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미국 Marshall Univ.에서 객원교수로 연구했으며, 대구대학교 대학원에서 경영학 박사학위와 위틱대학교 대학원에서 철학박사학위를 취득하였다.
KOLON 그룹 산하의 (주)KOLON F&T에서 근무하였으며, 1984년 KOLON 그룹 최우수 사원상을 수상했다.
(주)두리비즈니스컨설팅에서 컨설턴트로, (주)대한비즈니스컨설팅에서는 자문위원과 호텔 · 외식산업 & 관광개발연구소장을 지냈다.
현재는 포항대학교 관광호텔 마린비즈 계열교수, 호텔 조리커피제빵과 교수로 강의와 연구 컨설팅을 수행 하고 있다.
(사)대한관광경영학회 회장, 한국커피학회 초대회장을 역임하였으며, 한국카페레스토랑마스터 협회 총재를 맡고 있다.
주요저서 및 논문
• 직무적합성이 갈등관리방법과 직무만족에 미치는 영향(조영대 외, 한국경영학회, 1994)
• 호텔종사원의 직장몰입에 관한 연구(대한관광경영학회, 1996)
• 호텔종사원의 노조몰입에 관한 실증적 연구(대한관광경영학회, 1999) 외 다수
• 적정수준의 갈등관리(조영대 외, 1978. 05, 한국능률협회)
• 경영정보 시스템과 조직행동(조영대, 1996. 01, 홍익출판사)
• 최신 경영 관광관련 용어사전(조영대 외, 1997. 04, 백산출판사)
• 관광과 서비스(조영대 외, 2004. 02, 현학사)
• 관광학개론의 이해(조영대 외, 2005. 03, 남두도서)
• 비지니스 컨설팅 서비스(조영대, 2005. 08., 남두도서)
• 서비스학개론(조영대, 2003. 03, 현학사)
• 서비스학개론(조영대, 2007. 02, 세림출판사)
• 양주와 칵테일 실무(조영대 외, 2007. 03, 도서출판 갈채)
• 호텔식음료 경영실무(조영대 외, 2007. 03, 도서출판 갈채)
• 글로벌에티켓과 매너(조영대, 2010. 06, 백산출판사)
• 고품위 서비스 실무(조영대 외, 2011. 04, 남두도서)
• 명상치료(조영대, 2012. 02, 세림출판사)
• 커피바리스타 마스터 2015(조영대, 2015. 02, 한올출판사)
커피바리스타 마스터 2016(조영대, 2016. 03, 한올출판사)
커피바리스타 마스터 2018(조영대, 2018. 01, 한올출판사)
커피바리스타 마스터 2019(조영대, 2019. 03, 한올출판사)
• 111가지 카페메뉴 레시피(조영대, 2019. 06, 한올출판사)
목차
Chapter 01 고객
제1절 고객이란 누구인가?··········································12
1. 고객의 정의····························································12
2. 고객의 범주····························································13
제2절 고객의 특성과 이해··········································16
1. 고객의 특성····························································16
2. 고객에 대한 이해···················································19
3. 고객 성격유형에 대한 이해···································21
제3절 어떻게 고객을 대해야 하는가?··························· 25
1. 고객은 이렇게 대하라············································26
2. 고객에 대한 접근방법············································28
3. 고객의 관점이 중요하다········································33
4. 고객충성도와 고객관계관리··································38
5. 고객이 없으면 사업도 없다···································40
Chapter 02 서비스
제1절 서비스산업의 배경과 특성································· 46
1. 서비스경제 시대의 도래····················· 46
2. 서비스산업의 분류·························· 46
제2절 서비스의 정의와 특징······································ 54
1. 서비스의 어원························································54
2. 서비스의 정의························································55
3. 서비스에 대해 잘못 알고 있는 몇 가지·················58
4. 서비스의 3단계······················································59
5. 서비스의 특징························································60
Chapter 03 서비스전략과 기법
제1절 서비스 전략··················································· 70
1. 공산품도 서비스의 집합········································70
2. 공산품 서비스 활동의 기본형태····························72
3. 서비스차별화 전략·················································76
4. 서비스 경쟁력 제고················································78
제2절 서비스의 기법················································ 85
1. 서비스 청사진························································85
2. MOT 사이클 차트··················································89
3. 서비스 모니터링·····················································91
4. 레스토랑 서비스기법·············································93
Chapter 04 서비스차별화
제1절 서비스차별화··············································· 104
1. 서비스 특화시대, 틈새시장을 노린다·················· 104
2. 서비스 패러독스··················································· 107
3. 서비스의 기본자세··············································· 108
4. 서비스의 실제 ― 느낌, 동작 그리고 음성··········· 109
5. 서비스 포인트······················································112
6. 고객응대 서비스 ― 세 개의 눈···························· 113
7. 사후서비스가 더 중요하다··································· 114
제2절 서비스차별화 사례········································· 116
1. 리츠칼튼 호텔의 고객인지 프로그램··················· 116
2. 싱가포르항공의 SERVE 모델······························ 124
3. 사우스웨스트 항공의 서비스 수익체인··············· 126
