臺灣博碩士論文加值系統

　　由於服務最大之特色即是無形性(intangibility)，此種特性使得消費者缺乏實體証據來判斷服務品質，進而造成服務失誤(service failure)之不可避免，過往學者曾探討無形性對於滿意度之影響，但尚未有學者以無形性來探討其對於服務補救滿意度(service recovery satisfaction)之影響，因此本研究擬將無形性與服務補救期望理論結合，以服務補救的滿意度為本研究所探討的依變數，並將服務的無形性引入本研究中，做為探討服務補救的變數，藉此來探究服務的無形性是否會對服務補救期望產生影響，並進而對服務補救滿意度產生連帶影響，以實驗法來探詢無形性對於服務補救滿意度之影響。並加入顧客忠誠度為干擾變數。
　　研究結果發現，高度與低度無形程度的服務都將造成低水準之服務補救後滿意度，唯有中度無形程度之服務具有高水準之服務補救滿意度，且高度忠誠度之顧客，其補救後滿意度將會明顯高於低忠誠度之顧客，但是對於無形性與服務補救滿意度間之變化關係並無影響。
　　因此，企業應注意其本身行業之無形性特性，高度或低度無形程度均較不利於服務補救的提供。而企業所擁有的忠誠顧客群也是必須非常注意的焦點，面對忠誠的顧客時，一旦發生了失誤，必定要小心應對及處理，只要所提供的服務補救措施有達成此類型顧客的要求，則顧客對於企業的服務補救滿意度則會相當的高，並且會持續的消費企業的產品，成為企業更忠誠的顧客。

The single most significant characteristic of service is “intangibility”, which is a lack of physical evidence for customers to identify Service quality. Thus service failure cannot be avoid.
Previous researches have discussed the impact of intangibility on customer satis-faction, but none of the research focused on the impact of intangibility on service re-covery satisfaction. Therefore, this research combines intangibility and service recovery expectation theory and explore the impact of intangibility and service failure severity on service recovery satisfaction through experimental methods. The research revealed that businesses with high and low intangibility have low service recovery satisfaction. Only when the intangibility is medium, would the service recovery satisfaction be the highest.

內容目錄
中文摘要　．．．．．．．．．．．．．．．．．．．．． iii
英文摘要　．．．．．．．．．．．．．．．．．．．．． iv
誌謝辭　　．．．．．．．．．．．．．．．．．．．．． v
內容目錄　．．．．．．．．．．．．．．．．．．．．． vi
表目錄　　．．．．．．．．．．．．．．．．．．．．． viii
圖目錄　　．．．．．．．．．．．．．．．．．．．．． x
第一章　　研究背景、問題、目的．．．．．．．．．．． 1
　　第一節　　研究背景．．．．．．．．．．．．．．． 1
　　第二節　　研究問題與目的．．．．．．．．．．．． 5
第二章　　文獻回顧．．．．．．．．．．．．．．．．． 10
　　第一節　　服務品質．．．．．．．．．．．．．．． 10
　　第二節　　無形性．．．．．．．．．．．．．．．． 25
　　第三節　　服務補救．．．．．．．．．．．．．．． 33
第四節 顧客忠誠度．．．．．．．．．．．．．． 42
第三章 研究設計．．．．．．．．．．．．．．．．． 51
第一節 觀念性架構．．．．．．．．．．．．．． 51
第二節 研究假設．．．．．．．．．．．．．．． 52
第三節 變數的操作型定義與衡量．．．．．．．． 54
第四節 問卷設計．．．．．．．．．．．．．．． 57
第五節 資料收集．．．．．．．．．．．．．．． 58
第六節 問卷的信度及效度．．．．．．．．．．． 59
第七節 研究分析方法．．．．．．．．．．．．． 60
第四章 研究結果．．．．．．．．．．．．．．．．． 62
第一節 答卷者基本資料．．．．．．．．．．．．． 62
第二節 服務無形性對補救期望影響關係之分析．． 63
第三節 補救期望對補救滿意度影響關係之分析．． 65
第四節 服務無形性對補救滿意度影響關係分析．． 68
第五節 顧客忠誠度對服務無形性與補救後滿意度影
影響關係之分析．．．．．．．．．．．． 71
第五章　　結論與建議．．．．．．．．．．．．．．．． 76
第一節 研究結果彙整與討論．．．．．．．．．． 76
第二節 研究意涵．．．．．．．．．．．．．．． 80
　　第三節　　管理意涵．．．．．．．．．．．．．．． 81
參考文獻　．．．．．．．．．．．．．．．．．．．．． 84
附錄A　　前測結果．．．．．．．．．．．．．．．．． 100
附錄A　　研究問卷－大哥大電訊業．．．．．．．．．． 102
附錄B　　研究問卷－書店業．．．．．．．．．．．．． 104
附錄C　　研究問卷－比薩店業．．．．．．．．．．．． 106

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