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Please use this identifier to cite or link to this item: http://hdl.handle.net/11455/22139
標題: Using Consumer Complains and Service Blueprint to Improve Hotel Service Process - A case study
利用顧客抱怨及服務藍圖工具改善旅館服務流程之個案研究
作者: 王良根
Wang, Liang-Ken
關鍵字: Service science;服務科學;Consumer complains;Service blueprint;Hotel service processes;顧客抱怨;服務藍圖;旅館管理服務流程
出版社: 科技管理研究所
引用: Books: 1. Abe, T. (2005a), "The development of service science." The Japanese Economy, pp.55-74. 2. Armstrong, G., Kotler, P. (2000) Marketing, pp.153. 3. Day, Ralph L, Laird Landon. Toward a theory of customer complaining behavior[A]. Arch G. Woodside, Jagdish N. Sheth, Peter D. Benett, ed. Consumer and Industrail Buying Behavior[C], New Youk: Notrth-Holland, 1977. 426-437. 4. Flieβ, S., 2001, Die steuerung von kundenintegrationsprozessen, Effizienz in Dienstleistungsunternehmen, Gabler, Wiesbaden, pp.93-97. 5. Horn, P. The new discipline of services science. Business Week (Jan. 21, 2005). 6. Kingman-Brundage, J. (1989). The ABCs of service system blueprinting. Designing a Winning Service Strategy, American Marketing Association, Chicago, IL, 30-33. 7. Kingman-Brundage, J., (1992). Service mapping: gaining a concrete perspective on service system design. In: Proceedings of the Third Quality in Services Symposium, University of Karlstad, Sweden. 8. Kingman-Brundage, J. (1995). Service mapping: back to basics. Understanding Services Management, Oak Tree Press, Dublin. 9. Kotler, Philip( 1997). Marketing M anagement: Analysis, Planning, Implementatioann, and Control, 9th ed. Upper Saddle River, NJ: Prentice Hall. 10. J. Kingman-Brundage. (1989) The ABC's of Service System Blueprinting, in M. J. Bitner and L. A. Crosby, ed., Designing a Winning Service Strategy: American Marketing Association, pp. 30-33. 11. Laudon, J., & Laudon, K. (2006). Essentials of business information systems: Prentice-Hall, Inc. Upper Saddle River, NJ, USA. 12. Shostack, G. L., 1992, Understanding services through blueprinting, Advances in Services Marketing and Management, edited by Schwartz, T. A., Bowen, D. E. and Brown, S. W., JAI Press, Greenwich, CT, pp.75-90. 13. Zeithaml, V., Bitner, M., & Gremler, D. (1996). Services marketing: McGraw-Hill New York. 14. Zeithaml, V. A. and Berry, L. L., 2000, Service Marketing: Integrating Customer Focus across the Firm, McGraw-Hill, New York. 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Bitner, M. J., Ostrom, A. L., & Morgan, F. N. (2008). Service Blueprinting: A Practical Technique for Service Innovation. California Management Review, 50(3), 66-94. 8. Bitner, Mary Jo, Stephen W. Brown, and Matthew L. Meuter. 2000. "Technology Infusion in Service Encounters". Journal of the Academy of Marketing 28, 138-149. 9. Bitner, M., & Brown, S. (2008). The service imperative. Business Horizons, 51(1), 39-46. 10. Bitner, M.J., Booms, B.H., Mohr, L.A. (1994). “Critical service encounters: the employee's viewpoint”, Journal of Marketing, 58, 95-106. 11. Bullinger, H.-J., Fahnrich, K.-P., & Meiren, T. (2003). Service Eginnering-Methodical Development of New Service Products. International Journal of Production Economics, 85(3), 275-287. 12. Fliess, S., & Kleinaltenkamp, M. (2004). Blueprinting the service company - Managing service processes efficiently. [Article]. Journal of Business Research, 57(4), 392-404. 13. Goodwin, C. (1992). Consumer responses to service failures: influence of procedural and interactional fairness perceptions. Journal of Business Research, 25(2), 149. 14. Hidaka, K. (2006). Trends in services sciences in Japan and abroad. Quarterly review, 19(4), 39. 15. Hoffman, K. D., Scott, W. K., & Holly, M. R. (1995). Tracking service failures and employee recovery efforts. Journal of Services Marketing, 9(2), 49-61. 16. Jacoby, J. (1981). The sources, meaning, and validity of consumer complaint behavior: A psychological analysis. Journal of Retailing, 57(3), 4-24. 17. Jeffrey, G. B., Kirk, L. W., & James, H. B. (1995). The effects of customer service on consumer complaining behavior. Journal of Services Marketing, 9(4), 31-42. 18. Kelley, S. W., Hoffman, K. D., & Davis, M. A. (1993). A Typology of Retail Failures and Recoveries. Journal of Retailing, 69(4), 429. 19. Lovelock, C. (1983). Classifying services to gain strategic marketing insights. The Journal of Marketing, 47(3), 9-20. 20. Maglio, P. P., & Spohrer, J. (2008). Fundamentals of service science. [Article]. Journal of the Academy of Marketing Science, 36(1), 18-19. 21. Parasuraman, A., Zeithaml, V., & Berry, L. (1985). A conceptual model of service quality and its implications for future research. The Journal of Marketing, 49(4), 41-50. 22. Sanes, C. (1993). Complaints are hidden treasure. Journal for Quality and Participation, The, 78. 