產品涉入對餐廳服務補救與顧客行為意圖之影響

The Impact of Product Involvement on Restaurant Service Recovery and Customer Behavior Intentions

洪端良(Tuan-Liang Hong)；施雪切(Hsueh-Chieh Shih)

餐飲業 ； 產品涉入 ； 服務失誤 ； 服務補救 ； catering industry ； product involvement ； service failure ； service recovery

人文與社會學報

3卷10期（2021 / 05 / 01）

83 - 103

繁體中文

餐飲服務業在產業經濟地位日趨重要，讓服務失誤與服務補救的研究更顯重要。發生服務失誤後，消費者是否再度惠顧，考驗著餐飲業者的補救措施。本研究主要探討產品涉入及服務補救是否影響消費者對餐廳的行為意圖，調查台灣中南部地區268位餐廳消費者。結果顯示：消費者對餐廳的涉入程度越深，其對服務補救之期望也越高。當餐廳採取「解釋更正」的服務補救措施會增加顧客正向及負向的行為意圖。不同的服務補救會讓消費者產生不同之行為意圖，「道歉補償」的服務補救措施遠比僅解釋錯誤發生的原因及更換正確的餐點的補救措施更能獲得服務口碑，進而讓顧客正面推薦他人消費，最後根據研究結果提出服務失誤和補救策略供餐飲業參考。

The catering industry is becoming more and more important in the overall economic system. As the result, research on service failure and service recovery is also very important. When a service failure happens, whether consumers will repurchase is subject to remedial measures taken by the catering industry. This research is focusing upon influence of product involvement and service recovery toward customer behavior intention to the restaurant. We conducted a survey of 268 restaurant customers in middle and south Taiwan. Results shows: When customers have higher product involvement, they have higher expectation on service recovery. When the restaurant took ＂explanation and correction＂ service remedial measures, it will increase customer's positive and negative behavior intention, depends on the difference of the restaurant remedial measures. ＂Apology and compensation＂ service remedial measures are much easier to get good word of mouth than mistake explanation and food replacing; this also leads the customer to take a positive recommendation for the restaurant. Based on our research results, at the last part of this thesis, we proposed service failure and recovery strategies for considerations of the catering industry providers.

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