餐飲業服務失誤與服務補救 : 管理者觀點與消費者比較 洪佳玫、張景旭
E-mail: [email protected]
摘 要
為?迴避CIT 的缺失，本研究從管理者與消費者經驗觀點，探討餐飲業之服務失誤內容，以質性研究，收集20位管理者
、20位消費者的生氣故事資?與5位管理者的焦點團體訪談資料後，用「主觀順序事件技術」(subjective sequential incidents technique, SSIT)方法研究分析。其目的是要以詳盡「概?化」顧客情緒經驗的方法後，進行管理者觀點與消費者觀點之比較
，?取代傳統CIT 那種「壓縮」複雜資訊的操作模式。
本研究以SSIT 建構餐飲業「管理者與消費者的主觀服務遞送?圖」，研究發現管理者在描述的服務失誤的故事中，易採 取CIT「抓取關鍵」的特性，將服務失誤的問題歸於單一因子，再針對失誤進行解釋和補救，從消費者的經驗發現，服務 失誤都是由一個主要事件，伴隨數個回應不當氣點、秘密偵察或補助氣點而組成串列模組，其中獲得的服務失誤概念，存 在「光環效應」(halo effects)與「多米諾骨牌效應」(domino effect)，亦能延伸服務缺口理論的框架訊息，並提供相關業者教 育訓練運用。
關鍵詞 : 主觀順序事件技術、主觀服務遞送?圖、服務失誤、服務補救、餐飲業 目錄
中文摘要 ．．．．．．．．．．．．．．．．．．．．．． iii 英文摘要 ．．．．．．．．．．．．．．．．．．．．．． iv 誌謝辭 ．．．．．．．．．．．．．．．．．．．．．． v 內容目錄 ．．．．．．．．．．．．．．．．．．．．．． vi 表目錄 ．．．．．．．．．．．．．．．．．．．．．． viii 圖目錄 ．．．．．．．．．．．．．．．．．．．．．． x 第一章 緒論．．．．．．．．．．．．．．．．．．．． 1 第一節 研究背景與動機 ．．．．．．．．．．．． 1 第二節 研究目的與問題 ．．．．．．．．．．．． 3 第二章 文獻探討 ．．．．．．．．．．．．．．．．． 6 第一節 服務失誤的相關研究 ．．．．．．．．．． 6 第二節 服務補救的相關研究 ．．．．．．．．．． 12 第三節 顧客經驗管理的相關研究 ．．．．．．．． 15 第四節 服務品質的相關研究 ．．．．．．．．．． 19 第五節 顧客情緒管理相關研究 ．．．．．．．．． 28 第六節 關鍵時刻與遞送籃圖相關研究 ．．．．．． 30 第七節 關鍵事件技術的相關研究 ．．．．．．．． 32 第八節 順序事件技術的相關研究 ．．．．．．．． 34 第九節 整體顧客經驗的相關研究 ．．．．．．．． 36 第三章 研究方法 ．．．．．．．．．．．．．．．．． 41 第一節 研究對象 ．．．．．．．．．．．．．．． 42 第二節 研究設計 ．．．．．．．．．．．．．．． 45 第四章 研究分析與發現 ．．．．．．．．．．．．．． 52 第一節 階段名稱與服務失誤類型 ．．．．．．．． 52 第二節 主觀服務遞送籃圖 ．．．．．．．．．．． 55 第三節 階段氣點與串列模組．．．．．．．．．． 58 第四節 顧客端與服務端服務失誤經驗之比較．．． 98 第五章 結論與建議．．．．．．．．．．．．．．．． 103 第一節 顧客端與服務端對服務失誤的落差．．．． 103 第二節 管理意涵．．．．．．．．．．．．．．． 104 第三節 研究限制與建議．．．．．．．．．．．． 110
參考文獻．．．．．．．．．．．．．．．．．．．．．． 112
表目錄
表1-1 批發、零售及餐飲業營業額指數之變動．．．．．． 1 表1-2 餐飲業營業額之變動．．．．．．．．．．．．．． 2 表1-3 最新經濟指標摘要．．．．．．．．．．．．．．． 2 表2-1 服務品質五大構面．．．．．．．．．．．．．．． 21 表2-2 CIT、SIT、TCE方法與SSIT方法之比較 ．．．．． 39 表3-1 消費者研究對象基本資料及事件類型分析表 ．．． 43 表3-2 管理者研究對象基本資料及事件類型分析表 ．．． 44 表3-3 SSIT分析表格 ．．．．．．．．．．．．．．．． 46 表3-4 案例6之SSIT分析表格示範 ．．．．．．．．．． 47 表3-5 階段氣點聯集表 ．．．．．．．．．．．．．．． 48 表3-6 特定階段氣點標籤表 ．．．．．．．．．．．．． 49 表3-7 特定階段副階段氣點聯集表 ．．．．．．．．．． 50 表3-8 主觀服務遞送藍圖(氣點模組分析圖) ．．．．．． 51 表4-1 階段定義表 ．．．．．．．．．．．．．．．．． 52 表4-2 管理者與消費者主觀服務遞送籃圖 ．．．．．．． 55 表4-3 消費者：促銷階段氣點聯集表 ．．．．．．．．． 