顧客抱怨是天使的聲音？服務接觸中客訴案例之研究－以某連鎖加油站公司為例

Are Customers’ Complaints the Voice of Angels? -- A Case Study of Gas Service Encounters in Taiwan

10.6220/joq.2015.22(6).03

林正哲(Jeng-Jer Lin)；凌儀玲(I-Ling Ling)；賴其勛(Chi-Shiun Lai)

服務接觸 ； 客訴 ； 服務失誤 ； 服務補救 ； service encounter ； complaint ； service failure ； service recovery

品質學報

22卷6期（2015 / 12 / 31）

537 - 558

繁體中文

本研究以某連鎖加油站公司為研究個案，蒐集四年共8,711件客訴案例，透過關鍵事例分析法以瞭解顧客抱怨內容、公司處理時效，並歸納出個案企業常見服務補償方式。研究結果顯示，在客訴處理上，該公司在顧客提出抱怨之後，平均處理時間為22.2個工作天（約一個月），較棘手案例甚至耗時197.9個工作天（約一年）。在服務補救策略方面，該連鎖加油體系以「口惠不實惠」居多，也因此不滿補救措施或者不耐等候而再次客訴的案件達116件(1.3%)。實務意涵上，建議該企業強化正規性工作檢核外，建議初步以3年基礎資料得出的37小時的黃金客訴處理時效作為基準線，透過數字作管理可改善與顧客關係。更重要的是，掌握黃金補救時效，建議採用「足夠慷慨」的補償策略，事先規劃服務補救腳本並輔以完善的回饋機制，必能在兼具服務品質與利潤下，構築出貼心與感動顧客的服務體驗，化顧客的抱怨為天使的聲音。

Based on secondary data of 8,711 cases from a gas company, this research focuses on analyzing consumers’ satisfaction/dissatisfaction after service. The results indicate that it takes 22.2 working days on average to deal with consumers’ complaints. However, the results show that it can take up to 197.9 working days to response to the service complaint. Further, the service encounter with the highest dissatisfaction is “response to unreasonably slow service,” which accounts for 16.65%. According to the service recovery, the finding indicates that an oral apology is the most frequent strategy used after consumer complaints (57.3%). In response to the findings, this research recommends that the gas company pay more attention to controlling recovery time as well as developing service recovery scripts.

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