서비스디자인 요소를 적용한 프라이빗뱅킹 고객을 위한 공간 연구 = A Study on Space for Private Banking Clients by Leveraging Service Design Elements

다국어 초록 (Multilingual Abstract)

(Background and Purpose) Our society has grown at a rapid pace, as has the advancement of the financial industry. Furthermore, the structure of the financial industry has become more complex and fragmented, leading to a growing interest in and importance of services for VIPs in addition to relevant service design in all the industrial fields. Space plays a vital role in connecting the functions of finance with meeting customer needs. That is, space actively connects all of the functions of finance via the environment of the bank branch, which is the point of contact for customers. Financial firms that provide services to wealthy people have spaces to create value through services. This can be deemed as an essential function. It is imperative to approach the needs of clients based on experience. Recently, more emphasis has been placed on values created through customer needs and new changes, rather than providing emotional satisfaction. Design services beyond the concept that provides users with significant improvements that offer direction to catch the customer``s needs and experience, the concept of service design are emerging in every industry. In other words, it is essential to study and analyze space utilization in order to analyze the space of private banking and cope with the diverse desires of clients. (Method) This study conducts a theoretical review of the concept and attributes of service design. It also examines the spatial configuration of private banking and the currently available service space through a case study on actual bank branches used by VIP clients. (Results) Services using event rooms accounted for the largest proportion at private banking (PB) centers. Clients want the best possible service both visually and physically. In this regard, it is necessary to make a plan for the space for each bank branch, because private banking pursues a new culture and lifestyle. It is worthwhile to study bank space on a continuous basis going forward. (Conclusions) Financial firms have received positive responses from VIPs (wealthy people) by efficiently leveraging event rooms for a variety of seminars based on diverse ideas of service design. The financial market aims to create more value by improving customer satisfaction with a variety of cultural benefits as well as financial products. To this end, it is imperative to continue to study space to provide better service and improve the satisfaction level of private banking clients. Thus, it is necessary to designate adequate space in private banking to ensure the highest degree of satisfaction can be achieved by optimizing the visual and physical environment, in addition to meeting customers’ comprehensive asset-management needs. It is therefore imperative to conduct space planning research in order to increase customer satisfaction and provide customers with better services in relation to private banking.

참고문헌 (Reference)

• 1 이재규, "프라이빗 뱅킹 센터의 실내 공간 구성에 관한 연구" 한국디자인문화학회 12 (12): 146-153, 2006
• 2 안혜신, "은행의 서비스 디자인 개선 사례 연구 －독일 도이취 은행 서비스 디자인 분석을 중심으로－" 한국디자인문화학회 18 (18): 252-261, 2012
• 3 안혜신, "은행의 서비스 디자인 개선 사례 연구" 한국디자인문화학회 18 (18): 239-251, 2012
• 4 김보아, "서비스디자인 속성 및 표현기법연구" 2009
• 5 This is service designs, "서비스디자인 교과서" 안그라픽스
• 6 현 진, "문화소비성향과 라이프스타일에 따른 문화시설의 마케팅 전략" 전남대학교 문화전문대학원 2012
• 7 이진우, "금융기업의 스마트 브랜치 공간 서비스 디자인 요소 연구" 한양대학교 이노베이션대학원 2013
• 8 박영선, "고객만족 경영에 따른 개인고객 마케팅을 위한 은행점포 공간 디자인에 관한 연구 : S은행의 신SI적용에 의한 주거래 고객 및 직원의 만족도를 중심으로" 연세대학교 생활환경대학원 2002