餐飲顧客投機客訴行為的決定因素

Determinants of Opportunistic Complaint Behavior of Restaurants' Customers

10.29429/JSLHR.201206_7(2).02

顏財發(Tsai-Fa Yen)

投機客訴行為 ； 忠誠度 ； 口碑 ； opportunistic complaint behavior ； loyalty ； words of mouth

運動休閒餐旅研究

7卷2期（2012 / 06 / 01）

29 - 44

繁體中文

餐飲業應屈服於有投機疑慮的顧客客訴嗎？餐飲業應如何因應？餐旅教育者應如何回應此問題？在不同因素考量下，該類問題有多種答案。本文之研究目的即為探討餐飲顧客與業者對投機客訴的看法，試圖找出餐飲顧客投機客訴之因，發展測量工具，並研擬餐飲服務因應之道。本研究依據顧客抱怨與相關理論研擬討論問題，透過焦點團體法、業者深度訪談與問卷調查法取得資料，進行後續資料解讀分析。研究發現，餐飲顧客投機客訴之原因共有財務貪婪、自恃特質與抱怨偏好等八個。最後，本文提供加強服務作業人員遴選與訓練、將顧客分級等建議供餐飲教育者與業者參考。

Should a restaurant yield to a customer complaint that is suspected [or even known] to be opportunistic? While the answer to this question varies based upon numerous factors, the objective of this study is aimed at discussing the insights of opportunistic complaints to restaurants' customers. Trying to clarify the factors caused of opportunistic complaints, to develop the measurement and respond the questions to restaurants are the next steps. The primary questions were drawn based upon related literature review. Data was adapted from focus group, depth interview to the restaurants and questionnaire survey. And then the analysis will be done for this study. The findings show that the factors caused of opportunistic complaints include eight factors, such as the financial greed, trait of assertiveness, attitude towards complaining etc.. Finally, the selection and training to servers should be enhanced by the firms and customers could be categorized into different classes are suggested to restaurants' managers and educational institutes.

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