4. 세계 일류기업의 특화된 서비스품질··················· 128
5. 고객위주의 제품차별화 하이트맥주···················· 129
6. 서울대학교 병원 환자지향 맞춤서비스··············· 130
7. 멀티플렉스 시대에 부합하는 극장의 차별화 서비스··· 131
8. 스위스 ‘시각장애인 체험식당’····························· 133
Chapter 05 서비스품질
제1절 서비스품질이란·············································136
1. 서비스품질의 개념··············································· 136
2. 서비스품질의 결정요인과 측정방법···················· 140
3. 서비스품질 향상방안···········································146
4. 세계 초일류 브랜드의 10가지 품질특성············· 158
제2절 서비스품질과 내부고객··································· 167
1. 서비스품질과 종사원의 서비스기술 및 훈련······ 167
2. 서비스 종사원의 역할모호성과 서비스품질과의 관계 ····· 170
3. 서비스품질의 원천은 종사원 제일주의―페덱스···· 179
Chapter06 대고객관계 향상을 위한 커뮤니케이션
제1절 커뮤니케이션이란?········································· 192
1. 커뮤니케이션의 정의 및 중요성·························· 192
2. 커뮤니케이션의 과정···········································195
제2절 커뮤니케이션 방법·········································199
1. 언어를 통한 의사전달··········································199
2. 비언어를 통한 의사전달······································ 201
제3절 커뮤니케이션의 장애요인······························· 207
1. 심리적인 요인······················································207
2. 상황적인 요인······················································210
Chapter 07 서비스 고객만족 경영
제1절 고객만족이란················································216
1. 가치창조와 고객만족···········································216
2. 고객지향적 사고와 고객만족·······························220
제2절 고객만족의 기초··········································· 226
1. 고객만족의 개념과 정의······································ 226
2. 고객만족의 가치··················································· 230
3. 총체적 고객만족··················································· 231
4. 고객만족과 결정적 순간······································ 233
5. 고객만족은 내부고객만족으로부터····················· 235
제3절 서비스 고객만족경영······································237
1. 고객만족경영 도입배경 및 추진방법··················· 237
2. 고객만족과 재구매 의도······································ 245
제4절 서비스 고객만족경영의 실천····························· 251
1. 고객만족경영의 10가지 기본규칙·······················251
2. 전사적 고객만족활동 추진··································· 260
3. 고객만족도 조사··················································· 261
Chapter 08 고객만족 경영사례
제1절 국내 고객만족경영사례··································· 266
1. 유통할인점의 고객가치서비스·····························266
2. 21C 생존전략 의료서비스···································· 267
3. 서비스품질 혁신 호텔서비스·······························269
4. 식료 판매점의 불만해결 서비스·························· 286
제2절 국외 고객만족경영사례·································· 288
1. 싱가포르 버스회사의 고객만족서비스················ 288
2. 미국 항공사의 고객만족서비스··························· 290
3. 미국 병원의 고객만족 의료서비스······················ 293
4. 일본 테마파크의 고객만족서비스························ 297
Chapter09 서비스 관계마케팅
제1절 서비스 관계마케팅이란··································· 308
1. 관계마케팅의 개념 ·············································· 308
2. 관계마케팅의 전략··············································· 309
제2절 서비스 고객관계관리······································ 311
1. 고객관계관리의 개념 ··········································311
2. 고객관계관리의 전략···········································313
3. 고객관계관리의 바람직한 추진방법···················· 315
제3절 서비스 고객경험관리······································ 317
1. 고객경험의 정의··················································· 317
2. 서비스 고객경험관리의 실천·······························321
제4절 서비스 고객경험관리의 관련 연구······················325
1. 고객경험관리와 고객만족경영의 비교················ 325
2. 고객경험관리와 고객관계관리의 비교················ 328
Chapter 10 서비스실패와 회복
제1절 서비스실패와 사례········································ 334
1. 서비스실패의 정의··············································· 334
2. 서비스실패의 사례··············································· 337
제2절 서비스회복················································· 344
1. 서비스회복의 중요성···········································344
2. 서비스회복이론····················································347
