중소기업을 위한 서비타이제이션 이행 방법론 가이드라인

안철옥,최성용 대한경영학회 2019 대한경영학회 학술발표대회 발표논문집 Vol.2019 No.1

이중 유통채널에서 영업사원 보상체계 분석

안철옥(Chulok Ahn),임호순(Hosun Rhim),박광태(Kwangtae Park),최성용(Sungyong Choi) 한국생산관리학회 2018 한국생산관리학회지 Vol.29 No.3

본 연구는 이중 유통채널에서 영업사원의 보상체계에 대해 연구하였다. 영업사원을 통해 제품을 판매하는 서비스 산업에 서는 영업사원의 판매를 위한 노력이 회사의 이익에 큰 영향을 미치고, 해당 영업사원의 노력 여부는 회사에서 제공하는 보상체계에 의해 결정된다. 이러한 영업사원의 보상체계가 채널별로 상이하고, 각 유통채널에서의 영업사원의 노력에 대 한 적절한 모니터링 방법이 부재하다는 점으로 인해 공급체인 전체의 수익성에 지대한 영향이 있음이 문헌 및 실무에서 잘 알려져 있다. 이에 따라 본 연구는 이중 유통채널을 보유한 회사 전체의 이익을 최대화 하면서도, 영업사원 본인의 기 대효용을 동시에 최대화 하는 영업사원의 최적 보상체계 도출을 위해, 영업사원들의 위험 선호가 각각 위험중립 및 위험 회피를 가정하고, 해당 상황 하에서 각기 확률 최적화 모형들을 제시하고 분석하였다. 두 가지 모형 모두에서 최적 해의 유일성과 존재성이 만족되었으며 폐쇄형 최적해가 도출되었다. 또한 수치예제를 통해 분석적 결과를 재확인하였고, 각 채 널의 영업사원의 위험회피 정도가 커질 때 영업사원의 판매노력, 판매수당 등이 하락하고 그에 따라 회사의 기대 이익을 유지하기 위해 가격이 상승함을 보였다. 이 모델은 산업이나 기업의 특성에 관계없이 이중 유통채널을 이용하는 다양한 산업 상황에 두루 확장하여 분석 및 활용이 가능한 이론적 배경을 제공하는 것으로서 이론적 및 실무적 공헌도를 가진다. This study investigates salesperson compensation schemes in a dual distribution channel. It is well known in the SCM (Supply Chain Management) literature and practice that different salesperson compensation schemes can have a significant impact on SCM profitability due to the lack of proper monitoring methods for each distribution channel. The study presents two stochastic optimization models to analyze the optimal compensation schemes of the salesperson for two types of risk preferences in the salesperson: risk neutrality and risk aversion. As a result, each model presents a closed-form optimal solution, and then all analytical results are re-illustrated with our numerical examples. The study contributes to literature by providing a theoretical implications and insights that can be applied for various industrial examples in a dual distribution channel.

서비타이제이션 방법론 연구: 중·소 제조기업의 핵심 프로세스를 중심으로

안철옥 ( Chulok Ahn ),임호순 ( Hosun Rhim ),최성용 ( Sung Yong Choi ) 한국생산성학회 2018 生産性論集 Vol.32 No.3

Due to the advent of service economy, servitization becomes popular as a new business model to survive in severe competitions in the market. Although there have been a number of previous studies with the increasing importance of servitization, the development of implementation methods or roadmaps has been rarely fulfilled in literature. In addition, existing methods and case studies are mostly based on major companies and successful cases. Therefore, small and medium sized manufacturing businesses who are not quite ready to start servitization have no guideline to follow. Also, there are rare case studies about failures of servitization which make the servitization more difficult because of the lack of information for what to care and what to avoid. In this paper, we propose a coherent servitization implementation methodology by classifying the degrees of servitization in the detail processes of the company, focusing on the core processes of the small and medium sized manufacturing company, and determining the scope and direction of servitization through a comparative analysis with competitors. The methodology categorizes firm’s core processes as supplier relationship process, manufacturing process and customer relationship process with a flow-chart. Categorized processes are analyzed by process characteristics table to determine the moving direction of the servitization toward the manufacturing side or the service side. Case studies of successful and unsuccessful servitizations are introduced to help understanding of how to apply the theoretic methodology into the practice. The proposed methodology is a comprehensive approach that can be applied for various areas regardless of the characteristics of an industry or a company, and provides a theoretical background on how to achieve successful servitization implementation while avoiding service paradox.

