臺灣博碩士論文加值系統

未來企業成功的元素是以服務為主軸，再加上企業各個利基元素。如何降低對顧客的服務疏失及發生疏失時的歷程補救，是未來投入服務業菁英們需學習的重要一門課。
從Bitner（1990）提出服務評量模式,至今學者研究方法仍以關鍵事件法（Critical Incidents Technique,CIT）為主要的研究方法。隨著社會的變化,人們的思惟不斷變化,尤以零售服務業變化甚快,而服務疏失不再是單方面對服務端的探討,慢慢發現服務端與顧客端有著密切的連動關係,現今關鍵事件法（Critical Incidents Technique,CIT）是可以有系統說明因果關係,但總是為結果論,無法顯現顧客端與服務端的互動歷程,對於還原事實的真相,仍是存在不客觀因素,本研究以質性研究、探索性研究為研究工具,研究方法以Bitner（1994）提出之關鍵事件法（Critical Incidents Technique,CIT）及張景旭（2006）提出之主觀順序事件技術(Subjective Sequential Incidents Technique,SSIT)。
綜合本研究範圍零售業,主要研究發現有五個模型
1.促銷壓力模型
2.爭議式模型
3.分工造成誤會模型
4.意外事件管理不當模型
5.違反服務倫理模型。
關鍵字：服務接觸，服務疏失，服務補救，關鍵事件法

Except many constructive elemental benefits of the enterprise itself, the services provided by the enterprise is becoming the most important factor for the success of the enterprise in the future.
How to reduce the deficiency of service to customer and how to compensate and rectify such deficiency or failure is also becoming the most important lesson of the people who are going to participate the service affairs.
From the evaluation method of service presented by Bitner(1990),the Critical Incidents Technique(CIT) is still the main method of the scholar studies. The multiplicity of the society is changing with time ,and it also affect the thoughts of the people that make the service mode more complicated and change very quickly especially in the field of retail business.
Study about deficiency or failure of service cannot only make focus on the side of service provider, the correlation of the provider aspect and the customer portion is getting more important .The Critical Incidents Technique(CIT) can explain the “cause and effect relation” systematically, but it just explain the result at all. It cannot present the interactive process of the customer side and the service part. It also cannot review the real facts happened.
My research is based on the methods of Critical Incidents Technique Bitner(1994) and Subjective Sequential Incidents Technique Chin-Hsu Chang(2006) to focus on the quality study and explorative study.
There are five types of differentiation related to the cause of deficiency of the service in my study( as following ).
1. The press production type during sale promotion.
2. The controversy type.
3. The misunderstanding type caused by division of labour.
4. The accidental type caused by ill monitoring.
5. The type which is against the service ethics.
Key Words : Service encounters, Service failures, Service recovery, Critical Incidents Technique

封面內頁
簽名頁
授權書 iii
中文摘要 iv
英文摘要 v
誌謝 vii
目錄 ix
圖目錄 xi
表目錄 xii

第一章　緒論
第一節 研究背景 1
第二節 研究動機 3
第三節 研究目的 5
第二章　文獻探討
第一節 服務接觸 6
第二節 服務疏失 9
第三節 服務補救 ..13
第四節 關鍵事件技術法 ..19
第五節 主觀順序事件技術分析法 ..22
第三章　研究方法
第一節 研究工具 25
第二節 研究流程 29
第三節 研究設計 32
第四節 資料整理與分析 34
第四章　關鍵事件技術分析與檢討
第一節 文字量分析 37
第二節 服務疏失訊息量分析 38
第三節 研究困擾分析 39
第四節 因應對策分析 40
第五節 建議 41
第五章　歷程結構分析
第一節 促銷壓力模式 43
第二節 爭議模式 47
第三節 分工造成誤會模式 53
第四節 意外事件管理不當模式 57
第五節 違反服務倫理模式 60
第六章　結論 64
參考文獻 65







圖目錄

圖2.1服務藍圖 8
圖2.2劇場理論組成元素 9
圖2.3服務品質模式 17
圖2.4服務補救的架構 18
圖3.1研究流程圖 31
圖5.1促銷壓力的歷程補救模型 47
圖5.2爭議的歷程補救模型 53
圖5.3分工造成誤會的歷程補救模型 57
圖5.4意料外事件的歷程補救模型 60
圖5.5違反服務倫理的歷程補救模型 63












表目錄

表1.1台灣產業結構及就業結構 2
表1.2 85-94年零售服務業營業額變動概況標題 3
表2.1國外內學者服務疏失相關文獻彙總 10
表2.2 Bitner服務失誤之分類 12
表2.3國外學者服務補救相關文獻彙總 14
表3.1關鍵事件技術法研究配對個案分析表 32
表3.2主觀順序事件技術研究情節分析表 32
表3.3受訪者基本資料 34
表3.4 B評判員配對表 35
表4.1關鍵事件法問卷及訪談文字量比較表 37
表4.2關鍵事件法訊息量分析表 38
表4.3關鍵事件法研究困擾比較表 40
表4.4研究困擾解決對策分析表 41
表5.1促銷壓力模式分析表 45
表5.2爭議模式分析表 49
表5.3分工造成誤會模式分析表 54
表5.4意外事件管理不當模式分析表 58
表5.5違反服務倫理模式分析表 61

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