An Exploratory Study of The Customer’s Side of Service Failure, Service Recovery－With The Retailing Service Industry a
黃雅惠、張景旭
E-mail: [email protected]
ABSTRACT
Nowadays Service Industries play a significant role in economics as well as leads the major economic development all over the world, which reveals the importance of service management. Service Industries have actively improved their service; nevertheless,
customers still complain. Most of the customers continue unsatisfied. The service amending does not change anything. The problems about the service makeup and the service processes are waiting for solutions. The study focuses on the use of depth interviews as an applied method. The respondents are customers. This research manly studies the customer service mistake and service amending in the retail shops. In the viewpoint of the customers to discuss the whole consumption process and analyze the service problems.
Further, suggestions for the service industries about how to read the behaviors of the customers and promote the service quality and satisfaction of the customers will be offered in this study. The research reports: I.The cases that “go far away”: 1. The contracts are not carried out. 2. The unsuited products are not exchangeable. 3. Requesting for refund is denied. 4. The attendants are with bad attitude, expressions, and answers. 5. The attendants ignore the customers. 6. The attendants have poor product knowledge. 7.
The attendants passively serve and respond to the customers. 8. Recommended products are not suited. 9. Products do not match the expectation. 10.The attendants ask too far. 11. The attendants question customers. 12. The attendants do not treat and solve the problem in time. 13. The attendants deny forgetting to give free gifts and mis-charging. 14. The attendants show off their eloquence.
15. The attendants force the customers to purchase or sign contracts. 16. Different service attitudes before and after purchasing make customers feel utilitarian of the attendants. 17. The products are in shortage. II.“The sequent Responses” of the customers:
1. Helplessly cooperating with. 2. Continuously waiting and observing. 3. Asking for rearrangement. 4. Procrastinating. 5. Arguing.
6. Silently responding. III.“Actions” of the customers: 1. Immediately requesting or responding. 2. Being patient, oppressive, or silent. 3. Losing temper. 4. Blaming the attendants. 5. Leaving with anger. 6. Arguing furiously. 7. Refusing to purchase again. 8.
Leaving the unsuited products. 9. Complaining to the others (friends or family).
Keywords : Service failure ; service recovery ; Quality research
Table of Contents
目錄 封面內頁 簽名頁 授權書……….…..………..……… iii 中文摘要……….…..
………..……… v 英文摘要……….…..………..……… vii 誌謝……….…..……
…..……… ix 目錄……….…..………..……… xii 圖目錄……….…..…
……..……… xv 表目錄……….…..………..……… xvi 第一章 緒論 第一節 研究背景與動機
……….……....…..1 第二節 研究目的……….……….…....…..11 第二章 文獻探討 第一節 服務失 誤……….…..………...13 一、 服務失誤的定義……….…………..…13 二、 服務失誤的類型
……….……….….…14 三、 服務缺失的重要性……….………..……24 四、 服務失誤對顧客維持 的影響……….…..…27 五、 顧客對服務失誤的反應……….…..…28 六、 形成服務失誤的前置影響 因素………...…30 七、 服務失誤循環……….…..…31 八、 服務失誤之重要文獻整理……
………...……34 第二節 服務補救………..………..…....36 一、 服務補救之定義………
……….…..…36 二、 服務補救之類型……….…..…38 三、 服務補救之影響性與目的………
….…..…46 四、 服務補救的重要性………...…48 五、 企業如何制定有效的服務補救策略………...
…50 六、 服務補救之實證性研究………...…52 七、 服務補救之相關文獻整理………...…54 第三章 研究方法 第一節 研究設計………...………..…………...58 第二節 研究流程………..………
…….….73 第三節 研究問題………..……….….75 第四節 研究對象………..…………
…..…75 第五節 研究前架構………76 第四章 研究資料分析結果 第一節 顧客端面臨服務失 誤與補救之生氣歷程問題分析..78 第二節 研究後架構………...….117 第三節 研究分析內容之綜合 探討……….…….135 第五章 結論與建議 第一節 研究結論….………..…………..……….147 第二節 管 理意涵與建議……...………...…160 第三節 建議………...…………...………175 參考文獻 一、
中文書目………....………178 二、英文書目……….………...180
圖目錄 圖 2.1 顧客抱怨行為模型……….………29 圖2.2 顧客服務失誤循環……….……
….…………32 圖2.3 員工服務失誤循環……….…….…………33 圖2.4 服務復原的四個階段………
……..………39 圖3.1 質性方法之研究流程圖………...……….65 圖3.2 本研究之研究流程圖…………
………..………..74 圖4.1 顧客端生氣歷程理論模型………..…...….81 表目錄 表1.1 產業結構資料……
………...………..2 表1.2 就業結構資料………...……..3 表2.1 零售業服 務失誤之發生原因………..….….16 表2.2 Bitner, Booms & Tetreault（1990）服務失誤之類群……18 表2.3 Hoffman, Kelly & Rotalsky（1995）服務失誤之類群……19 表2.4 國內外學者服務失誤重要文獻及相關研究之演進整理
…....34 表2.5 零售業之服務補救方式………...…….40 表2.6 餐飲業之服務補救方式………
…………...…….41 表2.7 國內外學者服務補救重要文獻與相關研究之演進整理..…..55 表3.1 訪談過程及注意事項…………
………...….69 表3.2 本研究訪談對象樣本概述………...…….76 表3.3 研究前架構………
………...…….77 表4.1 研究後理論架構………....….…117 表4.2 顧客端生 氣歷程各階段之「離譜事件」疏失類型………….136 表4.3 顧客端生氣歷程各階段之「後續歷程」之模式………..….138 表4.4 本研究結果之「離譜事件」之常見模式……….140 表4.5 本研究之「離譜事件」與CIT法分類之「服務失 誤」原因類型比較………...141 表4.6 各研究對象之顧客端生氣歷程次數…
……….…..142 表4.7 研究個案消費生氣經驗之各個角色……….……..143 表4.8 顧客端生氣歷程之「第一 次生氣」與「後續生氣」的「連動機制」……….………...145
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