제3절 서비스회복전략·············································353
1. 서비스 전달과정에 따른 서비스회복전략··········· 353
2. 서비스회복의 구성요인········································ 356
Chapter11 고객 감동 경영
제1절 고객 감동이란·············································· 370
1. 고객만족에서 고객감동경영으로························· 370
2. 고객감동 6단계····················································375
3. 고객감동에서 고객충성으로································ 376
4. 고객감동과 고객테러와의 차이··························· 378
제2절 고객 감동 사례············································· 380
1. 도요토미 히데요시와 차······································ 380
2. 일본 어느 작은 식당·············································381
3. 차 정비공장의 기름장갑······································ 381
4. 경품보다 더 큰 선물·············································382
5. 일본 택시회사의 국제소포··································· 382
6. 일본 세일매장에서 1년 만에 찾은 그릇··············· 383
7. 공원 주차장의 안내간판······································ 384
8. 지구상에서 가장 큰 선택, 아마존························ 385
Chapter 12 고객창출기법과 소비자 주권
제1절 고정고객 창출기법········································ 392
1. 고객개척·······························································392
2. 고정고객 만들기 10가지 방법····························· 394
3. 사후서비스만 잘 해도 고정고객을 만들 수 있다····· 395
4. 고정고객 우대 마케팅··········································398
제2절 소비자 주권시대···········································400
1. 소비자 주권시대의 이해······································ 400
2. 기업의 과제인 제조물책임법·······························402
3. PL법의 개념과 기존 소비자 보호제도와의 차이······· 403
Chapter 13 불만고객 응대기법과 고객불만 사례
제1절 불만고객 응대기법········································ 408
1. 잠재불만고객을 잡아라········································ 408
2. 불만고객을 고정고객으로 만드는 기법··············· 409
3. 고객응대 서비스 ― 고객 반대 극복 단계············ 416
제2절 고객불만사례와 분석······································418
1. 고객불만사례와 분석···········································418
2. 고객불만사례와 분석···········································418
참고문헌······························································· 432
찾아보기······························································· 443
제1절 고객이란 누구인가?··········································12
1. 고객의 정의····························································12
2. 고객의 범주····························································13
제2절 고객의 특성과 이해··········································16
1. 고객의 특성····························································16
2. 고객에 대한 이해···················································19
3. 고객 성격유형에 대한 이해···································21
제3절 어떻게 고객을 대해야 하는가?··························· 25
1. 고객은 이렇게 대하라············································26
2. 고객에 대한 접근방법············································28
3. 고객의 관점이 중요하다········································33
4. 고객충성도와 고객관계관리··································38
5. 고객이 없으면 사업도 없다···································40
Chapter 02 서비스
제1절 서비스산업의 배경과 특성································· 46
1. 서비스경제 시대의 도래····················· 46
2. 서비스산업의 분류·························· 46
제2절 서비스의 정의와 특징······································ 54
1. 서비스의 어원························································54
2. 서비스의 정의························································55
3. 서비스에 대해 잘못 알고 있는 몇 가지·················58
4. 서비스의 3단계······················································59
5. 서비스의 특징························································60
Chapter 03 서비스전략과 기법
제1절 서비스 전략··················································· 70
1. 공산품도 서비스의 집합········································70
2. 공산품 서비스 활동의 기본형태····························72
3. 서비스차별화 전략·················································76
4. 서비스 경쟁력 제고················································78
제2절 서비스의 기법················································ 85
1. 서비스 청사진························································85
2. MOT 사이클 차트··················································89
