臺灣博碩士論文加值系統

服務補救矛盾這項奇特的現象－經歷失敗與補救後的顧客，竟然會對服務廠商更加滿意－顯示出顧客在補救後的滿意上升程度會高於沒經歷過失敗的滿意程度。而雙重偏差，則是顧客再經歷服務失敗與差勁的補救後，對於補救後滿意下降程度高於失敗後的下降程度。這兩個現象都表示出顧客對於補救在意的程度高於對服務失敗的在意程度，剛好也可視為一種對稱性的現象，兩者皆發生在顧客經歷偏離的服務事件之後，導致顧客對於補救事件的評估放大。而本研究主要目的在討論是否會有其他變數影響到這兩個現象的發生，也就是探討這兩個現象有那些邊界條件存在，並瞭解邊界條件是如何影響這兩個現象。
本研究採實驗法進行實證，以餐廳的連續服務事件作為情境設計，設定簡餐店的送餐與結帳情況為實驗情境，探討消費者在經歷偏離預期的服務經驗後，是否會對第二個服務事件的評估更加極端，並將「先前偏離經驗」、「服務預期強度」和「長、短期滿意度衡量方式」三個邊界條件加入架構中探討。
　　本研究發現顧客在經歷服務失敗後，對於好的補救確實有較極端的評估。此外，並發現有無先前偏離經驗並不會影響對後續事件的評估強度。其次，對於服務預期強度較強的顧客來說，預期偏離的效果越強，導致對補救的評估也會越極端。最後，本研究也發現長、短滿意度衡量方式也會影響顧客評估的極端性，使用短期評估的方式較容易導致顧客對補救有極端的評估，長期之下，顧客做整體的評估時，對服務事件偏離預期的效果較弱，導致評估較不極端。

“Recovery Paradox” (RP) means that customer who experienced a service failure and a superior service recovery were more satisfied than the customer who didn’t experience a service failure. Furthermore, “Double Deviation” (DD) means that customer who experienced a service failure and a inferior service recovery were more dissatisfied than the customer who didn’t experience a service failure or just experience a service failure. These two phenomena imply that customers pay more attention on the recovery than on the failure and that the evaluation of recovery is boosted by the initial failure. This study aims to discuss the boundary conditions in which the RP and DD are more likely to occur.
This study uses experimental design to examine the boundary conditions of RP and DD. Experiment scenarios were composed of a series of service event in a restaurant. And the experiment wants to examine whether the customer who experienced the service failure would magnify the evaluation of recovery. Moreover, the experiment also wants to examine whether there are other factors affect the occurrence of these two phenomena. The previous failure experience, the strength of service and the measurement of satisfaction were included in this study as potential boundary conditions.
The result supports RP, but doesn’t support DD. And the result shows that there is no significant effect between the satisfaction and the previous failure experience. Beside, the strength of service and the measurement of satisfaction have effect on recovery satisfaction.

致謝辭 ----------------------------------------------------------- I
中文摘要 -------------------------------------------------------- II
英文摘要 -------------------------------------------------------- III

第一章 緒論 ------------------------------------------------------- 1
第一節 研究動機與背景 ---------------------------------------- 1
第二節 研究目的與問題 ---------------------------------------- 4
第三節 研究流程----------------------------------------------- 5

第二章 相關理論與文獻探討 ----------------------------------------- 6
第一節 服務補救矛盾與雙重偏差-------------------------------- 6
第二節 偏離預期之效果--------------------------------------- 14
第三節 先前偏離經驗之效果----------------------------------- 18
第四節 預期服務強度之效果----------------------------------- 21
第五節 長、短期滿意度衡量方式之效果------------------------- 24

第三章 研究方法 --------------------------------------------------26
第一節 研究架構 ---------------------------------------------26
第二節 假說推論 ---------------------------------------------28
第三節 研究設計 ---------------------------------------------35
第四節 問卷設計與前測 ---------------------------------------39
第五節 實驗進行方式 -----------------------------------------46
第六節 分析方法 ---------------------------------------------47

