Analysis on Service Visualization of Comprehensive and Integrative Medicine Hospitals, a Case Study

초록

Abstract: The aim of this study is to provide an academic basis on visualizing service process followed by the previous case studies on service visualizations reflecting 7Ps marketing mix. Newly established clinical institution, Comprehensive and Integrative Medicine Hospitals (CIMH), Daegu in Korea with such radical change in the shift by combining the practices of western and oriental medicines is analyzed in order to determine how PCN diagrams and other service design tools can be used expecting various implications for the operating characteristics and value proposition. Drawing from the SOM literatures, innovation literatures, and empirically grounded research, visualization of service process by different tools and methods is determined and examined. The overall methodology is employed with a grounded analysis approach and an alternative interpretative approach based on interviews with decision makers and upper management, who are service designers and developers, on how they work with visualizations of the insights they obtain from their previous experience. The data in this study is based on interviews with those who practice actual service design for the newly established hospital, observation, and shadowing customers. A total of 17 interviews were conducted face to face with 9 interviewees over six visits. The study finds that the use of visualizations in service process not only supports to win from the competitive environment as strategic approaches, but to monitor and evaluate the process for proposing service innovation in operations management.