臺灣博碩士論文加值系統

本研究利用關鍵事件法搜集了249個顧客在旅遊時曾經遭遇到的服務失誤與服務補償事件，並利用過去學者的分類方式將服務失誤與服務補救事件分別歸類至不同的細項中，希望藉此瞭解旅遊業中不同服務提供者所發生的服務失誤失件與補救方式，並針對這些項目做一個探討。本研究選擇了旅遊業中的四個區塊進行資料的搜集，分別是旅行社、交通運輸、住宿、以及餐飲，這四個區塊為旅遊時旅客最常遭遇到的服務接觸點，因此做為我們探討的標的。除了探討服務失誤與服務補救事件之外，我們還將針對服務失誤嚴重性、顧客反應程度、補償後滿意度、以及顧客再購買的意願之間的關係做一個討論。
本研究最後的結果會將各服務失誤與服務補救的細項依據不同的服務提供者呈現給各位，當然也會統整一個總表。然後，我們在研究中發現，仍有高達30%的服務提供者對於旅客的抱怨或服務的失誤不聞不問，在講求顧客至上的現代社會中，這樣的比例是讓我們吃驚的。此外，我們也發現服務失誤嚴重性與補償後的滿意度與顧客再惠顧的意願之間是互相有關連性的，因此，服務提供者應該更重視顧客抱怨的處理程序，我們也針對這些結果在研究的最後提出我們的建議。

Our research collected 249 service failure and service recovery incidents in tourism industry using critical incident technique method and also identified these incidents with a classify procedure establish by former scholars. We consider four sections in tourism industry to do our research which are tour agency, transportation, accommodation, and restaurant. Try to understand the different failure incidents between different service providers. Furthermore, figure out the relationship within service criticality, customers’ response level, satisfaction after recovery, and repurchase intention.
After analyzing the data, we classified service failure events and service recovery strategies into subcategories. We also present the results section by section to see the failure and recovery characteristic from each part. However, we found that there are still many service providers response nothing to their customers’ complains. It’s really amazing that over 30% of our respondents get nothing with the service failure. Besides, we also explain that service criticality and recovery satisfaction were related to customers’ repurchase intention. Therefore, service provider should take customers’ complain more seriously. In conclusion, we suggests that service providers should set up a standard operating procedure for service recovery, in order to increase satisfaction with reasonable recovery, quickly handle process, and friendly interaction to customers.

ABSTRACT I
CONTENT V
LIST OF TABLES VIII
LIST OF FIGURES IX
CHAPTER ONE INTRODUCTION 1
1.1 RESEARCH BACKGROUND AND MOTIVATION 1
1.2 RESEARCH OBJECTIVES 3
1.3 RESEARCH PROCEDURE 4
1.4 RESEARCH STRUCTURE 5
CHAPTER TWO LITERATURE REVIEW 6
2.1 TOURISM INDUSTRY 6
2.2 THE SERVICE ENCOUNTER 8
2.3 SERVICE FAILURE 9
2.3.1 Service Failure Type 10
2.3.1.1 Service Failure Type by Bitner et al. (1990) 10
2.3.1.2 Service Failure Type by Keaveney (1995) 11
2.3.1.2 Service Failure Type by Hoffman et al. (1995) 12
2.4 SERVICE FAILURE AND SERVICE CRITICALITY 17
2.5 SERVICE RECOVERY 17
2.6 RETENTION RATE 22
CHAPTER THREE RESEARCH METHODLOGY 23
3.1 CRITICAL INCIDENT TECHNIQUE 23
3.2 METHODOLOGICAL CONSIDERATIONS 26
3.3 ADVANTAGES OF THE CIT METHOD 27
3.4 DATA COLLECTION 29
3.5 DATA ANALYSIS 30
3.5.1 Content Analysis 30
3.5.2 Descriptive Statistic Analysis 31
3.5.3 Regression Analysis 31
3.5.4 Logistic Regression Analysis 31
3.5.5 MANOVA 32
3.5.6 Chi-square Test 32
3.6 RELIABILITY 32
CHAPTER FOUR RESEARCH ANALYSIS AND RESULT 34
4.1 DESCRIPTION ANALYSIS 34
4.2 CLASSIFY MAJOR GROUPS 36
4.2.1 Identify Major Groups 36
4.3 IDENTIFY SERVICE FAILURE SUBCATEGORIES WITHIN DIFFERENT SECTIONS 38
4.3.1 Service Failure in Tour Agency 38
4.3.1.1 Group 1: Service Delivery System Failures 38
4.3.1.2 Group 2: Response to customer needs and requests 39
4.3.1.3 Group 3: Unprompted employee actions 39
4.3.2 Service Failure in Transportation 41
4.3.2.1 Group 1: Service Delivery System Failures 41
4.3.2.2 Group 2: Response to customer needs and requests 42
4.3.2.3 Group 3: Unprompted employee actions 42
4.3.3 Service Failure in Accommodation 43
4.3.3.1 Group 1: Service Delivery System Failures 43
4.3.3.2 Group 2: Response to customer needs and requests 44
4.3.3.3 Group 3: Unprompted employee actions 44
4.3.4 Service Failure in Restaurant 45
4.3.4.1 Group 1: Service Delivery System Failures 45
4.3.4.2 Group 2: Response to customer needs and requests 46
4.3.4.3 Group 3: Unprompted employee actions 46
4.3.5 Sum up Service Failure Incidents 48
4.4 IDENTIFY SERVICE RECOVERY SUBCATEGORIES WITHIN DIFFERENT SECTIONS 52
4.4.1 Service Recovery in Tour Agency 52
4.4.2 Service Recovery in Transportation 53
4.4.3 Service Recovery in Accommodation 54
4.4.4 Service Recovery in Restaurant 55
4.4.5 Sum up the Service Recovery Strategies 56
4.5 QUANTITATIVE ANALYSIS 60
4.5.1 Regression Analysis 60
4.5.2 Logistic Regression Analysis 61
4.5.3 MANOVA 62
4.5.4 Chi-square Test 63
CHAPTER FIVE CINCLUSIONS AND SUGGESTIONS 65
5.1 RESEARCH CONCLUSIONS 65
5.2 RESEARCH LIMITATION 71
5.3 MANAGEMENT IMPLICATION 71
REFERENCE 73

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