過度服務對難纏顧客、滿意度與網路口碑之影響

Influence of Over-attentive Service toward Difficult Customer, and Electronic Word-of-Mouth

朱永蕙(Yung-Hui Chu) ； 劉嘉麒(Chia-Chi Liu)

《休閒事業研究》 19卷1期 (2021/03) Pp. 11-26

https://doi.org/10.6746/LIR.202103_19(1).0002

摘要

本研究目的為探討過度服務對於難纏顧客、滿意度與網路口碑的影響，以及難纏顧客與滿意度對網路口碑的影響。本研究採立意抽樣，透過網路發放問卷，並以因素分析與迴歸分析進行資料的分析。本研究的結果推論與建議如下:（1）過度服務對難纏顧客具有顯著正向影響。因此，本研究推論過度服務，可能造就難纏顧客的無限要求以及理所當然的認知。（2）過度服務對滿意度，以及網路口碑不具顯著影響。因此，本研究推論過度服務無法令人滿意，也無法使顧客進行網路口碑。所以，本研究建議服務人員在點餐前，無須詢問顧客與其同行者的關係；且於用餐期間，無須刻意詢問顧客到餐廳消費之目的，或持續關切顧客的用餐情況，甚至刻意與顧客聊天。（3）難纏顧客對網路口碑雖不具顯著影響，但是滿意度則對網路口碑仍具有顯著正向影響。因此，本研究推論難纏顧客，不會在網路上散播好的口碑；但是如果顧客真的滿意，仍會在網路上散播好的口碑。

關鍵字

過度服務 ； 難纏顧客 ； 滿意度 ； 網路口碑

並列摘要

Purposes of this study are to investigate the influence of over-attentive service on difficult customer, customer satisfaction and electronic word-of-mouth; as well as to investigate the influence of difficult customer and satisfaction on electronic word-of-mouth. Purposive sampling method has been applied. Data has been collected via/through internet and analyzed with factor analysis and regression analysis. Resulting inferences and suggestions are as follow: (1) Over-attentive service has significant influence on the of difficult customer. Thus, this study infers that over-attentive service could result in increased demands from difficult customer, such as unlimited requests and take-for-granted attitudes. (2) There is no significant influence of over-attentive service on customer satisfaction, nor on electronic word-of-mouth. Hence, this study infers that over-attentive service neither satisfies customer, nor spread positive word-of-mouth on internet. Also, this study suggests that service staff doesn't need to make inquiries with regard to the relationship between or among customers before taking orders; nor ask questions about the purpose of visiting this restaurant; nor express overt concern in terms of meal consumption; nor even chat with customers on purpose during the meal. (3) There is no significant influence of difficult customer on electronic word-of-mouth; however, customer satisfaction has a significant influence on electronic word-of-mouth. In addition, this study infers that difficult customers would not spread positive electronic word-of-mouth, while satisfied customer would spread positive electronic word-of-mouth.

並列關鍵字

Over-attentive Service ； Difficult Customers ； Satisfaction ； Electronic Word-of-Mouth