旅館業服務接觸之研究－顧客、員工及管理者觀點之比較

The Service Encounters in Hotel Industry: A Comparative Research among the Perspectives of Customers, Employees, and Managers

賴其勛(Chi-Shiun Lai) ； 楊靜芳(Chin-Fang Yang) ； 邴傑民(James Ping) ； 邱金蓮(Jin-Lian Qiu)

《企業管理學報》 65期 (2005/06) Pp. 101-127

摘要

本研究利用關鍵事件法，針對顧客與員工蒐集事件，並對管理者進行深度訪談，在不限於人際互動的情況下，從三方觀點探討顧客對於旅館服務接觸成到滿意與不滿意的原因。結果發現，在不滿意事件中，顧客、員工及管理者都認為主要是「員工對服務傳遞系統失敗的回應」所造成，且員工及顧客皆偏向外部歸因，而非自己的錯誤；在滿意事件中，顧客、員工及管理者都認為主要是「未經請求及未經指示的員工行為」所造成，當雙方對角色及劇本的認知愈熟悉時，愈能達到滿意的結果。在補救處理上，管理者認為應由主管處理，不適合授權第一線員工進行即時處理，但是員工卻認為若有適度授權會更好，而顧客也希望能獲得迅速的處理。至於實體環境及自助式服務的失誤，顧客並不會反應，所以員工及管理者並不知情，但是顧客會轉移住宿其他旅館。

關鍵字

服務接觸 ； 滿意度 ； 角色理論 ； 歸因理論 ； 關鍵事件法

並列摘要

This study explores the sources of customers' satisfaction and dissatisfaction in hotel service encounters by comparing the perspectives among customers, employees, and managers. The data is collected from customers and employees by critical incident technique and from managers by taking depth interviews. In the dissatisfaction events, customers, employees, and managers all focus on 'employee response to service delivery system failures' and both customers and employees blame failure on external causes, not themselves. In the satisfaction events, customers, employees, and managers all focus on 'unprompted and unsolicited employee actions'. When both employees and customers are familiar with their roles and scripts, the results will be better. In the failure recovery, managers think it is better resolved by themselves, not give empowerment to frontline employees, but employees think it will be better if they got some empowerment, and customers also hope to get a quick response. As for the failure of physical surroundings and self-service technologies, customers always switch to other hotel and not response, so managers and employees don't know the truth.

並列關鍵字

service encounters ； satisfaction ； role theory ； attribution theory ； critical incident technique

參考文獻

Biddle, B. J.(1986).Recent Development in Role Theory.Annual Review of Sociology.12,67-92.

Bitner M. J.,B. H. Booms,L. A. Mohr(1994).Critical Service Encounters: The Employee`s Viewpoint.Journal of Marketing.58(October),95-106.

Bitner, M. J.,B. H. Booms,M. S. Tetreault(1990).The Service Encounter: Diagnosing Favorable and Unfavorable Incidents.Journal of Marketing.54(January),71-84.

Bitner, M. J.,S. W. Brown,M. L. Meuter(2000).Technology Infusion in Service Encounters.Journal of the Academy of Marketing Service.28(1),138-149.

Fiske, S. T.,S. E. Taylor(1984).Social Cognition.Reading, MA:Addison-Wesley.