臺灣博碩士論文加值系統

摘 要
過去許多學者的研究顯示，保留舊顧客可以爲企業帶來許多利益，但要與顧客維持關係最首要的基本條件就是減少服務失誤，再加上科技進步使得虛擬通路蓬勃發展，但是過去服務失誤的文獻大多針對實體通路為研究對象，因此了解虛擬通路的服務失誤變成為一項非常重要的課題。本研究主要以服務金三角的觀點為基礎發展一概念性模型，透過顧客對電視購物的報怨資料來探討虛擬通路的服務失誤、責任歸屬與服務缺口分布狀況。
本研究以重要事件法為研究方法，針對消費者在網站討論區中抱怨東森得易購公司的服務失誤經驗，總計蒐集了175個案例，共312個服務失誤事件，再對這些資料進行內容分析，透過CIT法加以分類，按照電視購物的服務流程將失誤事件、失誤責任歸屬與服務缺口加以分類，並進一步探討了失誤事件的發生順序。
所有資料今過分析與分類後，顯示「顧客服務問題」是最常見的失物種類，而「簽約廠商」是在整體服務過程中引起最多失誤，也是最易引起多重失誤事件的角色，另外以缺口模型來檢驗服務失誤事件，會發現「服務品質規範」與「服務傳遞」之間的缺口(Gap3)，是最容易發生失誤的服務缺口。因此電視購物業者甚至是虛擬通路業者，將可藉由此研究了解該產業的服務失誤議題，並藉此避免及預防服務失誤帶來的負面影響。

Abstract
There was many studies demonstrated that keeping old customers could bring a lot of benefits for enterprises. The basic condition of maintain customer relationship is to reduce service failures. But the majority failure studies in service focused on traditional channel, so it’s a very important issue to understand the service failures on virtual channel. The study base on service triangle to develop a conceptive model, and go through the customer complaining data to explore the condition of service failures, responsibility and service gaps on virtual channel.
The study uses Critical Incident Technique(CIT) to be the methodology, researcher collect 175 cases, include 312 service failure incidents, and then uses CIT according service process of TV shopping to classify service failure, responsibility, service gaps and the order of service failures.
The results of study shows that “customer service problem” is the most familiar service failure, and “signing factories” cause the most failures and multiple failure incident. Researcher use Gap model to examine service failure incidents in addition, discovering the gap between “Translation of perceptions into service-quality specifications” and “Service delivery”(Gap3) is the most familiar service gap. The virtual channel enterprise can use the study to understand the service failure issue of TV shopping industry and avoid the negative effect bring by service failures.

第壹章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第三節 研究流程 3
第貳章 文獻探討 4
第一節 服務的定義與特性 4
第二節 服務接觸與服務失誤 7
第三節 顧客抱怨行為 20
第四節 代理理論 24
第五節 交易成本 27
第三章 研究方法 31
第一節 概念性架構 31
第二節 重要事件法 33
第三節 資料收集與資料分析步驟 35
第四節 信度分析 37
第四章 研究結果分析 38
第一節 服務失誤分類 38
第二節 服務失誤責任歸屬 48
第三節 電視購物產業服務缺口 60
第五章 結論 66
第一節 研究結論與討論 66
第二節 管理意涵 72
第三節 研究限制與後續研究建議 74
參 考 文 獻 76
附錄一 失誤分類定義 85
附錄二 責任歸屬定義 88

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二、中文部分
1.吳至良，2004，服務補救、公平知覺，與抱怨處理後行為之探索性研究-以東森得易購為例，國立成功大學，碩士論文。
2.凌儀玲，2005，“服務補救二次滿意之研究”，管理學報，22(4)，pp.449-465。
3.彭若青，2003，“電視購物引爆媒體通路戰”，管理雜誌， 347期， pp.48-50。
4.黃吉村、渥頓、李奇勳、劉宗其，2004，“服務失誤之補償效果：跨文化服務接觸的檢視”，管理評論，23(2)，pp.23-52。
5.劉宗其、李奇勳、黃吉村、渥頓，2001，“服務失誤類型、補償措施與再惠顧率之探索性研究－以CIT法應用於餐飲業為例”，管理評論，20，pp.65-97。
6.劉家妙，2006，“電子購物業景氣動態報告”，台灣經濟研究院產經資料庫。