第四章 研究結果 ------------------------------------------------- 49
第一節 樣本結構 -------------------------------------------- 49
第二節 信度分析 -------------------------------------------- 50
第三節 實驗情境操弄確認 ------------------------------------ 52
第四節 前提假設之檢定--------------------------------------- 54
第五節 「先前偏離經驗」對「偏離預期效果」的影響------------- 57
第六節 「服務預期強度」對「偏離預期效果」的影響------------- 59
第七節 「長、短期滿意度衡量方式」與「偏離預期效果」的影響 -- 61

第五章 結論與建議 ----------------------------------------------- 63
第一節 研究發現與討論--------------------------------------- 63
第二節 研究貢獻 -------------------------------------------- 67
第三節 研究限制 -------------------------------------------- 70
第四節 研究展望 -------------------------------------------- 72

參考文獻 ------------------------------------------------------ 74
附錄：情境一之正式問卷 ---------------------------------------- 85

一、 中文部分
郭俊宏，以知覺公平觀點看待消費者面對服務失敗時的反應，國立中山大學企業管理研究所，碩士論文，2008年11月。
中華民國統計網，工商及服務業普查，http://www.stat.gov.tw/mp.asp?mp=4 ，2009。
二、 英文部分
Andreassen, Tor Wallin, 2001. From Disgust to Delight—Do Customers Hold a Grudge? Journal of Service Research, Vol. 4, No. 1, pp. 39-49
Bell, Chip R. and Kathy Ridge, 1992. Service Recovery for Trainers. Training and Development . Vol. 46 , No. 5, pp. 58-63
Berger, Charles. R., 1987. Communicating under Uncertainty. Interpersonal processes: New directions in communication research, Michael E. Roloff and Gerald R. Miller, ed S. Newbury Park, CA: Sage, pp. 39-62
Berger, Charles. R. and Richard J. Calabrese, 1975. Some Explorations in Initial Interaction and Beyond: Toward a Developmental Theory of Interpersonal Communication. Human Communication Research, Vol. 1, No. 2, pp. 99-112
Berry, Leonard L. and A. Parasuraman, 1991. Marketing Services: Competing Through Quality. New York: Free Press
Bitner, Mary Jo and Amy R. Hubbert, 1994. Encounter Satisfaction versus Overall Satisfaction versus Quality: the Customer’s Voice. Service Quality: New Directions in Theory and Practice, Roland T. Rust and Richard L.Oliver, ed S. Sage Publications, Thousand Oaks, CA, pp.72-94
Bitner, Mary Jo, Bernard H. Booms and Lois A. Mohr, 1994. Critical Service Encounters: The Employee’s Viewpoint. Journal of Marketing, Vol. 58, No. 3, pp.95-106
Bitner, Mary Jo, Bernard H. Booms and Mary S. Tetreault, 1990. The Service Encounter: Diagnosing Favorable and Unfavorable Incidents. Journal of Marketing, Vol. 54, No. 1, pp. 71-84
Bolton, Ruth N., 1998. A Dynamic Model of the Duration of the Customer''s Relationship with a Continuous Service Provider: The Role of Satisfaction. Marketing Science, Vol. 17, No. 1, pp. 45-65
Bolton, Ruth N. and James H. Drew, 1991. A Multistage Model of Customers'' Assessments of Service Quality and Value. Journal of Consumer Research, Vol. 17, No. 4, pp. 375-384
Bolton, Ruth N. and James H. Drew, 1992. Mitigating the Effect of Service Encounters. Marketing Letters, Vol. 3, No. 1, pp. 57-70
Boshoff, Christo, 1997. An Experimental Study of Service Recovery Options. International Journal of Service Industry Management, Vol. 8, No. 2, pp.110-130.
Brock, Timothy C., 1968. Implications of Commodity Theory for Value Change. Psychological Foundations of Attitudes. Anthony G. Greenwald, Tomothy C. Brock and Thomas M. Ostrom, ed S. New York : Academic Press, pp. 243-276
Brown, Stephen W., Deborah L. Cowles and Tracy L. Tuten, 1996. Service Recovery: Its Value and Limitations as a Retail Strategy. International Journal of Service Industry Management, Vol. 7, No. 5, pp. 32-46
