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研究生:張簡玉梅
研究生(外文):Chang-Chien ,Yu-Mei
論文名稱:主題遊樂園服務失誤、服務補救及遊客行為意圖之研究
論文名稱(外文):A Study of Service Failure, Service Recovery & Customer Behavior in the Theme Park
指導教授:張君如張君如引用關係
指導教授(外文):Chun-Ju, Chang
學位類別:碩士
校院名稱:朝陽科技大學
系所名稱:休閒事業管理系碩士班
學門:民生學門
學類:運動休閒及休閒管理學類
論文種類:學術論文
論文出版年:2005
畢業學年度:93
語文別:中文
論文頁數:81
中文關鍵詞:行為意圖服務補救服務失誤
外文關鍵詞:service recoveryservice failurebehavior
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顧客抱怨的案件資料一般在業界不是取得不易,就是建檔不完全,因此,過去服務失誤之研究大多利用關鍵事件法(CIT)來蒐集顧客抱怨的案件。本研究則藉由研究者本身是A主題遊樂園員工的利基,蒐集2003年124份A主題遊樂園的真實客訴案件進行調查,並以內容分析法歸納服務失誤的類型及服務補救的方式,並分析服務補救對後續主題園遊客行為意圖的影響。
研究結果歸納出三大類共計十項的主題遊樂園服務失誤:1.服務傳送系統失誤,佔50.0%:產品缺陷、錯誤訊息、無法提供遊客服務、價格太貴;2.顧客個別需求之員工反應,佔25.8%:特殊的要求之反應、員工反應不佳;3.員工自發性行為,佔24.2%:員工疏忽、員工服務態度不佳、員工指示錯誤、記帳錯誤。而服務補救則歸納出兩大類六項不同的補救方式:1.實質層面,佔39.5%:免費兌換卷、更換物品、優惠卷、金錢賠償;2.心理層面,佔60.5%:回函告知、電話致歉。遊客在接受業者「心理層面」的服務補救後,39.5%的遊客行為意圖是「滿意」的,21.0%的遊客是「不滿意」的。而在「實質層面」的服務補救後,24.2%的遊客行為意圖是「滿意」的,15.3%的遊客是「不滿意」的。其中,遊客最滿意的補救方式為「免費兌換卷」,最不滿意的補救方式為「優惠卷」。
本研究結果將可提供學界及業界建立服務傳送系統、流程及補償策略之參考。
The data of the customer complains in the industry generally is not easy to obtain, or even did not create the file. Therefore, the research of the service failure in past mostly apply Critical Incident Technique (CIT) to collect the case of the customer complaint. However, this study is different than the forward studies in the past based on the researcher used the real data (124 cases) of the customer complaints that collected from A theme park, because the researcher is the employee of the theme park. Moreover, this study applied the content analysis method to induce the category of the service failure and the way of service recovery, and the influence of the service recovery to the follow-up customer behavior in the theme park.
The result of this study showed that the service failure in the theme park has three major categories and ten sub-items: 1.the failure of the service delivery system (50.0%): product drawback, error message, can''t provide customers services, price too expensive ; 2.the response of the employee to the individual customer needs ( 25.8%): the response of the special request, the response of the employee is not good; 3.the spontaneous behavior of employee (24.2%): neglect of employee, the service attitude of employee is not good, employee gives misdirection, charge for wrong price. On the other hand, the service recovery was induced two categories and six sub-items: 1. Substance level (39.5%): ticket for free exchange, change the product, preferential ticket, indemnity; 2. Mental level (60.5%): respond the complaint with letter, apology by phone. After the mental level of service recovery,39.5% of the customers were satisfied", and 21% were dissatisfied. After the substance level of service recovery, 24.2% of the customers were satisfied, and 15.3% were dissatisfied. The most satisfied service recovery was ticket for free exchange, and the most dissatisfied service recovery is preferential ticket.

This result of this study will able to provide the academic and industry a reference for established service delivery system, process and recovery strategy.
第一章 緒論…………………………………………………………………..1
第二章 文獻探討
第一節 服務接觸…………………………………………………………...3
第二節 服務失誤…………………………………………………………...9
第三節 服務補救………………………………………………………….16
第四節 行為意圖..………………………………………………………...23
第五節 服務補救與行為意圖..…………………………………………...30
第六節 內容分析法..……………………………………………………...33
第三章 個案研究
第一節 A主題遊樂園概況..………………………………………………39
第二節 A主題遊樂園經營目標與理念…………………………………..41
第三節 A主題遊樂園組織圖……………………………………………..42
第四節 A主題遊樂園遊客抱怨處理流程………………………………..43
第五節 研究方法………………………………………………………….46
第六節 研究流程………………………………………………………….52





第四章 結果與分析
第一節 樣本基本資料分析……………………………………………….53
第二節 服務失誤分類…………………………………………………….55
第三節 服務補救方式…………………………………………………….61
第四節 行為意圖分析…………………………………………………….63
第五節 服務失誤、服務補救及行為意圖之分析……………………….74
第五章 結論與建議
第一節 結論..……………………………………………………………...68
第二節 建議……………………………………………………………….71
第三節 未來的研究方向………………………………………………….73

參考文獻….……………………………………………………………………74
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