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会员制俱乐部会员抱怨原因之研究

阅读量:02021-12-03作者:陈子洋来源:企业管理学类
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研究生: 陈子洋
研究生(外文): Tzu-Yang Chen
论文名称: 会员制俱乐部会员抱怨原因之研究
论文名称(外文): A Study on Causes Leading to Member Complaints at the Membership Club
指导教授: 杨明青杨明青引用关係、赵芝良赵芝良引用关係
指导教授(外文): Ming-Ching, Yang, Ph.D.、Chih-Liang, Chao, Ph.D.
学位类别: 硕士
校院名称: 静宜大学
系所名称: 管理硕士在职专班
学门: 商业及管理学门
学类: 企业管理学类
论文种类: 学术论文
论文出版年: 2009
毕业学年度: 97
语文别: 中文
论文页数: 100
中文关键词: 以客为尊、重大事件技术法、会员保留、会员抱怨、俱乐部
外文关键词: customer-first、C.I.T (Critical Incident Technique)、club、membership retention、member complaint


本研究目的为分析会员制俱乐部会员抱怨原因之实证。本文为提供经营者未来发展所需的服务优势及会员保留之参考。本研究以定性之重大事件技术法(访谈)收集会员制俱乐部会员抱怨案例,探讨会员抱怨之原因;共218份样本,取自台中某国际观光旅馆附属俱乐部,为民国96年10月起至98年4月之间发生的实际案例。研究结果指出:(1)会员抱怨的原因:单一原因的比例佔78%高于佔22%的多重原因;(2)设备及设施的品质为会员抱怨最主要的原因,佔45%;次要的原因为服务人员的疏忽,佔24%。因此,设备及设施的品质以及服务人员为会员抱怨的两大主因;(3)由案例次数分析得知,会员抱怨后,服务人员有进行补救,会员最后的反应为满意以上(包括满意和非常满意)的比例为62.3%。以上分析发现,俱乐部最重要的服务理念为“以客为尊”──包含正视会员的抱怨以及满足会员的需求,也就是提供“会员满意的服务”。本研究另有三项对于俱乐部实务操作的主要发现:(1)服务人员的“专业知识”会影响服务品质,也是影响补救服务的重要因素;(2)会员满意度高则会员保留的意愿愈高;(3)俱乐部设备及设施的品质是俱乐部会员保留动机最关键的因素。最后,本研究在俱乐部的抱怨事件个案访谈过程中发现,会员保留动机的因素排列为品质、服务、商誉,最后为价格。因此提供高品质的设备及设施和规划完善的会员服务流程,将可降低会员抱怨,并增加经营“会员保留”的效果。
关键字:俱乐部、会员抱怨、会员保留、重大事件技术法、以客为尊


The purpose of this study was to analyze the reasons for the membership club complaint cases. The contribution of this paper is to provide the needs for the service strengths of the development in the future and the references of membership retention for managers.The study utilizes the C.I.T. (Critical Incident Technique) interview for collecting the membership club complaint cases and discussing member complaints. There were 218 samples which were taken from a membership club of a five-star tourism hotel in Taichung from October 2007 to April 2009. The results of study indicate that: (1) The causes for member complaint: a singular cause shares 78% that outweighs multiple causes which shares 22%. (2) The leading cause for member complaints which occupies 45% are on the quality of equipment and facilities; the second cause which occupies 24% is the ignorance of service staff. Therefore the quality of equipment and facilities and the service staff are the two major causes. (3) An analysis on the frequency of occurrences indicates that after members complained, service staff compensated and then the members’ ultimate responses were above satisfaction at 62.3% (includes satisfied and very satisfied). The above analyses signified that the primary service principle is “ customer-first” that includes taking members’ complaints seriously and meeting the members’ needs. In other words that also means to provide members a satisfactory service.This study also demonstrates three main findings of the clubs’ practical operation: (1) The “professional knowledge” of service staff directly reflects the quality of service, and it is also an important factor to influence the compensable service. (2)An increase in member satisfaction leads to a greater number of membership retention. (3) The quality of equipment and facilities in the club is the critical element to retain for membership retention.In conclusion, during the interview of club complaint cases, the rank of factor in motivation of membership retention is quality, service, business reputation and price. Therefore providing equipment and facilities of a high quality and planning an exceptional service flow path can diminish members’ complaints and enhance the effect of membership retention.
Key words: club, member complaint, membership retention, C.I.T (Critical Incident Technique), customer-first


谢志 I
中文摘要 II
英文摘要 III
目录 IV
表目录 VI
图目录 VII
第一章 绪论 1
第一节 研究背景与动机 1
第二节 研究目的 3
第三节 研究对象与范围 4
第四节 研究限制 5
第二章 文献探讨 6
第一节 服务的定义与特性 6
第二节 顾客抱怨原因与行为的探讨 9
第三节 服务接触之失误与补救 18
第四节 国际观光旅馆与会员制俱乐部 33
第三章 研究方法 40
第一节 研究架构 40
第二节 研究方法 42
第三节 重大事件技术法 43
第四节 研究个案背景说明 45
第五节 会员客诉事件处理纪录表 47
第四章 资料分析与结果 50
第一节 俱乐部会员抱怨类型之分析 50
第二节 会员抱怨不同原因彼此间关係之分析 57
第三节 会员抱怨服务与设施失误之补救问题分析 63
第四节 俱乐部经营会员保留之建议 67
第五章 讨论与结论 73
第一节 讨论 73
第二节 结论 79
参考文献 82
壹、 中文部份 82
贰、 西文部份 85
附录-1 S健康俱乐部入会价目表 91
附录-2 S健康俱乐部会员使用意见书 92
附录-3 S健康俱乐部事件处理记录表 93
附录-4 会员案例纪录编码表 95
附录-5 案例次数分析表 97


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