休閒健身中心服務補救策略與顧客滿意之研究

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Title:	休閒健身中心服務補救策略與顧客滿意之研究
Other Titles:	THE STUDY OF THE STRATEGIES OF SERVICE RECOVERY AND CUSTOMER SATISFACTION IN THE HEALTH CENTER
Authors:	謝孟伶 Hsieh, Men-ling
Contributors:	管理科學研究所陳券彪 Chuan-biau Chen
Keywords:	顧客滿意度;服務補救;休閒健身中心;服務失誤 service recovery;service failure;health center;customer satisfaction
Date:	2007
Issue Date:	2015-08-07 14:54:29 (UTC+8)
Abstract:	由於休閒生活的品質逐漸受到消費者的重視，因此許多企業積極的投入休閒產業，在都市中休閒健身中心受到許多民眾的喜愛，休閒健身中心該如何提昇競爭力乃是管理者非常關注的問題。尤其在服務過程中，若無法滿足顧客的需求或有服務失誤時，往往會有顧客抱怨的行為發生，服務經營管理者究竟如何做服務補救，才能降低顧客不滿的情緒，進而創造顧客滿意，此乃也是本文主要探討的內容。為瞭解顧客對不同服務補救策略之偏好及服務補救策略對顧客滿意之影響，本文擬以台北市的休閒健身中心為研究範圍，並以休閒健身中心之會員為研究對象，透過問卷調查做實證性分析。經研究結果顯示：(1)不同年齡與平均月所得之會員對服務品質之認知有顯著性的差異性，(2)不同平均月所得者對服務滿意度有顯著差異存在，(3)大部分會員之健身中心會員對服務失誤較常採向企業抱怨之方式，(4)服務人員更正錯誤以及更正並補償乃是會員較重視的服務補救策略，(5)無論在服務人員態度不佳、環境衛生不好或設施不完善或故障的服務失誤情況下，「更正並補償」之服務補救策略最能使顧客提升其對公司之滿意度，而道歉之方式會員之接受度最低。(6) 在服務人員回答問題態度敷衍、申訴問題服務人員不予理會、設施不完善、環境衛生不好及政策不明確的服務失誤下，不同所得之會員對其道歉及更正錯誤之補救策略的看法有顯著差異。 (7) 服務補救策略與顧客對公司滿意度的提昇、再次購買意願與向朋友推薦等皆具有極顯著正相關存在。　　Owing to the increasing emphasis on the quality of leisure activities valued by the consumers, a lot of companies are entering into the recreation and leisure industry in a quick and active manner. Many people like to go to fitness centers in urban areas, thus managers of these organizations have shown great concerns about how to improve the competitiveness of their business. Especially in the service processing, if they cannot provide satisfactory services to their customers, or even perform badly, usually there will have lots of complaints. How can the managers in these service industries do in order to reduce the discontent, to retain those customers, and to improve customers' satisfaction, is a very important issue to related companies. It is also the main topic of this paper. In order to understand consumers' preferences about different service recovery or compensation strategies and the effects of those strategies on consumers' satisfaction, this research has focused on health centers in Taipei City and done the empirical analysis using questionnaires to the members of these health centers. The results have revealed that: (1) the members of different health clubs have different viewpoints of the service quality, (2) the members of different health clubs have different viewpoints of the service satisfied, (3) almost members respond their unsatisfactory services by complaining to the health centers. (4) Most members more concern the service recovery that service staffs can correct the mistake and make some compensation. (5)The best service recovery strategy is ＂Correcting Mistake and Making Some Compensation＂ that can encourage customer to increase her/his satisfaction, no matter what the service staffs' bad manner, bad environmental sanitation, low quality equipments and service's mistake, whereas the way of apology is the least acceptable by the members. (6) It has significant difference existed that the different income's members have different viewpoints to the take service recovery satisfaction of apology or correcting mistake in service failure which the employee replied the question manner is perfunctory, customer appealed the question but the employee does not give pays attention, low quality equipments, bad environmental sanitation and the policy is not clear. (7)It has significantly positive relative existed on all kinds recovery service strategies with the improving consumers' satisfaction, willingness to patronize again, and recommendation to their friends.
Appears in Collections:	[Department of Business Administration, Master/Ph.D Program in Management Sciences] Disserations and Theses(Master and Doctoral Program in Management Sciences)

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