| Summary: | 碩士 === 國立高雄餐旅大學 === 餐旅管理研究所 === 99 === "Over-service" is the service which is provided to exceed customers’ expectations but is resulted in bringing negative effects on customers. From the researches of Kano’s two-dimensional quality model and the instances of Service failure, the “over-service” phenomena exist in the service industry, however, the concepts of the good quality service which is based on achieving or exceeding customers’ expectations are prevalent in the Academia, but the Academia neglects that the "over-service" also influences on the quality. Focus group interviewing is used to collect the data of over-service phenomena in food and beverage industry in this study. Six groups of consumers, a total of 37, were interviewed. The results come out with 6 types of over-service phenomena, "keeping a close watch," "keeping on talking," "pretending to be familiar ", "flattery and toady," "attracting other’s attention," "deciding and acting on their own".
Finally, based on the findings, this study is going to suggest that while the industry is implementing "over-service" management, the educations for employees to have empathy to meet customers’ different expectations are also needed.
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