Burgoon, Judee K. and Stephen B. Jones, 1976. Toward a Theory of Personal Space Expectations and Their Violations. Human Communication Research, Vol. 2, No. 2, pp. 131-146
Burgoon, Judee K. and Beth A. Le Poire, 1993. Effects of Communication Expectancies, Actual Communication andExpectancy Disconfirmation on Evaluations of Communicators and Their Communication Behavior. Human Communication Research, Vol. 20, No. 1, pp.67-96
Chen, Mark and John A. Bargh, 1997. Nonconscious Behavioral Confirmation Processes: The Self-Fulfilling Consequences of Automatic Stereotype Activation. Journal of Experimental Social Psychology, Vol. 33, No. 5, pp. 541-560
de Matos, Celso Augusto, Jorge Luiz Henrique and Carlos Vargas Rossi, 2007. Service Recovery Paradox: A Meta-Analysis. Journal of Service Research, Vol. 10, No. 1, pp. 60-77
Feldman, Sheldon, 1966. Motivational Aspects of Attitudinal Elements and Their Place in Cognitive Interaction. Cognitive Consistency: Motivational Antecedents and Behavioral Consequents, ed. Sheldon Feldman, New York : Academic Press. pp.76-114
Fiske, Susan T., 1980. Attention and Weight in Person Perception: The Impact of Negative and Extreme Behavior. Journal of Personality and Social Psychology, Vol. 38, No. 6, pp. 889-906
Fiske, Susan T. and Steven L. Neuberg, 1990. A Continuum Model of Impression Formation from Category-Based to Individuating Processes: Influences of Information and Motivation on Attention and Interpretation. Advances in experimental social psychology. M. P. Zanna, ed. San Diego, CA : Academic Press, Vol. 3, pp. 1–74
Fisk, R. P. Brown, S. W. and Bitner, M. J., 1995. Tracking the evolution of the service
marketing literature. Journal of Retailing, Vol. 69, No. 1, pp.61-103
Florian, Judy E., 1992. Frequency Effects on Categorization and Recognition. Proceedings of the 14th Annual Conference of the Cognitive Science Society. Hillsdale, NJ : Erlbaum, pp. 826-831
Hamilton, David L. and Tina K. Trolier, 1986. Stereotypes and Stereotyping: An Overview of the Cognitive Approach. Prejudice, Discrimination andRacism, John F. Dovidio and Samuel L. Gaertner, ed S. San Diego, CA: Academic Press, pp. 127-163
Hart, Christopher W., James L. Heskett and W. Earl Sasser, Jr., 1990. The Profitable Art of Service Recovery. Harvard Business Review, Vol. 68, No. 4, pp. 148-156
Heit, Evan, 1998. Influences of Prior Knowledge on Selective Weighting of Category Members. Journal of Experimental Psychology: Learning, Memory andCognition, Vol. 24, No. 3, pp. 712-731
Hocutt, Mary Ann, Goutam Chakraborty and John Mowen, 1997. The Impact of Perceived Justice on Customer Satisfaction and Intention to Complain in a Service Recovery. Advances in Consumer Research, Vol. 24, No. 1, pp. 457-463
Hocutt, Mary Ann, Michael R. Bowers and D. Todd Donavan, 2006. The Art of Service Recovery: Fact or Fiction? Journal of Services Marketing, Vol. 20, No. 3, pp. 199-207
Hoffman, K. Douglas. and Kelley, W. Scott, 2000. Perceived justice need S and recovery evaluation: A contingency approach. European Journal of Marketing, Vol. 34, No. 3, pp. 418-433
Hogarth, Robin M. and Hillel J. Einhorn, 1992. Order Effects in Belief Updating: The Belief-Adjustment Model. Cognitive Psychology, Vol. 24, No. 1, pp. 1-55
Jeffrey W. Sherman, Frederica R. Conrey and Carla J. Groom, 2004. Encoding flexibility revisited: Evidence for enhanced encoding of stereotype-inconsistent information under cognitive load. Social Cognition, Vol. 22, No. 2, pp. 214-232
