餐廳過度服務行為量表建構

Developing an Instrument to Measure Restaurant Over-service Behaviors

彭乙庭(Yi-Ting Peng)

指導教授 ： 孫路弘

國立高雄餐旅大學/餐旅學院/餐旅管理研究所/碩士(2014年)

https://doi.org/10.6825/NKUHT.2014.00050

摘要

過度服務為服務人員為了達到或超越顧客期望，提供了過度超越顧客期望之服務，而使顧客產生了負面的感受。過去與過度服務相關研究大多以質性方法進行研究，了解過度服務的實質行為與現象，從中也發現過度服務已成為了餐廳中普遍的現象。為了能夠具體衡量過度服務現象，以客觀的數據將此現象具體化，進而幫助餐廳業者進行改善並選擇適當的服務給予顧客，以提高顧客滿意度，因此，建構過度服務的量表存在著必要性。本研究之目的為發展餐廳過度服務行為量表。
　　本研究分別以台北、台中以及高雄之台灣優質餐廳之消費者作為研究對象，採用配額抽樣法依照比例發放問卷，回收有效問卷354份，並運用探索性因素分析精簡量表。研究結果萃取出五個過度服務行為構面，分別為「緊迫盯人」、「喋喋不休」、「引人側目」、「自作主張」以及「阿諛逢迎」。研究結果可提供未來研究進行驗證，並可提供給予餐廳管理者作為管理過度服務之工具。

關鍵字

過度服務 ； 餐廳 ； 量表建構

並列摘要

“Over-service” means that the service exceeds customers’ expectations, but generates negative perceptions among customers. In the past, most studies on over-service used a qualitative method to comprehend the behaviors and phenomenon of over-service. From these studies, we also found that over-service had become a common phenomenon in the food service industry. In order to substantially measure over-service, concretize the phenomenon with objective data, and help restaurant owners to increase customer satisfaction by serving their customers appropriately, it is necessary to construct a scale of over-service. Therefore, this study aims to develop a measurement scale for restaurant over-service.
The population of this study was customers who had dined in Taiwanese Gourmet restaurants, namely, Taipei, Taichung, and Kaohsiung. Quota sampling method was employed and questionnaires were distributed based on proportion to Gourmet Taiwan restaurants. 354 valid samples were accumulated and we conducted principal component analysis to purify the data and a set of 19 items were survived. As a result, five over-service dimensions were extracted as following: keeping a close eye; talking someone's ear off; deciding for the customer; drawing undesired attention and flattering. The results help to validate the scale in future studies, and it can be employed by restaurant managers to identify services that are regarded as excessive and may cause customers to have a negative experience and refuse to return.

並列關鍵字

over-service ； scale ； restaurant

參考文獻

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