網際網路(internet)之興起，使得電子商務成為企業強化顧客關係的新媒介。過去企業採用之人員服務接觸(service encounters)方式，如今可透過網際網路之非人員接觸來完成服務。由於服務失誤的發生在所難免，而企業在服務失誤發生後若採取適當之服務補救(service recovery)措施，不僅能夠降低顧客不滿意，更可能使顧客再度購買。因此，本研究以實驗設計法來探討不同服務接觸型態之服務補救期望與服務補救後滿意度差異，並共同探討服務失誤歸因、服務補救程度及服務失誤嚴重度等干擾變數之干擾效果。
研究結果發現，在相同服務失誤(service failure)狀況下，人員接觸型態(face-to-face encounter)較網路接觸型態(internet encounter)有較高之服務補救期望，服務補救滿意度則較低。而本研究共同探討之干擾變數皆具有干擾效果。

The ubiquity of the Internet and the maturing E-Commerce solution promise a new paradigm in business/consumer communication. By utilizing the Internet platform, the service industry can now offer certain types of customer service without live interac-tions.
Since service failures are inevitable, the industry must take appropriate service re-covery actions to retain customers. When a service failure occurs, the adoption of an appropriate service recovery program will not only mitigate the customer’s'' dissatisfac-tion but also potentially stimulate another purchase.
This study, based on experimental design methods, probes the discrepancies, if any, of the service recovery expectation and satisfaction between online customer service solutions and live customer service representatives. This study also considers that the attribution of service failure, service recovery and service failure severity moderating effective.
The results of this research show that for the same service failure, face-to-face en-counters have higher service recovery expectation and lower service recovery satisfac-tion than person-to-machine encounter. All of the moderator variables are moderating effective.