서비타이제이션 리뷰

안철옥(Chulok Ahn) 한국생산관리학회 2022 한국생산관리학회지 Vol.33 No.3

서비타이제이션은 제품과 서비스의 결합 또는 제조업과 서비스업의 결합이라는 주제로 약 30여년간의 연구가 진행되고있다. 해외에서는 Vandermerwe와 Rada(1988) 이후로 이론을 정립하기 위한 연구가 진행되어 왔지만 국내에서는 약20년 후인 2000년대 후반에 이르러서야 본격적인 연구가 진행되었다. 따라서 본 연구에서는 서비타이제이션의 해외 연구 동향을 간단히 소개하고, 국내 연구 동향을 서비타이제이션 전략 및 방법론 연구, 사례 연구, 효과 및 성과 연구, 기타주제 등으로 구분하여, 연도 및 산업별로 분류하고, KCI 등재지에 실린 연구를 위주로 60편의 국내 논문을 포함한 총70편 이상의 연구를 정리하고 분석하였다. 본 연구를 통해 독자들은 서비타이제이션에 대한 이해를 넓히고, 다양한 산업분야에서의 적용 사례 및 방법에 대해 알아볼 수 있다. 또한, 서비타이제이션과 Product-Service System(PSS)에 대한서로 다른 의견에 대해 생각해 볼 수 있는 시간을 가진다. 마지막으로 서비타이제이션의 연구에 있어서 부족한 방향을 살펴보았다. In the last three decades, servitization has been researched in the pursuit of combining products and services, that is, integrating manufacturing and service industries. Globally, studies to establish servitization theories have been conducted since the pioneering work of Vandermerwe and Rada (1988). However, in Korea, full-scale research was not conducted until the late 2000s. Therefore, in this study, global research trends of servitization are briefly introduced, and the definition of servitization in Korea is discussed. The study also discusses the direction research has taken since the late 2000s to the 2020s. Over 70 studies, mainly published in KCI journals, were organized and analyzed. This study helps in the understanding of servitization and explores multiple application cases and methods in various industries. Also, this study will lead to discussions about different opinions on servitization and productservice system (PSS). Finally, this study suggests avenues for future research currently lacking in the study of servitization.

Exploring the Framework for Measuring the Impact of Internet Famous Food Images on Travel Destination Decisions - Focusing on Yangzhou, UNESCO Creative City of Culinary Arts -

스레이,안철옥 중국지역학회 2023 중국지역연구 Vol.10 No.3

Food plays a significant role in attracting tourists to a destination. With the rapid growth of social media, a new form of food known as internet-famous food has gained popularity among young tourists. This paper analyzes the image of internet-famous food in Yangzhou through qualitative research based on online travel logs. A framework for measuring Internet-famous food destination image is developed. Compared to traditional food images, several new dimensions have been identified. Firstly, in the cognitive image, customers pay attention to the appearance of the food, the appearance of staff, customization and interaction in the process of food providing. Secondly, the affective image includes the sense of ritual in the internet-famous restaurants, the ambiance perceived by customers, and the restaurant's star effect for example, the atmosphere that makes customers feel as if they have participated in an event. Lastly, in the conative image, customers' travel logs and their sharing on social media serve as additional dimensions. The research found out that food image is an integral part of the overall destination image. A positive food experience enhances the destination's image, while a negative food experience can have a detrimental effect on the destination's image. The development of the internet-famous food destination image contributes to the enrichment of the tourism destination image (TDI) theory.

TV 홈쇼핑 모바일 애플리케이션의 고객화가 서비스 품질 및 고객충성도에 미치는 영향에 대한 연구

음상원,안철옥,임호순 한국품질경영학회 2019 품질경영학회지 Vol.47 No.2

Purpose: We examine the impact of Customization of TV Home Shopping Mobile Applications on Service Quality and Customer Loyalty. Methods: We collect data by using survey and proposed relationships between latent variables using Structural Equations Modeling. Results: We find that Customization of TV Home Shopping Mobile Applications positively affect Service Quality and Customer Loyalty. In addition, service quality work as a mediate variable between Customization with Customer Loyalty. Conclusion: Our findings explain the significant relationships between each variables and hence it is necessary to consider Customization and Service Quality in order to achieve desired goal of enhancing business performance through mobile applications.

삼각분포를 기반으로 한 가중치 제약 DEA-AR 모형에 대한 연구

음상원,안철옥,임호순 한국기업경영학회 2019 기업경영연구 Vol.26 No.2

This paper propose a DEA-AR model using stochastic weight bounds. The existing DEA-AR study usually constraint the weight in deterministic way, so it limits the evaluate performance with uncertainties inherent in real world. In order to compensate for this, various DEA-AR models have been developed considering uncertainties, but it has limit that existing DEA-AR models only consider uncertainties of input and output variables. Therefore, in this study, we developed a new DEA-AR model with statistical constraints on the weights by using triangular distribution and experimented the model by changing the parameters of the model using gas station data. The results show that there is a statistically difference between the efficiency score using proposed DEA-AR model with efficiency score using existing DEA-AR model when the lower value of the constraint exists at a certain level. 본 연구는 기존의 DEA-AR 모형에 가중치에 통계적인 제약을 가한 새로운 DEA-AR 모형을 제안한다. 기존의 DEA-AR 연구는 가중치를 확정적(deterministic)으로 제약을 가하기 때문에 불확실성이 내포된 현실에서의 적용에 한계가 있었다. 이를 보완하고자 불확실성을 고려한 DEA-AR 모형들이 개발되어 왔으나, 이는 입, 출력 변수의 불확실성만을 고려하는데 그쳤다. 그러므로 본 연구에서는 삼각 분포를 이용하여 가중치에 통계적 변동성을 고려하여 제약을 가한 새로운 DEA-AR 모형을 개발하여 실제 주유소 데이터를 이용하여 모형의 모수를 변경해가면서 모형을 실험하였다. 실험 결과 제약식의 하한값이 일정 수준 유의할 때 본 연구에서 제안하는 모형의 결과값과 기존의 DEA-AR 모형의 결과값 간 통계적으로 유의한 차이가 있음을 확인하였다.

