簡易檢索 / 詳目顯示

回結果列表
研究生： 塔麗
Sharypova, Nataliia
論文名稱： 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
指導教授： 沈永正
Shen, Yung-Cheng
學位類別： 碩士
Master
系所名稱： 管理研究所
Graduate Institute of Management
論文出版年： 2020
畢業學年度： 108
語文別： 英文
論文頁數： 52
英文關鍵詞： service failure, gaps model, customer journey, service blueprint, Mandarin Training Center
DOI URL： http://doi.org/10.6345/NTNU202000928
論文種類： 學術論文
相關次數： 點閱：152  下載：10 
分享至:
查詢本校圖書館目錄 查詢臺灣博碩士論文知識加值系統 勘誤回報

    • 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

    Flanagan , P., & Horowitz, L. R. (2000). Exploring new service models: Can consolidating public service points improve response to customer needs? The Journal of Academic Librarianship, 329-338. doi:10.1016/s0099-1333(00)00139-7
    Kotler, P. (1997). Marketing Management: Analysis, Planning, Implementation, and Control (9th ed.). Upper Saddle River: Prentice Hall.
    Module 15: Customer Service Strategies. The Gap Model of Service Quality. (n.d.). Retrieved from Lumen Learning: https://courses.lumenlearning.com/wmopen-retailmanagement/chapter/the-gap-model-of-service-quality/
    Nextiva. (2019). Customer service statisctics. Retrieved from Nextiva: https://www.nextiva.com/blog/customer-service-statistics.html
    Parasuraman, A. P., Zeithaml, V. A., & Berry, L. L. (1985). A Conceptual Model of Service Quality and its Implication for Future Research (SERVQUAL). Journal of Marketing, 41-50.
    Paul, J., & Sahadev, S. (2016). Service failure and problems: Internal marketing solutions for facing the future. Journal of Reatiling and Consumer Services, 304-311. doi:10.1016/j.jretconser.2016.08.007
    Spencer, H., & Mortensen, K. (2014). Moving into interaction---Social practices for initiating encounters at a help desk. Journal of Pragmatics, 46-67.
    Sridhar, S., & Srinivasan, R. (2012). Social influence effects in online product ratings. Journal of Marketing, 70-88.
    Sua, Y., & Teng, W. (2018). Contemplating museums’ service failure: Extracting the service quality. Tourism Management, 214-222.
    The Customer Service Gap Model. (n.d.). Retrieved from Brainmates : https://brainmates.com.au/brainrants/the-customer-service-gap-model/
    The Editors of Encyclopaedia Britannica. (2020). Service industry. Retrieved from Encyclopaedia Britannica: https://www.britannica.com/topic/service-industry
    Voorhees, C. M., Fombelle, P. W., Gregoire, Y., Bone, S., Gustafsson, A., Sousa, R., & Walkowiak, T. (2017). Service encounters, experiences and the customer journey: Defining the field and a call to expand our lens. Journal of Busines Research, 269-280.
    Walton, A., & Hume, M. (2012). Examining Public Hospital Service Failure: The Influence of Service Failure Type, Service Expectations, and Attribution on Consumer Response. Journal of Nonprofit & Public Sector Marketing, 202-221. doi:10.1080/10495142.2012.705179
    Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2010). Service Marketing Strategy. Wiley International Encyclopedia of Marketing: Marketing Strategy, 1, 208-218.
    Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2012). Services Marketing (6th ed.). London: McGraw-Hill Education.

    下載圖示
    QR CODE