3. 서비스 모니터링·····················································91
4. 레스토랑 서비스기법·············································93
Chapter 04 서비스차별화
제1절 서비스차별화··············································· 104
1. 서비스 특화시대, 틈새시장을 노린다·················· 104
2. 서비스 패러독스··················································· 107
3. 서비스의 기본자세··············································· 108
4. 서비스의 실제 ― 느낌, 동작 그리고 음성··········· 109
5. 서비스 포인트······················································112
6. 고객응대 서비스 ― 세 개의 눈···························· 113
7. 사후서비스가 더 중요하다··································· 114
제2절 서비스차별화 사례········································· 116
1. 리츠칼튼 호텔의 고객인지 프로그램··················· 116
2. 싱가포르항공의 SERVE 모델······························ 124
3. 사우스웨스트 항공의 서비스 수익체인··············· 126
4. 세계 일류기업의 특화된 서비스품질··················· 128
5. 고객위주의 제품차별화 하이트맥주···················· 129
6. 서울대학교 병원 환자지향 맞춤서비스··············· 130
7. 멀티플렉스 시대에 부합하는 극장의 차별화 서비스··· 131
8. 스위스 ‘시각장애인 체험식당’····························· 133
Chapter 05 서비스품질
제1절 서비스품질이란·············································136
1. 서비스품질의 개념··············································· 136
2. 서비스품질의 결정요인과 측정방법···················· 140
3. 서비스품질 향상방안···········································146
4. 세계 초일류 브랜드의 10가지 품질특성············· 158
제2절 서비스품질과 내부고객··································· 167
1. 서비스품질과 종사원의 서비스기술 및 훈련······ 167
2. 서비스 종사원의 역할모호성과 서비스품질과의 관계 ····· 170
3. 서비스품질의 원천은 종사원 제일주의―페덱스···· 179
Chapter06 대고객관계 향상을 위한 커뮤니케이션
제1절 커뮤니케이션이란?········································· 192
1. 커뮤니케이션의 정의 및 중요성·························· 192
2. 커뮤니케이션의 과정···········································195
제2절 커뮤니케이션 방법·········································199
1. 언어를 통한 의사전달··········································199
2. 비언어를 통한 의사전달······································ 201
제3절 커뮤니케이션의 장애요인······························· 207
1. 심리적인 요인······················································207
2. 상황적인 요인······················································210
Chapter 07 서비스 고객만족 경영
제1절 고객만족이란················································216
1. 가치창조와 고객만족···········································216
2. 고객지향적 사고와 고객만족·······························220
제2절 고객만족의 기초··········································· 226
1. 고객만족의 개념과 정의······································ 226
2. 고객만족의 가치··················································· 230
3. 총체적 고객만족··················································· 231
4. 고객만족과 결정적 순간······································ 233
5. 고객만족은 내부고객만족으로부터····················· 235
제3절 서비스 고객만족경영······································237
1. 고객만족경영 도입배경 및 추진방법··················· 237
2. 고객만족과 재구매 의도······································ 245
제4절 서비스 고객만족경영의 실천····························· 251
1. 고객만족경영의 10가지 기본규칙·······················251
2. 전사적 고객만족활동 추진··································· 260
3. 고객만족도 조사··················································· 261
Chapter 08 고객만족 경영사례
제1절 국내 고객만족경영사례··································· 266
1. 유통할인점의 고객가치서비스·····························266
2. 21C 생존전략 의료서비스···································· 267
3. 서비스품질 혁신 호텔서비스·······························269
4. 식료 판매점의 불만해결 서비스·························· 286
제2절 국외 고객만족경영사례·································· 288
1. 싱가포르 버스회사의 고객만족서비스················ 288
2. 미국 항공사의 고객만족서비스··························· 290
3. 미국 병원의 고객만족 의료서비스······················ 293
4. 일본 테마파크의 고객만족서비스························ 297
Chapter09 서비스 관계마케팅
제1절 서비스 관계마케팅이란··································· 308
1. 관계마케팅의 개념 ·············································· 308
2. 관계마케팅의 전략··············································· 309
제2절 서비스 고객관계관리······································ 311
1. 고객관계관리의 개념 ··········································311
