환대산업 서비스 경영 또는 다시 못 올 새벽의 춤
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환대산업 서비스 경영
도서명 : 환대산업 서비스 경영
저자/출판사 : 박영제,우경진,김영호, 한올
쪽수 : 472쪽
출판일 : 2022-02-25
ISBN : 9791166471858
정가 : 25800
CHAPTER 01 서비스 경영관리
1. 서비스의 개념 및 특성·············································4
1 서비스의 개념·························································· 4
2 서비스의 특성···························································5
2. 서비스 가치의 개념과 특성····································· 10
1 서비스 가치의 개념··················································10
2 서비스 품질의 의의··················································12
3 서비스 품질 유형과 중요성·········································13
4 서비스 품질의 특성··················································13
3. 서비스 상품의 특성··············································· 15
1 서비스 상품의 개요··················································16
2 서비스 상품 수명주기···············································18
4. 서비스 경영관리의 특성과 한계······························· 22
1 서비스 경영관리의 특성·············································23
2 서비스 경영의 한계··················································27
5. 서비스 프로세스·················································· 29
1 서비스 프로세스의 개념·············································29
2 서비스 프로세스 혁신···············································32
6. 서비스 구매에 따른 관리········································ 33
1 구매 전 과정 - 대기관리············································34
2 구매 과정 & 구매 이후··············································35
7. 서비스 패러독스·················································· 39
1 서비스 패러독스의 원인·············································39
2 서비스 패러독스 탈피방안··········································41
8. 서비스 청사진····················································· 43
1 서비스 청사진의 개념···············································43
2 서비스 청사진의 구성요소··········································44
3 서비스 청사진의 이점···············································46
4 서비스 청사진의 특징···············································47
5 서비스 청사진의 작성 및 개발·····································47
CHAPTER 02 서비스 경영전략
1. 서비스 경영전략의 개요········································· 52
1 환경변화 대처능력···················································53
2 경영자원의 효율적 배분·············································53
3 기업 경영활동의 통합···············································54
2. 경영전략의 성공요건············································· 55
1 비즈니스 모델을 지속적으로 진화시켜라.·······················55
2 고객을 전략의 중심으로 만들어라.·······························56
3 네트워크로 경쟁하라.···············································56
4 최고의 가치로 승부하라.············································57
3. 경영전략의 유형·················································· 57
1 방어형(defenders) 전략···········································57
2 공격형(prospectors) 전략·········································58
3 분석형(analyzers) 전략 ············································59
4 반응형(reactors) 전략 ·············································59
5 시장 지향적 전략·····················································60
4. 경영전략의 실행과정············································· 62
1 환경에 대한 진단의 평가············································62
2 전략의 수립····························································62
3 전략의 선택····························································63
4 전략의 실행····························································64
5 장 · 단기 목표의 설정·················································64
6 평가·····································································65
5. 서비스 디자인의 이해············································ 67
1 서비스디자인의 개념················································67
2 서비스디자인의 배경 및 특징······································72
CHAPTER 03 서비스 인적 자원 개발
1. 인적 자원 개발의 개념··········································· 88
2. 인적 자원 개발의 구성요소····································· 90
1 개인 개발·······························································90
2 경력 개발·······························································91
3 조직 개발·······························································91
4 수행 관리·······························································92
3. 인적 자원 개발의 중요성········································ 94
1 인적 자원관리·························································97
2 인적자원계획의 중요성··············································99