59 表4-4 管理者與消費者「促階階段」主觀服務遞送藍圖 ． 59 表4-5 消費者：特定階段氣點聯集表(接待)．．．．．．． 60 表4-6 管理者：特定階段氣點聯集表(接待)．．．．．．． 63 表4-7 管理者與消費者「接待階段」主觀服務遞送藍圖 ． 63 表4-8 消費者：階段氣點聯集表(入座)．．．．．．．．． 66 表4-9 管理者：入座階段氣點聯集表(雅園新潮餐廳) ．． 67 表4-10 管理者與消費者「入座階段」主觀服務遞送藍圖 ． 67 表4-11 消費者：階段氣點聯集表(點餐) ．．．．．．．．． 69 表4-12 管理者：「點餐」階段氣點聯集表(雅園新潮餐廳) ． 71 表4-13 管理者與消費者「點餐階段」主觀服務遞送藍圖 ． 71 表4-14 消費者：特定階段氣點聯集表(送餐)．．．．．．． 74 表4-15 管理者：特定階段氣點聯集表(送餐)．．．．．．． 76 表4-16 管理者與消費者「送餐階段」主觀服務遞送藍圖 ． 77 表4-17 消費者：特定階段氣點聯集表(用餐1-10) ．．．． 81 表4-18 消費者：特定階段氣點聯集表(用餐11-20)．．．． 83 表4-19 管理者：特定階段氣點聯集表(用餐) ．．．．．． 86 表4-20 管理者與消費者「用餐階段」主觀服務遞送藍圖 ． 87 表4-21 消費者：特定階段氣點聯集表(結帳) ．．．．．． 93 表4-22 管理者：特定階段氣點聯集表(結帳) ．．．．．． 95 表4-23 管理者與消費者「結帳階段」主觀服務遞送藍圖 ． 96 表4-24 消費者與管理補救氣點比較分析表 ．．．．．．． 100
圖目錄
圖 2-1 認知的服務品質．．．．．．．．．．．．．．．． 20 圖 2-2 服務品質缺口模式．．．．．．．．．．．．．．． 23 圖 2-3 服務質量缺口模型(一) ．．．．．．．．．．．．． 25 圖 2-4 服務質量缺口模型(二) ．．．．．．．．．．．．． 26 圖 4-1 顧客端與服務端「接待」階段串列發展比較圖 ．．． 64 圖 4-2 顧客端與服務端「入座」階段串列發展比較圖 ．．．． 78 圖 4-3 顧客端與服務端「點餐」階段服務失誤串列發展比較圖． 72 圖 4-4 顧客端與服務端「送餐」階段服務失誤串列模組比較圖． 78
圖 4-5 顧客端與服務端「後續送餐節奏與順暢」服務失誤氣點串列比較 ．．．．．．．．．．．．．．．．．．．．．．
．．．．． 88
圖 4-6 顧客端與服務端「餐食問題」氣點服務失誤氣點串列比較 90
圖 4-7 顧客端與服務端「不當收拾行為」服務失誤氣點串列比較 91 圖 4-8 顧客端與服務端「結帳」階段服務失誤氣點串列比較．． 97 參考文獻
一、中文部份經濟部統計處新聞資料－民國97年4月批發、零售及餐飲業動態調查提要分析[線上資料]，來源:
http:/2k3dmz2.moea.gov.tw/GNWEB/news_files/gnNews_182_880.pdf [2008,July 1]。MBA智庫百科[線上資料]，來源: http
://wiki.mbalib.com/ [2008,July 1]。張景旭，張馨華(2006)，服誤失誤之引發事件與員工回應不當行為之研究－以顧客經驗管理為取向，
關係管理學報，4，111-139。范垂爐(2007)，餐飲業員工行為不當行為特徵之研究，大葉大學管理研究所博士班未出版之博士論文。蔣 順盛(2007)，餐飲業服務失誤與服務補救－期望失驗論與戲劇論觀點之比較，大葉大學人力資源暨公共關係學系碩士在職專班未出版之 碩士論文。林玥秀，黃文翰，黃毓伶(2003)，服務失誤及服務補救之類型分析－以台灣地區之餐廳為例，觀光研究學報，9(1)。彭群 彥(2003)，顧客特性探討服務補救期望－以餐飲業和航空業為例，逢甲大學企業管理研究所未出版之碩士論文陸奇斌，越平，王高，黃 勁松(2005)消費者滿意度測量中的光環效應，心理學報，37(4)，524-534。二、英文部份Ahmad, S. (2002). Service failures and customer defection: A closer look at online shopping experiences. Managing Service Quality, 12(1), 19-29.Albrecht, K., & Bradford, L. J. (1989). The Service Advantage, Israel: Dow-Jones Irwin. Homewood.Anonymous (1996). Using organizational survey results to improve organizational performance.
