服務補救對顧客忠誠之影響：服務失誤類型作為干擾效果－以旅館業為實證

The Influence of Service Recovery on Customer Loyalty：Moderating Effect of Service Failure - A Study of Hotel Industry

黃珮淳(Pei-Chun Huang)

指導教授 ： 謝錦堂

國立臺北大學/商學院/企業管理學系/碩士(2011年)

摘要

我國於2009年舉辦首次星級旅館評鑑，根據旅館之建築設備與服務品質進行評分，有助於提升旅館整體服務水準，由此可見，旅館之服務品質越來越重要。由於服務的特性，在服務傳遞的過程中，難免會發生服務失誤。本研究旨在探討不同的服務失誤類型，服務補救對顧客忠誠間之影響效果，亦即當服務失誤發生時，業者應該採取何種補救措施來因應，並能有效提升顧客對企業之忠誠。
本研究以顧客的角度來探討其對可能發生之服務失誤的認知與感受，研究設計以情境設計的方式，進一步了解服務失誤類型在服務補救與顧客忠誠間的干擾效果。研究結果發現，心理補救與實質補救對顧客忠誠均有正向影響；當服務失誤類型為服務傳遞系統失誤時，心理補救對顧客忠誠的影響會小於實質補救對顧客忠誠的影響；當服務失誤為員工對顧客需求回應的失誤時，心理補救對顧客忠誠的影響會大於實質補救對顧客忠誠的影響；當服務失誤為自發性的員工行為失誤時，心理補救對顧客忠誠的影響會大於實質補救對顧客忠誠的影響。

關鍵字

服務失誤 ； 服務補救 ； 顧客忠誠

並列摘要

Hotel Star Rating held by Tourism Bureau of the ROC Ministry of Transportation and Communications was the first time in 2009. Assessing by the hotel’s building facilities and service quality, hotels can promote entire quality of service. Hotel’s service quality becomes more important. Because of the characteristics of service, it was unavoidably to occure the complaint and unsatisfication that service failure made. The purpose of this study is to investigate in different types of service failure, understand the influence of service recovery on customer loyalty, and tell service providers how to adopt right service recovery to effectively increase customer loyalty, when service failure occurs.
In this study, with the customer's point of view to investigate customer's perception and feelings of service failure. To further investigate the moderating effect of service failure types between service recovery and customer loyalty, we use scenario design. This study results indicate that both psychological recovery and tangible recovery positively affect customer loyalty. When the service failure types is service delivery system failures, the influence of psychological recovery on customer loyalty is less than the influence of tangible recovery on customer loyalty. When the service failure types is employee response to customer needs and requests, the influence of psychological recovery on customer loyalty is greater than the influence of tangible recovery on customer loyalty. When the service failure types is unprompted employee actions, the influence of psychological recovery on customer loyalty is greater than the influence of tangible recovery on customer loyalty.

並列關鍵字

service failure ； service recover ； customer loyalty

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