服務失誤類型、補償措施與再惠顧率之探索性研究－以CIT法應用於餐飲業為例

An Exploratory Study on Service Failure of Restaurants with Critical Incident Technique

10.6656/MR.2001.20.1.CHI.65

劉宗其(Tsung-Chi Liu)；李奇勳(Chi-Hsun Lee)；黃吉村(Chi-Tsun Huang)；渥頓(Clyde A. Warden)

服務失誤類型 ； 補償策略 ； 再惠顧率 ； CIT法 ； service failure ； service recovery ； retention ； CIT

管理評論

20卷1期（2001 / 01 / 01）

65 - 97

繁體中文

本研究以CIT法，自顧客觀點蒐集餐廳服務接觸中，因服務失誤所造成的滿意或不滿意之684個事件，予以歸類；追蹤並分析餐廳所採行的補償策略，以了解餐飲業常犯的服務失誤類型，及那些補償策略較為有效。本研究進一步分析不同的餐廳類別（中、西、日式），在服務失誤類型及補償策略、補償滿意度、再惠顧率上有無差別，並提出解釋。 研究結果發現：台灣餐廳服務失誤類型與美國研究結果略有差異；實質補償策略與主管出面協調是較佳的補償策略；餐廳類別雖與失誤類型無關，但與補償策略有關；失誤嚴重性越大，再惠顧率越低；但補償滿意度越高，再惠顧率也越高。本研究結果有助於學界與業界設計服務傳送系統、流程及建立補償策略之參考。

This research applied the CIT method to study 684 critical service encounters at restaurants in Taiwan. Previous studies in the United States were uses as a base for understanding the types of service failures and recovery strategies used in Taiwan service encounters. Results showed that while service failures and recovery strategies closely paralleled results from the United States, there were some new classifications found that reflect cultural differences between Taiwan and the United States. Ratings for the failure seriousness and the response effectiveness are negatively correlated and clearly reveal that extremely serious service failures are difficult to recover from. Strategies for effective recovery of specific failure types and the most serious combinations of failures and recoveries are also explored in order to better understand the service encounter within a Taiwan perspective.

