CAJ | 학술논문

服务经济时代，越来越多的顾客开始参与到多阶段化的服务活动中，服务质量管理需要区分新老顾客阶段感知服务质量的波动差异。本文旨在探讨单次服务过程中，面对同样变化幅度的传递服务质量，新顾客和老顾客感知服务质量波动的差异情况。在构建一个三阶段服务质量更新模型基础上，本文以酒店服务为模拟情境，设计了一个三阶段服务过程的行为实验进行分析。研究结果显示，新顾客感知服务质量的变化更容易受到传递服务质量变化的影响，老顾客则更多受到先前消费经验的左右；不同阶段感知服务质量共同影响总体服务质量，尤其是最后阶段感知服务质量的影响更为突出。服务企业应针对不同的顾客群体采取相应的服务质量管理策略。
복무경제시대，월래월다적고객개시삼여도다계단화적복무활동중，복무질량관리수요구분신로고객계단감지복무질량적파동차이。본문지재탐토단차복무과정중，면대동양변화폭도적전체복무질량，신고객화로고객감지복무질량파동적차이정황。재구건일개삼계단복무질량경신모형기출상，본문이주점복무위모의정경，설계료일개삼계단복무과정적행위실험진행분석。연구결과현시，신고객감지복무질량적변화경용역수도전체복무질량변화적영향，로고객칙경다수도선전소비경험적좌우；불동계단감지복무질량공동영향총체복무질량，우기시최후계단감지복무질량적영향경위돌출。복무기업응침대불동적고객군체채취상응적복무질량관리책략。
In service era, more and more service products are providing, service enterprises should be facing novice customers and experienced customers in every moment. As service quality is updating in a single service counter including different stages, service managers should understand updating difference between novice customers and experienced customers. According to previous research, customers form their perceived service quality depending on service expectation and delivery service quality. The goal of this study is to investigate difference of perceived service quality fluctuation between the two groups while in the same delivery service quality condition. After proposing an updating model of service quality that includes three stages in a service encounter, the study designs a behavior experiment in scene of hotel. 540 juniors who take part in the experiment are divided into nine groups. Each group is arranged at different situations. After experiencing three stages hotel service, all the participants finish the questionnaires including evaluating perceived service quality. Then the study employs one factor analysis of variance, repeated measurement design analysis of variance and linear regression analysis method in SPSS to analysis the data yield from above mentioned experiment. The analysis gets some interesting conclusions： in a single service encounter, perceived service quality updates because of changing of delivery service quality; novice customers updates their perceived service quality sensitively to changing of delivery service quality; experienced customers＇ perceived service quality is more influenced by their previous experience; overall service quality of single service encounter is function of different stages perceived service quality, especially, the last stage perceived service quality is most important. Service providers should propose different management tacit when facing different groups of customers. Facing service failure, service provider should get service recovery more timely to novice customers than to experienced customers. To attract novice customers, service providers should propose objective but no exaggerating information. For holding experienced customers, service providers should deploy resource to keep them away from great service failure.