumption economy and taken on a leading role in economic activities. In addition, personalized consumers expressed their demand for high-end and diversified services. Moreover, consumers are demanding psychological satisfaction induced by experience, as well as usability, in this experience-oriented economy centering around emotional value of consumers. In response to that, the space where consumers stay come to require realization of psychological value combined comprehensively with emotional experience through physical experience and aestheticity based on functionalities. An increasing importance is being assigned to spatial design for services, given that the space, the communication channel for providing service experience to users, is taking on an increased role. Particularly, there has been a heightened interest in servicescape, a comprehensive service environment realized with spatial range where services with tangible and intangible value exist. Servicescape is formed as overall situation arising from users’ continuous experience with services provided as the time elapses. From those circumstances, service communication is created through user experience. Here, servicescape is needed to maximize effectiveness of communication through efficient service experience. Among others, comprehensive management is needed from the perspective of spatial design based on user-oriented user experience. This study was intended to examine the paradigm of the times as mentioned above and to present direction for servicescape design through more effective service design methodology based on user-orientedness. Thus, the purpose of this study was, primarily, to derive the ‘user experience design analytical matrix’ in the space enabling positive communication through user experience, and secondarily, to present power index through identification of evaluation elements of servicescape based on spatial user experience design. This study was conducted in 5 stages as explained below: First, the author postulated by deriving conceptual category and major items of servicescape and spatial user experience design based on literatures and preceding studies related to servicescape and spatial user experience design. Second, the author derived evaluation factors of servicescape by investigating the relationship between service design evaluation elements and service value opportunity analytical elements from the standpoint of spatial design based on 5 elements, i.e., servicescape concept and 5 elements of service quality evaluation(servqual). Based on that, the author extracted major characteristics of public and business perspectives from the theory of culture and art business administration and presented evaluation factors of cultural art space servicescape. Third, the author presented the matrix analyzing spatial user experience design characteristics on the basis of spatial user experience design configuration and expression elements. The characteristics were verified through case analysis applying the analytical matrix. Fourth, the relationship between time and physical evidence was structured in terms of spatial user experience design characteristics factors and servicescape evaluation factors. Through that, the author established the servicescape configuration power index and servicescape expression power index as servicescape power index based on spatial user experience design. Fifth, the author evaluated the creative excellence(novelty, practicality, elaborateness) of the power index through CPSS(Creative Product Semantic Scale) for experts in order to validate the servicescape power index based on spatial user experience design. Then, the author analyzed the cases by applying the power index and compared the results with various service design approaches. This study investigated the relationship between spatial user experience design and servicescape. From the study in aforesaid 5 stages, the suitability of spatial user experience design in servicescape could be determined as a measure for service community through service experience. Moreover, the temporal and spatial structure of servicescape as comprehensive environment situation of service could be determined. Through that, the author determined the strategic meaning of spatial user experience design applied to servicescape and verified the possibility of presenting the direction for servicescape evaluation based on spatial user experience design on the basis of such strategic meaning. The results of this study were as follows: First, the spatial user experience design element applied to the physical evidence of servicescape provided various types of experience to users of servicescape through non-routine and sensorily stimulating spatial design expression, and generated service experience connected through spatial scenarios arising from continuity of implementation of continuously changing visual service Second, the servicescape power index based on spatial user experience design was constructed as direction for servicescape evaluation from the perspective of spatial design through configuration power index and expression power index. That led to presentation of guideline on spatial design of servicescape for formation of community through optimal service experience. Third, servicescape of cultural art space was evaluated as physical situation (aesthetic difference, psychological stability), sequential process (internal process, sequential flow) and mutual communication (interaction, convenience) factors. Through direct implementation of service with a focus on major cultural and art products(performance, exhibition), the convenience-centric community based on aesthetic difference and information was maximized. In addition, ancillary service experience, enabled by the complex functions of cultural art space servicescape, was realized as psychological emotional situation through visual-perceptive continuity. Main evaluation factors of this servicescape promoted the arena of cultural enjoyment through mutual communication improvement based on spatial user experience design and enabled efficient and undisrupted user service experience through continuous service flow. The servicescape power index based on spatial user experience design proposed in this study will create psychologically positive effect and lead to provision of efficient and effective service through formation of user-oriented service space tailored to users. By presenting an insight into overall situation of service and providing the power index for servicescape based on spatial design as a medium of service communication, absolution evaluation could be made, depending on the results of reflection of major elements before and after evaluation of service from integrated perspective. Furthermore, guideline was presented to help derive measures for improvement of inadequate elements. The author hopes that the servicescape power index based on spatial user experience design, established in this study, will broaden the realm of service design in corporate activities to provide opportunities for stimulation in service industry that can create high value-added in the period ahead. ，韩语论文网站，韩语论文题目 |
