航空服務業難纏顧客類型與應對策略

The Types of Customer from Hell and Coping Strategies in Aviation Service Industry

10.6862/JTIAM.202208_5(1).0002

郭德賓(Te Ping Kuo)；江品潔(Pin Chieh Chiang)

航空服務業 ； 難纏顧客 ； 關鍵事例技術法 ； 應對策略 ； airline industry ； customer from hell ； critical incident technique ； coping strategy

觀光產業與航空管理期刊

5卷1期（2022 / 08 / 01）

21 - 43

繁體中文

本研究使用關鍵事例技術法，以國內二家主要航空公司進行實證研究，發現：（1）台灣的航空服務業確實存在難纏顧客，難纏顧客的背景特質，以男性，本國籍居多，年齡在31歲以上，每年搭乘2-3次，消費型態以一般旅遊居多。（2）航空服務業的難纏顧客，可以歸納為「違反規定」、「貪小便宜」、「性騷擾」、「言行暴力」、「酒醉鬧事」、「自我中心」及「父母縱容」7種主要類型。其中，以「言行暴力」型的難纏顧客，對服務人員的影響效果最大，「貪小便宜」與「自我中心」次之，然後是「違反規定」、「性騷擾」與「酒醉鬧事」，「父母縱容」影響效果不顯著。（3）難纏顧客對服務人員的影響效果，E航空在「工作情緒」與「轉換工作」上，顯著高於C航空，但是在「服務品質」與「工作壓力」上則無顯著差異。（4）將七種類型難纏顧客，依照其「出現頻率」與「影響程度」，建立難纏顧客應對策略分析矩陣。其中，「自我中心」、「言行暴力」及「父母縱容」型顧客，出現頻率高，影響程度大，應採取「報警處理策略」，通報航警協助處理。「酒醉鬧事」、「違反規定」、「性騷擾」型顧客，出現頻率小，影響程度大，應採取「主管協助策略」，由主管出面協助處理。「貪小便宜」型顧客，出現頻率高、影響程度小，應採取「授權處理策略」，由主管授權第一線員工自行處理，不必每次請示主管延誤時機。

This study uses the critical incident technique to conduct empirical research with two major domestic airlines, and finds that: (1) Taiwan's aviation service industry does have customer from hell, and the background characteristics of customer from hell are male, most of their nationality, age over 31 years old, take 2-3 times a year, and the consumption pattern is mostly general tourism. (2) Customer from hell in the aviation service industry can be classified into ＂violation of regulations＂, ＂greeting for petty gain＂, ＂sexual harassment＂, ＂violence in words and deeds＂, ＂drunken trouble＂, ＂self-centeredness＂ and ＂parental indulgence＂ 7 main types. Among them, customer from hell with ＂violence in words and deeds＂ have the greatest impact on service staff, followed by ＂greeting for petty gain＂ and ＂self-centeredness＂, followed by ＂violation of regulations＂, ＂sexual harassment＂ and ＂drunken trouble＂. The effect of ＂parental indulgence＂ was not significant. (3) The influence of customer from hell on service personnel. E Airline is significantly higher than C Airline in ＂work emotion＂ and ＂job change＂, but there is no significant difference in ＂service quality＂ and ＂work pressure＂. (4) According to the ＂frequency of occurrence＂ and ＂influence degree＂ of the seven types of customer from hell, an analysis matrix of coping strategies for customer from hell is established. Among them, ＂self-centered＂, ＂violence in words and deeds＂, and ＂parental connivance＂ types customers have a high frequency and a large degree of influence. They should adopt a ＂police alarm treatment strategy＂ and report to the aviation police for assistance. ＂Drunken trouble＂, ＂violation of regulations＂, and ＂sexual harassment＂ types of customers, they appear less frequently and have a greater degree of impact, should adopt a ＂supervisor assistance strategy＂ and let the supervisor come forward to assist in handling. ＂greeting for petty gain＂ types of customers have high frequency of occurrence and little impact. An ＂authorized handling strategy＂ should be adopted, where the supervisor authorizes the front-line employees to deal with them on their own, and there is no need to ask the supervisor to delay the timing every times.

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