Research of Process Structure and Process Recovery in Service Failures: Qualitative Study in Retailing Service Industry
吳宥蓁、張景旭
E-mail: 9511410@mail.dyu.edu.tw
ABSTRACT
Except many constructive elemental benefits of the enterprise itself, the services provided by the enterprise is becoming the most important factor for the success of the enterprise in the future. How to reduce the deficiency of service to customer and how to compensate and rectify such deficiency or failure is also becoming the most important lesson of the people who are going to participate the service affairs. From the evaluation method of service presented by Bitner(1990),the Critical Incidents
Technique(CIT) is still the main method of the scholar studies. The multiplicity of the society is changing with time ,and it also affect the thoughts of the people that make the service mode more complicated and change very quickly especially in the field of retail business. Study about deficiency or failure of service cannot only make focus on the side of service provider, the correlation of the provider aspect and the customer portion is getting more important .The Critical Incidents Technique(CIT) can explain the “cause and effect relation” systematically, but it just explain the result at all. It cannot present the interactive process of the customer side and the service part. It also cannot review the real facts happened. My research is based on the methods of Critical Incidents Technique Bitner(1994) and Subjective Sequential Incidents Technique Chin-Hsu Chang(2006) to focus on the quality study and explorative study. There are five types of differentiation related to the cause of deficiency of the service in my study( as following ). 1.
The press production type during sale promotion. 2. The controversy type. 3. The misunderstanding type caused by division of labour. 4. The accidental type caused by ill monitoring. 5. The type which is against the service ethics.
Keywords : Service encounters, Service failures, Service recovery, Critical Incidents Technique Table of Contents
封面內頁 簽名頁 授權書...iii 中文摘要...iv 英文摘要...v 誌謝...vii 目錄...ix 圖目錄...xi 表目
錄...xii 第一章 緒論 第一節 研究背景...1 第二節 研究動機...3 第 三節 研究目的...5 第二章 文獻探討 第一節 服務接觸...6 第二節 服務疏
失...9 第三節 服務補救...13 第四節 關鍵事件技術法...19 第五節 主觀順序 事件技術分析法...22 第三章 研究方法 第一節 研究工具...25 第二節 研究流
程...29 第三節 研究設計...32 第四節 資料整理與分析...34 第四章 關鍵事件 技術分析與檢討 第一節 文字量分析...37 第二節 服務疏失訊息量分析...38 第三節 研究困擾分 析...39 第四節 因應對策分析...40 第五節 建議...41 第五章 歷程結構分析 第一節 促銷壓力模式...43 第二節 爭議模式...47 第三節 分工造成誤會模式...53 第四節 意外事件管理不當模式...57 第五節 違反服務倫理模式...60 第六章 結
論...64 參考文獻...65 圖目錄 圖2.1服務藍圖 8 圖2.2劇場理論組成元素 9 圖2.3服 務品質模式 17 圖2.4服務補救的架構 18 圖3.1研究流程圖 31 圖5.1促銷壓力的歷程補救模型 47 圖5.2爭議的歷程補救模型 53 圖5.3分工造成誤會的歷程補救模型 57 圖5.4意料外事件的歷程補救模型 60 圖5.5違反服務倫理的歷程補救模型 63 表目錄 表1.1台灣產業結構及就業結構 2 表1.2 85-94年零售服務業營業額變動概況標題 3 表2.1國外內學者服務疏失相關文獻彙總 10 表2.2 Bitner服務失誤之分類 12 表2.3國外學者服務補救相關文獻彙總 14 表3.1關鍵事件技術法研究配對個案分析表 32 表3.2主觀順序事件技術研究情節分析表 32 表3.3受訪者基本資料 34 表3.4 B評判員配對表 35 表4.1關鍵事件法問卷及訪談 文字量比較表 37 表4.2關鍵事件法訊息量分析表 38 表4.3關鍵事件法研究困擾比較表 40 表4.4研究困擾解決對策分析表 41 表5.1促銷壓力模式分析表 45 表5.2爭議模式分析表 49 表5.3分工造成誤會模式分析表 54 表5.4意外事件管理不當模式分析 表 58 表5.5違反服務倫理模式分析表 61
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