國際旅遊業領隊之服務失誤、服務補救與顧客滿意之關係

The Relationships among International Tour Escorts’Service Failure, Service Recovery and Customer Satisfaction

呂貴蘭(Kuei-Lan Lu)

指導教授 ： 黃國隆

淡江大學/管理學院/管理科學研究所企業經營碩士在職專班/碩士(2007年)

https://doi.org/10.6846/TKU.2007.00282

摘要

國際領隊在團體旅遊中扮演團體旅客的保姆、知識經驗分享者、危機處理者及歡樂氣氛帶動者之多重角色。由於國際領隊為團體旅遊的靈魂人物，本研究想探討，當國際領隊發生服務失誤時，國際領隊因應服務失誤所提出之服務補救與顧客滿意之關係。希望本研究結果能作為公司未來在徵選或培訓國際領隊時參考之依據，同時讓公司理解旅客在領隊發生失誤時，其所提出的各項服務補救措施，是否能滿足顧客的需求；希冀擁有國際領隊執照之領隊群，可再加強本身執業時所需擁有的各項專業技能、溝通能力、危機處理能力，並能保握最重要的服務補救的時機。
本研究發現：1.國際領隊最常犯的服務失誤類型為行程安排欠佳。2.服務補救類型最重要的是物質上的服務補救，它重於精神上的補救，並且發現返台前服務補救重於返台後。3.團體旅遊過程中讓顧客滿意的什麼重要類型和發生頻率為精神上的滿意重於物質上的滿意。4.更發現一位讓顧客滿意或稱職領隊最重要的因素為領隊的服務態度。
本研究的限制之一為：因時間、人力、及物力有限，無法在短期間內以大規模的問卷調查方式，對相關議題做更廣泛的量化研究。限制二為：此次訪談對象侷限在甲種旅行社之高階管理者和國際領隊，未能將範圍擴及綜合旅行社。建議未來研究方向之一為：若能針對所有參加海外團體旅遊旅客，在國際機場入境處做計劃性的抽樣問卷調查，將有助於全面性的了解顧客的意見。未來研究方向之二為：進一步探討服務補救時機，可以讓領隊清楚知道何種服務失誤應該在國外處理，何種服務失誤可以等返台後處理。透過標準化的服務補救作業流程，以減少顧客申訴的產生，提昇顧客的滿意度。

關鍵字

國際領隊 ； 服務失誤 ； 服務補救 ； 顧客滿意

並列摘要

The International Tour Escort’s to play the role of a amah, a knowledge participator, a crisis handler and a leader of happiness atmosphere among the tour group. According to the International Tour Escorts’ is a leading role among the tour group. It’s a purpose that I’m interesting to research of this study. I want to know when the International Tour Escorts’ meet a service failure, how did they to face this failure and recovery. And when is the best time to solve the problem. Are those solutions suit for customer satisfaction when International Tour Escorts’ take a service recovery? I hope the results can be a sample when my company to recruit International Tour Escorts’ in the future. Also hope the result can give my company some idea when customers meet Tour Escorts’ make a service failure and service recovery. What’s the customer’s need? And how to make customer feel satisfaction. Another reason is I wish the result can give all of the International Tour Escorts’ could understand their job roles. They can improve theyself skill stronger, like a professional skill, a communication skill, a crisis handler skill and they could understand when is the best time to take a recovery and make customer feel satisfaction.
The study finds, first of all the International Tour Escort’s always make the service
failure and the category is schedule arrangement not smoothly.Secondary is the materially more important than psychically of service recovery for customers. The third one is the most important things for costomers that they hope can get good feel back from the recovery before they return to their hometown. The fourth is the customer prefer the psychically feel back rather than materially when they attend the tour group. Finally, the good or excellent International Tour Escort’s is built up on attitude that is customer’s the most of concern.
The study limited and suggests are four points.First of all due to time, manpower, resource limited. So couldn’t extend the reseach from experts interviews to quantification questionnaire. The secondary is I just focus inertview on direct sale travel service not wholesale travel service. The third one is we hope someone can make a research to sampling outbound customer quantification questionnaire on arrival lobby at the airport in the future. The final one is we hope someone can deeply to research the time of service recovery. And can set up one system of S. O . P procedures about service recovery. Also hope can reduce the complainant and to increase satisfaction from customers.

並列關鍵字

International Tour Escorts ； service failure, ； service recovery ； customer satisfaction

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