서비스 청사진과 FMEA의 결합에 의한 인터넷 쇼핑몰 서비스 실패관리

This paper introduces service failure management on internet shopping environment. The purpose of this study is to find and improve service failure modes at the time of customer`s complaint thereby reducing that. To achieve this purpose, this study combines the Service Blueprint which describes the online shopping process and FMEA which finds each encounter of service failures and proposes how to recover them, First of all this study generates internet shopping process using Service Blueprint then matches customer`s purchase decision making process and company`s service provide process. After this process customer complaint types in real purchasing process are fell in according to their occurrence and more frequently occurred complaint is more risky. Finally 6 Risk Priority Numbers(unfair exchange/return policies, slow response/poor customer service support, purchase arrived later than promised/deliverly service dissatisfaction, dissatisfaction short period to take back/exchange/cancels order, A/S or handle defective item) are extracted and suggest their improvement.