消費者的不當行為，在今日時有所聞，因此傳統的「顧客至上」觀念應該要受到挑戰。而惡質顧客所帶來的問題與影響，也逐漸受到學者的關注。然而過去關於惡質顧客的研究中，少有學者由實證性的方式來探討惡質顧客行為，而本研究針對惡質顧客的特質，包括其嚴重性與惡質顧客之數量，配合服務者干預行為，嘗試瞭解惡質顧客之行為嚴重性與數量，對其他顧客之情緒，以及服務方之干預，是否對於情緒、滿意度、與口碑有影響。
本研究採取實驗設計的方法進行，模擬咖啡店中惡質顧客事件的虛擬故事情境(scenario)，透過2×2×2的因素設計進行分析。採用便利取樣共蒐集有效問卷219份。根據分析結果，本研究歸納出以下結論：
1. 不同的惡質顧客行為嚴重性，會造成其他顧客的嚴重性知覺差異，以及影響其他顧客的正負面情緒。當惡質顧客之行為嚴重性愈高，其他顧客所知覺到的嚴重性程度也愈高，同時使其有較低的正面情緒、較高的負面情緒。
2. 惡質顧客之數量也是可能造成其他顧客正負面情緒變動的因素。當惡質顧客的數量愈多，會使得其他在場顧客的負面情緒增加。然當惡質顧客的數量愈多時，目標顧客之正面情緒並不會因此下降。
3. 惡質顧客行為的發生，未必要與其它顧客產生實體上的接觸，只要是在相同的服務環境之中，甚至僅止於視覺上的互動，都會使得在場之顧客產生情緒上的波動。
4. 服務方之干預行為可以有效提高目標顧客的正面情緒、降低目標顧客的負面情緒。而當有服務提供者的干預行為時，消費者的干預後正面情緒會高於無干預之正面情緒；干預後負面情緒會低於無干預之負面情緒。
5. 當受測者的干預後正面情緒愈高時，干預後負面情緒愈低時，其滿意度愈高，正面口碑行為亦愈顯著。

Consumers’ misbehaviors are common in service settings today. Therefore, the traditional idea of “customers first” should be challenged. Besides, the scholars are paying more and more attention on the problems and effects comes from “Jaycustomers”. However, there was lack of discussion on “Jaycustomer behaviors” through experimental research. As a result, this research focuses on Jaycustomer’s characteristics, which including the perceived severity and size, and focuses on service provider’s intervention behavior. And the research purpose is finding out that if the perceived severity of Jaycustomer behaviors and the Jaycustomer’s size have effects on other customers’ emotional state. Furthermore, this research also aims to understand the influence of service provider’s intervention to customers’ emotions, satisfaction, and WOM.
This research reports an experimental design in the context of coffee shop with eight (2×2×2) scenarios. Two hundred and nineteen questionnaires were gathered. According to the gathered data, the conclusions of this research are summarized as following:
1. Different Jaycutomer behaviors will make people have different perceived severities. And higher perceived severity of Jaycustomer behaviors makes lower degree of customers’ positive emotions and higher degree of negative emotions.
2. When Jaycustomer’s size is getting higher, other customers will have more negative emotions.
3. Customers being in the same service settings or having eye contact with Jaycustomers, even without physical contact, will still be affected by them.
4. Service provider’s intervention will raise other customers’ positive emotions and lower their negative emotions. Consumers’ positive emotions with intervention will be higher than the positive emotions with no intervention. And consumers’ negative emotions will be lower than the negative emotions without intervention.
5. When consumers have higher positive emotions or lower negative emotions, they will more satisfy with the service, and they will have more positive WOM behaviors.