23. Shaw, G., Bailey, A., & Williams, A. (2011). Aspects of service-dominant logic and its implications for tourism management: Examples from the hotel industry. Tourism Management, 32(2), 207-214. 24. Shaw, G., Bailey, A., & Williams, A. (2011). Aspects of service-dominant logic and its implications for tourism management: Examples from the hotel industry. Tourism Management, 32(2), 207-214. 25. Shostack, G. (1982). How to design a service. European Journal of marketing, 16(1), 49-63. 26. Spohrer, J., & Maglio, P. (2008). The emergence of service science: Toward systematic service innovations to accelerate co-creation of value. Production and Operations Management, 17(3), 238-246. 27. Singh, J., & Wilkes, R. E. (1996). When Consumers Complain: A Path Analysis of the Key Antecedents of Consumer Complaint Response Estimates. Journal of the Academy of Marketing Science, 24(4), 350. 28. Singh, J., & Wilkes, R. E. (1996). When Consumers Complain: A Path Analysis of the Key Antecedents of Consumer Complaint Response Estimates. Journal of the Academy of Marketing Science, 24(4), 350. 29. Stefan, M. (2001). Analyzing service failures and recoveries: a process approach. International Journal of Service Industry Management, 12(1), 20-33. 30. Tax, S. S., Brown, S. W., & Chandrashekaran, M. (1998). Customer Evaluations of Service Complaint Experiences: Implications for Relationship Marketing. Journal of Marketing, 62(2), 60-76. 31. Vargo, S. L., & Lusch, R.F. (2004a). Evolving to a new dominant logic for markting. Journal of Marketing, 68, 1-17. 32. Barbara, R. L., & Pamela, M. (2004). Service failure and recovery: evidence from the hotel industry. International Journal of Contemporary Hospitality Management, 16(1), 6-17. 33. Barsky, J. D. (1992). Customer Satisfaction in the Hotel Industry. Journal of Hospitality & Tourism Research, 16(1), 51-73. 34. Haemoon, O. (1999). Service quality, customer satisfaction, and customer value: A holistic perspective. International Journal of Hospitality Management, 18(1), 67-82. 35. Jay, K., & Dwi, S. (2000). Customer loyalty in the hotel industry: the role of customer satisfaction and image. International Journal of Contemporary Hospitality Management, 12(6), 346-351. 36. Kandampully, J., & Suhartanto, D. (2003). The Role of Customer Satisfaction and Image in Gaining Customer Loyalty in the Hotel Industry. Journal of Hospitality & Leisure Marketing, 10(1-2), 3-25. 37. Yavas, U., Karatepe, O. M., Babakus, E., & Avci, T. (2004). 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摘要: 
本研究旨在探討由IBM所提出的服務科學（服務科學，管理與工程），自從這個概念產生後，企業不斷的推出新的科技與服務，最終的目的在於有效的幫助企業利用各種方式，去達成服務；Griffin & Hauser (1993)曾提到：服務最重要的就是重視客戶的聲音，若服務提供者的供給與顧客真正的需求，產生了資訊不對稱的問題，容易導致服務的失敗。因此，提供良好的服務流程，並且正確的獲取消費者需求之信息，對於企業來說非常之重要的。
過去服務科學領域的研究，主要是用在其他產業，而較少專注於旅館管理產業，旅館業是一運用了大量人力資源的產業，從服務科學的觀點來思考，有效管理及有系統性的管理對於旅館管理是迫切需要的。
本文的重要性在於使用客戶投訴的觀點來檢視旅館在的提供服務的過程中，由顧客面主動提出的問題，利用修正服務流程的方式，幫助旅館業者在較少資源的限制條件下，從服務著手，解決顧客抱怨，提高顧客滿意度有哪裡可以再發生顧客抱怨之前，預先在服務流程上作改善。
旅館產業是一顧客導向的產業，只有設身處地去了解顧客需求，才能確實的改善顧客抱怨，所以研究者以田野調查的方式，深入場域，親身體驗實地勘查並深入了解旅館的運作模式及完整的服務流程，以個案分析的方式呈現，結合服務科學和旅館管理，利用真實個案去佐證服務科學的重要性。
最後，本研究藉由深入討論整個旅館服務流程與顧客抱怨之間的相關性，考量當前情況，從服務科學的角度出發，提出客觀上的建議給予受訪個案公司。

The primary proposed of the study is to explore a concept by IBM, Service Sciences, Management and Engineering (SSME). This concept is created since that many companies continued to provide new technology and services, but they ignored what the consumers really need, and often overlooked the voices of customers. That's why it creates the asymmetric information problems of market demand and supply, and leads to service failure. So, providing a good service process and obtaining the consumer's information for all enterprises are important.
Past research on SSME mostly is used in other industries, and less focused on the hotel management industry. Hotel is a kind of industry using a large number of human resources. From SSME view, it is necessary for the industry to manage the hotel effectively and systematically.
Because of the (Sanes, 1993) proposed that “Customer feedback is available in many forms, and complaints are the most useful and meaningful source of information to improve customer satisfaction.”
The importance of this article is to use the viewpoint of customer complains, to review all of the hotel's service process and provide some suggestions for improving the service process before the customer complaints happen.
For knowing how to manage a hotel, we used the field study and join one in Taichung city for intensive investigation and try to present the case analysis by combining service science and hotel management.
URI: http://hdl.handle.net/11455/22139
其他識別: U0005-1801201218013000
Appears in Collections:科技管理研究所

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