E-WOM’s Influence on the Consumer’s Behavior at different levels of perceived risk in Online Education Service Industry

Feng Xia,안철옥 한국생산성학회 2022 生産性論集 Vol.36 No.2

Online education service industry has been developing quickly in Korea and China, and the outbreak of the COVID-19 epidemic has made the market scale even larger. Since the result of online education usually takes long time to show, consumers might consider online education service as high-risk taking in terms of time waste. Under this circumstance, e-WOM has became an important way to help the consumers alleviate uncertainty and make purchasing decision more easily and quickly. In China almost all the online education companies consider e-WOM as an important marketing tool. This research aims to study the underlying factors that influence the e-WOM information adoption processing and consumers’ purchasing intention in online education information service industry, especially on how the perceived risk moderates the information adoption process. For this purpose, a dual-route structure are established based on Elaboration likelihood model (ELM), Information Adoption Model (IAM), and Trust Transfer Theory. The new model was validated through structural equation modeling (SEM) based on surveys of 460 questionnaires which were sent to consumers in China with the experience of purchasing online education services. E-WOM usefulness (by the influence of quality of e-WOM and informative CSII; Consumers Susceptibility to Interpersonal Influence) and e-WOM emotional trust (by the influence of credibility of e-WOM information, normative CSII, and subject knowledge) are both proved to have a positive influence on e-WOM information adoption. Perceived risk is proved to play a moderating role in the process. In addition, academic and managerial implications are discussed.

지속 가능한 도시경영을 위한 중국 후난성 주요 도시의 공간적 성장 특징분석

양리쥔,김현철,안철옥 한국산업경영시스템학회 2022 한국산업경영시스템학회지 Vol.45 No.3

Urban space expansion is an important symbol of the urbanization process and has always been an important topic in urban studies. In addition, for sustainable city management, it is important to identify factors that can influence, such as the driving force and direction of urban space expansion, from the stage of establishing an urban development plan. To understand these factors, by observing the expansion process of a specific city, it is possible to sufficiently observe how the urban spatial dimension changes. Through a series of processes, the spatial growth characteristics of the city are analyzed, and the influence and results of important factors are analyzed. For this purpose, this paper examines the changes in the city's outer boundary and land use structure through monitoring data on urban areas of 14 cities in Hunan Province, China from 2000 to 2016. Temporal and spatial regularity according to the urban space expansion of these cities were analyzed, and a preliminary assessment was made on whether the urban space expansion is coordinated with the urban population growth. The assessment result showed: (1) The urban space of most cities has been extended rapidly in 2000-2015 however, the rate and the intensity of urban space expanding has been declining. (2) The construction of the industrial park is the core driving force of the urban space expanding, and the change of the urban space structure is manifested as enclave city expansion because that the industrial park is usually far away from the city center. (3) The population agglomeration is another driving force of the urban space expanding. At this time, the urban space expanding is like boundary extension. (4) Except Changsha city, all of the cities has a high urbanization-area-growth elastic coefficient. It means that most of the cities should enhance the land use degree.

서비스화가 기업의 시장가치에 미치는 영향에 대한 연구: 코스피 기업들의 제휴공시를 중심으로

박정우 ( Jeongwoo Park ),안철옥 ( Chulok Ahn ),임호순 ( Hosun Rhim ) 한국생산성학회 2019 生産性論集 Vol.33 No.1

Robust manufacturing industry is an important foundation of the national economy. In this study, we examined servitization strategy, which is one of the strategies that the manufacturing companies can take to discover new growth engines and enhance their competitiveness in the market. We recognized the strategic alliance between the manufacturing companies and the service companies as a servitization implementation, in order to observe the short-term financial performance by using an event study methodology. A total of 572 strategic alliance announcements were collected through news articles on the portal sites, News Wire, and DART for KOSPI listed companies and 491 of them were used for statistical analysis. As a result, strategic alliances among the same industry showed statistical significance in the short-term financial performance, however the strategic alliance announcement of the manufacturing company and service company showed statistically insignificant results. This results in a need to discuss the service paradox. An increase in the service revenue of a company may not achieve its intended goal. Even though the costs were increased due to an extension of the service business, the lack of corresponding returns may lead to a service paradox. In this study, the basic market model was used. The event study methodology can also be applied to various models such as the BHARs (Buy-and-Hold Abnormal Returns) approach and the Fama-French three-factor model, both which can be used in future researches. As technology evolves, the servitization strategy will be influenced by next-generation technologies such as the internet of things (IoT), artificial intelligence (AI), among others. They will provide new service growth opportunities and drive innovation in the future.