臺灣博碩士論文加值系統

現今消費者意識的抬頭，企業必須重新檢視他們與消費者間的關係，對於行動通訊產業而言，顧客滿意度正是永續經營的關鍵。由於在企業服務傳遞的過程中，服務失誤實難避免，若不採取適當的補救措施，將使顧客嚴重不滿，因此，服務失誤後的補救措施就顯得益形重要，有效的服務補救將可以留住原先對服務不滿的顧客。本研究旨在瞭解行動電話業的服務失誤類型、服務補救的策略、顧客滿意與顧客忠誠度關係。本研究問卷採兩階段設計，第一階段採開放性問卷，研究對象為有遭遇行動電話業者「特定服務失誤與服務補救經驗」之個人行動電話使用者，目的在於蒐集行動電話服務失誤與補救類型；第二階段研究針對象為個人行動電話使用者發放問卷。由此導引出本研究之目的如下：
（一）瞭解行動電話業者的服務失誤種類之項目
（二）調查行動電話業者對服務失誤所做的補救措施
（三）探討服務失誤、服務補救、顧客滿意與顧客忠誠度之關係
研究結果發現：1.服務失誤對顧客忠誠度有負面影響，但可藉由服務補救與提高整體顧客滿意來減少影響的程度；2.服務失誤不會影響整體顧客滿意，但服務補救對整體顧客滿意會產生正面的影響；3.服務補救與整體顧客滿意皆會對顧客忠誠度產生正面的影響。

Consumers become more and caring about their rights and interests and companies have to review the relationship between consumers and themselves. It is important to retain customer satisfaction in mobile phone services. The service failure is unavoidable in a service delivery process. Service provider’s should through affective service recovery and communication to reduce the negative effect of service failure to customer. It positions service recoveries as an important strategic tool in retaining customers.
From this, goal of this research as follows three aims : 1.To understand into critical service failure events in mobile phone industry. 2. To investigate into critical service recovery events in mobile phone industry. 3. To examine the relationships among service failure, service recovery, customer satisfaction and customer loyalty.
The results are as follows : 1. Service failure will cause negative influence on customer loyalty , but companies can reduce the effect by service recovery and increase customer satisfaction. 2. Service failure will not influence on customer satisfaction, but service recovery has positive influence. 3. Service recovery and customer satisfaction positive influence on customer loyalty.

目錄
摘 要 I
英文摘要 II
目錄 IV
表目錄 VI
圖目錄 VIII
第一章 緒論 1
第一節 研究動機與背景 1
第二節 研究目的 2
第三節 研究範圍與研究對象 4
第四節 研究流程 5
第二章 文獻探討 6
第一節 服務失誤 6
第二節 服務補救 16
第三節 整體顧客滿意 25
第四節 顧客忠誠度 29
第三章 研究方法 38
第一節 本研究觀念性架構 38
第二節 研究假設 40
第三節 變數的操作型定義與衡量 42
第四節 問卷設計 47
第五節 研究對象與抽樣設計 49
第六節 資料分析方法 51
第七節 信度與效度檢定 52
第四章 資料分析與研究發現 55
第一節 樣本之基本資料分析 55
第二節 敘述性統計分析 59
第三節 各構面因素及信度分析 63
第四節 相關分析 67
第五節 變異數分析 67
第六節 迴歸分析 71
第七節 各構面之LISREL模式分析 75
第五章 結論與建議 81
第一節 結論 81
第二節 管理的意涵 84
第三節 研究之建議 85
第四節 研究限制 87
參考文獻 88
一、中文部分 88
二、英文部分 90
附錄一 正式問卷 101

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