研究曾顯示企業平均每年流失10%的顧客，更驚訝的是企業只有5~20%的機率能贏得新顧客，卻有20~40%的機會能挽回離開的顧客，然而產學界長久以來竟然忽視對找回流失顧客的研究。本研究從服務補救觀點，探討顧客對企業回應服務疏失的情感反應，以及其他廠商因素與市場競爭因素，如何影響顧客的恢復關係意願。
本研究的實證部份是以問卷作為調查工具，採人員訪問法完成262份有效問卷，本研究以LISREL8.70統計軟體進行線性結構方程模式分析，同時以SPSS12.0統計軟體檢定負面情感的中介效果。分析結果發現：(1)顧客對無服務補救之不滿意對其負面情感有顯著正向影響。(2)顧客對服務補救的結果品質之不滿意對其負面情感有顯著正向影響。(3)顧客對服務補救的過程品質及互動品質之不滿意對其負面情感雖為正向，卻不顯著。(4)負面情感與恢復關係意願之負向關聯獲得部份支持。(5)替代選項與恢復關係意願之負向關聯獲得部份支持。(6)企業恢復關係努力與顧客恢復關係意願之正向關聯獲得部份支持。(7)負面情感不具有顯著的中介作用。
本研究的發現能提供企業界如何避免顧客流失及如何挽回流失顧客的洞見。本研究最後除了討論行銷意涵及研究限制，並對學術界及企業界提供若干建議與未來研究方向。

Extant research has revealed that an average company loses 10% of its customers each year, and that surprisingly firms can win back defected customers with 20~40% of chance relative to only 5~20% of probability of attracting a new customer. However, both scholars and practitioners have long been ignoring the exploration of how to get lost customers back. The current study, from the perspective of service recovery, was aimed to examine how the customer’s emotional response to firm’s actions for service failure, together with organizational effort and competition force, would influence the customer’s return willingness.
We conducted an empirical survey with questionnaires. The sample consisted of 262 consumers who had experienced service failures. LISREL 8.70 was applied for data analyses. SPSS 12.0 was also employed to test the mediating hypothesis. The results include: (1) Customers’ dissatisfaction with no service recovery actions is positively related to customers’ negative emotion. (2) Customers’ dissatisfaction with the distributive quality of service recovery actions is also positively related to customers’ negative emotion. (3) Customers’ dissatisfaction on process and interaction quality of service recovery actions is positively related to customers’ negative emotion, but not significant. (4) The negative relations between customers’ negative emotion and their relationship recovery intention, and between availability of alternatives and customers’ relationship recovery intention, were obtained partial support. Also the positive relation between businesses’ relationship recovery effort and customers’ relationship recovery intention was partially supported. (5) Customers’ negative emotion did not play a significant mediating role in the relationships between customers’ dissatisfaction with businesses’ responses to service failures and customers’ relationship recovery intention.
These findings may provide considerable insight into the management of regaining lost customers for researchers and practitioners, and can help businesses to design effective strategies of winning back lost customers. Finally, research and managerial implications based on these findings are presented, and future research directions are identified.

摘 要 I
誌 謝 IV
表 目 錄 VI
圖 目 錄 VII
第壹章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的與研究問題 3
第三節 本研究的重要性 4
第貳章 文獻探討 6
第一節 服務疏失與服務補救 6
第二節 服務補救滿意度 12
第三節 負面情感 21
第四節 恢復關係意願 29
第參章 研究方法 40
第一節 研究架構 40
第二節 研究假設 41
第三節 研究變數的操作性定義與衡量 42
第四節 前測問卷設計與信度分析 47
第五節 正式調查 50
第肆章 資料分析與討論 51
第一節 樣本描述 51
第二節 信度與效度分析 56
第三節 整體模式分析 63
第四節 負面情感之中介效果檢定 70
第五節 不同樣本間變數關係之比較 74
第六節 競爭模式分析 81
第七節 實證結果與討論 84
第伍章 結論與建議 88
第一節 研究發現與行銷涵意 88
第二節 研究建議 95
第三節 研究限制與未來研究方向 97
參考文獻 99
附錄一 衡量問項與參考來源對照表 123
附錄二 前測與實測問卷 126

表 目 錄
表 2-1 服務補救策略 9
表 2-2 情感的定義 21
表 3-1前測之信度分析結果 49
表 4-1 人口統計變數之樣本描述 52
表 4-2 受測者的服務疏失經驗 54
表 4-3 受測者在遭遇服務疏失後目前與企業的往來狀況 54
表 4-4 企業的服務補救狀況 55
表 4-5 MANOVA顯著性檢定 56
表 4-6 無服務補救樣本之信度分析結果 57
表 4-7 有補救樣本之信度分析結果 58
表 4-8 無服務補救樣本之區別效度分析 59
表 4-9 有服務補救樣本之區別效度分析 60
表 4-10 無服務補救樣本之收斂效度 61
表 4-11 有服務補救樣本之收斂效度 61
表 4-12 各構念之平均數、標準差及Pearson相關係數（無服務補救樣本） 65
表 4-13 各構念之平均數、標準差及Pearson相關係數（有服務補救樣本） 65
表 4-14 結構模式之適配度檢定（無服務補救樣本） 67
表 4-15 結構模式之適配度檢定（有服務補救樣本） 67
表 4-16理論結構模式之路徑係數與假設驗證（無服務補救樣本） 68
表 4-17理論結構模式之路徑係數與假設驗證（有服務補救樣本） 69
表 4-18中介效果檢定（無服務補救樣本） 71
表 4-19中介效果檢定（有服務補救樣本） 72
表 4-20 顧客對企業不同回應服務疏失方式之不滿意與負面情感之關聯性比較－對無服務補救不滿意 vs. 對補救結果品質之不滿意 76
表 4-21 顧客對企業回應服務疏失之不滿意與負面情感之關聯性比較－對無服務補救不滿意 vs. 對補救過程品質之不滿意 77
表 4-22 顧客對企業回應服務疏失之不滿意與負面情感之關聯性比較－對無服務補救不滿意 vs. 對補救互動品質之不滿意 77
表 4-23 不同樣本之負面情感與恢復關係意願之關聯性比較 78
表 4-24 不同樣本之替代選項與恢復關係意願之關聯性比較 79
表 4-25 不同樣本之比較（恢復關係努力與恢復關係意願） 80
表 4-26 競爭模型之適配度檢定 82
表 4‐27 原始結構模型與競爭模型之比較 82
表 4-28 本研究假設之驗證結果彙總 84

圖 目 錄
圖 2-1 雙重偏差現象 15
圖 2-2 情感過程 22
圖 2-3 情感的概念性架構 27
圖 2-4 顧客重獲管理程序 32
圖 3-1 本研究之概念性架構 40
圖 4-1 本研究之線性結構模式（無服務補救樣本） 63
圖 4-2 本研究之線性結構模式（有服務補救樣本） 64
圖 4-3本研究結構模式估計（無服務補救樣本） 69
圖 4-4 本研究結構模式估計（有服務補救樣本） 69
圖 4‐5 歸因偏誤之易患性為自變數之競爭模型 83

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