餐飲業難纏顧客因應策略與永續經營方針－以高雄市R連鎖複合式餐廳為例

本研究旨在探討餐飲業難纏顧客之因應策略，並以高雄市R複合式餐廳之利害關係人作為研究主體與對象；同時，輔以定性研究之深度訪談法、文獻分析法與利害關係人分析矩陣並結合質性文本分析軟體（MAXQDA 10）為主要分析工具。研究結果顯示，餐飲業經營管理者與第一線服務人員面對難纏顧客時應著重於處理投訴時的技巧、答覆顧客的技巧、和顧客溝通的技巧，以降低顧客抱怨之產生，以有效盡善服務補救及提升顧客回流率，且餐飲業組織既為社會的一部分，不僅要從經濟角度出發，員工也能夠藉由難纏顧客讓自己的能力有所提升。經營管理者可以藉由多年實務經驗適時給予建議，達成共識、弭平利害關係人的歧見與差異，並思考永續性和企業發展，提供符合利害關係人需要的產品與服務。

關鍵字

餐飲業；難纏顧客；利害關係人

並列摘要

The study namely aims at exploring the strategies of coping with jay customers at R fusion restaurant in Kaohsiung city by means of in-depth interview method, literature review method, Stakeholder Analysis and utilizing the qualitative data analysis software (MAXQDA 10) for content analysis. Organizations as part of the society have to take into consideration this problem, not only from economic point of view, but from the aspect of sustainability and improvement of their business. The findings reveal that the practitioner/manager and first-line staff ought to apply the skills and techniques on solving the complaints, immediate responsiveness and communication/delivery for the jay customers in the right position. Based on the perspective, the appropriate approaches may effectively reinforce the service recovery in order to decrease customers' complaints and enhance the return intention for customers.