本研究以認知-情感-意慾與行動三成份模型的研究架構為基礎，探討病人在就醫過程遇到醫療服務缺失問題時，因各種不同面向的缺失而產生責任歸因，進而引發出不同的正或負向情緒，並產生不同類型的意慾與行動。本研究期望藉由不同面向來探討病人產生意慾與行為的詳細過程，最後探討同理心、客戶滿意、客戶忠誠及正向口碑之中介效果。本研究的研究對象為曾經或目前在臺北某醫學中心V醫院就診之病人，且對於就醫過程中有遇到問題者，本研究共取得323份有效樣本，並以結構方程模式進行模式檢驗，結果發現：(1)正義理論、服務失誤嚴重性及疏忽對於責任歸因具有解釋能力；(2)正義理論、服務失誤嚴重性及同理心對於客戶滿意具有解釋能力；(3)同理心、客戶滿意對於客戶忠誠具有解釋能力；(4)同理心、客戶滿意及客戶忠誠對於正向口碑具有解釋能力。

This study explores the positive and negative emotions and different types of conation and action generated from blame attribution due to various failures when patients encounter the context of service failure for medical treatment process based on the cognition-affection-behavior of the tri-component attitude model as the foundation of research framework. In addition, this study investigates the mediation effects of empathy and customer satisfaction. The respondents of this study are patients who have ever experienced or currently experience the service failure in the Taipei V hospital. This study collects 323 valid samples and confirms the research hypotheses with the structural equation modeling. The results show that (1) justice theory, service failure severity, and sins-of-omission have explanatory power for blame attribution. (2) Justice theory, service failure severity, and empathy have explanatory power for customer satisfaction. (3) Empathy and customer satisfaction have explanatory power for customer loyalty. (4) Empathy, customer satisfaction and customer loyalty have explanatory power for positive word of mouth.

致謝 i
中文摘要 ii
ABSTRACT iii
目錄 iv
圖目錄 vii
表目錄 viii
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 6
第三節 研究目的 7
第四節 研究重要性與貢獻 8
第五節 研究範圍與對象 10
第六節 研究流程 11
第二章 文獻探討 13
第一節 服務失誤 13
第二節 三成份態度模型 14
第三節 認知評價 15
第四節 情感與情緒 22
第五節 意念 26
第三章 研究方法 33
第一節 研究架構與研究假說 33
第二節 研究變數操作性定義與衡量 36
第三節 問卷設計 47
第四節 資料蒐集方法 49
第五節 資料分析方法 49
第六節 共同方法變異問題之處理與檢測 53
第七節 問卷前測結果分析 54
第四章 資料分析 63
第一節 正式問卷發放 63
第二節 敘述性統計分析 65
第三節 共同方法變異檢測 76
第四節 信度與效度分析 80
第五節 模型檢測－結構模式 93
第六節 競爭模型分析比較 101
第七節 中介效果分析 108
第八節 討論 114
第五章 結論與建議 127
第一節 結論 127
第二節 管理意涵與貢獻 129
第三節 研究限制與後續研究建議 141
參考文獻 144
附錄一、前測問卷 165
附錄二、英文原始量表 169
附錄三、前測共同方法變異檢測－探索性因素分析 172
附錄四、前測共同方法變異檢測－驗證性因素分析 173
附錄五、前測模型配適度檢測 175
附錄六、前測各構面量表收斂效度分析 176
附錄七、前測區別效度分析暨變數相關係數表 180
附錄八、前測各構面信度分析 181
附錄九、正式問卷 184

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