餐飲服務補救品質之設計與實證研究

Design of the Quality of Service Recovery and Empirical Study in Catering Industry

白凢芸(Fan-Yun Pai) ； 葉子明(Tsu-Ming Yeh)

《品質學報》 20卷3期 (2013/06) Pp. 305-321

https://doi.org/10.6220/joq.2013.20(3).03

摘要

企業當遇到服務失誤時，企業即進行服務補救，以挽回顧客的心。服務補救是新興的議題，本研究從管理者、員工及顧客角度發展服務補救品質缺口模式，分析餐飲業中管理者、員工與顧客之間對於服務補救期望與認知的差距，並利用發展之量表調查餐飲業中缺口是否存在，以消弭管理者、員工與顧客之間認知的落差。研究結果顯示餐飲業中本研究所提之五個缺口皆存在，為了消弭服務補救品質之缺口，本研究提出相關的管理意涵與建議，協助企業能於服務失誤後以成功的服務補救挽回顧客之青睞。

關鍵字

服務失誤 ； 服務保證 ； 服務補救 ； 餐飲業

並列摘要

When enterprises encounter the service failure, most of them will take service recovery actions according to service guarantees stated first. By proper service recovery, it is with high probability that firms can retain unsatisfied customers and then turn the customers into satisfied and loyal ones. This study aims to analyze the quality gaps about service recovery and construct a gap model. There are five gaps when a firm design and execute service recovery. We then develop measurements to measure the perceived and expected service recovery quality and calculate these gaps. The gaps of recovery service of restaurant in Taiwan are measured and investigated. We received 81 questionnaires from managers, 205 questionnaires from employees and 288 questionnaires from customers. Five gaps all exist. Further managerial implications are provided for managers to narrow the gaps to improve service recovery quality and to invest proper resource in service recovery execution.

並列關鍵字

service failure ； services guarantee ； service recovery quality gap ； catering industry

參考文獻

行政院主計處 (accessed December, 2011)，國民所得統計年報 (99 年)。。

鄭紹成(2009)。服務行銷與管理。臺北:雙葉書廊。

Austin, W. G.(ed.),Worchel, S.(ed.)(1979).The Social Psychology of Intergroup Relations.Pacific Grove CA:Brooks/Cole.

Barlow, J.,Moller, C., A.,Hsieh, T.(2008).A Complaint is a Gift: Recovering Customer Loyalty when Things Go Wrong.New York:Berrett-Koehler Publishers.

Bitner, M. J.,Booms, B. H.,Tetreault, M. S.(1990).The service encounter: diagnosing favorable and unfavorable incidents.Journal of Marketing.54(1),71-84.