4. 전략적 인적 자원 관리········································· 102
1 모집과 선발·························································· 104
2 훈련과 개발·························································· 104
3 적재적소의 배치···················································· 104
4 인사고과와 승진···················································· 105
5 업적 평가와 피드백················································ 107
6 보상관리······························································ 107
7 서비스 종사원의 역할 모호성···································· 109
5. 서비스 기업의 인사관리시스템······························ 113
1 모집관리······························································ 113
2 교육훈련······························································ 115
3 인사고과 관리······················································· 118
4 인적 자원 관리의 환경············································· 119
5 인적 자원 관리의 트렌드·········································· 121
6 인적 자원 개발 발전방안·········································· 122
CHAPTER 04 내부 브랜딩
1. 내부 브랜딩의 이해············································· 128
1 브랜딩이란··························································· 128
2 브랜딩의 역사······················································· 128
3 브랜드의 브랜딩이 갖는 힘······································· 128
2. 내부 브랜딩의 필요성과 중요성····························· 129
1 내부 브랜딩의 필요성············································· 129
2 내부 브랜딩의 중요성············································· 131
3. 직원과 고객을 사로잡는 내부 브랜딩······················· 132
1 내부 브랜딩을 위한 3단계········································ 133
2 성공적인 내부 브랜딩············································· 133
3 성공한 브랜드들의 공통점········································ 134
4. 내부고객의 개념················································ 138
1 종사원의 갈등과 종사원 스트레스를 관리하라.·············· 138
2 직무에 적합한 사람을 고용하라.································ 140
3 최고의 사원을 유지하라.·········································· 140
4 교육과 훈련을 실시하라.·········································· 142
5 경영지원 및 내부 커뮤니케이션을 강화하라.················· 142
6 팀워크를 장려하라.················································ 142
5. 내부고객 만족의 중요성······································· 144
6. 권한 위임(empowerment)·································· 149
1 권한 위임의 개념··················································· 150
2 임파워먼트의 3가지 견해와 열쇠······························· 151
3 권한 위임의 3가지 열쇠··········································· 154
4 권한 위임의 효과··················································· 156
5 권한위임이 안 되는 이유·········································· 158
6 권한 위임을 하기 위한 전제 조건······························· 167
7 효과적인 임파워먼트를 위한 방안······························ 171
7. 임파워링 리더십················································ 174
1 임파워링 리더십의 특징··········································· 176
2 임파워링 리더십의 효과··········································· 176
3 임파워링 리더의 역할············································· 177
8. 내부마케팅 4가지 전략········································ 178
1 적임자의 채용······················································· 178
2 인력개발······························································ 179
3 내부 지원시스템의 구축··········································· 179
4 우수 직원의 유지··················································· 180
9. 내부마케팅 실행요소··········································· 181
1 커뮤니케이션························································ 182
2 복지후생······························································ 182
3 교육 훈련····························································· 183
CHAPTER 05 고객 만족·감동경영
1. 고객의 개념······················································ 188
2. 고객만족·························································· 188
1 제품요소······························································ 189
2 서비스 요소·························································· 189
3 기업이미지 요소···················································· 190
4 구전··································································· 190
3. 고객만족의 중요성············································· 192
4. 고객기대의 요인················································ 197
1 내부적 요인·························································· 198
2 외부적 요인·························································· 199
3 상황적 요인·························································· 200
