Services have taken the center stage over products in the industrial world. Thus, there have been many studies that focused on how to define and utilize service identity. The purpose of this study is to discover the elements of service identity that need to be managed with top priority when corporations manage their respective service identity. To discover the elements thereof and assess priorities, this study structured service identity based on the conventional theories. This study defined the specific elements of service identity through expert FGI. Also, this study deducted the priorities as the 14 experts of UI/UX/service design conducted AHP evaluation as to the elements thereof. As a result, this study found that those visual elements such as color, icon and layout had the highest priority. This study also found that the importance of the functional elements was relatively lower, whereas the operational elements had the lowest priority.
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