不同服務失誤與補救策略對於消費者之影響

林怡秀(Yi-Shiou Lin)

指導教授 ： 林建煌

國立中央大學/管理學院/企業管理學系/碩士(2006年)

摘要

由於服務業對於GDP貢獻逐年增加，服務業必須被重視。然而因服務的特殊性，以致服務失誤發生難以避免，而服務失誤與顧客更換商家行為有關，因此如何進行服務補救則為服務提供者首要關切之事，一個好的服務補救可留住優質顧客，然而過去研究多以關鍵事件法進行特定產業研究，且補救策略以單一措施衡量，少將補救方式進一步細分成不同程度且以實驗法進行相關比較。因此本研究將以此為探討重點，再輔以討論以不同分類區分之顧客，在面對不同服務失誤與服務補救會有何相異影響。 本研究以實驗法進行實驗室實驗，以240個受試者間獨立樣本進行2(服務失誤：服務接觸失誤、核心產品失誤)x2(服務補救：心理補償、實質補償)x2(補救程度：高補償、低補償)之餐廳用餐情境設計。 研究結果顯示： 1. 服務接觸失誤較容易令消費者有不滿的感受且不願再次接受相同服務，此不滿感受也會令消費者認為這個服務生可能再次發生失誤。 2. 當發生核心產品失誤時，消費者會推論這家餐廳其他餐點也同樣會有失誤。 3. 如同許多學者過去所進行的討論，相較於心理補償，消費者在接受實質補償後會有產生較高的滿意度。 4. 高程度實質補償會有較高餐廳滿意度，心理補償則要服務生親自道歉才會有較高的服務生滿意度。 5. 實質補償會產生較高的滿意度，但卻使消費者較易推論這家餐廳其他餐點或服務生也同樣會有失誤。 6. 面對不同失誤及補救策略時，果斷及保守心理描述無法做為消費者分類依據；公平感則為最佳的區辨指標。 7. 公平感高的消費者，給予實質補償反而得到較為負面的回饋。 8. 服務提供者若能覺察不同服務失誤對於顧客的影響，針對不同性別、出生序、血型及星座的顧客進行適當的服務補救，才可以得到顧客最佳的回饋反應。 對於行銷上的貢獻如下： 1. 實質補償有普遍較佳的效果，唯需注意補償的程度，以免引發消費者不必要的聯想 2. 失誤發生當下服務生必須及時為發生的失誤道歉 3. 從顧客性格出發，在道歉同時與消費者對話，觀察顧客在意的事物為何，也才能了解顧客不滿的內在來源，而不致於採取顧客所大忌的補救措施 4. 人口統計分類將可利用會員制度資料庫存檔分析以為較佳策略規劃之基礎

關鍵字

負面口碑 ； 推論 ； 服務補救後滿意度 ； 服務補救 ； 服務失誤 ； 再購意願

並列摘要

Due to the increasing of GDP contributed from service industry, it has to be considered seriously. Because of the specific of service, it is hard to avoid the failure of service. The service failure is related to the behavior that consumers change their service provider. Therefore, how to recover the failure is the most importance thing. A suitable recovery of service would retain the high grade of consumers. The past research used to discuss the particular industry with Critical Incident Technique (CIT), and have measured with single strategy. There are a little to distinguish the degree of the recovery strategy and compare with the experiment method. So the point of this research is that how degree of the recovery strategy will make the consumer satisfied. Moreover, this research discuss that how the different kinds of service recoveries influence the different kinds of consumers.
A 2 × 2 × 2 between-subject factorial design was used. Subjects were exposed to a written scenario describing a service failure in a restaurant.
The research shows that:
1. The consumers feel more dissatisfied and have a little desire to accept the same service in the situation where the failure is service contact. Furthermore, the consumer considers that the waiter may make a mistake again.
2. The consumers will infer that the food of this restaurant may have the same failure when the core product failure happened.
3. As the past researches show that the monetary compensation is better than the psychological compensation. If there were monetary compensations, the consumers feel more satisfied.
4. The higher degree of compensation brings about the more satisfied of the restaurant. When the failure happened, the waiter has to apology in person to the consumer so that there is higher satisfied of this waiter.
5. The monetary compensation would make the consumers feel more satisfied, but let the consumer more easily infer that the food or waiters of the restaurant might make the same mistakes.
6. Assertiveness and conservatism is not a good index to distinguish consumers. The sense of justice is better index.
7. The higher of sense of justice consumers will give the negative feedback if they receive the monetary compensation.
8. If the service providers could give different recovery to consumers who have the different gender, birth order, blood type, or constellation, the service providers receive better feedback.
The managerial implications
1. The most importance thing is to dispatch the waiters or waitresses in order to make sure the quality of service. The technology of cooking has to be maintained to avoid the consumers inferring overly.
2. The monetary compensation is better strategy. But the service providers have to pay attention to the degree of monetary compensation.
3. When the failure happened, this waiter has to apology in time.
4. . When the service providers communicate with the consumers, they have to observe the personalities of the consumers. To understand the value of the consumers is the most important thing

並列關鍵字

none

參考文獻

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