服務失誤、服務補救、顧客滿意度及再購意願之關聯性-台灣及越南餐飲業之比較。

Tunghai University Institutional Repository > 管理學院 > 企業管理學系所 > 碩士論文 > Item 310901/28547

Please use this identifier to cite or link to this item: http://140.128.103.80:8080/handle/310901/28547

Title:	服務失誤、服務補救、顧客滿意度及再購意願之關聯性-台灣及越南餐飲業之比較。
Other Titles:	An Examination on the Relationship among Service Failure, Service Recovery, Customer Satisfaction and Repurchase Intention - A comparison of Taiwanese and Vietnamese Foodservice.
Authors:	李世貞 LY, THE TRINH
Contributors:	吳祉芸;莊旻潔 WU, CHIH-YUN;CHUANG, MIN-CHIEH 企業管理學系碩士班
Keywords:	服務失誤;服務補救;顧客滿意度;再購意願 Service failure;Service recovery;Customer Satisfaction;Repurchase Intention
Date:	2016
Issue Date:	2016-10-20T08:05:58Z (UTC)
Abstract:	餐飲消費者對於服務品質的要求日益增加，但服務品質會隨著不同的人事時地物而改變，尤其消費者對服務水準及品質的感受不一致，容易造成誤解，所以在服務接觸過程中，服務失誤產生是無可避免的。本研究以台灣與越南餐飲業的服務失誤以及服務補救為主題，並研究補救後的顧客滿意度差異。以消費過程中曾經遭受服務失誤的消費者為對象，蒐集近一年來（2015年5月至2016年5月）在台灣或越南餐廳消費遇到且印象最深刻的一次消費經驗，探討兩國餐飲業之「服務失誤」，及其所採取的「服務補救」如何影響「補救後的滿意度」與「再購意願」，並比較文化差異。本研究以線上問卷調查方式進行資料蒐集，再使用統計軟體SPSS作為分析工具。結果發現：1.「服務失誤」與「顧客滿意度」之間呈負相關；2.「顧客滿意度」與「顧客再購意願」呈正相關；3.不同「服務失誤」發生之後，不同的「服務補救」對「顧客滿意度」有不同效果。此外，越南餐飲業最常發生「服務失誤」之類別為「服務緩慢或未獲得服務」，而台灣餐飲業近一年來最常發生「服務失誤」之類別為「服務緩慢或未獲得服務」。本研究結果可以讓兩國餐飲業者作為營運上的參考依據，以加強注意及降低服務失誤發生率，並且慎重自我檢討、改善和建立健全的預防措施，化解服務失誤所造成不滿，增進顧客滿意度，強化再購意願及維持業者長期獲利。 Restaurant customer demand on service quality increase daily, but the service quality changes with different people, situation, time, location and things. Especially, the customer have different perceptions about service level and quality, Which causes easily the mistake, Therefore, in the process of service encounter, service failure is often difficult to avoidin real business situations. With the topic of failure service and service recovery, this study examined difference of post-recovery satisfaction between Taiwanese and Vietnamese catering industry. This study’s research objects are restaurant customer, who have suffered a service failure and have the most impressive of a consumer experience in Taiwan and Vietnam, during the period from May 2015 to May 2016. This study explores service failure and service recovery of these two countries catering industries how to influence on post-recovery satisfaction and repurchase intention and compare cultural difference between these two countries.This study data was collected via online questionnaire survey and SPSS statistical software was used for analysis tools. The main findings were as follows: (1) Failure service was negatively correlated with customer satisfaction. (2) Customer satisfaction was significantly positively correlated with repurchase intention. (3) After occurring different service failure situation, under different service recovery effects, having different effects of customer satisfaction. Besides, Slow service or not be serviced are the frequently occurring service failure types in Vietnamese and Taiwanese catering industries.These findings can serve as a reference values for two countries’s restaurant manager in executives and administrators in the catering industry, in order to pay more attention to failure service, reduce the rate of occurring service failure; being carefully reviewing, improving, establishing and perfect prevention method; reducing or recovering the customer’s loss caused by the service failure; enhancing customer satisfaction; strengthen customers' repurchase intentions and maintain the firm’s long term profits.
Appears in Collections:	[企業管理學系所] 碩士論文

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