• Journal of Korea Society of Industrial Information Systems
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• v.22 no.1
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• pp.117-126
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• 2017

This Study Focuses on the Customer Experience Story of Bandi&Luni's Centum City branch which Offers the Different Service Concept on the Competitive Book Selling Market. Bandi&Luni's Stands as one of the Largest Bookstore Chains that has 14 Offline Bookstores and an Online Bookstore Shop. The Purpose of this Study takes Lessons from the Unique Practices and Efforts of Bandi&Lunis's Online-to-Offline(O2O) Service and Service Design. In Order to Achieve this Propose, we Investigated the History, Service Concept, Value, and Performance of Bandi&Luni's from a Variety of sources and Reviewed the Previous Literatures of O2O Service and Service Design. In order to Offer Better Customer Experience the Service should be Designed from Customer's View and be Delivered through the Lifecycle of Customers. In a era of Big Data, IOT(internet of things), AI(artificial intelligence), The Service Design Innovation using Information and Communication Technology will be needed in order to Break down the Boundaries Between Online and Offline.