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研究生： 鍾政翰
Jenq-hann Chung
論文名稱： 引發糾紛之團體套裝旅遊服務失誤風險的研究
AN INVESTIGATION OF THE RISK OF GROUP PACKAGE TOUR SERVICE FAILURES THAT RESULT IN THIRD-PARTY COMPLAINTS
指導教授： 張東生
Dong-Shang Chang
口試委員:
學位類別： 博士
Doctor
系所名稱： 管理學院 - 企業管理學系
Department of Business Administration
畢業學年度： 100
語文別： 英文
論文頁數： 86
中文關鍵詞： 旅遊糾紛 、失效模式與效應分析 、資料包絡分析法 、服務失誤 、團體套裝旅遊 、以差額為基礎的測量模型
外文關鍵詞： Service failure, DEA SBM, FMEA, group package tour, third-party complaints
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    • 觀光產業是本世紀的明星產業，世界各國莫不戮力於發展觀光。然而，隨著出國旅遊人次增加，卻也衍生出許多旅遊糾紛與服務品質的問題。台灣人出國旅遊的主要型態是團體套裝旅遊(group package tour, GPT)，但GPT客戶對於旅遊業、餐廳旅館的服務滿意度是下降中的。當旅客對於服務有最高程度的不滿意、且企業又未能適度化解時，會導致旅遊糾紛。糾紛通常來自於嚴重的服務失誤(service failure)。為了降低、甚至消除服務失誤，並保護企業的長期利益，在服務業中，曾利用「失效模式與效應分析」(failure mode and effects analysis, FMEA)以找出主要、潛在的服務失誤模式，便於採取預防(或校正)的行動。在觀光的文獻中，關於GPT服務失誤導致旅遊糾紛之風險的研究，相對少見。本研究的主要目的，係評估台灣人出國團體套裝旅遊中，引發糾紛之服務失誤的風險。這可分為四方面：(1)發展GPT的FMEA服務失誤模式，(2)提出風險指標(也就是在FMEA中的嚴重度(S)、頻率度(O)，和偵測度(D)，後文將有詳細定義)改善的目標，(3)根據服務失誤模式分群結果，提出資源分配的建議，(4)提出一個糾紛的整合性觀念模型，以便了解糾紛的發生原因與其管理意涵。

    Third-party complaints of service failures are a higher-order action of customers. Complaints reaching this level are usually indicative of service failures in the marketing relationship, outcome of ineffective complaint management systems and lack of customer responsiveness. For reducing or even eliminating these complaints and protecting long-term profits, the failure mode and effect analysis (FMEA) can be employed to identify the major potential risk and to take preventive actions in the service design stage. There is little information in tourism literatures on third-party complaints of group package tour (GPT). The main purpose of this study is to evaluate the risk of critical potential service failure modes that result in third-party complaints for Taiwanese outbound GPT. Therefore, the aims of this study are fourfold: (1) to identify the service failure modes of GPT and evaluate the risk prioritization of these modes by two approaches; (2) to present quantitative corrective information for the risk indices (namely, severity (S), occurrence (O), and detection (D) in FMEA. They will be defined later ) that will help to reduce the failure likelihood; (3) to propose a suggestion of resource allocations based on the clustering of the total failure modes; and (4) to propose an integrated conceptual model of third-party customer complaints to understand the causes and implications of third-party complaints.

    Abstract in Chinese…………………………………………………………………. i Abstract in English…………………………………………………………………. ii List of figures………………………………………………………………………. vi List of tables……………………………………………………………………….. vii Nomenclature………………………………………………………………………. viii Chapter 1 Introduction………………………..………………………………… 1 1.1 Background and motivation…………………………………………………... 1 1.2 Objectives…..………………………………………………………………… 4 1.3 Significance of the study…………………………………..………………….. 4 1.4 Organization of dissertation……………………………..……………………. 5 Chapter 2 Literature Review…………………………………………………... 6 2.1 Service failures, consumer complaint behavior , service recovery …………. 6 2.2 Third-party complaints………………………………………………………. 7 2.3 The GPT and major travel third party in Taiwan: the Travel Quality Assurance Association……………………………………………………….. 9 2.4 Risk evaluation of service failures……………………………………………. 13 2.5 Failure mode and effects analysis…………………………………………….. 14 2.6 Data envelopment analysis……………………………………………………. 15 2.7 The zone of tolerance..……..……………………………………………......... 16 2.8 Service blueprint……………………………………………………………… 17 2.9 Learning from failures………………………………………………………... 19 2.10 Bucket theory of marketing…………………………………………………. 19 Chapter 3 Research Methods…………………………………………………… 22 3.1 FMEA process…………………………..…………..………………………… 23 3.2 A questionnaire survey for data collection……………………………………. 23 3.3 Two approaches to evaluate the risks of failures modes……………………… 25 3.3.1 Apply DEA to enhance assessment capability of FMEA………..………… 28 3.3.2 The first approach………………………………………………………..…. 28 3.3.3 The necessity and essentiality of the second approach…….……………….. 30 3.3.4 The second approach……………………….……………………………….. 31 Chapter 4 Research Results……….……………………………………………. 34 4.1 Identification of failure modes……………………………………………….. 34 4.1.1 A pilot test………………………………………………………………….. 35 4.1.2 The results of surveyed data ............…………………………………..……. 35 4.2 Risk evaluation of GPT service failure modes by the first approach………... 36 4.2.1 Results and managerial implications…..……………………………………. 36 4.2.2 The top five high-risk failure modes……………………………………….. 43 4.2.3 The advantages of combining DEA and FMEA……………………………. 45 4.2.4 A suggestion of resource allocations……………………………………….. 45 4.2.5 Summary……………………………………………………………………. 47 4.3 Risk evaluation of GPT service failure modes by the second approach……... 47 4.3.1 Results and managerial implications…..……………………………………. 47 4.4 Summary and a comparison between the two approaches……………………. 53 Chapter 5 An Integrated Conceptual Model of Third-party Complaints…… 56 5.1 Customer complaint actions following service failures…...………………….. 56 5.2 The necessity and essentiality of a new conceptual model of third-party complaints.…………………………………………………………………… 59 5.3 A proposed integrated conceptual model…………………………………….. 60 5.4 Application and value of the proposed conceptual model….………………… 63 Chapter 6 Conclusions………………………………………………………….. 65 6.1 Research findings…………………………………………………………….. 65 6.2 Managerial implications……………………………………………………… 67 6.3 Limitations of this study and recommendations for future research…………. 69 References………………………………………………………………………….. 71 Appendix 1 The necessity and essentiality of the proposed approach— being illustrated and demonstrated by an existing case…………………… 76 Appendix 2…………………………………………………………………………. 84 Appendix 3…………………………………………………………………………. 85 Appendix 4…………………………………………………………………………. 86

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