近年來，服務業成為一個重要的議題，在2010年服務業的總產值占台灣GDP77%，表示服務業越來越受重視。而許多業者也逐漸重視到服務的重要性，所以業者也開始提供越來越多的服務給消費者，希望可以帶給消費者更高的滿意度、再購意願、推薦效果。
在過去有關於服務品質的文獻提到，當服務業者提供服務給消費者到達一定的程度之後，更多的服務提供可能對消費者的滿意度沒有明顯的上升，進而讓消費者產生負面情緒。
過去很少有研究探討是否提供更多服務對消費者來說更好，所以本研究針對於過度服務做一個探索性的研究。主要探討過度服務對於消費者的滿意度、再購意願與推薦意願的影響效果，藉由3x2(3種服務等級和2種餐廳)的實驗設計，本研究檢驗過度服務是否會影響消費者的情緒、滿意度、再購意願和推薦效果。此研究也希望可以找出服務水準、餐廳等級、還有應變數(滿意度、再購意願、推薦效果)之間的相互關係。本研究會不只會增進在服務管理上的研究，也會對一般的企業提出該如何提供適當服務的準則。

Recently, service becomes a popular issue. In 2010, the contribution of service sector to GDP was 73% in Taiwan, it showed that government take service industry seriously. And more and more business owner also pay much attention to the importance of service, then business started to provided more and more service for customer, they hoped to more service could bring higher satisfaction, repurchase intention and recommendation.
Some research had mentioned that service provider delivered service quality at certain level of consumer perception, more service would not increase consumer satisfaction significantly, however more service would make consumer feel negative emotion.
In the past, there has been little empirical research on this issue, there were few research which discussed whether more service was always good for customer. Then this study focus on an exploration of excessive service, it would discuss the main effect between excessive service and the other dependent variables (satisfaction, repurchase intention and recommendation). Designed in 3x2 (3 service levels and 2 restaurant types) an experiment, this study investigates whether excessive service will influence consumer’s emotion, satisfaction, repurchase intention and recommendation. This study hopes to find the relationships among service levels, restaurant types, and dependent variables (satisfaction, repurchase intention and recommendation). The results will not only advance the research on service management but also provide guideline for service companies to provide adequate service.

Title Page i
Letter of Approval ii
Letter of Authority iii
Abstract in Chinese iv
Abstract in English v
Acknowledgement vi
List of Content vii
List of Table ix
List of Figure xi


Chapter 1 Introduction 1
1.1 Research Background 1
1.2 Research Motivation 2
1.3 Research Purpose 3
1.4 Research Scope 3
1.5 Research Process 4
Chapter 2 Literature Review 6
2.1 Gap Theory 6
2.2 SERVQUAL 9
2.3 Consumer Expectation 13
2.4 The Phenomenon of Excessive Service 15
2.5 Satisfaction 17
Chapter 3 Methodology 20
3.1 Research Procedure 20
3.2 Study Framework 21
3.2.1 Hypotheses 22
3.3 Operational Definition 23
3.4 Experimental Design 24
3.4.1 Pretest 25
3.4.2 Questionnaire 28
Chapter 4 Statistical Analysis and Results 35
4.1 Demographic 35
4.2 The Comparison of Three Service Levels 39
4.2.1 Hypotheses Testing 41
4.3 Moderator Effect between Independent Variables and Dependent Variables (Satisfaction) 45
4.3.1 Hypotheses Testing 46
4.4 Moderator Effect between Independent Variables and Dependent Variables (Repurchase Intention) 48
4.4.1 Hypotheses Testing 48
4.5 Moderator Effect between Independent Variables and Dependent Variables (Recommendation) 51
4.5.1 Hypotheses Testing 52
Chapter 5 Conclusions and Future Research 54
5.2 Contributions 54
5.3 Research Limitations and Recommendation for Future Research 55
5.3.1 Research Limitations 55
5.3.2 Recommendations for Future Research 56
Reference 57
Appendix 61
Appendix 1-The First Pretest (Type A1) 61
Appendix 2-The First Pretest (Type A2) 63
Appendix 3-The First Pretest (Type A3) 65
Appendix 4-The First Pretest (Type B1) 67
Appendix 5-The First Pretest (Type B2) 69
Appendix 6-The First Pretest (Type B3) 71
Appendix 7-The Second Scenario (Type A2) 73
Appendix 8-The Third Scenario (Type A3) 74
Appendix 9-The Fourth Scenario (Type B1) 75
Appendix 10-The Fifth Scenario (Type B2) 76
Appendix 11-The Sixth Scenario (Type B3) 77
Appendix 12-The Official Questionnaire (Type A1) 78
Appendix 13-The Official Questionnaire (Type A2) 82
Appendix 14-The Official Questionnaire (Type A3) 86
Appendix 15-The Official Questionnaire (Type B1) 90
Appendix 16-The Official Questionnaire (TypeB2) 94
Appendix 17-The Official Questionnaire (TypeB3) 98

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