有意還是無心？台灣觀光飯店業顧客不當行為成因之研究

Intentional or Careless? The Causes of Customer Misbehaviors in the Hospitality Industry in Taiwan

顧客不當行為是當今服務業面臨的一大挑戰，瞭解前因爾後方可對症下藥。因過去關於不當行為之研究較少以顧客層面切入，故本研究選擇自顧客角度切入，以服務接觸三要素，區分為個人層面：對服務不滿、消費前之負向心情；員工層面：服務人員表現，組織層面：服務場景等三大構面探討顧客不當行為之成因。本研究以問卷蒐集樣本後採結構方程模式進行資料驗證。研究結果顯示顧客本身對服務不滿、消費前之負向心情、服務人員表現及組織的內部、氣氛與社會環境皆會影響顧客不當行為的產生，並以此為本提出個別的管理意涵與研究方向供未來研究者參酌。 Addressing customer misbehaviors fundamentally and timely has become a significantchallenge faced by industries. Little research has taken customers as their analytical focus. The research was hence conducted to present the causes of customermisbehaviors by focusing on customers and drawing upon the literature of serviceencounter with dimensions of individual dissatisfaction with service and antecedentnegative moods, service scape, and service personnel. The data was collected by usingquestionnaire and examined with SEM. The results appeared that the three dimensionshave the effect on the causes of customer misbehaviors simultaneously, which indicatedmanagerial implication of each dimension and made a contribution to future work.

Addressing customer misbehaviors fundamentally and timely has become a significantchallenge faced by industries. Little research has taken customers as their analytical focus. The research was hence conducted to present the causes of customermisbehaviors by focusing on customers and drawing upon the literature of serviceencounter with dimensions of individual dissatisfaction with service and antecedentnegative moods, service scape, and service personnel. The data was collected by usingquestionnaire and examined with SEM. The results appeared that the three dimensionshave the effect on the causes of customer misbehaviors simultaneously, which indicatedmanagerial implication of each dimension and made a contribution to future work.