消費者對於服務補救滿意度之影響會受到許多因素影響，像是於該品牌產品的價格，或品牌知名度大小。多數有關服務補救的文獻都是針對後續對消費者的滿意度或是消費者的忠誠度來為做為探討的依據，在以往既有的文獻探討中少有針對服務補救的前置因素來深入研究。
本章節之研究方法主要是以問卷調查法為主，透過準實驗設計方式來設計情境題，共發放 420 份問卷，以紙本問卷發放的方式來進行，問卷回收 420 份問卷，其有效問卷 409 份，則無效問卷為 11 份，其有效問卷為 97.4 %，並使用 SPSS 18.0 統計軟體來協助進行資料的分析與統計，將分析出來的數據資料再加以解釋及說明分析之結果，調查結果如下敘述：
1.消費者之產品品質具有正向影響其期望，其驗證果獲得支持
2.消費者之期望具有負向影響其服務補救滿意度，其驗證果並未獲得支持
3.消費者之服務補救品質具有正向影響其服務補救滿意度，其驗證果獲得支持
4.消費者之服務補救滿意度具有正向影響其忠誠度，其驗證果獲得支持
5.消費者之服務補救滿意度在期望以及忠誠度之間具有中介效果，其驗證果獲得支持
6.消費者之服務補救滿意度在服務補救品質以及忠誠度之間具有中介效果，其驗證果獲得支持

The research methods in this chapter are mainly based on the questionnaire survey method. The quasi-experimental design method is used to design situation questions. A total of 420 questionnaires are distributed, and paper questionnaires are distributed. The questionnaires are recovered from 420 questionnaires and 409 valid questionnaires. , There are 11 invalid questionnaires, the effective questionnaire is 97.4%, and use SPSS 18.0 statistical software to assist in the analysis and statistics of the bank, re-interpret the analyzed data and explain the results of the analysis, the survey results are described as follows:
1. The product quality of consumers has a positive impact on their expectations, and their verification results are supported
2. Consumers’ expectations have a negative impact on their service recovery satisfaction, and their verification results have not been supported
3. The quality of consumers' service remedies has a positive impact on their satisfaction with service remedies, and their verification results are supported
4. The satisfaction of consumers with service recovery has a positive impact on their loyalty, and their verification results are supported
5. The satisfaction of consumers' service recovery has an intermediary effect between expectations and loyalty, and their verification results are supported
6. The satisfaction of consumers with service remediation has an intermediary effect between the quality of service remediation and loyalty, and their verification results are supported

摘要 i
ABSTRACT ii
誌謝 iii
目錄 iv
表目錄 vi
圖目錄 vii
1. 緒論 1
1.1 研究背景 1
1.2 研究動機 2
1.3 研究目的 4
1.4 研究流程 4
2. 文獻探討 5
2.1 產品品質 5
2.2 服務補救品質 6
2.3 期望理論 7
2.3.1 期望之定義 8
2.3.2期望之建構 9
2.4 服務補救滿意度 10
2.5 忠誠度 12
2.5.1 忠誠度之定義 12
2.5.2忠誠度之建構 14
3. 研究方法 16
3.1 研究架構 16
3.2 研究假設 16
3.3 研究對象及抽樣設計 19
3.4 研究操作性定義衡量 19
3.4.1 產品品質 20
3.4.2 服務補救品質 20
3.4.3品牌期望 21
3.4.4服務補救滿意度 21
3.4.5 忠誠度 21
3.5 問卷設計 22
3.6 資料分析方法 22
4. 研究分析 25
4.1 敘述性統計 25
4.2 信度分析 26
4.3 效度分析 27
4.3.1 因素分析 27
4.3.2 產品品質之因素分析 28
4.3.3 服務補救品質之因素分析 28
4.3.4 品牌期望之因素分析 29
4.3.5 服務補救滿意度之因素分析 29
4.3.6 忠誠度之因素分析 29
4.4 分群差異分析 30
4.4.1 性別對各構面之差異分析 30
4.4.2 年齡對各構面之差異分析 31
4.4.3 教育程度對各構面之差異分析 31
4.4.4 職業對各構面之差異分析 32
4.4.5 可支配所得對各構面之差異分析 32
4.4.6 手機品牌對各構面之差異分析 33
4.5 相關分析 35
4.6 迴歸分析 35
5. 結論與建議 39
5.1 研究結論 39
5.1.1 產品品質具正向影響品牌期望 39
5.1.2 品牌期望具正向影響服務補救滿意度 39
5.1.3 服務補救品質具正向影響服務補救滿意度 40
5.1.4 服務補救滿意度具正向影響忠誠度 40
5.1.5 服務補救滿意度在品牌期望以及忠誠度之間具有中介效果 40
5.1.6 消服務補救滿意度在服務補救品質以及忠誠度之間具有中介效果 41
5.2 實務意涵與建議 41
5.3 研究限制及後續研究建議 42
5.3.1 研究限制 42
5.3.2 後續研究建議 43
參考文獻 44
附錄 問卷 50

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