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Author: 塔麗
Sharypova, Nataliia
Thesis Title: 服務失誤分析：以台灣某一家語言學院為例
An analysis of service failures: using a language institute in Taiwan as an example
Advisor: 沈永正
Shen, Yung-Cheng
Degree: 碩士
Master
Department: 管理研究所
Graduate Institute of Management
Thesis Publication Year: 2020
Academic Year: 108
Language: 英文
Number of pages: 52
Keywords (in English): service failure, gaps model, customer journey, service blueprint, Mandarin Training Center
DOI URL: http://doi.org/10.6345/NTNU202000928
Thesis Type: Academic thesis/ dissertation
Reference times: Clicks: 202  Downloads: 10 
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    • Front desk service at educational institutions is poorly explored, therefore researcher wanted to work on this topic and adjust the information about educational spheres. This study analyzes service failures at MTC and investigates how to reach service recovery. To answer this question, the author conducted observation at Chinese language center and observed 147 cases. The data was reviewed in accordance with service blueprint, customer’s journey, SERVQUAL and gaps model, and it was found out, that mostly MTC faces Design and standard and Performance gaps. The results obtained from observation form showed the existence of several critical service failures: promptness of responding student’s question, long queue, shifting responsibilities among the employees and relevance of front desk’s answers. It is advised to follow 5 steps to improve its service quality at MTC: provide standardized guidelines for each employee in the office, arrange training for employees, set additional clear signage in the office, consider rewarding system by using customer satisfaction devices and make some rearrangements with employees’ responsibilities and office space.

    Acknowledgments ii Abstract iii List of Tables vi List of Figures vii Chapter 1 Introduction 1 1.1 Research Motivation 1 1.2 Research Objectives and Questions 2 1.3 Research Scope and Limitations 2 Chapter 2 Literature Review 4 2.1 Three Ps 4 2.2 Gaps Model 4 2.2.1 Listening gap 5 2.2.2 Design and standards gap 5 2.2.3 Performance gap 6 2.2.4 Communication gap 7 2.2.5 Customer gap 8 2.3 SERVQUAL 8 2.4 Service encounter 8 2.4.1 Pre-core service encounter 9 2.4.2 Core service encounter 10 2.4.3 Post-core service encounter 10 2.5 Service failure and recovery 11 Chapter 3 Research Methodology 12 3.1 Research Concept 12 3.2 Research methods and steps 12 3.2.1 Service blueprint 12 3.2.2 Service failure types 15 3.2.3 Observation form 16 3.2.4 Hypotheses 16 3.2.5 Interpreting results 18 Chapter 4 Results 19 4.1 Testing hypotheses 19 4.2 Eliciting service failures 36 4.3 Solving service failures 39 4.3.1 Promptness 39 4.3.2 Queue 39 4.3.3 Shifting responsibilities 40 4.3.4 Relevance 40 4.3.5 Others 40 Chapter 5 Conclusion 42 5.1 Summary 42 5.2 Recommendations 43 References 44 Appendix 1 46 Appendix 2 47 Appendix 3 50 Appendix 4 52

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