4 고객 욕구와 기대치················································ 200
5. 고객만족 지표의 원칙·········································· 203
1 계속성의 원칙······················································· 203
2 정량성의 원칙······················································· 203
3 정확성의 원칙······················································· 204
6. 고객의 역할······················································ 207
1 생산자원으로서의 역할············································ 207
2 품질에 기여하는 공헌자로서의 역할··························· 208
3 잠재적으로 경쟁자로서의 역할·································· 209
7. 고객 감동 경영·················································· 210
1 고객 감동····························································· 210
2 고객 지향적 기업 추구············································· 212
3 서비스 경험 관리··················································· 212
4 고객 욕구 트렌드 경향············································· 213
CHAPTER 06 고객 불만관리
1. 서비스의 실패··················································· 218
2. 고객의 불만족··················································· 219
3. 서비스 불만관리················································ 222
1 불만관리 해결방안················································· 222
2 고객 불만 처리 서비스············································· 224
3 고객의 소리(VOC)의 중요성····································· 228
4 VOC(Voice of Customer)의 근본적 해결을 위한 시스템 ···230
5 서비스 개선·························································· 232
CHAPTER 07 서비스 보증과 회복관리
1. 서비스 보증의 개념············································· 238
2. 서비스 보증의 유형············································· 239
1 무조건적인 보증(unconditional guarantee)················ 239
2 구체적인 보증(specific guarantee)··························· 240
3. 서비스 보증의 장단점·········································· 242
4. 서비스 회복······················································ 245
1 서비스 회복의 개념················································ 245
2 서비스 회복의 중요성과 효과···································· 247
3 서비스 회복의 필요성············································· 250
4 서비스 회복 유형··················································· 251
5 서비스 회복 전략··················································· 254
6 공정성 이론·························································· 257
CHAPTER 08 고객 경험관리
1. 고객 경험관리··················································· 264
1 고객 경험관리(CEM)의 개념····································· 264
2 고객경험과 고객가치·············································· 266
2. 경험적 가치······················································ 267
1 경험적 가치의 개념················································ 267
2 경험적 가치의 구성요소··········································· 268
3. CRM에서 CEM으로의 변화································· 269
4. 새로운 접근방법, CEM········································ 270
1 CEM 기본구조······················································ 272
2 초연결 시대의 고객 경험관리···································· 281
5. 더 나은 고객 경험 디자인····································· 281
1 기억에 남는 고객 경험 서비스··································· 283
2 고객 집착····························································· 283
3 고객 경험 서비스··················································· 286
CHAPTER 09 서비스 커뮤니케이션
1. 커뮤니케이션의 개념··········································· 292
2. 서비스 커뮤니케이션의 목적과 특성························ 293
1 상징적 과정·························································· 293
2 존재확인 과정······················································· 294
3 개인별 해석의 가능················································ 294
4 상황별 해석에 따른 영향·········································· 294
3. 서비스 커뮤니케이션 요소···································· 295
1 송수신자······························································ 295
2 메시지································································ 296
3 채널··································································· 296
4 피드백································································ 297
5 잡음··································································· 297
6 세팅··································································· 297
4. 서비스 커뮤니케이션 믹스···································· 300
5. 서비스 커뮤니케이션 믹스 방법····························· 302
1 광고··································································· 302
2 인적 판매····························································· 303
