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題名：顧客抱怨是天使的聲音？服務接觸中客訴案例之研究--以某連鎖加油站公司為例
書刊名：品質學報
作者：林正哲／凌儀玲 引用關係／賴其勛
作者(外文)：Lin, Jeng-jer／Ling, I-ling／Lai, Chi-shiun
出版日期：2015
卷期：22:6
頁次：頁537-558
主題關鍵詞：服務接觸；客訴；服務失誤；服務補救；Service encounter；Complaint；Service failure；Service recovery
原始連結：連回原系統網址new window
相關次數：
  • 被引用次數被引用次數:期刊(2) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:2
  • 共同引用共同引用:34
  • 點閱點閱:67
本研究以某連鎖加油站公司為研究個案，蒐集四年共8,711件客訴案例，透過關鍵事例分析法以瞭解顧客抱怨內容、公司處理時效，並歸納出個案企業常見服務補償方式。研究結果顯示，在客訴處理上，該公司在顧客提出抱怨之後，平均處理時間為22.2個工作天（約一個月），較棘手案例甚至耗時197.9個工作天（約一年）。在服務補救策略方面，該連鎖加油體系以「口惠不實惠」居多，也因此不滿補救措施或者不耐等候而再次客訴的案件達116件(1.3%)。實務意涵上，建議該企業強化正規性工作檢核外，建議初步以3年基礎資料得出的37小時的黃金客訴處理時效作為基準線，透過數字作管理可改善與顧客關係。更重要的是，掌握黃金補救時效，建議採用「足夠慷慨」的補償策略，事先規劃服務補救腳本並輔以完善的回饋機制，必能在兼具服務品質與利潤下，構築出貼心與感動顧客的服務體驗，化顧客的抱怨為天使的聲音。
Based on secondary data of 8,711 cases from a gas company, this research focuses on analyzing consumers’ satisfaction/dissatisfaction after service. The results indicate that it takes 22.2 working days on average to deal with consumers’ complaints. However, the results show that it can take up to 197.9 working days to response to the service complaint. Further, the service encounter with the highest dissatisfaction is “response to unreasonably slow service,” which accounts for 16.65%. According to the service recovery, the finding indicates that an oral apology is the most frequent strategy used after consumer complaints (57.3%). In response to the findings, this research recommends that the gas company pay more attention to controlling recovery time as well as developing service recovery scripts.
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圖書
1.周逸衡、凌儀玲、劉宜芬、Lovelock, Christopher H.、Wirtz, Jochen(2012)。服務業行銷。華泰。  延伸查詢new window
圖書論文
1.Day, Ralph L.(1980)。Research Perspectives on Consumer Complaining Behavior。Theoretical Developments in Marketing。Chicago：American Marketing Association。  new window
 
 
 
 
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