臺灣博碩士論文加值系統

服務業最主要之工作重點即為提供顧客滿意之服務；每次之消費均是直接或間接透過服務人員之接觸、服務、購買等過程完成交易。
當消費行為從開始到完成過程中，服務業所提供之服務流程、措施及人員服務品質，是否能讓顧客同時產生滿意度之共鳴？如服務過程中，因產品品質疏失、產品瑕疵或服務人員服務失當、缺乏售後服務或售後保證等問題，造成消費者之抱怨，亦即服務失誤之產生。為消弭顧客於交易中所產生之抱怨，服務補救之目的則在降低顧客之不滿及提高各戶之信任及再購意願。
對服務業如何提高服務品質及員工工作滿意度之研究甚多，但單就補救模式成效之研究甚少，因此，本研究針對補救模式之有效性及實用性進行實質問卷模式，以探討補救模式可被接受之效果。
本研究就補救模式及顧客態度與行為意圖，由某國內咖啡品牌之北、中、南各營業據點採用發送問卷方式為之。
利用回收之有效問卷內之統計及分析資料，藉以確定補救模式內之補救方式為有效或無效。
服務失誤需要服務補救，服務補救對顧客角色外行為與再購意願有正向影響，服務失誤對顧客角色外行為與再購意願有負向影響之結果，做為該企業發生服務補救時，各個補救方式之運用參考。

The service industry’s most chief focal point of work is to provide customers satisfactory services; from consumption every time, the business transactions are completed in the process of touch, service, and purchase via service personnel directly or indirectly.
In the course of consumption behavior from beginning to completion, the main question is whether the service process, measures, and personnel service quality offered by the service industry can achieve customers’ satisfaction at the same time. If a consumer’s complaint is aroused in the process of service because of negligence on product quality, product defect, or the service personnel’s improper handling of service, lacking after-sales service or after-sales guarantee, then a service failure occurs. In order to put an end to the customer’ complaint produced in the process of business transactions, the purpose of service recovery is to diminish the customer’s dissatisfaction and heighten the client’s trust and re-purchase intention.
There is a lot of research on how the service industry elevates the service quality and personnel work satisfaction; however, there is very little research on the effects of recovery mode solely. Hence, the research aimed at the utility and practicality of recovery mode to do paper questionnaire to explore the acceptable effect of recovery mode.
To do the research concerning recovery mode, customer attitude, and behavioral intention, the way of issuing questionnaire at a domestic coffee brand’s business bases of operations in South, Central, and North Taiwan was adopted.
The statistic and analysis data of the retrieved valid questionnaires were utilized to make sure whether the recovery way within the recovery mode was effective or not.
Service failure necessarily to have service remedies afterwords. The role of remedial services have positive impacts to customers’ purchasing behaviours and willingness to re-purchase. The role of service failures have negative impacts to customer’s purchasing behaviours and willingness to re-purchase. This is to use as a remedy methods referemce for the enterprises to do the service remedies.

謝 誌 i
中 文 摘 要 iii
ABSTRACT iv
圖目錄 viii
表目錄 ix
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 研究對象 3
第四節 研究流程與步驟 4
第二章 文獻探討 5
第一節 研究架構 5
第二節 服務失誤 6
第三節 服務補救 8
第四節 顧客行為意圖 13
第三章 研究方法 17
第一節 研究設計 17
第二節 樣本與抽樣 18
第三節 問卷設計 19
第四節 衡量方式 19
第四章 資料分析 20
第一節 樣本基本資料分析 21
第二節 信度分析 22
第三節 效度分析 23
第四節 線性結構模式評估 25
第五節 假設檢定 27
第五章 研究結果與討論 31
第一節 研究結果 31
第二節 管理意涵 32
第三節 研究限制 35
參考文獻 37
中文參考文獻 37
英文參考文獻 39
附錄 45
研究問卷 45

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