臺灣博碩士論文加值系統

服務在傳遞的過程中，服務失誤的發生經常是無可避免的，而本研究所欲探討的內容，主要是當服務失誤產生之後，廠商為因應所採取之服務補救措施，對於顧客滿意與品牌權益之影響。
本研究以大學生為實驗對象，以百貨零售業作為實證之對象，由相關文獻做參考，設計在三種不同的服務失誤情況及三種不同程度之服務補救措施下，共九種不同之情境，然後探討消費者在顧客滿意與品牌權益上的評價。本研究使用的統計分析方法包括有單因子變異數分析與迴歸分析，以檢定本研究之研究假設。
從研究結果發現發生服務失誤後，廠商採取不同的服務補救措施，對消費者在顧客滿意的評價上，會有顯著的差異，而且採取較佳的服務補救，會比不做任何補救，在顧客滿意方面有更高的評價；但是，發生服務失誤後，廠商採取不同的服務補救措施，對消費者在品牌權益的評價上，並無顯著的差異。
在發生找錯錢的情況時，廠商採取不同的服務補救措施，對消費者在顧客滿意的評價上，會有顯著的差異，且顧客滿意在廠商採取較佳的服務補救措施下，會比不做任何補救時的評價更高。研究結果亦發現顧客滿意對品牌權益具有極顯著的影響。
因此，注重顧客滿意度之廠商，應在發生服務失誤後，採取適當之服務補救措施，以挽回顧客滿意，進而提升公司之品牌權益。

Service failures occur avoidlessly in a service delivery process and service recov-ery might be adopted to response to the affair. Therefore, this research primarily dis-cusses the effects of the service recovery upon the customer satisfaction and brand eq-uity.
This research targets on college students and retail department stores. Referenced with some relevant literatures, nine distinct situations are concluded upon three different kinds of service failures against three different degrees of service recoveries. Then this research explores customer’s appraises on the customer satisfaction and brand equity. Statistic analysis of one-way ANOVA and regression are used to test the hypotheses of this research.
According to the test result, service recoveries have obvious positive effects on customer satisfaction. Customers will have higher satisfaction if firms have some re-sponses regarding service failures than if they do nothing to the failures. Also, this re-search discovers that customer satisfaction has noticeable effect on brand equity. However, the service recovery a firm adopts to compensate for a service failure will have no effect on the brand equity.
Thus, a firm who pay more attention to customer satisfaction should take appropri-ate actions of service recovery against a service failure. At first, the firm increases their customer satisfaction., but they enhance the brand equity of the corporation at last.

中文摘要　．．．．．．．．．．．．．．．．．．．．． iii
英文摘要　．．．．．．．．．．．．．．．．．．．．． iv
誌謝辭　　．．．．．．．．．．．．．．．．．．．．． vi
內容目錄　．．．．．．．．．．．．．．．．．．．．． vii
表目錄　　．．．．．．．．．．．．．．．．．．．．． ix
圖目錄　　．．．．．．．．．．．．．．．．．．．．． xii
第一章　　緒論．．．．．．．．．．．．．．．．．．． 1
　　第一節　　前言．．．．．．．．．．．．．．．．． 1
　　第二節　　研究問題．．．．．．．．．．．．．．． 3
第三節 研究目的．．．．．．．．．．．．．．． 4
註 釋 ．．．．．．．．．．．．．．．．．．． 5
第二章　　文獻探討．．．．．．．．．．．．．．．．． 6
　　第一節　　服務補救之相關文獻．．．．．．．．．． 6
　　第二節　　顧客滿意度之相關文獻．．．．．．．．． 10
　　第三節 品牌權益之相關文獻．．．．．．．．．． 23
第三章　　研究方法．．．．．．．．．．．．．．．．． 40
　　第一節　　研究架構．．．．．．．．．．．．．．． 40
第二節 研究假設．．．．．．．．．．．．．．． 41
第三節 研究變數的操作型定義與衡量．．．．．． 42
第四節 實驗設計．．．．．．．．．．．．．．． 44
第五節 抽樣設計與資料蒐集．．．．．．．．．． 46
第六節 資料分析方法．．．．．．．．．．．．． 47
第七節 問卷效度與信度分析．．．．．．．．．． 48
第四章 研究結果．．．．．．．．．．．．．．．．． 50
第一節 服務補救與顧客滿意、品牌權益之關係．． 50
第二節 不同失誤情況服務補救與顧客滿意、品牌權
益之關係．．．．．．．．．．．．．．． 52
第三節 顧客滿意與品牌權益之關係．．．．．．． 56
第五章 研究結論與建議．．．．．．．．．．．．．． 60
第一節 研究結論．．．．．．．．．．．．．．． 60
第二節 研究建議．．．．．．．．．．．．．．． 63
第三節 研究限制．．．．．．．．．．．．．．． 65
參考文獻　．．．．．．．．．．．．．．．．．．．．． 67
附錄A 政策失誤的問卷．．．．．．．．．．．．．． 79
附錄B 找錯錢的問卷．．．．．．．．．．．．．．．85
附錄C 產品具有瑕疵的問卷．．．．．．．．．．．．91

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