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研究生:謝雅雯
研究生(外文):Hsieh, Yawen
論文名稱:餐飲業服務接觸與顧客滿意之關鍵事件研究
論文名稱(外文):Research on Service Encounter and Customer Satisfaction in Catering Industry--An Application of Critical Incident Technique
指導教授:林麗珠林麗珠引用關係吳碧珠吳碧珠引用關係
指導教授(外文):Lin, LizhuWu, Pichu
口試委員:王慧君羅文陽
口試委員(外文):Wang, HuiJunLuo, Wenyang
口試日期:2011-06-13
學位類別:碩士
校院名稱:中國科技大學
系所名稱:運籌管理研究所
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2011
畢業學年度:99
語文別:中文
論文頁數:98
中文關鍵詞:服務接觸顧客滿意度劇場理論關鍵事件技術法
外文關鍵詞:Service EncountersCustomer SatisfactionTheater Theorycritical incident technique (CIT)
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本研究將針對「服務接觸」、「顧客滿意度」等議題進行說明,配合「劇場理論」的觀念整理顧客與服務人員雙方面對於服務接觸的意見,並試圖為餐飲服務業找出影響服務接觸滿意的關鍵因素。

本研究屬於質化研究,以深度訪談方式,追溯顧客和服務人員在記憶中的服務消費過程資訊,餐廳消費顧客共訪問150名,採用問卷共128份;餐廳服務人員共訪問120名,採用問卷共115份,經過關鍵事件技術(critical incident technique,簡稱CIT法)對顧客和服務人員兩方的事件收集、分類、與分析後,發現不管是服務人員或是顧客的關鍵事件滿意和不滿意,在事件分類後下列三者皆是雙方認為影響服務接觸的關鍵因素,由於雙方看法相同,因此影響餐飲業服務接觸的主要關鍵因素有:(1)服務場所整潔、(2)服務人員態度與行為、(3)產品的品質。

  且服務人員本身自覺自己的態度和行為會使顧客感到滿意或不滿意的事件產生,為何還不改善而停止這樣不好的印象,在本研究服務人員樣本收集115個,其中有81位為兼差性質的員工,發現如果服務人員自身責任感沒有很重,認為只要一個工作任務結束後即可,並不會注意自己的態度和行為是否和顧客的滿意與不滿意有直接關係,一旦因為溝通不良、產生誤會,都很容易產生負面評價。

本研究著重於顧客對於服務接觸滿意與否和服務人員的看法是否異同,在未來的研究可進一步探討顧客滿意度所帶來的後續影響,是否能增加其再惠顧率。未來也可進一步探討更其他領域的服務,如建築師、會計師、醫生等。

This research concerns the influence and effects of restaurant service between servers and customers. The study is explained by three concepts: “Service Encounters”, “Customer Satisfaction”, and “Theater Theory”. This paper will attempt to identify the critical factors that may affect customer satisfaction in the catering industry.

This is a qualitative study. An interview was conducted regarding the service consumption process between customers and servers. 150 restaurant customers were interviewed, and 128 surveys were givenaccepted. 120 restaurant employees were interviewed, and 115 surveys were used. Each case was collected, classified and analyzed by using the critical incident technique (CIT). The study discovered three key components relating to service qualification: (1) dining area, (2) server attitude and behavior, and (3) product quality.

If the servers do not possess a proper professional work attitude and behavior, it imparts a negative image on customers. In the collected survey samples, 81 of the total interviewees were employed in a part-time position. The study found out that server position has a direct effect on employee attitude and behavior, notably because part-time workers do not pay attention and take adequate responsibility while working. Moreover, any missing component causes poor communication, misunderstanding, negative evaluation between servers and consumers.

The research in this study focuses on customer satisfaction for service access and staff, and the similarities and differences in opinion. Further studies could explore the connection between customer satisfaction and percentage of return customers, or delve into different service areas.

目錄
目錄----------------------------------------------------------------------Ⅰ
摘要----------------------------------------------------------------------Ⅲ
Abstract------------------------------------------------------------------Ⅳ
謝致----------------------------------------------------------------------Ⅵ
圖目錄---------------------------------------------------------------------Ⅶ
表目錄---------------------------------------------------------------------Ⅷ
第壹章 緒論-----------------------------------------------------------------1
第一節 研究背景與動機------------------------------------------------------1
第二節 研究目的-----------------------------------------------------------5
第三節 研究範圍與對象------------------------------------------------------6
第四節 研究內容與流程------------------------------------------------------7
第貳章 文獻回顧------------------------------------------------------------9
第一節 服務接觸------------------------------------------------------------9
第二節 服務接觸中的劇場理論-------------------------------------------------19
第三節 服務品質------------------------------------------------------------26
第四節 顧客滿意度----------------------------------------------------------34
第参章 研究方法--------------------------------------------------------------40
第一節 研究概念------------------------------------------------------------40
第二節 研究設計------------------------------------------------------------42
第三節 資料分析------------------------------------------------------------44
第四節 操作行定義-----------------------------------------------------------48
第五節 信度分析------------------------------------------------------------49

第肆章 實證結果分析-----------------------------------------------------------50
第一節 樣本描述-------------------------------------------------------------50
第二節 顧客與服務人員實證結果比較---------------------------------------------58
第伍章 結論------------------------------------------------------------------61
第一節 研究發現-------------------------------------------------------------61
第二節 研究建議-------------------------------------------------------------62
第三節 研究限制-------------------------------------------------------------64
參考文獻---------------------------------------------------------------------65
附錄-------------------------------------------------------------------------66

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中文部分:
1.毛曉夫,來源國形象對顧客滿意度之影響- 以ELM 模式為理 論基礎,1997,國立政治大學國際貿易研究所碩士論文。
2.凌儀玲,「服務接觸中認知腳本之研究」,國立中山大學企業管理研究所博士論文,2000。
3.陳淑芳、劉沛伶、陳泰華編著/餐旅概論、文野出版社台中市,2002,p155、161
4.楊錦洲,2001,顧客服務創新價值-如何做好服務品質,台北:紅螞蟻圖書。
5.蔡伯勳,遊憩需求與滿意度分析之研究-以獅頭山風景遊憩區實例調查,國立台灣大學園藝研究所,1986。
6.蔡志建,依劇場理論探討西餐廳標準服務作業程序,國立高雄餐旅學院餐旅管理研究所碩士論文,2005。
7.滕以勇,「人員服務接觸與顧客反應間關係之研究-以眼鏡業為例」,國立中山大學企業管理研究所碩士論文,1997。
8.趙加頎,服務接觸要素對顧客價值、顧客滿意度與顧客忠誠度之影響-劇場理論之觀點,國立東華大學企業管理學系碩士論文,2009。
9.鄭雅芳,以消費體驗觀點探討劇場要素、產品要素對體驗價值、顧客滿意、顧客忠誠影響之研究-以生活百貨產業宜家家居(IKEA)為例,國立嘉義大學行銷與流通管理研究所碩士論文,2006。
10.蕭宇鈞,以劇場理論探討商業友誼對顧客滿意度、顧客忠誠度之影響-以台中市酒吧為例,大葉大學人力資源暨公共關係學系碩士論文,2005。
11.關復勇和楊亞琪,2003,餐飲服務連鎖業劇場要素與顧客抱怨行為間關係之研究,國立高雄第一科技大學行銷與流通管理系碩士論文。

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