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題 名 | 服務業應如何符合顧客需求--以速食業者為例=How the Service Industry Meets Customers' Needs-Take an Fast Food Industry as the Example |
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作 者 | 劉明盛; 蔡玲玲; 梁振邦; | 書刊名 | 遠東學報 |
卷 期 | 23:1 民95.03 |
頁 次 | 頁43-58 |
分類號 | 489.1 |
關鍵詞 | 服務品質; 速食業; Service quality; Fast food industry; |
語 文 | 中文(Chinese) |
中文摘要 | 服務業成長已成為台灣經濟發展之重要來源,更是台灣邁入先進國家之主要 動力;而服務業經營之競爭激烈,又面臨顧客行銷時代之來臨,因此消費者 需求倍受重視,服務提供者均應提供更完整與良好的服務品質,以因應多元 化的顧客需求;因此服務業者應了解顧客的需求、傾聽顧客的心聲,據此找 出提升服務品質的因素,減少服務失誤的發生機率,建立良好的企業形象與 品牌形象,使企業得以順利成長。本研究以嘉南地區速食業者為對象,採隨 機採樣,使用實地訪談方式,訪談了8家業者,針對業者改善服務品質的做法 進行訪談,歸納出速食業者改善服務品質的做法。 根據研究結果發現,速食業要改善服務品質應做到下列各項: (一)、企業應被動化為主動,在服務失誤發生前,應主動關心顧客、主動 鼓勵顧客抱怨,在服務失誤發生後,應主動聆聽顧客抱怨、主動說明 失誤原因。 (二)、積極改善顧客抱怨,給予適當服務補救。 (三)、任用良好服務態度之人員,做好服務人員教育訓練。 (四)、降低服務失誤之重複發生率。 |
英文摘要 | The growth of the service industry has become an important source of the economic development in Taiwan. Moreover, it facilitates this country stepping into an advanced country. Nevertheless, the management of service not only has to face the intense competition but also the various ways of promotion. What the customers’ real needs therefore becomes an emphasized issue. All service industry has to provide complete and better service quality in order to meet the diversified needs. Therefore, service industry should first understand customer's demands and listen attentively to customer's aspiration so that they can figure out the ways to promote the service quality as well as reduce the faults. Then the good enterprise or brand reputation will be consequently established. This research has interviewed eight companies in the view of improving the service quality and inducing some ways of promotion their service quality. The findings reveal that the fast food restaurant had better make the following changes. (1) The enterprise should change their passive positions into active positions. They should encourage their customers making suggestions and listen carefully to their complaints before the faults happen. They should initiatively explain the reasons or factors if some errors occur. (2) Positively improve and make up the faults which their customers complain about. (3) Always emphasize the good service attitude. The enterprise should provide good education and training to their employees. (4) Reduces the rate of the redundant service faults. |
本系統中英文摘要資訊取自各篇刊載內容。