3 판매촉진······························································ 304
4 PR····································································· 305
CHAPTER 10 서비스 상품과 가격 전략
1. 가격의 개념······················································ 310
2. 서비스 상품의 가격 전략······································ 311
3. 서비스 가격 설정··············································· 313
4. 가격결정 전략··················································· 317
1 다중가격 전략······················································· 317
2 다중가격 마인드 형성의 3가지 전략···························· 318
3 경쟁전략의 가격 정책············································· 318
4 가격을 차별화하는 7가지 방법·································· 322
CHAPTER 11 서비스 품질관리
1. 서비스 품질관리의 개념······································· 328
2. 서비스 품질관리의 중요성···································· 330
3. 서비스 품질관리의 특성······································· 331
4. 서비스 품질분석 방법·········································· 334
5. 서비스 품질평가 및 측정······································ 336
1 SERVQUAL 모델·················································· 336
2 SERVPERP 모형·················································· 338
3 EP 모형······························································ 339
4 서비스 품질 측정의 어려움······································· 340
5 서비스 품질이 낮아지는 이유···································· 341
6. 서비스 품질향상을 위한 제언································ 342
1 고객의 니즈를 정확히 파악하라.································ 343
2 고객 니즈의 핵심은 반드시 충족시켜라.······················· 343
3 체계적으로 서비스를 디자인하라.······························ 343
4 실패한 서비스는 즉시 정정하라.································ 344
5 고객을 놀라게 하라.··············································· 344
6 일선 직원들의 팀워크를 강화하라.····························· 345
7 종사원에게서 서비스의 문제점에 대해 경청하라.··········· 345
8 고객을 안심시켜라.················································ 345
9 서비스 품질은 사전에 확인해라.································ 345
10 경영자가 먼저 일선 직원에게 서비스하라.···················· 346
CHAPTER 12 서비스 브랜드 전략
1. 브랜드의 역할과 전략·········································· 350
2. 브랜드의 구성요소············································· 354
1 브랜드 네임(Brand name)······································ 354
2 로고(Logo)와 심벌(Symbol)···································· 355
3 슬로건(Slogan)····················································· 355
3. 브랜드 차별화 전략············································· 357
4. 브랜드 차별화 전략방법······································· 359
1 브랜드 콘셉트 전략················································ 359
2 제품 전략····························································· 359
3 가격 전략····························································· 360
4 유통 전략····························································· 360
5 온라인 전략·························································· 360
6 프로모션 전략(판매촉진 전략)··································· 361
7 서비스 전략·························································· 362
5. 서비스 브랜드 개발 전략······································ 362
1 브랜드 요소 선택··················································· 362
2 이미지 차원 확립··················································· 363
3 상표화 전략 고안··················································· 363
6. 서비스 브랜드 자산············································· 365
1 브랜드 지식·························································· 366
2 브랜드 인지도······················································· 368
3 브랜드 이미지······················································· 369
4 브랜드 신뢰·························································· 370
CHAPTER 13 서비스 마케팅 전략
1. 서비스 마케팅의 개념·········································· 374
1 눈에 보이는 장치의 도입 및 강화······························· 374
2 서비스를 측정 가능한 형태로 제시····························· 375
3 대표적 서비스의 집중 부각······································· 375
2. 서비스 경쟁 전략··············································· 377
1 서비스 경쟁 전략의 기본 유형··································· 379
2 경쟁 전략의 선택 - 서비스 프로세스 관점···················· 379
3 서비스 마케팅의 삼각형··········································· 380
3. 서비스 마케팅 믹스············································· 384
1 상품(Product)······················································ 384
2 가격(Price)·························································· 385
3 유통(Place)·························································· 385
