俱樂部空間服務品質之改善機制－一個消費地理學的研究課題

The Improvement Mechanism of Club Space Service Quality-a Study of Geography of Consumption

10.7110/HKGJ.200806.0076

陳信甫(Hsin-Fu Chen)

俱樂部 ； 顧客抱怨 ； 服務失誤 ； 服務品質改善策略 ； 關鍵事件法 ； Clubs ； Customers' complaints ； Service misplay ； Service quality improvement strategy ； Critical Incident Technique

華岡地理學報

21期（2008 / 06 / 01）

76 - 97

繁體中文

消費地理學是研究消費商品的地理課題，消費者對商品的肯定與愛護是維繫企業永續經營的關鍵，而如何提昇服務空間品質，一直是休閒服務業追求的目標。因此，好的客訴處理，是扭轉顧客對企業負面經驗的絕佳機會。而如何化危機爲轉機，將是服務業必須面對的首要課題。 本研究以於台北晶華酒店的健康俱樂部爲主要研究對象，探討會員對俱樂部空間的服務品質產生抱怨發生原因，以及業者對於會員抱怨的處理，進而提供業者在制定顧客關係管理相關準則時，對顧客抱怨處理決策時的參考。 本研究採用關鍵事件法(CIT, Critical Incident Technique)與個案研究法，將會員不滿意的案件歸納爲六大類，分別是：員工個人行爲、餐飲品質與價值、整體環境與設施、公司政策與管理、顧客需求之回應以及問題顧客行爲。探討目前之現況及分析現有環境下之缺失，並進一步研擬改善策略，其方法如下： 一、將分類的顧客不滿意事項（例如抱怨），進行討論，提出有效的補償措施。 二、建立「問題處理之標準服務準則」，預防差錯的服務傳遞。 三、加強服務態度與禮儀培訓，提昇專業知識與技能。 四、制定完善的俱樂部人力資源管理制度，提高服務人員工作滿意度。 五、建構俱樂部顧客不滿意見之資訊管理系統，提昇服務策略執行效益。 六、增加對顧客的同理心，重視顧客的感性反應與服務品質。

The geography of consumption is research expense commodity geography topic. The customer is maintains the enterprise to the commodity affirmation and the loving care to continue forever the management the key. How to find ways to promotion service space quality, always is the leisure service industry pursue goal. Customers are closely connected to enterprise business. Excellent customers' service is the opportunity to alter customers' negative feelings, so this is the lesson that service industry has to face. This study is based on Formosa International Club in Grand Formosa Regent Taipei, discussing why complaints happen of service quality, and how the club space staffs deal with the problems. The standard procedures that Formosa International Club use can be adopted as problem solving criterion for other clubs. The methods used in the study are Critical Incident Technique (CIT) and case study. Customers' are unsatisfied categorized into 6 groups: Staff behavior, quality and price of catering, overall facilities, company's policy and management, customers' response, and problematic customers' behavior. Further improvement policies are listed below: 1. Discussing customers' bummer (such as complaints) 2. Establish ”An issue handling SOP” to avoid bad service communication. , and provide effective compensation. 3. Enhance service attitude and amenity education to improve professional skills. 4. Set up Human resource management system to lift staff job satisfaction. 5. Build customer complaint management system to enhance service strategy efficiency. 6. Respect customers' reaction and sense perception

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