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.
