服飾零售業服務失誤與服務補救：以劇場理論觀點探討 游雅萍、張景旭
E-mail: [email protected]
摘 要
服務失誤與服務補救一直以來都是研究者相當重視的議題。本研究將從顧客經驗管理角度，探討服務失誤傳統研究領域是 否可以有進一步延伸的機會？並且，透過這次的研究引進與介紹SSIT方法的可能運用潛能。 為了迴避CIT的缺失，本研究 以主觀順序事件技術(Subjective Sequential Incidents Technique，SSIT)來探討服務失誤，其目的是要以詳盡「概念化」顧客 情緒經驗的方法，來取代傳統CIT那種「壓縮」複雜資訊的操作模式。本研究以SSIT建構服飾零售業「主觀服務遞送藍圖
」。這是一個特定產業消費者負面情緒的延伸路徑表。在服飾零售業負面情緒路徑表中，共包括了十個值得注意的階段。
本研究提出一個七分類概念框架(引發事件氣點、隱性氣點、回應不當氣點、戲劇論氣點、補救氣點、連結氣點、和提醒性 氣點)，其中隱性氣點、戲劇論氣點、補救氣點和提醒性氣點，是Bitner分類構面比較沒有考慮的概念。
關鍵詞 : 服務失誤 ; 服務補救 ; 主觀順序事件技術 ; 顧客經驗管理 ; 關鍵事件技術 目錄
內容目錄 中文摘要 ．．．．．．．．．．．．．．．．．．．． iii 英文摘要 ．．．．．．．．．．．．．．．．．
．．． iv 誌謝辭 ．．．．．．．．．．．．．．．．．．．． v 內容目錄 ．．．．．．．．．．．．．．．．．．
．． vi 表目錄 ．．．．．．．．．．．．．．．．．．．． viii 第一章 緒論．．．．．．．．．．．．．．．．
．． 1 第一節 研究背景與動機．．．．．．．．．．．．． 1 第二節 研究目的．．．．．．．．．．．．．．．
． 3 第二章 文獻探討．．．．．．．．．．．．．．．． 4 第一節 顧客經驗管理．．．．．．．．．．．．．．
4 第二節 關鍵時刻與服務遞送藍圖．．．．．．．．． 8 第三節 服務失誤．．．．．．．．．．．．．．． 10 第 四節 服務補救．．．．．．．．．．．．．．．．． 13 第五節 劇場理論．．．．．．．．．．．．．．．．． 15 第三 章 研究方法．．．．．．．．．．．．．．．．． 20 第一節 傳統研究方法上的不足．．．．．．．．．．． 20 第二節 主觀事件順序技術分析．．．．．．．．．．． 20 第三節 SSIT分析步驟．．．．．．．．．．．．．．． 21 第四節 SSIT分析原則．．．．．．．．．．．．．．． 23 第五節 資料收集方法與研究對象選擇．．．．．．．． 24 第四章 研 究分析與發現．．．．．．．．．．．．．． 26 第一節 顧客負面情緒延伸七分類框架．．．．．．．． 26 第二節 服飾 業主觀服務遞送藍圖．．．．．．．．．． 28 第三節 服飾業主觀服務遞送藍圖與Bitner比較．．．． 36 第五章 結論與建 議．．．．．．．．．．．．．．．． 41 第一節 結論．．．．．．．．．．．．．．．．．．． 41 第二節 管理意涵．
．．．．．．．．．．．．．．．． 43 第三節 研究限制．．．．．．．．．．．．．．．．． 45 第四節 後續相關研究 建議．．．．．．．．．．．．． 46 參考文獻 ．．．．．．．．．．．．．．．．．．．． 47 附錄A 服飾業SSIT表格
．．．．．．．．．．．．．． 63 附錄B 服飾業階段分類框架．．．．．．．．．．．． 142 附錄C 服飾業聯集表．．
．．．．．．．．．．．．． 155 參考文獻
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