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研究生:洪威寧
研究生(外文):Wei-Ning Hong
論文名稱:服務失誤與顧客間互動之研究
論文名稱(外文):The Research of Service Failure and Customer to Customer Interaction
指導教授:張景旭張景旭引用關係
指導教授(外文):Chin-Hsu Chang
學位類別:碩士
校院名稱:大葉大學
系所名稱:管理學院碩士在職專班
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:2010
畢業學年度:98
語文別:中文
論文頁數:114
中文關鍵詞:服務失誤顧客間互動消費決策消費經驗
外文關鍵詞:service failurecustomer to customer interactionconsumer decision makingconsumer experience
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本研究為探討服務失誤與顧客間互動之關係,經由現有文獻之引用及邏輯之推理,發現兩者之關係有必要進一步釐清。
本研究透過受訪者撰寫消費生氣故事的方式,以餐飲業、零售業、醫療業、旅遊業等四種產業為研究範疇。總共收集了137則故事,去除與顧客間互動無關的故事76則,可用相關故事為61則,回收可用率為45%。
本研究歸納出八種顧客間的互動型態:(1)顧客間資源的競爭;(2)其他顧客指點當事人服務端的缺失;(3)其他顧客成為服務失誤的補強證據;(4)其他顧客協助顧客確認問題焦點;(5)觀察蒐集服務人員的罪狀,其他顧客的存在與反應引發當事人後續的秘密偵查;(6)服務端失誤後,誘發其他顧客衝突;(7)服務端發生失誤後,使顧客在其他顧客中失去地位;(8)其他顧客對消費決策或經驗的指點。
另本研究發現,顧客間互動的影響型態對服務端所造成的失誤可分為對服務端處理、服務、產品、場景、反應五個關係構面,並後續造成對於服務人員及服務機構兩個構面的負面評價
This study examines the relationship between service failure and customer to customer interaction(CCI). In addition, by quoting existing literatures and reasoning sensible logics, it is likely necessary to clarify the linkage between both of them.
The research fields of this paper include restaurant, retail, medical and tourism industries, which collecting relative angry stories form participants. Altogether has collected 137 piece of stories, while removed 76 which have no relation to CCI, 61 usful stories were left over. The recycling availability percentage was 45%.
This study induces eight sorts of typical CCI: (1)competition of resources between customers. (2)other customers advise the failure of service side. (3)other customers play the roles of enhanced evidences of service failure. (4)other customers help customer to confirm the focus of problem. (5)by observing and gathering the faults of servers, the existing and response of other customer cause the customer’s lasting secret investigation of customer. (6)following the faults, comes the conflict between customers. (7)after the service side’s failure, bringing on the lost of status of customers to other customer. (8)other customers’ instruction on customer with consumer-decision making and exprence process to customer.
In addition, these typical CCI sorts could effect service side’s aspects: dealing, service, product, setting and response, and creates following negative appraisals on service personnels and organization.
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  研究問題與目的............ 2
第二章  文獻探討................. 5
  第一節  服務失誤的相關研究.......... 5
  第二節  顧客間互動的相關研究......... 7
第三章  研究設計................. 24
第一節  研究方法............... 24
第二節  研究對象............... 31
第三節  資料分析原則............. 32
第四章  研究分析與發現.............. 34
第一節  顧客間互動影響顧客對服務端的處理層面. 35
  第二節  顧客間互動影響顧客對服務端的產品層面. 51
  第三節  顧客間互動影響顧客對服務端的服務層面. 65
  第四節  顧客間互動影響顧客對服務端的反應層面. 80
  第五節  顧客間互動影響顧客對服務端的場景層面. 84
  第六節  顧客間互動影響產業的層面....... 86
第五章  結論與建議................ 88
第一節  理論意涵............... 88
  第二節  管理意涵............... 90
第三節  產業面實務建議............ 92
第四節  研究限制與建議............ 93
參考文獻 .................... 95

表目錄
表 2- 1 單一陌生顧客間的影響型態.......... 15
表 3- 1 單一故事研究前分析表............ 25
表 3- 2 研究前架構表................ 29
表 3- 3 單一案例分析空格表............. 30
表 3- 4 研究對象表................. 32
表 4- 1 顧客間互動影響模式分類及定義表....... 34
表 4- 2 顧客間互動影響處理模式分析表........ 35
表 4- 3 顧客間互動對處理的影響綜合分析表...... 38
表 4- 4 顧客間互動影響產品模式分析表........ 51
表 4- 5 顧客間互動對處理的影響綜合分析表...... 53
表 4- 6 顧客間互動影響服務模式分析表........ 65
表 4- 7 顧客間互動對服務的影響綜合分析表...... 67
表 4- 8 顧客間互動影響反應模式分析表........ 81
表 4- 9 顧客間互動對反應的影響綜合分析表...... 81
表 4-10 顧客間互動影響場景模式分析表........ 84
表 4-11 顧客間互動對場景的影響綜合分析表...... 85
表 4-12 顧客間互動型態對產業相關綜合統計表..... 86
表 4-13 顧客間互動影響層面對產業相關故事統計表... 87

圖目錄
圖 2-1 服務型態、實體環境與顧客間互動表....... 8
參考文獻
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中華民國行政院主計處(2009),統計資料[線上資料],來源:http://www.dgbas.gov.tw/public/data/dgbas03/bs4/ninews/9805/t5.xls [2009, May 21]。

經濟部商業司(2009),九十七年度施政計畫[線上資料],來源:https://gcis.nat.gov.tw/policy_moeadoc_97.htm [2009, July 4]。


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