服務失誤及服務補救之類型分析－以台灣地區之餐廳為例

An Analysis of the Typology of Service Failures and Recoveries-A Study of Sit-Down Restaurants in Taiwan

10.6267/JTLS.2003.9(1)3

林玥秀(Yueh-Hsiu Lin)；黃文翰(David Huang)；黃毓伶(Yu-Ling Huang)

服務接觸 ； 服務失誤 ； 服務補救 ； 關鍵事件技術法 ； service encounter ； service failure ； service recovery ； critical incident technique CIT

觀光研究學報

9卷1期（2003 / 06 / 01）

39 - 59

繁體中文

在餐飲服務中失誤難以避免。了解顧客態度與反應及失誤發生後，如何補救以提高滿意度及後續消費意願，對業者十分重要。有鑑於餐飲業市場龐大，本研究以國內餐廳為研究範圍，針對曾遭受服務失誤經驗的民眾為受訪對象，進行關鍵事件收集。描述失誤情形並了解補救方式、對消費者影響嚴重性、補救處理滿意度。本研究目的：1.蒐集餐廳服務失誤並予分類；2.測量該失誤對消費者影響嚴重程度；3.蒐集餐廳補救措施並予分類；4.測量顧客對補救措施的滿意度及後續再購意願；5.提出服務補救的對策，以供業界參考。本研究運用關鍵事件技術法蒐集815 份事件，整理出三大類22 個餐飲服務失誤細項、16項餐飲服務補救措施。欺騙顧客(平均嚴重程度為8.0)、訂位失誤(7.14)、政策認知差異(7.14)等前三項失誤對消費者影響的嚴重性最高。消費全部免費(平均滿意程度為9.0)、提供折扣(7.27)、額外補償(7.16)等三項服務補救滿意度最高，錯誤擴大(1.0)滿意度最低。最後提出服務補救建議，以供業界參考。

Among all of the businesses in the hospitality industry, the interactions between customers and employees in restaurants are perhaps the most complex. Due to the prodigious variability among products, customers, and employees in this type of business, the line between product and service becomes easily blurred, thus increasing the risk of service failures during the process of service delivery. To maintain high levels of customer satisfaction and loyalty, it is imperative for practitioners to rectify their mistakes through the utilization of effective recovery strategies when such a defect or failure does occur. The current study intends to develop a series of classification schemes of food service failure and recovery strategies for the sit-down restaurant in Taiwan by: (1) identifying and classifying failures within the restaurants: (2) measuring the seriousness of these failures; (3) identifying and classifying recovery strategies employed by practitioners to correct failures; (4) measuring customer satisfaction with each respective recovery strategy and subsequent retention rates; and (5) examining the effectiveness of recovery strategies. Data were gathered from face-to-face interviews with 853 Taiwanese above the age of 15 years-old who reported to have experienced service failure experiences in the last 12 months, and who, as a group, were found to moderately represent the sex and age distribution of the total Taiwanese population by quota sampling methods. Each respondent was asked to describe the service failure and recovery experienced and to rate the seriousness of the influence of the incident and the effectiveness of the recovery. In all, twenty-two types of service failures and sixteen types of recovery strategies were identified. Among the results, it was found that ”deceiving guests” was the most serious failure, followed by ”reservation mistakes,” and ”unclear policies”. Moreover, ”free food” received the highest satisfaction, followed by ”providing discounts, and ”correction plus”, while ”failure escalation” received the lowest satisfaction. A discussion of the findings and recommendations for restaurant managers in the Taiwanese restaurant business are provided in the final section.

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