臺灣博碩士論文加值系統

服務的產生與消費是同時發生的，而服務的失誤無可避免，因此如何針對服務失誤做好服務補救便顯得相當重要。本研究目的在於探討餐廳之服務失誤，並將不同程度的失誤對應到不同的服務補救措施，進而產生對再購意願的影響。
資料分析的有效樣本為335份，研究中調查對象選擇三家連鎖餐廳與兩家非連鎖餐廳之消費者。分析過程首先利用信度、效度分析本研究問卷之一致性與可靠度；再了解消費者在餐廳遭遇一般服務失誤、一般服務補救、嚴重服務失誤與嚴重服務補救之發生頻率；接著利用迴歸分析檢定服務失誤對再購意願是否有顯著影響；並分別檢視服務補救、轉換成本及餐廳類型對再購意願之干擾效果；以及服務補救對再購意願之中介效果。
研究發現：在餐廳的失誤當中，最常發生延遲與服務人員個人因素所產生的失誤，其中對於一般失誤的補救，較常採用道歉的方式；而對於較為嚴重的失誤，則是採取實質上的行動作為補救方式。另外，不同程度的服務失誤對再購意願皆有顯著負向影響，但服務補救、轉換成本及餐廳類型對服務失誤和再購意願皆不存在干擾效果。而服務補救對服務失誤和再購意願之間存在部分中介效果。

Since formation and consumption of service occur simultaneously, and service failure is inevitable, it is important to do well with service recovery for service failures. This research investigated the different levels of service failure that affect consumers’ repurchase intention in restaurant industry.
There were total 335 useful questionnaires collected from different restaurants. This research analyzed relationships among service failure, service recovery and repurchase intentions. Besides, the research also analyzed the moderation effect of service recovery, switching cost and restaurants type. Furthermore, this research discussed the mediation effect of service recovery.
This research found that the most common service failure in restaurants was delay of meal delivery and the failure also came from the individual behavior of restaurant employees. For the general service failure, the common service recovery was verbal apology. When serious service failure happened, real action took place.
Furthermore, service failure had positive influence on repurchase intentions. However, there were no moderation effects on repurchase intentions in turns of service recovery, switching cost and restaurants types. Finally, this research found that there was mediation effect on repurchase intentions in turns of service recover actions.

摘要 iii
Abstract iv
目錄 v
表目錄 vii
圖目錄 viii
第一章　緒論 1
第一節　研究背景與動機 1
第二節　研究目的 2
第三節　研究範圍 3
第三節　研究流程 4
第二章　文獻回顧 6
第一節　服務失誤 6
第二節　失誤嚴重性 8
第三節　服務補救 9
第四節　轉換成本 12
第五節　再購意願 13
第六節　干擾與中介效果之探討 14
第三章　研究設計 18
第一節　研究架構 18
第二節　研究假設 19
第三節　問卷開發與研究變數之操作型定義 22
第四節　問卷前測與結果 27
第五節　統計分析方法及應用 28
第四章　資料分析 30
第一節　信效度分析 30
第二節　描述性統計分析 31
第三節　因素分析 38
第四節　相關分析 42
第五節　迴歸模式檢定 43
第五章　研究結果與討論 50
第一節　研究結果 50
第二節　研究討論 52
第三節　研究建議 57
第四節　研究限制與未來方向 59
參考文獻 60
國內文獻 60
國外文獻 61
附錄 66
附錄：問卷 67

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