HOW IS CUSTOMER BEHAVIOR INTENTION AFFECTED BY THE RESTAURANT SERVICE FAILURE AND RECOVERY

台灣餐飲業服務失誤、服務補救與顧客行為意圖之研究－以台中地區餐廳為例

施雪切(Hsueh-Chieh Shih)

餐飲業 ； 服務失誤 ； 服務補救 ； 顧客行為意圖 ； 線性結構關係模式 ； service recovery ； service failure ； customer behavior intention

桃園創新學報

35期（2015 / 12 / 01）

531 - 549

英文

本研究針對服務補救模式之有效性及實用性進行問卷調查，以中部餐廳為研究對象進行問卷發放，主要探討補救模式及顧客態度與行為意圖，再藉由線性結構關係模式，確定補救模式之有效性。研究結果證實，服務失誤需要服務補救，服務補救對顧客角色外行為與再購意願有正向影響，服務失誤對顧客角色外行為與再購意願有負向影響之結果。期望本研究成果可做為餐飲業發生服務失誤時，進行補救方式之參考。

In this study we purport to formulate a model of service recovery. We investigate the relationship between restaurant's customer behavior intention and the customer's demand for service recovery over perceived service failures. The study is based on questionnaires distributed to customers of 443 restaurants in central Taiwan. It utilizes linear structure relation model (LISREL) to examine hypotheses. It is found that customers’ perception of serious service failure has negative impact on their future behavior intention. With appropriate recovery strategies, however, the severity can be greatly alleviated. We conclude with several recommendations for the restaurant management.