[논문]KANO모델을 활용한 박물관 ICT 서비스 품질 속성에 관한 실증연구: 한국-오스트리아 비교

이초희; 김상욱

doi:10.9723/jksiis.2019.24.1.065

KANO모델을 활용한 박물관 ICT 서비스 품질 속성에 관한 실증연구: 한국-오스트리아 비교
An Empirical Study on the Quality Attributes of Museum Service by ICT: Comparisons of South Korea and Austria 원문보기

한국산업정보학회논문지 = Journal of the Korea Industrial Information Systems Research, v.24 no.1, 2019년, pp.65 - 79

초록
AI-Helper

그간 박물관은 전시 큐레이팅 중심으로 이루어져왔다. 그러나 최근 방문자 맞춤형 전시가 중시되면서 앱 기반 고객서비스 및 QR코드 인식을 통한 전시 설명 등 다양한 서비스가 제공되고 있다. 이러한 추세에 맞추어 스마트폰이나 소셜네트워크를 이용한 박물관 서비스 관련 연구는 종종 시도되었다. 그러나 정보기술 기반 서비스와 연계한 방문객 만족요인에 관한 연구는 거의 없었다. 따라서 본 연구에서는 ICT 기반 박물관 서비스 품질요인들을 식별, 분류하고 KANO모델에 근거하여 이들의 품질속성을 밝히고자 하였다. 나아가 한국과 오스트리아를 대상으로 표본설문조사를 실시하여 그 차이를 비교하였다. 그 결과 문화 차이가 서비스요인별 품질속성차원에 영향을 준다는 사실을 확인할 수 있었으며, 같은 차원으로 분류된 요인도 지각된 서비스 품질에는 차이가 있음을 알 수 있었다. 이러한 결과는 박물관 경영에도 문화적 차원을 고려해야 함을 시사한다.

Abstract ▼ AI-Helper

Museum management has been centered on curated exhibitions. Today, however, visitor-tailored exhibitions are all the rage, and various ICT-based services such as museum app's and exhibition explanation through QR code are being provided. To this trend, research on museum services using smartphones and SNS has been conducted. But there have been few studies of technical influence on the museum service satisfaction factors. This study, therefore, attempted to identify and classify the satisfaction factors of museum services with Kano model which explains service quality attributes. Samples from South Korea and Austria were analyzed There was a significant gap in quality factors according to cultural differences and a notable difference in perceived quality even for the factors in the same dimension. It implies that cultural differences need to be taken into account for the priority of museum services.

주제어

표/그림 (10)

표 Table 1 Museum Service Quality Elements
표 Table 2 SERVQUAL Dimensions
그림 Fig. 1 Research model
표 Table 3 Museum Service Elements by Stage
그림 Fig. 2 Cultural difference - Korea and Austria
표 Table 4 Basic Statistics
표 Table 5 Data Reliability (Cronbach's α)
표 Table 6 Kano’s Quality Evaluation Matrix
표 Table 7 Differences in Quality Attributes
그림 Fig. 3 Difference in t-value of Service Element

AI 본문요약
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가설 설정

(1) Power Distance represents the inequality of power distribution accepted and expected by the members of organizations and institutions (like the family). (2) Uncertainty Avoidance deals with a society's tolerance for ambiguity and unstructured situations and thus is different from risk avoidance.
H1: The museum service elements have unique quality attributes of their own. If fulfilled, they will be (H1-1): ‘Attractive’.
H2: Cultural differences influence quality attributes of the museum service elements.
This is because it could be hypothesized that cultural differences between sample groups affect their perception in terms of tangibles, responsiveness, empathy, reliability, and assurance. Within this framework, an umbrella hypothesis was established that each of the museum service satisfaction elements will have its own unique quality attribute, depending on whether it is fulfilled or unfulfilled.

제안 방법

After removing duplications of the museum service elements presented in the previous studies, we extracted the 25 elements and came up with final 19 elements, discarding the elements which are not relevant to ICT applications as shown in Table 1.
As paired sample t-test is primarily to determine whether there is an average difference between two questions answered by the same person, we decided to focus only on three quality attributes such as ‘Attractive’, ‘Must-be’, and ‘One-dimensional’, discarding the rest which are believed inappropriate for the museum service elements.
The first is to comprehensively extract the ICT-based museum service quality factors from the previous literature and empirically classify them into KANO’s service quality attributes. The second is to examine the influence of cultural differences on the service quality attributes classified by testing two sample groups from S. Korea and Austria respectively and to postulate implications in managerial context by comparing the results of surveys on the two sample groups.
To ameliorate Kano’s weaknesses while remaining within its framework, a set of criteria was developed to determine quality attributes.
To identify quality attributes of 19 museum service elements, the survey was designed to measure differences in 10 point Likert Scale between satisfaction if a service element fulfilled and dissatisfaction if unfulfilled. To this end, the survey created in separate parts for the same service element–functional and dysfunctional.

대상 데이터

109 from Korean and 81 from Austrian sample, with void answers discarded, were used for the reliability test. As a result, Cronbach’s α is ranged from 0,890 to .
To test this hypothesis two sample groups were selected – one from South Korea and the other from Austria.

이론/모형

Therefore, in this study, paired sample t-test was applied as an alternative to determination of service quality attributes while remaining within the Kano’s framework.

성능/효과

(5) Long-term as opposed to short-term orientation refers to how people in a society put value on their solutions in terms of the time-orientation. (6) Indulgence as apposed to restraint represents the extent to which people allows relatively free gratification of basic and natural human desires related to enjoying life and having fun.
Through this study it was revealed that the museum service elements have their own unique quality attributes and that the visitors’ perception towards service elements is significantly influenced by their cultural background.

후속연구

More research therefore is needed to investigate the possible mediating role of service quality in the relationship with visitors’ satisfaction and their behavioral intentions.

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