目錄
摘要（中） I
摘要（英） II
目錄 IV
表目錄 V
圖目錄 VI
第一章緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究流程 4
第二章文獻回顧 5
第一節 服務接觸 5
第二節 顧客互動 9
第三節 惡質顧客行為 13
第四節 社會衝擊理論 22
第五節 顧客反應 24
第六節 管理者角色—服務補救觀點 36
第三章研究方法 39
第一節 研究架構 39
第二節 研究假設 40
第三節 研究設計 44
第四節 變數定義與衡量 49
第五節 前測與再測 53
第六節 實驗進行方式及分析方法 55
第四章 分析與結果 57
第一節 樣本結構 57
第二節 消費者情緒和情緒反應的因素分析 58
第三節 嚴重性操弄確認與生態效度 62
第四節 假設檢驗 63
第五節 小結 68
第五章結論與建議 69
第一節 研究結果與討論 69
第二節 行銷意涵 71
第三節 研究限制 73
參考文獻 75
附錄 正式問卷 87

中文部份
1. 蔣大成、林婉琳、洪瑞敏，服務失誤與服務補救之探討—以服務業為例，品質月刊，2004年11月，pp. 61-66。
2. 鄭再福、王瑞生，會計專業服務補救、顧客滿意反應及行為意向關係研究，長榮大學學報，第八卷第一期，pp. 73-90。
3. 宋筱惠，2005，服務補救水準、顧客關係對補救後滿意度與後續行為之影響—整合認知面與情感面之探討，國立中山大學企業管理學系碩士論文。
4. 黃儀真，2003，顧客對顧客互動事件、角色類型、相容性與顧客反應間關係之研究，銘傳大學管理科學研究所碩士論文。
5. 白志瑋，2004，顧客推薦方案對口碑行為動機、顧客忠誠度與推薦意願之影響，國立台灣科技大學企業管理學系碩士論文。
6. 關慶球，2003，ADSL 寬頻網路顧客滿意度與顧客忠誠度之研究―以中華電信公司大高雄地區顧客為例，國立中山大學企業管理研究所碩士在職專班碩士論文。


英文部份
1. Adelman, M. B., Ahuvia, A. and Goodwin, C., (1994), “Beyond smiling: Social support and service quality”, in Rust, R. T. and Oliver, R.L. (Eds), Service Quality: New Directions in Theory and Practice, Sage Publications, Thousand Oaks, CA.
2. Anderson, E.W. and Sullivan, M.W. (1993), “The antecedents and consequences of customer satisfaction for firms”, Marketing Sciense, Vol. 12, No. 2, pp. 125-42.
3. Anderson, E.W., Fornell, C. and Lemann, D.R.(1994), “Customer Satisfaction, Market Share, and Profitability: Finding from Sweden”, Journal of Marketing, Vol. 58, No.3, pp. 53-66.
4. Anderson, K. and Zemke, R. (1990), “Customers from hell”, Training, Vol. 26, Febuary, pp. 25-31.
5. Arnould, E., Price, L. and Tierney, P. (1998) “The wilderness servicescapes: An ironic commercial landscape”, in J.F.J. Sherry (ed.) Servicescapes: The concept of Place in contemporary markets, pp. 403-38. Chicago: NTC/Contemporary Publishing Company.
6. Arnould, E.J. and Price, L.L. (1993), “River magic: extraordinary experience and the extended service encounter”, Journal of Consumer Research, Vol. 20, June, pp. 24-45.
7. Argo, J., Dahl, D, Manchanda, R. (2005), “A non-interactive social presence in a retail setting: An investigation of its impact on consumers’ emotions, cogvitive performance, and self-presentation behaviors”, Advances in Consumer Research, Vol. 32, No.3, pp. 309-10.
8. Bagozzi, R.P., Baumgartner, H., and Pieters, R. (1998), “Goal-directed emotions”, Cognition and Emotion, Vol. 12, No. 1, pp. 1-26.
9. Baker, J., Grewal, D., and Parasuraman, A. (1987), “The role of the environment in marketing services: The consumer perspective”, in John A. Czepiel, Carole A. Congram and James Shanahan (Eds), The Service Challenge. Integrating for Competitive Advantage Chicago American Marketing Association.
10. Baldrige, M. (1994), Malcolm Baldrige National Quality Award (1995), “1995 Application Guidelines”, United States Department of Commerce, National Institute of Standards and Technology, Gaithersburg.
