服務失誤之引發事件與員工回應不當行為之研究－以顧客經驗管理為取向

Research of the Triggers and Improper Responses of Service Failures-Orientation with the Customer Experience Management

張景旭(Chin-Hsu Chang) ； 朱寶清(Pao-Chin Chu) ； 范垂爐(Chui-Lu Fan) ； 張馨華(Hsin-Hua Chang)

《關係管理研究》 4期 (2006/12) Pp. 89-110

https://doi.org/10.6781/RRM.200612.0089

摘要

服務失誤的研究學者始終強調：顧客經驗、互動過程與脈絡歷程對於研究議題的重要性；然而，在以往的研究文獻中，對於服務失誤的研究總是缺乏較完整而詳細的互動過程探究，以及服務失誤發生的原因與發展的脈絡。本研究對於故事性的資料以「主觀順序事件技術」（Subjective SequentialIncidents Technique, SSIT）方法鞏固其歷程脈絡，並以顧客主觀詮釋的角度分析服務失誤所產生氣點的互動過程與關係。研究結果建構了主觀服務失誤遞送藍圖、引發事件與回應不當氣點的類型與發展脈絡的關係。在結論中，將研究結果與以往對於「服務失誤類型」、「服務藍圖」、「餐飲業服務失誤」與「服務補救」等文獻予以對話，嘗試以符合脈絡與顧客主觀經驗的研究方式，探究與發展具有實質管理意涵的服務失誤研究方法。

關鍵字

主觀順序事件技術 ； 關鍵事件技術 ； 顧客經驗 ； 服務藍圖 ； 服務失誤

並列摘要

The scholars who researched the service failures always emphasized: The customer's experience, interactive process and sequential analysis are very important principles for the research of service failures. But, in the past research studies, there always not be found.This study is with the 'Subjective Sequential Incidents Technique' (SSIT) method to strengthen the materials formed with story's type, and analyze the anger points, interactive processes, and sequential relations of the service failures by the customer's interpretative view.Result of this study, build up the subjective delivery blueprint of service failures, and sort the anger points develop types and their sequentiaI relations of triggers and improper responses of service failures.In the conclusion, we compare result of this paper with the past studies of the service failures, service blueprint, service failures in the restaurant, and service recovery. We try to develop the proper research methodology and more effective management in service failures course, the method should emphasize interactive process, sequential analysis, and customer's subjective experience.

並列關鍵字

SSIT ； CIT ； Customer Experience ； Service Blueprint ； Service Failures