| Summary: | 碩士 === 朝陽科技大學 === 休閒事業管理系碩士班 === 90 === At the time when the difference between products is reduced increasingly for the significant change on economic structure and fiercer competition, the key for the success of enterprises lies in the level of technology, and furthermore, is directed by service. However, no matter how good the service could be, with high-quality service passing procedures, there is no guarantee that people who take charge of the operation will never make any mistake. When there is any failure in the service, what follow are complaints FROM customers, then, how to master the cause for service lapse and handle the service remedy properly, to turn unsatisfied customers to life-long customers, becomes the specially important issue.
Studies on service failure in the past mostly were done FROM the angle of customers and concentrated on the general “enterprises”, but seldom any on service failure with different industry nature. Based on the special nature of international tourist hotel, where service failure is usually a subjective judgment by customers, if only studying by quantitative method, results achieved are lack of deep meanings. Furthermore, service failure may happen at any service encounter point between customers and staff, if only discussing FROM the angle of customers but neglecting staff, the conclusions reached cannot SHOW completely factors that have influence on service failure, with insufficient objectivity. This study plans to use critical incidents technique (C.I.T.) of qualitative research, take international tourist hotels for example, to collect viewpoints and cases about service failure by the frontline service staff, aided with in-depth interview of experts to ANALYZE and find out structure of key factors and independency among each factor structure, further establish complete factors hierarchy structure. Experts questionnaire about key factors that affect service lapse in international tourist hotels is designed, and the weight of each factor is calculated by analytic hierarchy process (AHP), to find out these key factors, and the research results are as follows:
I.C.I.T. of qualitative research is used for discussion, to SHOW the special characteristics of international tourist hotel, and its service failure category is different FROM ordinary service industry, with 6 major categories, 16 service fault key influence factors being concluded, other than “service passing system failure”, “staff reaction towards customer requirement”, “staff’s personal behavior”, “problem customer behavior”, “physical facilities” and “product quality or product value” should also be included. Among them, there are as high as 102 cases being service lapse caused by the hotel or hotel staff, at 91.07% in interview cases. The top 6 major reasons for occurrence frequency of service failure key influence, in order, they are bad quality or product defect, service slowness or forgetting to provide service, equipments or facilities malfunction, not value for money, staff’s insufficient knowledge or skills, negative response FROM staff are all FROM hotel staff, at the frequency of 29 cases, at 25.90% in interview cases.
II.Based on analysis of AHP, among the 6 major categories of service failure, the weight of “staff response for customer requirement” is the largest, secondly, “personal behavior of staff” and “service passing system fault” , and “problem customer behavior” is the lowest . Among these 16 key factors that affect service failure, the top 6 are “not arranging according to customers’ special requirement”, the highest, secondly, “negative response FROM staff”, “no respect to work or holding arrogant attitude”, “bad quality or product defect”, “awkward situation brought by staff”, “service slowness or forgetting to provide service”, and “seizing on an incident to exaggerate matters” is at the bottom of 16 factors, as the lowest. Professional managers generally think that the market structure of international tourist hotels has a relatively bias towards service value market, that is, service value has already exceeded commodity quality, and customers pay more attention to service satisfaction than commodity satisfaction. That is, the key for a successfully managed enterprise is not commodities or sales ability, but whether customers’ requirement can be satisfied, and service provided can exceed customers’ expectation.
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