探討服務失誤、服務復原與顧客滿意度之關係－以旅行業為例

A Study of the Relationship between Service Failure, Service Recovery and Customer Satisfaction–As an Example of Travel Agency

鄧瑋賢(Wei-Hsien Teng)

指導教授 ： 杜壯

國立臺北科技大學/管理學院/工業工程與管理系所/碩士(2005年)

摘要

隨著人民生活水準提高，國人對於休閒產業也愈來愈重視，基於服務業的四種特性：無形性、同時性、易滅性與異質性等四個主要特性；服務品質已是每個產業均著力重視的，然而，在現今競爭激烈的環境，業者若想要能脫穎而出，必需致力於維持與現有顧客之關係；但往往在服務傳遞的過程中，難免會有些服務失誤的發生，因此，如何做好事後的服務復原工作顯得特別重要。業者除了儘量避免服務失誤的發生，還需加強本身服務復原管理的機制，如此才能讓顧客滿意，感受到尊重及對業者產生期望與信心。
本研究以旅行業為例，探討旅行業者要如何維持自己的口碑及顧客滿意度，如何提供顧客更好、更適切的服務品質，因此，服務失誤與服務復原都是經營管理者所需面對的課題。
所以，本研究使用CIT的方法歸納服務失誤與服務復原之分類，並以因素分析萃取因素構面並加以命名。另外，以服務失誤、顧客抱怨、服務復原與顧客滿意度作一整合模式來探討彼此間之關係，最後，將人口統計變數列入考量，以瞭解人口統計變數與其它變數之關係。

關鍵字

服務失 ； 誤服務復原 ； 顧客滿意度 ； 重要事件技術 ； 變異數分析

並列摘要

How people regard leisure services when their lives become better and better. The service industry consists of four unique principles：intangible, simultaneity, perishability, and heterogeneity. In addition, the service quality is very important in each industry. However; if enterprises want to stand out to face the competitive environment, they must maintain excellent relationships with their customers. But sometimes it is rather difficult to avoid service failure during the service delivery process. Therefore, it is important to do well in service recovery. Enterprises ought to avoid any service failure, but also should enhance the service recovery themselves. Customers will be satisfied, feel respectable, and can reach a level of confidence-building.
The purpose of this study is to discuss how employers maintain their word-of-month and customer-satisfaction in travel agencies, and how to provide better and appropriate service quality to customers. Therefore, service failure and service recovery are the significant topics where administrators will be challenged. Therefore, this study uses the CIT method to classify service failure and service recovery. We use the factor analysis to extract the factor construction and to rename it. Moreover, we discuss the relationships among service failure, customer complaint, service recovery and customer satisfaction. Finally, we considered the population statistic variables to find the relationships between population statistic variables and other variables.

並列關鍵字

Service Failure ； Service Recovery ； Customer Satisfaction ； Critical Incident Technique ； ANOVA

參考文獻

【8】 郭崑謨、闕河士（1990），顧客抱怨行為及其影響因素之研究，管理評論，155-173頁。

【4】 吳錦棉（2002），國內醫療服務缺失及服務補救現況之探討-以桃園縣區域醫院為例，元智大學管理研究所碩士論文。

【11】 Adrian, P., Rosalind, B., & Caroline, K.（2000）, “Equity and repurchase intention following service failure,” Journal of service marketing, 14(6), pp. 513-528.

【13】 Andersson, B. E. &. Nilsson, S. G.（1964）, “Studies in the Reliability and Validity of the Critical Incident Technique,” Journal of Applied Psychology, 48, pp. 398-403.

【14】 Andreassen, T. W.（2001）, “From Disgust to Delight: Do Customers Hold a Grudge,” Journal of Service Research, 4(1), pp. 39-49.