11. Batra, R. and Holbrook, M.B. (1990), “Developing a typology of affective responses to advertising”, Psychology and Marketing, Vol. 7, Spring, pp. 11-25.
12. Belk, R.W. (1975), “Situational variables and consumer behavior”, Journal of Consumer Research, Vol. 2, No. 3, pp. 157-64.
13. Bell, C.R. and Zemke, R. (1987), “Service breakdown: The road to recovery”, Management Review, Vol. 76, October, pp. 32-5.
14. Bellizzi, J.A. and Hite, R.E. (1992), “Environmental color, consumer feelings, and purchase likelihood”, Psychology & Marketing, Vol. 9 No. 5, pp. 347-63.
15. Bernstein, R.J. (1985), “Beyond objectivism and relativism: Science, hermeneutics and praxis”, University of Pennsylvania Press.
16. Berry, J.W. (1983), “Acculturation: A comparative analysis of alternative forms”, In R.J. Samuda and S.L. Woods eds., Perspectives in immigrant and minority education. Lanham, MD: University Press of America.
17. Berry, L.L. and Parasuraman, A. (1991), Marketing Services: Competing through Quality, The Free Press, New York, NY.
18. Berry, L.L., Zeithaml, V.A. and Parasuraman, A. (1985), “Quality counts in services, too”, Business Horizons, Vol. 28, May/June, pp. 44-52.
19. Bitner, M.J. (1990), “Evaluating service encounters: The effects of physical surroundings and employee responses”, Journal of Marketing, Vol. 54, No. 2, pp. 69-82.
20. Bitner, M.J. (1992), “Servicescapes: The impact of physical surroundings on customers and employees”, Journal of Marketing, Vol. 56, No. 2, pp. 57-76.
21. Bitner, M.J., Booms, B.H. and Mohr, L. (1994), “Critical service encounters: The employee’s viewpoint”, Journal of Marketing, Vol. 58, No. 4, pp. 95-106.
22. Bloch P.H. and Richins, M.L. (1983), “A theoretical model for the study of product importance perceptions”, Journal of Marketing, Vol. 47, No. 3, pp. 69-81.
23. Bloch, P.H., Sherrell, D.L. and Ridgway, N.M.(1986), “Consumer Search: An Extended Framework,” Journal of Consumer Research, Vol. 13, No. 1, June, 119-126.
24. Blodgett, J.G., Hill, D.J. and Tax, S.S. (1997), “The effects of distributive, procedural, and interactional justice on post-complaint behavior”, Journal of Retailing, Vol. 73, No. 2, pp. 185-210.
25. Bolton, R.N. (1998), “A dynamic model of the duration of the customer’s relationship with a continuous service provider: The role of satisfaction”, Marketing Science, Vol. 17, No. 1, pp. 45-65.
26. Bolton, R.N. and Drew, J.H. (1991), “A multistage model of customers’ assessments of service quality and value”, Journal of Consumer Research, Vol. 17, March, pp. 375-84.
27. Booms, B.H. and Bitner, M.J. (1981), “Marketing strategies and organizational structures for service firms”, in James H. Donnelly and William R. George (Eds.), Marketing of Services Chicago American Marketing Association.
28. Boyd, C. (2002), “Customer violence and employee health and safety”, Work, Employment, and Society, Vol. 16, No.1, pp. 151-69.
29. Brewer, M. (2000). Research Design and Issues of Validity. In Reis, H. and Judd, C. (eds.) Handbook of Research Methods in Social and Personality Psychology. Cambridge: Cambridge University Press.
30. Bristor, J.M. (1990), “Enhanced Explanations of Word of Mouth Communications: The Power of Relationships”, Research in Consumer Behavior, Vol. 4, No.1, pp.51-83.
31. Buttle, F. and Burton, J. (2002), “Does service failure influence customer loyalty?” Journal of Consumer Behavior, Vol.1, No.3, pp.217-27.
