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A Study on the Design of Digital Customer Experience(DCX) for the Activation of Public Services

  • Journal of Communication Design
  • Abbr : JCD
  • 2020, 71(), pp.9-19
  • DOI : 10.25111/jcd.2020.71.01
  • Publisher : CDAK Society of Communication Design
  • Research Area : Arts and Kinesiology > Design > Visual Information Design > Information Design
  • Received : February 28, 2020
  • Accepted : April 27, 2020
  • Published : April 30, 2020

WON JONG WOOK 1

1한양대학교

Accredited

ABSTRACT

This study first looked into the concept of Digital Customer Experience(DCX) as well as the current condition of public services to be digitalized through the consideration of previous researches and literature reviews as a study for the digitalization and activation of public services in line with the rapidly changing digital transformation era. Based on this, the types of public services were classified into transportation, industrial, and welfare services, and the evaluation factors of Digital Customer Experience were found to be functional, personal, and relational factors in order to be applied to the study. As a result of selecting and conducting a comparative analysis for the cases that meet the service conditions using digital media among the best practices of public design in Korea through the derived research model, it could be found that an evaluation on the factors of Digital Customer Experience(DCX) differs depending on the type. This study has found that each evaluation factor had an advantage according to the type of service delivery, but it has a limitation of research that does not take into account the form of the service’s digital device. In the future, a study considering the device characteristics of a service medium needs to be conducted in a study on digital public services, and, by extension, ongoing research on the digitalization and activation of public services should be actively done.

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