The Journal of services marketing, 10(5), 33-38.Parasuraman, A., Zeitthaml,V. A., & Berry, L. (1985). A conceptual model of service quality and its implications for future research. Journal of marketing, 49, 48.Barker, S., & Hartel, C. E. J. (2004). Intercultural service encounters: An exploratory study of customer experiences. Cross Cultural Management, 11(1), 3-14.Baum, S. H. (1990). Making your service blueprint pay off. The Journal of Service Marketing, 4(3), 45-52.Berry, L. L., Carbone, L. P., & Haeckel, S. H. (2002). MIT Sloan Management Reivew, 43, 85-89.Bitner, M. J., Brown, S. W., & Meuter, M. L. (2000). Technology infusion in service encounters. Journal of The Academy of Marketing Science, 28 (1), 138-149.Bitner, M. J., Booms, B. H., & Mohr, L. A. (1994). Critical service encounters: The employee’s viewpoint. Journal of Marketing, 58(4), 95-106.Bitner, M. J., Booms, B. H., & Tetreault, M. S. (1990). The service encounter: Diagnosing favorable and unfavorable incidents. Journal of Marketing, 54(1), 71-84.Bitner, M. J., & Obermiller, C. (1985). The elaboration likelihood model-limitations and extensions in marketing. Advances in Consumer Research, 12(1), 420-425.Calhoun, J. (2001). Driving loyalty by managing the total customer experience. Ivey Business Journal, 65(6), 69-73.Carlos, J. F. C., & Morris, D. S. (2000). Charting service quality gaps. Total Quality Mangenment, 11, 463-472.Carlzon, J. (1987). Moments of truth. Cambridge: Ballinger Publishing Co.Cina, C. (1990). Company study five steps to service excellence. Journal of Financial Services Marketing, 4(2), 39-45.Coverly, D. E., Holme, N. O., Keller, A. G., Mattison, T. F. H., & Toyoki, S. (2002). Service recovery in the airline industry: Is it as simple as failed, recovered, satisfied? Marketing Review, 1(3), 21-37.Curran, F. M., & Meuter, M. L. (2005). Self-service technology adoption: Comparing three technologies. The Journal of Services Marketing, 19(2), 103-113.Duffy, J. A. M., Miller, J. M., & Bexley, J. B. (2006).