32. Cacioppo, J.T., Berntson, G.G., and Klein, D.J. (1992), “What is an emotion? The role of somatovisceral affernce, with special emphasis on somatovisceral ‘Illusions’”, Review of Personality and Social Psychology, Vol. 14, No.1, pp. 63-98.
33. Cameron, M.O. (1964), The Booster and the Snitch: Department Store Shoplifting, New York: Free Press.
34. Carlzon, J.(1987), Moments of Truth, Ballinger, New York, N.Y.
35. Carroll, Izard. Human Emotions. New York: Plenum; 1977.
36. Caruana, A. B., Ramaseshan, B., and Ewing, M.T. (2001), “Anomia and fraudulent behavior by retail customers: A study among employee”, Journal of Retailing and Consumer Services, Vol. 8, No.4, pp. 181-87.
37. Christiansen, T.R. (1993), “Modeling the efficiency and effectiveness of coordination in engineering design teams”, Ph.D. Dissertation, Department of Civil Engineering, Stanford University.
38. Churchill, G.A. and Surprenant, C. (1982), “An investigation into the determinants of customer satisfaction”, Journal of Marketing Research, Vol. 19, No. 4, pp. 491-504.
39. Churchill, L.R. (1982), “The teaching of ethics and moral values in teaching: Some contemporary confusions”, The Journal of Higher Education, Vol. 53, No.3, pp. 296-307.
40. Clemmer, E.C. and Schneider, B. (1996), Fair Service. In T.A. Swartz, D.E. Bowen, and S.W. Brown, (Eds.), Advances in Services Marketing and Management, Vol. 5, pp. 109-26. Greenwich, CT: JAI Press.
41. Cohen, J.B., and Areni, C.S.(1991), Affect and consumer behavior, in Handbook of Consumer Behavior, A. Robertson and H. Kassarjian, (Eds.), Prentice-Hall, Englewood Cliffs, NJ. pp. 183-240.
42. Coppett, I.J. and Staples, A.W. (1990), Professional selling: A relationship management process, South Western, Cincinnati, OH.
43. Crockett, W. and Friedman, P. (1980), “Theoretical Explorations of the Process of Initial Interactions”, Western Journal of Speech Communication, Vol. 44, No.2, pp. 86-92.
44. Crosby, L.A., Evans, K.R., and Cowles, D. (1990), “Relationship quality on service selling: An interpersonal influence perspective”, Journal of Marketing, Vol. 54, July, pp. 68-81.
45. Curren, M.T. and Harich, K.R. (1994), “Consumers’ mood states: The mitigating influence of personal relevance on product evaluations”, Psychology & Marketing, Vol. 11, No.2, pp. 91-107.
46. Czepiel, J.A. (1990), “Services encounters and service relationships: Implications for research”, Journal of Business Research, Vol. 20, No.1, pp. 13-21.
47. Dabbs, J.M., Jr. (1971), “Physical closeness and negative feelings”, Psychonomic Science, Vol. 23, No.2, pp. 141-43.
48. Dawson, S., Bloch, P.H., and Ridgway, N.M. (1990), “Shopping motives, emotional states, and retail outcomes”, Journal of Retailing, Vol. 66, No.4, pp. 408-27.
49. Day, R.L., and Landon, E. L., Jr. (1977), “Toward a theory of consumer complaining behavior”, in Arch Woodside, Jagdish Sheth, and Peter Bennett (eds.), Consumer and Industrial Buying Behavior, Amsterdam: North-Holland Publishing Company.
50. DeMore, S. W., Fisher, J.D., and Baron, R.M. (1988), “The equity-control model as a predictor of vandalism among college students”, Journal of Applied Social Psychology, Vol. 18, No.2, pp. 80-91.
51. Donovan, R.J. and Rossiter, J.R. (1982), “Store atmosphere: An environmental psychology approach”, Journal of Retailing, Vol. 58, No. 1, pp. 34-57.
52. Dube, L. and Morgan, M.S. (1998), “Capturing the dynamics of in-process consumption emotions and satisfaction in extended service transactions”, International Journal of Research in Marketing, Vol. 15, No.4, pp. 309-20.
