提供超越顧客期望的服務,對於處在競爭激烈環境中的服務業而言,此觀念已經根深蒂固。但Dixon, Freeman與Toman(2010)指出,當企業專注於要求服務人員超越顧客期望,反而易讓服務程序混淆、浪費服務人員時間與精力,造成高昂的成本,顯示「別過度取悅顧客」此一觀點正逐漸被管理者重視。在餐飲業中,「過度服務(over-service)」意指服務人員提供之服務超出顧客期望,而使顧客產生了負面的感受,然而在過去過度服務的研究,皆是從顧客角度蒐集主觀認定服務員過度服務的經驗事件,為協助管理者預防過度服務的發生,本研究從服務人員角度切入,釐清過度服務之成因。本研究訪談對象為具餐飲服務員經驗之受訪者共六十四位分九組進行焦點團體訪談,歸納發生過度服務之成因。研究發現過度服務成因可分為「判斷不當」、「溝通不良」、「報復顧客」、「便利自我」「公司規範」、「主管要求」及「過去經驗」七類。
In the service industry, the ideal that companies must provide service to exceed customers’ expectation has become so entrenched. But Dixon, Freeman and Toman (2010) point out that telling service-staff to exceed customers’ expectation is apt to yield confusion, waste time and effort, and cause high cost. In the food-service industry, the “over-service” means the service which wait-staff provided to exceed customers’ expectations but bringing the negative effects on customers. However, the past literature did not discussing the antecedents of the over-service from the wait-staff’s perspective. To help managers preventing the over-service occur, this study focus on exploring the antecedents of over-service. This study used focus group interview technique to collect data, totally 64 members were invited, who had wait-staff work experience in the food-service industry. The results categorize seven main types of over-service antecedents: “injudicious decision”, “Inefficient communication”, “revenge on customers”, “benefit oneself”, “company rules”, “supervisor pressure”, and “past work experience”. Finally, this study attempted to identify the framework of the antecedents of over-service.