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A Study on Service Improvement Strategy through data-based Design Thinking: A Case Study of T-Commerce Service of Home Shopping Company
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데이터 기반의 디자인 씽킹을 이용한 서비스 개선 전략에 대한 연구: 홈쇼핑의 T 커머스 사례 분석을 중심으로

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Type
Academic journal
Author
ChangHyun Lee (Hanyang University) KyungJin Cha (Hanyang University) GyooGun Lim (Hanyang University)
Journal
Korean Academic Society Of Business Administration korean management review Vol.50 No.1 KCI Excellent Accredited Journal
Published
2021.2
Pages
23 - 51 (29page)
DOI
10.17287/kmr.2021.50.1.23

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A Study on Service Improvement Strategy through data-based Design Thinking: A Case Study of T-Commerce Service of Home Shopping Company
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Abstract· Keywords

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This study recommends a new research methodology which derives an innovative consideration by adding various data analytics and literature review on traditional design thinking process. Through in-depth data-based design thinking process, we proposed new service named discount-subscribe service based on the customer segment and even A/B strategy. The result of this study showed such implications. First, this study has suggested data-based design thinking as a new type of methodology for digital transformation strategy applying design thinking process in business research. Second, data-based design thinking helps to understand the problems from the consumers’ perspective and to derive innovative idea for it, instead of verifying the hypotheses established from the researchers’ perspective. Third, in order to compensate for the shortcomings of traditional design thinking process as a qualitative analysis, this study improved the completeness of it as a research methodology by concurrently conducting quantitative analysis and literature review. Moreover, data-based design thinking is appropriate to construct digital transformation strategy since it is appropriate to construct new business model from social listening data. Consequently, data-based design thinking method provides the value of an industry-academic compatible research methodology, finding ways to empathize and communicate with consumers.
#design thinking #digital transformation #social listening #social network analysis #time series analysis #T-commerce

Contents

Ⅰ. 서론
Ⅱ. 선행 연구
Ⅲ. 연구 방법론 및 사례 분석
Ⅳ. 결론 및 시사점
참고문헌

References (73)

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Andal-Ancion, A. / 2003 / The digital transformation of traditional business / MIT Sloan Management Review 44(4):34~41 google schola Adler, J. / 2010 / Quantifying colocalization by correlation the Pearson correlation coefficient is superior to the Mander's overlap coefficient / Cytometry Part A 77(8):733~742 google schola Ailawadi, K. L. / 2011 / The impact of retailers’ corporate social responsibility on price fairness perceptions and loyalty / proceeding of the Inra-Idei Seminar on Competition and Strategies in the Retailing Industry :16~17 google schola Alalwan, A. A. / 2017 / Factors influencing adoption of mobile banking by Jordanian bank customers : Extending UTAUT2 with trust / International Journal of Information Management 37:99~110 google schola Allsopp, D. H. / 2006 / Bridging the gap between theory and practice Connecting courses with field experiences / Teacher Education Quarterly 33(1):19~35 google schola

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