服務品質是飯店業競爭的核心關鍵所在，消費者面臨服務失誤或不滿意時，業者若不能及時有效加以補救，可能會造成顧客的嚴重流失。本研究以顧客服務補救為研究主題，並以劍湖山王子度假飯店為實證分析對象。利用SPSS10版分析資料以及線性結構方程式來了解各變數之間的相互影響，研究結果顯示:1.當失誤越嚴重時顧客心中所期望補救更高，服務失誤類型及顧客心中最期望被業者所補救的失誤類型，主要為飯店的服務人員態度不佳，其次為房間品質不佳和餐飲品質不佳。2.顧客心中最希望的補救方式是心理層面補救包括立即更正缺失以及業者重視其問題；其次是以實質上補救如提供當次消費折扣；將心理及實質補救同時進行其效果更佳。3.失誤類型與補救方式對補救效果沒有明顯差異。4.失誤嚴重程度對期望補救及顧客滿意度直接影響效果5.期望補救對滿意度及補救程度有直接影響效果。6.補救程度對忠誠度沒有直接影響效果，但可以透過滿意度對忠誠度有所影響。本研究根據研究結果研擬相關建議，提供飯店業者參考，朝向更高的顧客滿意度目標進。 The service quality is the core key of the hotel industry competition . The consumers will face service failure or un-satisfaction, if the hotel manager can not effectively and immediately perform the service recovery. This possibly makes a serious loss of customers . The objective of this research is to investigate the customer service recovery and take Janfusun Prince Hotel as a case study. The linear structure equation and SPSS10 are used to analyze the material and to understand the relationship between various variables and the mutual influence. The results showed: 1.When the service failure is serious, the customer expects a higher service recovery. The most frequently happened service failure types are: the bad service attitude of the hotel personnel, the bad room quality, and the bad meals. 2. The customers’ most wanted recovery is the psychological demand (i.e., immediately correct the failure and the hotel manager pays attention to the complain); And the next is a substantial recovery (i.e., provides expense discount). If the psychology and the substantial recoveries can be proceeded simultaneous, the effect is better. 3. There is no significant relationship between the customers’ satisfaction and the failure type (and tits recovery way). 4. The failure’s serious degree has direct influence on the recovery expectation and the customers’ satisfaction. 5. The recovery expectation has direct influence on the customers’ satisfaction. 6. The recovery degree has no significant effects to customers’ loyalty, but the loyalty can be increased through satisfaction. The research results can be set as the hotel managers’ guideline for providing a better service and management strategy.