1. 鄭紹成 Cheng, Shao-Cheng(1998)。服務失誤類型之探索性研究－零售服務業顧客觀點 An Exploratory Study of Service Failure - The Customers' Viewpoint of Retailing Service Industry。管理評論 Management Review，17(2)
   連結：
2. Anderson, E. W.,Fornell, C.,Lehmann, D. R.(1994).Customer Satisfaction, Market Share, and Profitability: Findings from Sweden.Journal of Marketing,58(July)
3. Binter, M. J.,Booms, B. H.,Mohr, L. A.(1994).Critical Service Encounters: The Employee Viewpoint.Journal of Marketing,58(October)
4. Bitner, M. J.,Booms, B. H.,Tetreault, Mary Stanfield(1990).The Service Encounter: Diagnosing Favorable and Unfavorable Incidents.Journal of Marketing,54(January)
5. Botchen, G.,Bstieler, L.,Woodside, A. G.(1996).Sequence-Oriented Problem Identification Within Service Encounters.Journal of Euromarketing,5(2)
6. Boulding, W.,Kalra, A.,Staelin, R.,Zeithaml, V. A.(1993).A dynamic process model of service quality: From expectations to behavioral intentions.Journal of Marketing Research,30(1)
7. Carzon, J.(1987).Moments of Truth.New York:Harper and Row.
8. Czepiel, J.,Solomon, M. R.,Surprenant, C. F.(1985).The Service Encounter.New York:Lexington Books.
9. Edvardsson, B.,Thomasson, B.,Ovretveit, J.(1994).Quality of Service: Making it Really Work.London:McGraw-Hill International (UK) Limited.
10. Etzel, M.,Silverman, B.(1981).A Managerial Perspective on Directions for Retail Customer Dissatisfaction Research.Journal of Retailing,57(Fall)
11. Flanagan, J. C.(1954).The Critical Incident Technique.Psychological Bulletin,51(4)
12. Folkes, V. S.(1984).Consumer Reactions to Product Failures: An Attributional Approach.Journal of Consumer Research,10
13. Folkes, V. S.,Kotsos, B.(1986).Buyers' and Sellers' Explanations for Product Failure. Who Done it.Journal of Marketing,50(April)
14. Fornell, Claes,Johnson, Michael D.,Anderson, Eugene W.,Cha, Jaesung,Bryant, Barbara Everitt(1996).The American Customer Satisfaction Index: Nature, Purpose, and Findings.Journal of Marketing,60(Oct.)
15. Gilly, M.(1987).Postcomplaint Processes: From Organizational Response to Repurchase Behavior.Journal of Consumer Affairs,21(Fall)
16. Goodwin, C.,Ross, I.(1992).Consumer Responses to Service Failures: Influence of Procedural and Interactional Fairness Perceptions.Journal of Business Research,25(September)
17. Gremler, D.,Bitner, M. J.(1992).Marketing Theory and Applications.Chicago, IL:American Marketing Association.
18. Gronroos, C.(1990).Service Management and Marketing: managing the moments of truth in service competition.Lexington, MA:Lexington Books.
19. Hart, C.,Sasser, Jr. W. E.,Heskett, J. L.(1990).The Profitable Art of Service Recovery.Harvard Business Review,68(4)
20. Harvey, David(1969).Explanation in Geography.New York:St. Martins' Press.
21. Hoffman, D. K.,Kelley, S. W.,Rotalsky, H. M.(1995).Tracking Service Failures and Employee Recovery Efforts.Journal of Services Marketing,9(2)
22. Howard, J. A.,Sheth, J. N.(1969).The Theory of Buyer Behavior.New York:John Wiley ＆ Sons, Inc..
23. Hunt, S.(1991).Marketing Theory.Homewood, IL:Richard D. Irwin, Inc..
24. Keaveney, S. M.(1995).Customer Switching Behavior in Service Industries: An Exploratory Study.Journal of Marketing,59(2)
25. Kelley, S. W.,Davis, M. A.(1994).Antecedents to Customer Expectations for Service Recovery.Journal of the Academy of Marketing Science,22(1)
26. Kelley, S. W.,Hoffman, K. D.,Davis, M. A.(1993).A Typology of Retail Failures and Recoveries.Journal of Retailing,69(4)
27. Latham, G.,Sarri, L. M.(1983).Do People Do What They Say? Futher Studies on the Situational Interview.Journal of Marketing Research,20(Nov)
28. Levitt, T.(1988).The Marketing Imagination.New York:The Free Press.
29. Lovelock, C. H.(1983).Classifying Services To Gain Strategic Marketing Insights.Journal of Marketing,47(3)
30. Lovelock, C. H.(1988).Managing Services: Marketing, Operations and Human Resources.Englewood Cliffs, NJ:Prentice-Hall, Inc..
31. Lowenstein, M. W.(1995).Customer Retention: An Integrated Process for Keeping Your Best Customers.Milwaukee, Wisc:ASQC Quality Press.
32. Lutz, R. J.(1975).Changing Brand Attitudes Through Modification of Cognitive Structure.Journal of Consumer Research,1(March)
33. Megehee, C.(1994).Enhancing Knowledge Development in Marketing, 5.San Francisco, CA.:American Marketing Association.
34. Miller, R. B.,Flanagan, J. C.(1950).The Performance Record: An Objective Merit-rating Procedure for Industry.American Psychologist,5
35. Nyquist, Jody D.,Booms, Bernard H.(1987).Add Value to Your Service.Chicago:American Marketing Associations.
36. Oliver, R. L.(1980).A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions.Journal of Marketing Research,17(4)
37. Oliver, R. L.,DeSarbo, Wayne S.(1988).Response Determinants in Satisfaction Judgments.Journal of Consumer Research,14
38. Ovretveit, J.(1992).Health Service Quality.Oxford:Blackwell Scientific Press.
39. Reichheld, F. F.,Sasser, W. E.(1990).Zero Defections: Quality Comes to Service.Harvard Business Review,68(5)
40. Shostack, L.(1977).Breaking Free From Product Marketing.Journal of Marketing,41
41. Shostack, L.(1985).The Service Encounter.Mass.:Lexington Books.
42. Solomon, M. R.,Surprenants, C.,Czepiel, J. A.,Gutman, E. G.(1985).A Role Theory Perspective on Dyadic Interactions: The Service Encounter.Journal of Marketing,49(Winter)
43. Spreng, R.,Harrell, G.,Mackoy, R.(1995).Service Recovery: Impact on Satisfaction and Intentions.Journal of Services Marketing,9
44. Surprenant, C. F.,Solomon, M. R.(1987).Predictability and Personalization in the Service Encounter.Journal of Marketing,51(April)
45. Vavra, T.(1992).Learning from your losses.Brandsweek,33(45)
46. Webster, C.,Sundaram, D. S.(1998).Service Consumption Criticality in Failure Recovery.Journal of Business Research,41
47. Westbrook, R.(1987).Product Consumption-based Affective Responses and Postpurchase Process.Journal of Marketing Research,24(August)
48. White, F. M.,Locke, E. A.(1981).Perceived Determinants of High and Low Productivity in Three Occupational Groups: A Critical Incident Study.Journal of Management Studies,18(4)

1. 曹金豐(2017)。探討社群意見評價之顧客服務回饋機制的研究。淡江大學管理科學學系博士班學位論文。2017。1-188。