經由服務修復管理增強市場導向學習與顧客意願之研究

Enhancing Market Oriented Learning and Customer Intention through Service Recovery Management.

丁怡芬(Yi-Fen Ding)

指導教授 ： 白滌清

共同指導教授 ： 沈景茂

淡江大學/管理學院/企業管理學系碩士班/碩士(2006年)

https://doi.org/10.6846/TKU.2006.00334

摘要

在現今動態的市場經濟之下，企業是否具備從失敗之中學習的能力，是企業生存的關鍵因素。企業在面對服務修復管理時，可以策略的角度觀之。本篇研究目的驗證：(一)組織針對服務修復對市場導向型組織學習的影響；(二)內部與外部導向對市場導向型組織學習的影響；(三)組織經由市場導向型組織學習後，對顧客意願的影響。
本研究以台北地區圓山大飯店、三德大飯店以及亞都麗緻大飯店，三家國際飯店員工作為實證研究對象，利用人員訪談問卷調查方式，共蒐集60位樣本意見加以分析。整體信度達0.66以上，其中受訪者男性佔35%，女性佔65%。職級分布情形平均，經理佔6.67%，部門經理佔8.33%，領班佔43.33%，基層正式員工為26.67%，基層臨時員工3.33%以及實習生比例為11.67%。探討服務修復、內部與外部導向、市場導向型組織學習與顧客意願之影響關係，並確認其關聯性。
實證研究結果發現，受訪者在服務修復與組織內部外部環境的瞭解程度有不同的型態。而透過服務修復、內部與外部導向確實對市場導向型組織學習有正向影響；以及進行市場導向型組織學習對顧客意願確有正向影響。由實證結果得知，組織可透過服務修復，進而帶動市場導向型組織學習、提升整體服務品質，使顧客產生正向口碑意願及重購意願。

關鍵字

服務修復 ； 市場導向 ； 組織學習 ； 顧客意願

並列摘要

In the dynamic economic environment, firms’ learning ability from failure is a key factor for surviving. This paper focuses on service failure and service recovery in the hotel industry in Taipei. Service providers can adopt a strategic concern for managing their service recovery. The purposes of this research are 1. discussing how the management of service recovery can be utilized to effectively initiate market oriented organization learning; 2. discovering whether or not there are differences in purchase intent and positive WOM after market oriented learning; and 3. evaluating the internal and external orientations of organizations and their effectiveness on market oriented learning.
For research design, the sample is got on march 3, 2006 by questionnaires from 3 international hotels in Taipei. Sample size is 60, in which the distribution of male is 35% and female is 65%; and manager is 6.67%, department executive is 8.33%, foreman is 43.33%, full-time employee is 26.67%, part-time employee is 3.33%, and intern is 11.67%. By using cluster analysis, principle analysis, and regression analysis, this study examines the relationships between service recovery management, internal and external orientations, market oriented learning, and customer intention.
The findings of this research indicate that moderate to high service recovery efforts significantly increase levels of market oriented learning, and customer intention. Failure recovery and internal/external orientations initiate firm’s market oriented learning throughout the entire organization and positively increase customer intention. Discussion of findings leads to suggestions for improvements for hotel management.

並列關鍵字

Service Recovery ； Market Orientation ； Organization Learning ； Intention

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