服務失誤不但會造成顧客負面觀感,亦可成為顧客不願光顧的原因,根據過去相關研究,大部分服務失誤產生之原因多來自於企業無法提供顧客所需的服務、服務未按標準程序執行或服務發生延遲。餐飲業者均以提供高品質服務,避免服務失誤,超越顧客期望為管理目標,然而一昧的提供超越顧客期待的服務,卻未考慮顧客實際需求,便會導致「過度服務」的現象,使顧客產生負面的觀感。 在過去餐飲過度服務的研究,皆從顧客及第一線從業人員的角度切入,然而唯有管理者對此一現象有清晰的認識,才能避免過度服務行為產生。本研究運用深度訪談法,針對國際觀光旅館餐廳任職兩年以上管理者,探討顧客最常抱怨的服務失誤事件及相對應的過度服務行為。 研究發現,國際觀光旅館餐廳服務失誤類別主要分為三大類,分別是「餐食問題」、「服務人員態度與行為」、「環境與硬體設備」。發生過度服務類別則有「過於詳盡」、「過於迅速」、「過於頻繁」及「過於熱情」、「過於修飾」、「過於在乎」、「過於留意」。其產生的原因除了遵守公司規範、服務經驗不足判斷不當、及主管要求之外,也可能來自於顧客本身,進而造成過度服務。
Service failure will cause negative perception and also the reason for customers to be patronized or not, regarding to the research most of the failure service cannot be able to provide the required needs,the delay service that fails to the standard of procedure from most enterprises. The Catering Industries provide the high quality service to prevent any service failure; however, the excessive service is being neglected to the required needs from the customers to cause the negative perceptions. The past excessive service research showed the point of view from the customers and the front line employees, only the managers have the clearly acknowledge to avoid the excessive service. The research had a depth interview from the International resort hotel managers for over 2 years to investigate the most complain and failure issues and all the corresponding behavior. The complaints event are divided into three section from this study ,「meals issue」「staff attitude and behavior」「environmental and hardwares devices」. The most frequently occurring for excessive service are「too detailed」、「too fast」、「too often」、「too passion」。In addition to comply with company procedure and lack of service experiences, and also cause from the internal communication.