消費者對W連鎖牛排餐廳過度服務認知研究

A Case Study on Customer Perceptions of Over-Service at the W Steak house chain

蔡佩芳(Pei-Fang Tsai)

指導教授 ： 孫路弘

國立高雄餐旅大學/餐旅學院/餐旅管理研究所/碩士(2014年)

摘要

餐飲業者多以強化服務品質來提升顧客滿意度，但近年來相關研究發現提供超越顧客期望之服務，但未符合其實際需求，易導致顧客感到不滿，此一現象即為「過度服務」。W連鎖牛排餐廳於1993年創立，以高品質且貼心服務聞名，多次獲得卓越服務獎，已成為國內餐飲服務代表性指標。然而於孫路弘與李怡君研究發現其中有22.94%的過度服務事件出於W連鎖集團，因此如何避免過度取悅顧客為W連鎖集團所必須正視的問題。

本研究運用網路調查半年內曾至W連鎖牛排餐廳用餐的消費者，共取得283份問卷，其中159件屬過度服務事件，同時亦另外針對三十名40歲以上對象進行深度訪談。研究結果發現「過於關注用餐情況｣、「多次詢問餐點滿意度｣、「頻繁收拾桌面｣以及「過度的服務補救｣為W連鎖牛排餐廳最常發生之過度服務行為。

關鍵字

過度服務 ； W連鎖牛排餐廳 ； 消費者 ； 網路問卷 ； 深度訪談法

並列摘要

Emphasizing service quality is a method to elevate customer satisfaction in the catering industry. However, current researches recognize that providing services beyond anticipation cannot satisfy real demands, and may even cause dissatisfaction. It is the so-called over-service. The W steak restaurant established in 1993 and its outlets are providing high quality, intimate services. The restaurant has been awarded for its outstanding services many times, and has become the representative norm of domestic catering. Hence, the studies of Sun Lu-hong and Li Yi-jun found out that 22.94% of over service has been revealed in the Wg steak restaurant. The researcher therefore aims to explore why this restaurant provides over service.

An on line survey was used to examine consumers who went to the W steak restaurant within the past six months, and 283 questionnaires were collected. Among them, 159 consumers reported experiencing over-service. In-depth interviews were conducted with 30 consumers aged over 40. The results present that the over- services include “waiter/waitress showing too much concern about dining”, “asking too many times about customer’s satisfaction”, “frequently cleaning the table” and “carrying out too much service recovery” in the W franchising steak restaurant.

並列關鍵字

over service ； W steak restaurant ； consumers ； on line survey ； in-depth interview

參考文獻

孫路弘與李怡君（2011）。消費者對餐飲業過度服務現象認知研究。2011觀光暨休閒產業經營管理學術研討會。台南：台灣首府大學。

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孫路弘、邱裕銘（2012）。餐飲服務員過度服務行為與前因探究。國際觀光餐旅休閒遊憩管理研討會。

孫路弘與蔡亞璇(2013)。餐飲服務失誤與過度服務之研究-以W連鎖牛排

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