〝過度服務〞為企業所提供之服務超出顧客期望,卻造成顧客負面的感受。在Kano二維品質模式及服務失誤的相關研究均可發現此現象存在於服務業,然而學術界大多依循好的服務品質必須要達到或超越顧客需求之概念,卻忽略了〝過度服務〞對品質的影響。 本研究透過焦點團體訪談法蒐集餐飲業之過度服務現象,針對餐飲業消費者為研究對象舉行六場共三十七人之訪談。研究發現「緊迫盯人」、「喋喋不休」、「故作熟識」、「阿諛逢迎」、「引人側目」、「自作主張」等六類過度服務現象;說明提供「超越顧客期望」之服務,並不一定會使顧客感到滿意,可能會造成反效果;而此提供過多顧客不需要的服務,造成顧客負面感受,亦為服務失誤之一環。 最後,本研究將依據此結果,提出產業進行「過度服務」管理時,需授權員工並以同理心服務顧客,以滿足不同之期望。
"Over-service" is the service which is provided to exceed customers’ expectations but is resulted in bringing negative effects on customers. From the researches of Kano’s two-dimensional quality model and the instances of Service failure, the “over-service” phenomena exist in the service industry, however, the concepts of the good quality service which is based on achieving or exceeding customers’ expectations are prevalent in the Academia, but the Academia neglects that the "over-service" also influences on the quality. Focus group interviewing is used to collect the data of over-service phenomena in food and beverage industry in this study. Six groups of consumers, a total of 37, were interviewed. The results come out with 6 types of over-service phenomena, "keeping a close watch," "keeping on talking," "pretending to be familiar ", "flattery and toady," "attracting other’s attention," "deciding and acting on their own". Finally, based on the findings, this study is going to suggest that while the industry is implementing "over-service" management, the educations for employees to have empathy to meet customers’ different expectations are also needed.