Banking customers' varied reactions to service recovery strategies. The International Journal of Bank Marketing, 24(2), 112-132.Engel, L. (1969).
The moment of truth in management services. Journal of Accountancy, 127(2), 33-37.Flanagan, J. C. (1954). The critical incident technique.
Psychological Bulleti, 51(July), 327-358.Gremler. D. D. (2004). The critical incident technique in service research. Journal of Service Research, 7(Aug.), 165-189.Gronroos, C. (1988). Service quality: the six criteria of good perceived service. Review of usiness, 9(3), 10-13.Higie, R. A., & Feick, L. F. (1989). Enduring involvement: Conceptual and measurement issue. Advances in Consumer Research, 3(16), 690-696.Holbrook, M. B.
(1999). Customer Value-A Framework for Analysis and Research. London and New York: Routledge.Hopkins, S. A., Sandra S., Willie E. H., &
Jerry, R. F. (1993). Service quality gaps in the transportation industry: An empirical investigation. Journal of Business Logistics Ogistics, 14(1), 145-161.Sherriff, T. K. L., & Roger, L. (2002). Perception gaps in customer expectations: Managers versus service providers and customers. The Service Industries Journal, 22(2), l09-l28.Jong, A. D., & Ruyter, K. D. (2004). Adaptive versus proactive behavior in service recovery: The role of self-managing teams. Decision Sciences, 35(3), 457-491.Kau, A. K., & Loh, E. W. Y. (2006). The effects of service recovery on consumer satisfaction: A comparison between complainants and non-complainants. Journal of Services Marketing, 20(2), 101-111.Keaveney, S. M. (1995).
Customer switching behavior in service industries : An exploratory study. Journal of Marketing, 59(2), 71-89.Kiska. J. (2002). Customer experience management. CMA Management, 76(7), 28-30.Lacko, J. M., McKernan, S. M., & Hastak, M. (2002). Customer experience with rent-to-own transactions. Journal of Public Policy and Marketing, 21(1), 126-138.Lewis, B. R., & McCann, P. (2004). Service failure and recovery: Evidence from the hotel industry. International Journal of Contemporary Hospitality Management, 16(1), 6-17.Mack, R., Mueller, R., Crotts, J., &
Broderick, A. (2000). Perceptions, corrections and defections: Implications for service recovery in the restaurant industry. Managing Service Quality, 10(6), 339-352.Mattila, A. S., & Mount, D. J. (2003). The role of call centers in mollifying disgruntled guests. Cornell Hotel and Restaurant Administration Quarterly, 44(4), 75-80.Mick, D. G., & Fournier, S. (2000). I can't get no satisfaction (without really knowing customers'
experiences), American marketing association. Proceeding of Conference, 11, 81-82.Murphy, K. R., Anhalt, R. L., & Jako, R. (1993). Nature and consequences of haloerror: A critical analysis. Journal of Applied psychology, 78(2), 218-225.Oliva, R. A. (2000). 'Atomize' your customers' experience. Marketing Management, 9(3), 54-57.Olorunniwo, F., Hsu, M. K., & Udo, G. F. (2006). Service quality, customer satisfaction, and behavioral intentions in the service factory. The Journal of Services Marketing, 20(1), 59-72.Parasurama, A., Zeithaml, V. A., & Berry L. L. (1985).
