認知腳本在西餐廳服務接觸應用之研究

The Application of Cognitive Scripts for Service Encounter at Restaurant

10.6267/JTLS.2005.11(4)3

郭德賓(Te-Ping Kuo)

劇場 ； 西餐廳 ； 服務接觸 ； 認知腳本 ； 顧客滿意 ； theater ； restaurant ； service encounter ； cognitive script ； customer satisfaction

觀光研究學報

11卷4期（2005 / 12 / 01）

333 - 354

繁體中文

本研究在「服務劇場」的觀念性架構下，引用「角色觀點」分别從「顧客」與「服務人員」的角度探討服務接觸的互動過程，使用「認知腳本」方法找出顧客與服務人員心中的認知服務腳本，比較二者之間的差異性，並且使用「服務藍圖法」具體描述西餐廳的服務傳遞過程。由實證研究中發現：在西餐廳的服務接觸過程中，顧客與服務人員在經歷多次的行爲重複與經驗強化之後，心中已經存有認知服務腳本，並且依據此一認知服務腳本作爲行爲的指引，但是二者之間的認知服務腳本會因爲所扮演角色的不同而有所差異。以往學者以超過40%受訪者提及的動作来發展核心服務脚本的方法過於粗略，無法充分反映實際的服務接觸過程。顧客與服務人員之間認知服務腳本的「期望－失驗」，可能是導致顧客滿意或服務失誤的觸發機制。

This research is under the framework of ”service theatre” concept, quoting ”role perception” from the ”customer” and ”server's” point of views respectively to study the interactive process of service encounters. This research employs the method of ”cognitive scripts” to find out the cognitive scripts of customer and server and the differences between customer and server's perceptions of cognitive scripts, and also specific describes the service delivering process of fine dining restaurants by employing the ”service blueprint” method. Through the study of restaurants, there are three points are found out as followings: In the service encounter process of fine dining restaurants, customer and server experienced repeatable behaviours and experiences over and over again, they have already perceived the cognitive service scripts and according to these service scripts as the behavioural direction, however, due to different acting roles, these cognitive service scripts between customer and server are different. From the excess 40 percents interviewees mentioned actions, the methods scholars develop of core service scripts are too rough and could not reflect the actual process of service encounters. The ”expectation-disconfirmation” of cognitive service scripts between customer and server may be the trig of customer satisfaction or service failure.

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