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研究生:戴楷睿
研究生(外文):TAI, KAI-RUEI
論文名稱:八風吹不動?旅館處理線上評論的態度與方式
論文名稱(外文):Not even eight winds can move: Hotel's attitudes and ways of handling online comments
指導教授:李力昌李力昌引用關係
指導教授(外文):LEE, LI-CHANG
口試委員:李力昌劉修祥顏克典
口試委員(外文):LEE, LI-CHANGLIU, HSIOU-HSIANGYEN,KE-TIEN
口試日期:2017-07-05
學位類別:碩士
校院名稱:國立高雄應用科技大學
系所名稱:觀光與餐旅管理研究所
學門:民生學門
學類:觀光休閒學類
論文種類:學術論文
論文出版年:2017
畢業學年度:105
語文別:中文
論文頁數:73
中文關鍵詞:線上評論旅館顧客關係管理抱怨處理
外文關鍵詞:Online ReviewsHotel Customer Relationship ManagementComplain Handling
相關次數:
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隨著近年網路普及和科技發展,網路對消費者的日常生活扮演了重要角色。在旅遊預訂飯店時,有更多的消費者會透過網路平台上發表意見及看法。消費者會觀看線上評論,以作為購買的依據,凸顯線上評論對消費者的重要。然而,對於旅館業者而言,該如何把握良機,與顧客維持良好的關係,以掌握線上評論所帶來的機會。因此,本研究探討線上評論對於旅館所帶來的影響與衝擊,並試圖了解旅館業內部對於線上評論處理的相關流程和看法,以及顧客抱怨時的處理做法。
本研究透過半結構式深度訪談10位具評論回覆經驗的旅館人員,了解旅館員工對於線上評論的態度與做法。
研究探討的目的為以下四點:(一)了解旅館對於線上評論回應時機、管道、層級、流程、面向、策略及具備要素。(二)探討旅館對於不同客群所考量之因素及旅客對於線上負面評論的抱怨。(三)探討旅館人員面臨投訴時的情緒感受及旅館如何協助其處理顧客抱怨。(四)說明旅館業對於處理線上評論的看法以及如何因應處理與補救。研究結果期待能給後續旅館業者對於線上評論的態度與處理方式參考和改善。

In recent years due to the popularity of internet and technology development, Internet plays an important role of daily life to consumer. When booking a hotel on the journey, there are more consumers express their comments and opinions on online platform. Consumers will read online comments to purchase decision-making. Highlights the importance of online reviews on consumers. However, in the hotel industry, how to seize the opportunity and remain on good terms with customers about online reviews. Therefore, this study will discuss the impact of online reviews on hotels. To understand the process and view of online reviews and handle customer complaints in the hotel industry.

In this study, using semi-structured in-depth interviews with 10 hotel employees, we examine the hotel employees who have experience in response to online reviews. To understand hotel's employees attitudes and ways of handling online reviews.

There are four purposes of this study: (1) to understand the hotel’s online reviews response for frequency、pathways、hierarchies、procedures、instructions、strategies and elements;(2) to discuss the hotel toward different factor for customers consideration and customers complain about the online negative reviews;(3) to examine when face the feelings of complaints for the hotel employees and how does the hotel help employees assisting with serious customers complaints;(4) to explain the hotel industry for dealing with online reviews opinions and how to handle and recovery. We hope the research results could offer follow-up hotel industry toward attitude and treatment online reviews on reference and improvement.

摘要 i
Abstract ii
誌謝 iii
目錄 iv
表目錄 vi
圖目錄 vii
一、緒論 1
1.1研究背景與動機 1
1.2研究目的 3
1.3研究流程 4
二、文獻探討 5
2.1線上評論 5
2.1.1線上評論定義 5
2.1.2負面評論 6
2.2旅館顧客關係管理 6
2.2.1顧客關係管理定義 6
2.2.2顧客關係管理發展 8
2.3抱怨處理 8
2.3.1抱怨定義 8
2.3.2抱怨的分類 9
2.3.3顧客抱怨行為的影響因素 11
2.3.4顧客抱怨處理 12
三、 研究方法與設計 14
3.1研究方法 14
3.2資料蒐集方法 14
3.3訪談大綱與問題 15
3.4訪談對象 16
3.5資料分析 17
四、 研究結果與分析 18
4.1誰處理—誰在乎? 18
4.1.1關心時機 18
4.1.2回應的管道與層級 19
4.1.3回覆流程與面向 23
4.1.4回覆策略 26
4.1.5回應要素 28
4.2處理客人—良藥苦口? 30
4.2.1不同客群的因應考量 30
4.2.2線上負面評論的牢騷 34
4.3處理員工—建言或是來亂的? 38
4.3.1員工情緒感受 38
4.3.2對象處理 40
4.4處理事情—虛心接收或虛應故事? 42
4.4.1線上評論的影響 42
4.4.2負面評論的補救與回應 44
4.4.3不合理的線上評論 48
4.4.4評論人員位階的影響 49
五、結論與建議 51
5.1研究結論 51
(一)誰處理-線上評論之回應時機、管道、層級、流程、面向、策略及具備要素 51
(二)處理客人-不同客群的考量因素及線上負面評論的抱怨 52
(三)處理員工-面臨投訴情緒感受及旅館處理方式 52
(四)處理事情-線上評論的看法及處理 53
5.2研究限制 55
5.3建議 55
參考文獻 56
一、 中文文獻 56
二、 英文文獻 57
附錄一 訪談大綱 61

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