服務失誤類型、補償措施與再惠顧率之探索性研究－以CIT法應用於餐飲業為例

An Exploratory Study on Service Failure of Restaurants with Critical Incident Technique

劉宗其(Tsung-Chi Liu) ； 李奇勳(Chi-Hsun Lee) ； 黃吉村(Chi-Tsun Huang) ； 渥頓(Clyde A. Warden)

《管理評論》 20卷1期 (2001/01) Pp. 65-97

https://doi.org/10.6656/MR.2001.20.1.CHI.65

摘要

本研究以CIT法，自顧客觀點蒐集餐廳服務接觸中，因服務失誤所造成的滿意或不滿意之684個事件，予以歸類；追蹤並分析餐廳所採行的補償策略，以了解餐飲業常犯的服務失誤類型，及那些補償策略較為有效。本研究進一步分析不同的餐廳類別（中、西、日式），在服務失誤類型及補償策略、補償滿意度、再惠顧率上有無差別，並提出解釋。
研究結果發現：台灣餐廳服務失誤類型與美國研究結果略有差異；實質補償策略與主管出面協調是較佳的補償策略；餐廳類別雖與失誤類型無關，但與補償策略有關；失誤嚴重性越大，再惠顧率越低；但補償滿意度越高，再惠顧率也越高。本研究結果有助於學界與業界設計服務傳送系統、流程及建立補償策略之參考。

關鍵字

服務失誤類型 ； 補償策略 ； 再惠顧率 ； CIT法

並列摘要

This research applied the CIT method to study 684 critical service encounters at restaurants in Taiwan. Previous studies in the United States were uses as a base for understanding the types of service failures and recovery strategies used in Taiwan service encounters. Results showed that while service failures and recovery strategies closely paralleled results from the United States, there were some new classifications found that reflect cultural differences between Taiwan and the United States. Ratings for the failure seriousness and the response effectiveness are negatively correlated and clearly reveal that extremely serious service failures are difficult to recover from. Strategies for effective recovery of specific failure types and the most serious combinations of failures and recoveries are also explored in order to better understand the service encounter within a Taiwan perspective.

並列關鍵字

service failure ； service recovery ； retention ； CIT

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