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研究生:李淑儀
研究生(外文):Shu-Yi Lee
論文名稱:旅遊業服務失誤與服務補救之探討:以顧客經驗管理之觀點
論文名稱(外文):Service Failure and Recovery in Tourism: A Study of CEM Approach
指導教授:姚惠忠姚惠忠引用關係張景旭張景旭引用關係
指導教授(外文):Hui-Zhong YaoChin-Hsu Chang
學位類別:碩士
校院名稱:大葉大學
系所名稱:人力資源暨公共關係學系
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
論文出版年:2007
畢業學年度:95
語文別:中文
論文頁數:83
中文關鍵詞:服務失誤服務補救顧客經驗管理服務遞送藍圖劇場理論主觀順序事件技術
外文關鍵詞:service failureservice recoverycustomer experience managementservice blueprintdramaturgical theorysubjective sequential incidents technique
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休閒旅遊愈來愈被重視,但旅遊業在服務過程中卻經常導致顧客負面情緒的產生。本研究從顧客經驗觀點,探討旅遊業之服務失誤內容,以質性研究,收集14位顧客的生氣故事資料後,用「主觀順序事件技術」(Subjective Sequential Incidents Technique, SSIT)方法研究分析。
本研究發現以SSIT分析抽取的服務失誤概念,比CIT更能清楚發現失誤的脈絡特徵,而且以隱性氣點、回應不當氣點、戲劇論氣點、提醒性氣點與引發事件氣點等五大氣點詮釋服務失誤,並且發現某些服務失誤會有專屬階段的現象,也發現到以往旅遊業不曾注意的疏失。
The value of leisure traveling is increasing lately, however some mistake made in the process of service causes the customers negative emotions. This research is studying what kinds of service failure that tourism made by following customers viewpoint. After collecting fourteen customers complaining stories and using Subjective Sequential Incidents Technique (SSIT) to analysis those stories.
The study discover that the SSIT analysis can prove that service failure has found out mistakes that travel agency had never notice. The conclusion is that SSIT can find out what causes the failure than CIT. Moreover, the work presents a concept framework with five kinds of classification, such as comprise cause affairs, recessive, the appropriate response, dramaturgy, and admonish to explained service failure.
內 容 目 錄
中文摘要 ..................... iii
英文摘要 ..................... iv
誌謝辭 ..................... v
內容目錄 ..................... vi
表目錄  ..................... viii
圖目錄 ..................... ix
第一章  緒論................... 1
  第一節  研究背景與動機............ 1
  第二節  研究目的............... 2
第二章  文獻探討................. 4
  第一節  服務失誤............... 4
  第二節  服務補救............... 11
  第三節  顧客經驗管理............. 14
第四節 服務遞送藍圖............. 17
第五節 劇場理論............... 19
第三章 研究方法................. 23
第一節 研究設計............... 24
第二節 資料分析方法............. 25
第四章 研究結果................. 27
第一節 主觀順序事件技術分析結果....... 27
第二節 與Bitner失誤構面比較分析...... 38
第三節 與既有服務失誤文獻分類之比較分析..... 41
第五章 結論與建議................ 49
第一節 研究發現............... 49
第二節 管理意涵............... 53
第三節 研究限制與未來建議.......... 54
參考文獻 ..................... 56
附錄A 旅遊業SSIT表格 ............. 67
附錄B 旅遊業階段分類框架............ 73
附錄C 旅遊業顧客主觀服務遞送藍圖........ 79

表 目 錄
表 2- 1 團體套裝旅遊服務失誤.............. 5
表 2- 2 旅館業服務失誤.................. 6
表 2- 3 進行關係行銷可能之服務失誤........... 7
表 2- 4 95年品保會旅遊糾紛案由分類........... 8
表 2- 5 92年旅遊類的主要申訴案型........... 9
表 2- 6 顧客抱怨行動特徵表 ................ 11
表 3- 1 CIT與SSIT方法的差異.............. 23
表 3- 2 受訪者資料.................... 24
表 3- 3 SSIT初步分析整理表格.............. 25
表 3- 4 階段氣點聯集表.................... 26
表 4- 1 行前階段.................... 29
表 4- 2 機場階段.................... 30
表 4- 3 初期行程階段.................... 31
表 4- 4 中期行程階段.................... 33
表 4- 5 後期行程階段.................. 36
表 4- 6 返程階段.................... 37
表 4- 7 事後階段.................... 38
表 4- 8 本研究與Bitner服務失誤分類比較表 ....... 39
表 4- 9 本研究與既有旅遊業文獻服務失誤分類比較表...... .42
表 A- 1 個案五.................... 67
表 B- 1 個案一至五的整理表.............. 73
表 C- 1 顧客主觀服務遞送藍圖............. 79

圖 目 錄
圖 1- 1 90~94年國外旅遊方式統計圖.............. 2
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