服務缺失,補救措施與顧客滿意之研究--以台北市百貨公司為例

Abstract

本研究之目的乃是探討服務業在服務接觸過程中所發生的服務缺失, 提供服務者所採行的各種補救措施,以及消費者對業者的補救與整體服務 是否感到滿意.本研究以太平洋崇光忠孝店,新光三越站前店,新光三越南 西店及大葉高島屋等四家百貨公司的消費者為研究對象,問卷調查則是以 當面指導問答的方式進行. 百貨公司的服務缺失可分為服務傳送過程 中的缺失,回應顧客個別需求的缺失及員工態度與行為上的缺失三大類,其 中以第三大類缺失最常發生.在所有的服務缺失中,將近八成並沒有得到任 何的補救,因而造成顧客的滿意程度偏低.另外,百貨公司的補救措施可歸 納為八種,其中以 " 道歉 " 及 " 承諾改善 " 最常被採用,但顧客滿意程 度最高的補救措施則是 " 立刻改正錯誤 " ,其次則為 " 承諾改善 " . 本研究結果顯示,顧客服務除了必須以顧客需求為導向之外,員工訓練與授 權也是非常重要的一環;有了高素質的員工,顧客遇到的問題才能得到適當 且滿意的補救.另外,透過提供高品質的服務來培養顧客的認同感與忠誠度 也是不可或缺的. The purpose of this study is to find the relationship between service failures, recoveries, and customer satisfaction during service encounters.We developed a questionnaire and conducted a survey to the customers of four major department stores in Taipei. Service failures in department stores can be caused by service delivery systems, response to customers' needs, and the behavior and attitude of employees. Nearly 80% of these service failures do not receive any response in terms of service recoveries, so the degrees of customer satisfaction are jeopardized. There are eight different recovery actions taken by department stores. Among them, "apology" and "correction promise" are most frequently used, but customers are most satisfied by "correction immediately" and "correction promise." Service failures are inevitable during service encounters. This study shows that appropriate recovery efforts can greatly improve customer satisfaction in service industries. Therefore, customer-oriented service systems design and employees' training and authorization are very important competitive weapons for service management, and can thus secure the customers' loyalty.