Johnston, William A. and Kevin J. Hawley, 1994. Perceptual Inhibition of Expected Inputs: The Key that Opens Closed Mind S. Psychonomic Bulletin and Review, Vol. 1, No. 1, pp. 56-72
Jussim, Lee, Lerita M. Coleman and Lauren Lerch, 1987. The Nature of Stereotypes: A Comparison and Integration of Three Theories. Journal of Personality and Social Psychology, Vol. 52, No. 3, pp. 536-546
Kanouse, David E. and L. Reid Hanson, Jr., 1972. Negativity in Evaluations. Attribution: Perceiving the Causes of Behavior. Edward E. Jones, David E. Kanouse, Harold H. Kelley, Richard E. Nisbett, Stuart Valins and Bernard Weiner, al. ed S. Morristown, NJ: General Learning Press, pp. 27-46
Kanouse, David E. and The Rand Corporation, 1984. Explaining Negativity Biases in Evaluation and Choice Behavior: Theory and Research. Advances in Consumer Research, Vol. 11, No.1, pp. 703-708
Kau, Ah-Keng and Elizabeth Wan-Yium Loh, 2006. The Effects of Service Recovery on Consumer Satisfaction: A Comparison between Complainants and Non-Complainants. Journal of Services Marketing, Vol. 20, No. 2, pp. 101-111.
Kerpelman, Joan P. and Samuel Himmelfarb, 1971. Partial-Reinforcement Effects in Attitude Acquisition and Counter-Conditioning. Journal of Personality and Social Psychology, Vol. 19, No. 3, pp. 301-305
Kotler, Philip., 2003, Marketing Management, Prentice Hall, London
Lane, Vicki R. and Susan M. Keaveney, 2005. The Negative Effects of Expecting to Evaluate: Reexamination and Extension in the Context of Service Failure, Psychology and Marketing, Vol. 122, No. 11, pp. 857-885
Lutz, Richard J., 1975. Changing Brand Attitudes Through Modification of Cognitive Structure, Journal of Consumer Research, Vol. 1, No. 4, pp. 49-59
Magnini, Vincent P., John B. Ford, Edward P. Markowski and Earl D. Honeycutt, 2007. The Service Recovery Paradox: Justifiable Theory or Smoldering Myth? Journal of Services Marketing, Vol. 21, No. 3, pp. 213-225
Matta, Shashi and Valerie S. Folkes, 2005. Inferences about the Brand from Counterstereotypical Service Providers. Journal of Consumer Research, Vol. 32, No. 2, pp. 196-206
Maxham, James G., III, 2001. Service Recovery’s Influence on Consumer Satisfaction, Positive Word-of-Mouth andPurchase Intentions. Journal of Business Research, Vol. 54, No. 1, pp. 11-24
Maxham, James G. III and Richard G. Netemeyer, 2002. A Longitudinal Study of Complaining Customers'' Evaluations of Multiple Service Failures and Recovery Efforts. Journal of Marketing, Vol. 66, No. 4, pp. 57-71
McCollough, Michael A., 1995. The Recovery Paradox: A Conceptual Model and Empirical Investigation of Customer Satisfaction and Service Quality Attitudes after Service Failure and Recovery. doctoral dissertation, Texas A&M University, College Station, United States
McCollough, Michael A. and Sundar G. Bharadwaj, 1992. The Recovery Paradox: An Examination of Consumer Satisfaction in Relation to Disconfirmation, Service Quality andAttribution Based Theories. Proceedings of 1992 AMA Winter Marketing Educators'' Conference, Chicago, IL: American Marketing Association
McCollough, Michael A., Leonard L. Berry and Manjit S. Yadav, 2000. An Empirical Investigation of Customer Satisfaction after Service Failure and Recovery. Journal of Service Research, Vol. 3, No. 2, pp. 121-137
McDougall, Gordon. H. and Terrence, Levesque. J., 1998. The Effectiveness of Recovery Strategies after Service Failure: an Experiment in the Hospitality Industry. Journal of Hospitality and Leisure Marketing, Vol. 5, No. 23, pp. 27-49