A conceptial model of service quality and its implications for futuring research. Journal of Marketing, 49, 41-50.Pine, J. B., & Gilmore, J. H. (1999).
The Experience Economy. Harvard Business School Press, Boston.Pujari, D. (2004). Self-service with a smile Self-service technology (SST)
encounters among Canadian business-to-business. International Journal of Service Industry Management, 15(2), 200-219.Reason, J. T. (1997).
Managing the risks of organizational accidents. Aldershot, United Kingdom: Ashgate Publishing Limited.Schmitt, B. H., & Kiska, J. (2003).
Customer care: Managing the experience, strengthening the business customer experience management. CMA Management, 77(3), 6.Sherriff, T.
K. L., & Roger, L. (2002). Perception gaps in customer expectations: Managers versus service providers and customers. The Service Industries Journal, 22(2), l09-l28.Simons, J. V., Jr., & Kraus, M. E. (2005). An analytical approach for allocating service recovery efforts to reduce internal failures. Journal of Service Research, 7(3), 277-289.Smith, A. K., Bolton, R. N., & Wagner, J. (1999). A model of customer satisfaction with service encounters involving failure and recovery. Journal of Marketing Research, 36(1), 356-372 .Stauss, B., & Weinlich, B. (1997). Process-oriented measurement of service quality:Applying the sequential incident technique. European Journal of Marketing, 31 (1), 33-55.Strauss, J., & Frost, R.
(2001). E-Marketing. Upper Saddle River, New Jersey: Prentice Hall.Stephen, D. S., & Kirk, L. W. (2008). Situational influences on service quality Evaluations. Journal of Services Marketing, 22(5), 409-419. Streeter, B., Bielski, L., & Valentine, L. (2005). Amid all the glitter, it still comes back to customer experience. American Bankers Association, ABA Banking Journal, 97(1), 49-52.Susskind, A. M. (2002). I told you so!:Restaurant customers' word-of-mouth communication patterns. Cornell Hotel and Restaurant Administration Quarterly, 43(2), 75-85.Taylor, S. (1994).
Waiting for service: The relationship between delays and evaluations of service. Journal of Marketing, 58(2), 55-69.Tateson, R., & Bonsma, E.
(2003). Shopping garden: Improving the customer experience with on-line catalogues. BT Technology Journal, 21(4), 84-91.Terri, S., & Jennifer, N. G. (2006). Effect of communication mode in justice-based service recovery. Managing service quality, 16(2), 124-144.Thomas, B. (2003). Making quality customer experience real:How we achieved new heights in our customer-supplier relationships. Quality Congress. ASQ’s Annual Quality Congress Proceedings, 57, 617-623.Thorndike, E. L. (1920). A constant error in psychological ratings. Journal of Applied Psychology, 4,
25-29.Westbrook, R. A. (1980). Interpersonal affective influences on consumer satisfaction with products. Journal of Marketing Research, 7(June), 49-54.White, E., Behara, R., & Babbar, S. (2002). Mine customer experiences.Quality Progress, 35(7), 63-67.Wirtz, J. (2000). An examination of the presence, magnitude and impact of halo on consumer satisfaction measures. Journal of Reatailing and Consumer Service, 7, 89-99.Young, C.
A., Corsun, D., & Shinnar, R. S. (2004). Moving from fire-fighting to fire prevention: What service organizations need to know. International Journal of Contemporary Hospitality Management, 16(1), 27-36.Zeithaml, V., Berry, L. L. & Parasuraman, A. (1988). Communication and control processes in the delivery of service quality, Journal of Marketing, 52, 35-48.Zeithaml, V. A., & Bitner, M. J. (2003). Service marketing: Integrating customer focus across the Firm (3rd ed.). New York: McGraw-Hill.