4 촉진(Promotion)··················································· 386
5 과정(Process)······················································ 387
6 물리적 증거(Physical evidence)······························ 388
7 사람(People)························································ 388
8 서비스 마케팅 믹스 전략·········································· 389
4. 시장 세분화 전략 ··············································· 390
1 시장 세분화의 개념················································ 390
2 시장 세분화의 분류 기준·········································· 391
5. 표적시장 전략··················································· 392
1 표적시장의 의의···················································· 392
2 표적시장의 선정···················································· 393
6. 서비스 포지셔닝 전략·········································· 395
1 서비스 포지셔닝 전략의 개념···································· 395
2 서비스 포지셔닝의 중요성········································ 397
3 서비스의 시장 세분화············································· 398
4 서비스 포지셔닝 방법············································· 400
5 포지셔닝 맵·························································· 403
6 포지셔닝 전략의 유형············································· 404
7. 서비스 기업의 물리적 환경··································· 405
1 물리적 환경의 개념················································ 405
2 물리적 환경의 중요성············································· 406
3 물리적 환경의 구성요소··········································· 407
8. 고객 관점의 서비스 상품개발································ 408
1 고객관점······························································ 408
2 고객의 기대를 넘어서야 한다.··································· 409
3 서비스 상품은 독특하고 창의적이어야 한다.················· 409
CHAPTER 14 환대산업의 4차산업 혁명
1. 4차 산업혁명···················································· 412
2. 4차 산업혁명의 특징··········································· 413
1 4차 산업혁명의 5가지 핵심기술································ 413
3. 4차 산업혁명과 관광산업의 구조 변화····················· 415
4. 4차 산업혁명과 스마트 관광································· 420
1 관광형태의 변화···················································· 421
2 4차 산업혁명이 관광산업에 미치는 영향······················ 422
5. 4차 산업혁명 시대, 우리의 현실과 방향··················· 423
6. 관광형태의 변화, 서비스 발전과 생태계··················· 424
1 4차 산업혁명시대의 관광산업 생태계·························· 424
7. 관광산업과 첨단기술의 결합, 트래블 테크················ 427
1 트래블테크 기반의 관광산업 디지털 트랜스포메이션······· 428
다시 못 올 새벽의 춤
도서명 : 다시 못 올 새벽의 춤
저자/출판사 : 서정자, 생각나눔
쪽수 : 624쪽
출판일 : 2022-04-28
ISBN : 9791170484011
정가 : 25000
프롤로그 ┃ 흔들리는 것과 흔들리지 않는 모든 것을 위해
1. 어머니가 물려주신 꿈, 발레리나
생명을 주시고 꿈을 일깨워주셨던 어머니
춤동작에 가사의 의미와 아름다운 선율을 담다
1인 1기 교육의 중요성
열다섯 살 소녀 예술의 상아탑, 상아당에 서다
전통발레와 창작발레를 넘나들며
발레를 사랑하는 발레리나
2. 발레와 사랑에 빠지다
무용학과가 없었던 시절
신인예술상 작품상의 영광을 안겨준 「시간의 언덕」
인체의 신비를 가르쳐준 해부학 수업
미팅 한 번 나가지 않은 지독한 연습발레
수업이 끝나면 임성남 발레단으로
3. 끝없는 도전, 발레리나이자 교육자로
6개월 만에 전교생 이름을 외우다
참된 스승을 꿈꾸며 교육대학원 입학
창작발레의 매력을 가르쳐준 「까치의 죽음」
동아무용콩쿠르 「수정의 노래」로 금상 수상
고마끼발레단으로 유학을 떠나다
「페트루슈카」 주인공의 심리분석부터 의상 해석까지
격려와 축하로 채워진 첫 번째 개인 공연
조기교육의 중요성을 깨닫다
황소를 닮은 발레리나
「70년대를 향하여」
4. 서정자 물이랑 발레단, 한국적 발레의 초석을 다지다
1950년대 대한민국 발레의 현주소
내가 사랑하는 예술가들
서정자 발레공연, 명작 발레로의 초대
생동감 넘치는 봄의 축제를 열다
운명적으로 이어진 「페트루슈카」
객석을 가득 메운 관객을 보며
로맨틱 발레의 상징 「빠·드·꺄트르」
아름답고 유쾌한 「고집장이 딸」
짧은 인생에서 영원한 예술은 선물이다
무리가 물처럼 부드럽게 흐르다, 서정자 물이랑 발레단
실험적 도전으로 완성시킨 한국적 창작 발레
한국적 발레 창작은 시대적 사명 「분이네 외가촌」
사랑의 기쁨과 슬픔 「생의 여로」
대한민국 무용제 참가작 「천·지·인」
아시아문화예술축전 참가작 「사군자」
여인의 정서와 정조의 미 「삼작노리개」
한국적 정서가 담긴 가곡 발레 「그리운 금강산」
「울밑에선 봉숭화야」
「승무_僧舞」
「경_經」
「소요유_逍遙遊」
「옥수수밭」
「아리랑 연정」
다시금 무대에 올리고픈 「어부사시사」
서예가의 아리랑 오페라하우스
아낌없는 응원과 칭찬 속에서
작품의 연대별 주요 작품 분류표
5. 한국발레하우스, 발레교육의 백년대계를 그리다
교육자로서의 예술세계
우글우글 바퀴벌레 나오는 반지하 전세
5년의 기다림, 뜻이 있는 곳에 길이 있다
한국발레하우스 설립(Korea Ballet House)
완벽한 연습공간을 만들다
한국 발레의 발전을 꿈꾸며 167
세계적인 발레미스트리스를 향한 밑그림,
비기너발레 169
모두의 축제, 한국발레하우스 대공연
172
한국발레하우스의 역사 175
청소년 수련시설 아츠밸리,
예술학교 설립을 향해 첫걸음 184
세계적인 발레단이 내한하는 숲 속 공연장 186
아츠밸리 현황 190
시인이자 서예가를 꿈꾸며 191
아츠밸리로 봄맞이 가는 길 194
숲 속의 오케스트라 196
새의 지저귐 198
해넘이 200
꿈꾸는 발레리나의 생각 「봄날은 간다」 산문시 202
지혜와 지식을 나누는 장, KBH포럼 204
당신이 있어서 내가 있습니다 208
6. 서정자를 기록하다
발레리나 서정자, 분홍 신의 꿈 212
“나의 영원한 멘토 임성남,
원로가 존중받는 예술계가 돼야” 219
발레역사와 궤적을 같이해온 무용예술인
Korea Ballet House for
Professional Dancers 229
에필로그 _234
┃부 록┃
발레의 대중화를 위한 도서발간 _238
Pointe Work에 있어서의 발의 부상에 관한 연구 _257 Plier와 Vertical Jump와의 相關性에 關한 硏究 _343
Dramatic Ballet인 「Petrouchka」 作品分析 _354 우리나라 상고시대 및 고대의 무용과 음악의 발달 _389
近代舞踊의 指導에 關한 硏究 _425
三國時代의 歌舞 _469
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