Morgan, Robert M. and Shelby D. Hunt, 1994. The Commitment-Trust Theory of Relationship Marketing. Journal of Marketing, Vol.58, No. 3, pp20-38
Nosofsky, Robert M., 1988. Similarity, Frequency andCategory Representations. Journal of Experimental Psychology: Learning, Memory andCognition, Vol. 14, No. 1, pp.54-65
Ok, Chihyung, Ki-Joon Back and Carol W. Shanklin, 2006. Service Recovery Paradox: Implications from an Experimental Study in a Restaurant Setting. Journal of Hospitality & Leisure Marketing, Vol. 14, No. 3, pp. 17-33
Ok, Chihyung, Ki-Joon Back and Carol W. Shanklin, 2007. Mixed Findings on the Service Recovery Paradox. The Service Industries Journal, Vol. 27, No. 6, pp. 671-686
Oliver, Richard L., 1981. Measurement and Evaluation of Satisfaction Processes in Retail Settings. Journal of Retailing, Vol. 57, No. 3, pp. 25-48.
Oliver, Richard L., 1993. Cognitive, affective andattribute bases of the satisfaction response. Journal of Consumer Research, Vol. 20, No. 1, pp. 418-430
Oliver, Richard L., 1997. Satisfaction: A Behavioral Perspective on the Consumer. New York: McGraw-Hill
Oliver, Richard L. and Robert A. Westbrook, 1982. The Factor Structure of Satisfaction and Related Postpurchase Measures. New Findings in Customer Satisfaction and Complaining Behavior. Ralph L. Day and H. Keith Hunt, ed S. Bloomington : School of Business, Indiana University, pp. 11-14
Parasuraman, A. Valarie A. Zeithaml and Leonard L. Berry, 1985. A Conceptual Model of Service Quality and Its Implications for Further Research. Journal of Marketing, Vol. 49, No. 3, pp. 41-50
Puccinelli, Nancy M., 2006. Putting Your Best Face Forward: The Impact of Customer Mood on Salesperson Evaluation. Journal of Consumer Psychology, Vol. 16, No. 2, pp. 156-162
Sherman, Jeffrey W., Angela Y. Lee, Gayle R. Bessenoff and Leigh A. Frost, 1998. Stereotype Efficiency Reconsidered: Encoding Flexibility under Cognitive Load. Journal of Personality and Social Psychology, Vol. 75, No. 3, pp. 589-606
Sherman, Jeffrey W., Frederica R. Conrey and Carla J. Groom, 2004. Encoding Flexibility Revised: Evidence for Enhanced Encoding of Stereotype-Inconsistent Information Under Cognitive Load. Social Cognition, Vol. 22, No. 2, pp. 214-232
Smith, Amy K. and Ruth N. Bolton, 1998. An Experimental Investigation of Service Failure and Recovery: Paradox or Peril? Journal of Service Research, Vol. 1, No. 1, pp. 65-81
Spreng, Richard A., Gilbert D. Harrell and Robert D. Mackoy, 1995. Service Recovery: Impact on Satisfaction and Intentions. Journal of Services Marketing, Vol. 9, No. 1, pp. 15-23
Surprenant, Carol F. and Michael R. Solomon, 1987. Predictability and Personalization in the Service Encounter, Journal of Marketing, Vol. 51, No. 2, pp. 73-80
Swan, John, 1983. Customer Satisfaction Research and Theory: Current Status and Further Directions, International Fare in Customer Satisfaction and Complaining Behavior. Ralph L. Day and H. Keith Hunt, ed S. Bloomington : School of Business, Indiana University, pp. 124-129
Tax, S. Brown, S. and Chandrashekaran, M.,1998. Customer evaluations of service complaint experiences: Implications for relationship marketing. Journal of Marketing, Vol. 62, No. 2, pp. 6-76
Verhoef Peter C., Gerrit Antonides and Arnoud N. de Hoog, 2004. Service Encounters as a Sequence of Events: The Importance of Peak Experiences. Journal of Service Research, Vol.7, No.1, pp. 53-64