內容目錄
中文摘要　．．．．．．．．．．．．．．．．．．．．． iii
英文摘要　．．．．．．．．．．．．．．．．．．．．． iv
誌謝辭　　．．．．．．．．．．．．．．．．．．．．． v
內容目錄　．．．．．．．．．．．．．．．．．．．．． vi
表目錄　　．．．．．．．．．．．．．．．．．．．．． viii
圖目錄　　．．．．．．．．．．．．．．．．．．．．． x
第一章　　緒論．．．．．．．．．．．．．．．．．．．．． 1
　　第一節　　研究背景．．．．．．．．．．．．．．． 1
　　第二節　　研究問題．．．．．．．．．．．．．．． 4
　　第三節　　研究目的．．．．．．．．．．．．．．． 7
第二章　　文獻探討．．．．．．．．．．．．．．．．． 9
　　第一節　　服務接觸．．．．．．．．．．．．．．． 9
　　第二節　　服務失誤．．．．．．．．．．．．．．． 20
　　第三節　　歸因理論．．．．．．．．．．．．．．． 32
　　第四節　　服務補救．．．．．．．．．．．．．．． 36
　　第五節　　顧客滿意度．．．．．．．．．．．．．．． 40
第三章　　研究方法．．．．．．．．．．．．．．．． 43
　　第一節　　研究架構．．．．．．．．．．．．．．．．． 43
　　第二節　　研究假設．．．．．．．．．．．．．．． 44
　　第三節　　變數定義與衡量．．．．．．．．．．．． 50
　　第四節　　研究設計．．．．．．．．．．．．．．． 54
　　第五節　　研究樣本及資料蒐集．．．．．．．．．． 58
　　第六節　　統計分析方析．．．．．．．．．．．．．．． 58
　　第七節　　信度與效度檢定．．．．．．．．．．．． 59
第四章　　資料分析與研究發現．．．．．．．．．．．． 62
　　第一節　　回收問卷樣本結構．．．．．．．．．．． 62
　　第二節　　服務接觸型態對服務補救期望與服務補
　　　　　　　救後滿意度關係之影響．．．．．．．．． 64
　　第三節　　服務失誤歸因對服務補救期望與服務補
　　　　　　　救後滿意度關係之影響．．．．．．．．． 68
　　第四節　　失誤嚴重程度對服務補救期望與服務補
　　　　　　　救後滿意度關係之影響．．．．．．．．． 70
　　第五節　　服務補救程度對服務補救期望與服務補
　　　　　　　救後滿意度關係之影響．．．．．．．．． 72
第五章　　研究結論．．．．．．．．．．．．．．．．． 74
　　第一節　　研究結論．．．．．．．．．．．．．．．．． 74
　　第二節　　研究貢獻．．．．．．．．．．．．．．． 76
　　第三節　　研究限制．．．．．．．．．．．．．．． 78
　　第四節　　後續研究建議．．．．．．．．．．．．． 79
參考文獻　．．．．．．．．．．．．．．．．．．．．． 80
附錄A　　研究問卷．．．．．．．．．．．．．．．．． 93
表目錄
表 2- 1 服務行銷系統中之有形元素及溝通成份．．．．． 12
表 2- 2 顧客抱怨型態與特質比較表．．．．．．．．．．． 31
表 3- 2 本研究之實驗組別一覽表．．．．．．．．．．．． 56
表 4- 1 受測者性別分怖情形．．．．．．．．．．．．． 62
表 4- 2 受測者年齡分怖情形．．．．．．．．．．．．． 63
表 4- 3 受測者職業分怖情形．．．．．．．．．．．．． 63
表 4- 4 受測者教育程度分怖情形．．．．．．．．．．． 64
表 4- 5 受測者年收入分怖情形．．．．．．．．．．．．． 64
表 4- 6 服務接觸型態相對服務補救期望之分佈情形．．．． 65
表 4- 7 服務接觸型態相對服務補救期望之卡方檢定．．．． 65
表 4- 8 服務補救期望相對服務補救後滿意度之分佈情形．． 66
表 4- 9 服務補救期望相對服務補救後滿意度之變異數分析 66
表 4- 10 服務接觸型態相對服務補救後滿意度之分佈情形．． 67
表 4- 11 服務接觸型態與服務補救期望相對服務補救後 68
滿意度之變異數分析．．．．．．．．．．．．．
表 4- 12 服務失誤控制性歸因相對服務補救期望之分佈情形 69
表 4- 13 服務失誤控制性歸因相對服務補救期望之卡方檢定 69
表 4- 14 服務失誤控制性歸因相對服務補救後滿意度之
分佈情形．．．．．．．．．．．．．．．．．． 70
表 4- 15 服務失誤控制性歸因與服務補救期望相對服務
補救後滿意度之變異數分析．．．．．．．．．．． 70
表 4- 16 服務失誤嚴重程度對服務補救期望之分佈情形．． 71
表 4- 17 服務失誤嚴重程度對服務補救期望之卡方檢定．． 71
表 4- 18 服務失誤嚴重程度對服務補救後滿意度之分佈情形 72
表 4- 19 服務失誤嚴重程度對服務補救期與對服務補救
後滿意度之變異數分析．．．．．．．．．．．．． 72
表 4- 20 服務補救程度對服務補救後滿意度之分佈情形．． 73
表 4- 21 服務補救程度對服務補救後滿意度之變異數分析．． 73
圖目錄
圖 2-1 服務藍圖．．．．．．．．．．．．．．．．．． 13
圖 2-2 服務接觸中互動行為及結果評估．．．．．．．．． 17
圖 2-3 服務接觸三階段滿意模式．．．．．．．．．．． 19
圖 2-4 服務接觸衡量模式．．．．．．．．．．．．．． 22
圖 2-5 服務接觸、提供者績效及服務滿意．．．．．．． 24
圖 2-6 零售業的服務失誤．．．．．．．．．．．．．．．．． 25
圖 2-7 顧客抱怨行為模型．．．．．．．．．．．．．．．．． 28
圖 2-8 顧客抱怨行為類別．．．．．．．．．．．．．．．．． 30
圖 3-1 本研究之研究架構圖．．．．．．．．．．．．．．．．． 44

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