以往有關服務失敗後消費者反應的研究大多將服務失敗視為一個整體事件，並未嘗試各別探討服務「結果」的失敗與服務「過程」的失敗所造成的效果以及此兩構面不同組合下的失敗情形所可能產生的交互作用。而根據組織領域中的「公平二元論(a two-component model of justice)」觀點，發現員工面對薪資待遇之不公平事件時，「結果面」與「過程面」的公平與否，所帶來的效應是截然不同的：結果面的不公平是員工採取行動的驅動因子，亦即只有當結果不公平下員工才會採取行動；而過程面的公平與否則會決定員工所採取的是正面或負面行動。因此，本研究擬將公平二元論應用在解釋消費者面臨不同服務失敗組合下的反應與行為上。此外，本研究亦加入調適潛勢作為調節變數，討論廠商能否透過提供顧客更便捷的意見反應管道而減緩服務失敗所造成的負面效應。

本研究採用情境實驗法，以大學生及研究生為便利樣本，並以對該樣本族群而言重要且熟悉的民宿訂房服務為研究產業，透過操弄三個自變數(服務結果：正向失驗/符合預期/負向失驗；服務過程：成功/失敗；調適潛勢：高/低)來設計虛擬之服務失敗情境，請受試者在閱讀完情境後填答有關於分配公平、程序公平、情緒與行為意圖之題項。之後透過統計分析來比較當消費者面臨不同服務失敗組合時，所可能產生之認知、情緒及行為反應的差異。

本研究發現：當服務失敗發生時，消費者會針對服務結果與過程面的表現分別進行知覺分配公平與程序公平之判斷。而知覺公平此兩構面對於消費者的行為反應的確扮演不同的角色。分配不公平並非消費者採取行動的驅動因子；意即，無論其結果是否符合分配公平，消費者皆會有所行動。但程序公平則確實是決定消費者行動「方向(正面或負面)」的主要因素，亦即當發生服務結果失敗時，成功的服務過程，能夠誘發消費者的正向反應(如提供建言)；失敗的服務過程，則是會強化其負面行為(如向店家抱怨)。在分配不公平且程序不公平的情況下，調適潛勢能夠調節「程序公平」對「行為意圖」的關係。

Among former researches regarding the consumer’s post-reactions facing a “Service-failure” scenario, most scholars treated the situation of “Service-failure” as a whole affair, but had never tried to discuss its separate effect possibly caused by service “outcome” or service “process” and the potential correlation due to different combinations of this two “Service-failure” types (output failure /process failure). According to “A two-component model of justice” view in Organizational-Behavior domain, we can obtain the following conclusion that the influence caused by service “outcome” entirely differs from which caused by service “process”, while the employee faces the unfair affairs of salary-treatment. Distributive-injustice is the trigger that the employee takes the action. Only when facing the condition of output failure, employees will take actions. Is service “process” fair or not will determine that people adopt positive or negative action. Consequently, this research plans to apply “A two-component model of justice” view to explain the possible reactions or behaviors while consumers face different “Service-failure” combinations. In addition, the study also joins the factor called “Coping-potential” as moderator to discuss whether the store owner can retard the negative effect caused by “Service-failure” through offering consumers more convenient ways or methods to express opinions.

This research adopts a scenario experimental method, taking university students and graduate students as the convenient sample, with regard to the sample the important and familiar hotel-ordering services as the study industry, designs a virtual scenario of Service-failure by manipulating three independent variables (service outcome：positive disconfirmation /match the consumer’s expectation /negative disconfirmation；service process：success /failure；Coping-potential：high /low). The study asks the experimental subject to fill after reading the description of a virtual scenario to answer the items including “distributive-justice”, “procedural-justice”, “emotions” and “Behavior-intention”. And then we apply statistics-analysis to compare with the difference of the consumer’s possible reactions when he faces variety of “Service-failure” combinations.

The results discovered: consumers will aim at the performances of service “outcome” and service “process” to carry on the judgments of distributive-justice and procedural-justice respectively when facing a “Service-failure” scenario. Two dimensions of “Perceived-justice” indeed play the different roles of determining the consumer’s behavior. Distributive-injustice is not the trigger that the consumer takes the action. No matter how its result accords with “distributive-justice”, people all do something. Yet “procedural-justice” truly is the main factor, which is decided that people adopt what kinds of actions (positive /negative). Under assigning the unfair result with fair procedure (output failure), the consumer will take positive reactions (e.g. offering the suggestions). On the other hand, unfair procedure will strengthen the negative responses (e.g. complaining toward the store). Under assigning the unfair situation with unfair procedure (output failure plus process failure), “Coping-potential” will regulate the relation between “Procedural-justice” and “Behavior-intention".

致謝辭 III
中文摘要 V
Abstract VII

第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究問題與目的 4
第三節 研究流程 6

第二章 文獻探討 7
第一節 服務失敗 7
第二節 服務品質 12
第三節 公平理論/知覺公平/公平二元論 15
第四節 消費者反應 23
第五節 調適潛勢 32

第三章 研究方法 35
第一節 研究架構 35
第二節 研究假說 36
第三節 研究設計 43
第四節 問卷設計 47
第五節 實驗進行方式與分析方法 62

第四章 分析與結果 66
第一節 樣本結構 66
第二節 實驗操弄確認 69
第三節 因素分析與信度分析 72
第四節 服務失敗與知覺公平、情緒與行為之關係 75
第五節 調適潛勢之調節效果 86

第五章 結論與建議 90
第一節 研究發現與討論 90
第二節 研究貢獻 96
第三節 研究限制 100
第四節 未來研究方向 101

參考文獻 103
附錄 112

中文部份
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2. 李靑芬、李雅婷、趙慕芬譯，組織行為學，Stephen P. Robbins, Organizational behavior, 台北市：華泰文化，2006。
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