2. 고객관계관리의 전략···········································313
3. 고객관계관리의 바람직한 추진방법···················· 315
제3절 서비스 고객경험관리······································ 317
1. 고객경험의 정의··················································· 317
2. 서비스 고객경험관리의 실천·······························321
제4절 서비스 고객경험관리의 관련 연구······················325
1. 고객경험관리와 고객만족경영의 비교················ 325
2. 고객경험관리와 고객관계관리의 비교················ 328
Chapter 10 서비스실패와 회복
제1절 서비스실패와 사례········································ 334
1. 서비스실패의 정의··············································· 334
2. 서비스실패의 사례··············································· 337
제2절 서비스회복················································· 344
1. 서비스회복의 중요성···········································344
2. 서비스회복이론····················································347
제3절 서비스회복전략·············································353
1. 서비스 전달과정에 따른 서비스회복전략··········· 353
2. 서비스회복의 구성요인········································ 356
Chapter11 고객 감동 경영
제1절 고객 감동이란·············································· 370
1. 고객만족에서 고객감동경영으로························· 370
2. 고객감동 6단계····················································375
3. 고객감동에서 고객충성으로································ 376
4. 고객감동과 고객테러와의 차이··························· 378
제2절 고객 감동 사례············································· 380
1. 도요토미 히데요시와 차······································ 380
2. 일본 어느 작은 식당·············································381
3. 차 정비공장의 기름장갑······································ 381
4. 경품보다 더 큰 선물·············································382
5. 일본 택시회사의 국제소포··································· 382
6. 일본 세일매장에서 1년 만에 찾은 그릇··············· 383
7. 공원 주차장의 안내간판······································ 384
8. 지구상에서 가장 큰 선택, 아마존························ 385
Chapter 12 고객창출기법과 소비자 주권
제1절 고정고객 창출기법········································ 392
1. 고객개척·······························································392
2. 고정고객 만들기 10가지 방법····························· 394
3. 사후서비스만 잘 해도 고정고객을 만들 수 있다····· 395
4. 고정고객 우대 마케팅··········································398
제2절 소비자 주권시대···········································400
1. 소비자 주권시대의 이해······································ 400
2. 기업의 과제인 제조물책임법·······························402
3. PL법의 개념과 기존 소비자 보호제도와의 차이······· 403
Chapter 13 불만고객 응대기법과 고객불만 사례
제1절 불만고객 응대기법········································ 408
1. 잠재불만고객을 잡아라········································ 408
2. 불만고객을 고정고객으로 만드는 기법··············· 409
3. 고객응대 서비스 ― 고객 반대 극복 단계············ 416
제2절 고객불만사례와 분석······································418
1. 고객불만사례와 분석···········································418
2. 고객불만사례와 분석···········································418
참고문헌······························································· 432
찾아보기······························································· 443
배송 시 유의사항
- 반디앤루니스에서 구매하신 도서는 물류 대행 위탁업체 웅진 북센을 통해 배송됩니다.
(배송 포장에 "웅진 북센"으로 표기될 수 있습니다.)
- 구매한 상품의 품질과 배송 관련 문의는 반디앤루니스로 문의 바랍니다.
- 천재지변 및 택배사의 사정에 따라 배송이 지연될 수 있습니다.
- 결제(입금) 완료 후 출판사 및 유통사의 사정으로 품절 또는 절판 되어 상품 구입이 어려울 수 있습니다. (별도 안내 예정)
- 도서산간지역의 경우 추가 배송비가 발생될 수 있습니다.
반품/교환
상품 설명에 반품/ 교환 관련한 안내가 있는 경우 그 내용을 우선으로 합니다. (업체 사정에 따라 달라질 수 있습니다)
반품/교환
-
반품/교환 반품/교환 방법 홈 > 고객센터 > 자주찾는질문 “반품/교환/환불” 안내 참고 또는 1:1상담게시판 반품/교환 가능 기간 반품,교환은 배송완료 후 7일 이내, 상품의 결함 및 계약내용과 다를 경우 문제발견 후 30일 이내에 신청가능 반품/교환 비용 변심 혹은 구매착오의 경우에만 반송료 고객 부담(별도 지정 택배사 없음) 반품/교환 불가 사유 - 소비자의 책임 사유로 상품 등이 손실 또는 훼손된 경우
- 소비자의 사용, 포장 개봉에 의해 상품 등의 가치가 현저히 감소한 경우
- 복제가 가능한 상품 등의 포장을 훼손한 경우 : 예)만화책, 잡지, 화보집 등
- 시간의 경과에 의해 재판매가 곤란한 정도로 가치가 현저히 감소한 경우
- 전자상거래등에서의 소비자보호에 관한 법률이 정하는 소비자 청약철회 제한 내용에 해당되는 경우
- 해외주문 상품(해외 원서)의 경우(파본/훼손/오발송 상품을 제외)
소비자 피해보상
환불지연에 따른 배상- 상품의 불량에 의한 반품, 교환, A/S, 환불, 품질보증 및 피해보상 등에 관한 사항은
소비자 분쟁해결 기준(공정거래위원회고시)에 준하여 처리됨 - 대금 환불 및 환불지연에 따른 배상금 지급 조건, 절차 등은 전자상거래 등에서의
소비자 보호에 관한 법률에 따라 처리함
반품/교환 주소 경기도 파주시 문발로 77, 웅진북센(반디앤루니스)
