就一家服務公司而言，重複性的顧客是非常重要的資產，而維持顧客重複惠顧最好的方法，是在每一次提供服務時能符合或超出顧客期望。但這是不容易的，就是最好的公司都無法避免服務失誤發生，雖然如此，並不表示一定會失去顧客，因為公司雖無法避免服務失誤的發生，卻可採取補救措施來彌補失誤，一個適當的補救措施，可以把不滿意即將失去的顧客轉變成再度惠顧的老顧客。
回顧國內對於國道客運市場行銷之相關研究，多由服務品質或滿意度之角度切入，甚少論及以服務失誤及服務補救對顧客影響的觀點，據此本研究以服務失誤和服務補救角度切入，來探討長途客運市場的服務失誤經過服務補救後顧客的反應。故本研究目的有：（1）探討顧客搭乘長途客運遭遇服務失誤時的顧客反應。
（2）探討不同的服務補救策略之下，服務失誤對顧客反應之影響。
本研究以客運業消費者為研究對象，共收集有效問卷445份，結果發現：
1.服務傳遞失誤、顧客需求失誤、員工行為失誤愈大，顧客愈不願意再度惠顧原有的公司。
2.服務傳遞失誤，顧客需求失誤、員工行為失誤時，公司採取實質補救策略比心理補救策略，對於提升顧客再惠顧原有公司並無顯著差異。

For a service company, repeated customers will be very important assets to the development of the company. The best way to ensure the repeated consumption is to offer the service which either meets the needs of the customers or exceeds the customers’ expectations. Unfortunately, it is not easy to put the idea into practice. Although it is unavoidable for the company which offers the best service to experience service failure now and then. As a result, the customer loyalty might be damaged by the fact of service failure. Even the best company may sometimes suffer from the service failure. It is a true that the customer loyalty may be damaged by service failure. But it does not mean that the company will lose the customers. The service company can resolve it through some recovery processes. Some of the measures of service recovery can be taken to make the angry and disappointed customers become the repeated customers.
After reviewing several researches on freeway bus marketing, we may find that most researches are discussed from the viewpoint of service quality or satisfaction. There are few researches on the points of service failure and service recovery. Because of this, the study would like to investigate customers’ responses after service recovery when the service failure happened on the long-distance bus market. There are two purposes of this study: (1) to investigate customers’ responses when they face service failure; (2) to investigate the effects of service failure and customers’ responses by different service recovery strategies.
The questionnaire data of this study are collected from the consumers of long-distance buses, and there are 445 effective questionnaires. The findings are as follows:
1. The bigger the failures such as service delivery, customers’ needs, and employee behaviors are, the fewer the customers tend to patronize again.
2. In terms of failures such as service delivery, customers’ needs, and employee behaviors, there are no significant differences between the tangible recovery strategies and the psychological ones offered by the companies to patronize again.

目 錄
頁次
目錄…………………………………………………………………………I
表目錄…………………………………………………………………III
圖目錄…………………………………………………………………IV
第一章 緒論…………………………………………………………………1
第一節 研究背景與問題………………………………………………1
第二節 研究動機………………………………………………………4
第三節 研究目的………………………………………………………6
第二章 文獻探討……………………………………………………………7
第一節 服務的定義與特性……………………………………………7
第二節 服務失誤………………………………………………………12
第三節 服務補救………………………………………………………20
第四節 顧客反應………………………………………………………29
第五節 服務失誤、服務補救與顧客反應之關係…………….……….35
第三章 研究方法……………………………………………………………38
第一節 觀念性架構………………………………………………38
第二節 研究假說……………………………………………………40
第三節 變數之操作性定義與衡量……………………………………41
第四節 抽樣設計……………………………………………………44
第五節 問卷設計………………..…………………………………46
第六節 資料分析方法……………………………………………51
第四章 實證結果與討論………………………………………………52
第一節 問卷回收概述…………………………………………………52
第二節 樣本結構…………………………………………………53
第三節 信度分析……………………………………….………………57
第四節 相關分析………………………………………………………59
第五節 研究假說之檢定………………………………………………61
第六節 驗證結果…………………………………………………….67
第五章 結論與建議…………………………………………………………69
第一節 研究結論……………………………………………….…69
第二節 管理意涵……………………….……………………………70
第三節 研究限制及後續建議………………………………..………71
參考文獻…………………………………………………………………...…75
附錄一 正式問卷…………………………….…………………..……….80
附錄二 合法國道客運公司及路線一覽表……………………….……...84
表 目 錄
頁次
表1-1 國道客運與相關大眾運輸工具比較表………………….………3
表2-1 服務失誤分類比較……………………………………….………16
表2-2 服務失誤研究………………………..……………………………18
表2-3 服務失誤分類(第一線員工的觀點)…….………………………19
表2-4 零售失誤和相對應的補救策略……………………………………27
表 3-1 問卷發放地點及數量……………………..………………………45
表 3-2 五家客運公司訪談服務失誤與補救措施彙總表………………48
表 3-3 問卷衡量項目……………………………………………………50
表 4-1 問卷發放與回收情形………………………………………………53
表 4-2 樣本的人口統計分布狀況…………………………………………55
表 4-3 前測信度衡量表……………………………………………………58
表 4-4 正式問卷信度衡量表………………………………………………58
表 4-5 Pearson相關分析 ………………………………………………..60
表 4-6 服務失誤採取實質策略和心理策略對再惠顧迴歸模型……...….65
表 4-7 服務失誤採取實質策略和心理策略對再惠顧變異數分析……....66
表 4-8 研究假說1驗證結果彙總表……………..………………………67
表 4-9 研究假說2驗證結果彙總表……………..………………………68
圖 目 錄
頁次
圖2-1 服務接觸衡量模式…………………………………………………13
圖2-2 服務失誤的來源與分類……………………………………………15
圖2-3 服務補救架構………………………………………………………22
圖2-4 服務業顧客轉換行為模型…………………………………………32
圖2-5 金融業顧客轉移因素………………………………………………33
圖3-1 觀念性架構……………………..…………………………………39

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