53. Dube, L., Belanger, M.C., and Trudeau, E. (1996), “The role of emotions in health care satisfaction”, Journal of Health Care Marketing, Vol. 16, Summer, pp. 45-51.
54. Edell, J.A. and Burke, M.C. (1987), “The power of feelings in understanding advertising effects”, Journal of Consumer Research, Vol. 14, No.3, pp. 421-33.
55. Engel, J.F., Blackwell, R.D., and Miniard, P.W. (1993), Consumer Behavior. Fort Worth: The Dryden Press.
56. Erevelles, S. (1998), “The role of affect in marketing”, Journal of Business Research, Vol. 42, July, pp. 199-215.
57. Etzel, M.J., and Silverman, B.I. (1981), “A managerial perspective on directions for retail customer dissatisfaction research”, Journal of Retailing, Vol. 57, Fall, pp. 124-36.
58. Evrard, Y. and Aurier, P. (1994), “The influence of emotions on satisfaction with movie consumption”, Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, Vol. 7, pp. 119-25.
59. Farrugia, S. (2002), “A dangerous occupation? Violence in public libraries”, New Library World, Vol. 103, No.9, pp. 309-19.
60. Feick, L.F. and Price, L.L. (1987), “The Market Maven: A Diffuser of Marketplace Information,” Journal of Marketing, Vol. 51, No. 1, January, 83-97.
61. File, K.M. and Prince, R.A. (1993), “Evaluating the effectiveness of interactive marketing”, Journal of Services Marketing, Vol. 7, No.3, pp. 49-58.
62. Fiske, S.T. (1989), “Examining the role of intent: Toward understanding its role ine stereotyping and prejudice”, in J.S. Uleman and J.A. Bargh eds., Unintended Thought, New York: The Guilford Press, pp. 253-283.
63. Folkes, V.S. (1984), “Consumer reactions to product failures: An attributional approach”, Journal of Consumer Research, Vol. 10, March, pp. 398-409.
64. Folkes, V.S., Koletsky, S., and Graham, J.L. (1987), “A field study of causal inferences and consumer reaction: The view from the airport”, Journal of Consumer Research, Vol. 13, No.4, pp. 534-39.
65. Fonberg, E.A.(1986), “Emotions, motivation, and depressive states”, in Emotion: Theory, Research, and Experience, Robert Plutchik et al., (Eds.), Kluwer Press, New York, pp. 300-65.
66. Fox, Suzy (2001), “Emotional value: Creating strong bonds with your customers”, Personnel Psychology, Vol. 54 No. 1, pp. 230-34. Donovan, R.J. and Rossiter, J.R. (1982), “Store atmosphere: An environmental psychology approach”, Journal of Retailing, Vol. 58, No. 1, pp. 34-57.
67. Friedman, M. (1999), Consumer boycott: Effecting change through the marketplace and the media, Routledge, New York, NY.
68. Frijda, N.H. (1986), The Emotions. Cambridge, UK: Cambridge University Press.
69. Frijda, N.H. (1993), “Moods, emotions episodes, and emotions”, in Handbook of Emotions. (Eds.) M. Lewis and J.M. Haviland. New York: Guiford, pp. 381-403.
70. Fullerton, R.A. and Punj, G. (1993), “Choosing to misbehave: A structural model of aberrant consumer behavior”, Advances in Consumer Research, Vol. 20, No.1, pp. 570-4.
71. Fullerton, R.A. and Punj, G. (2003), “Repercussions of promoting an ideology of consumption: Consumer misbehaviour”, Journal of Business Research.
72. Fullerton, R.A. and Punj, G. (1997), “Can Consumer Misbehavior Be Controlled? A Criticla Analysis of Two Major Control Techniques”, Advances in Consumer Research, 24, pp.340-44.
73. Gabriel, Y. and Lang, T. (1997), The unmanageable consumer: Contemporary consumption and its fragmentations. London: Sage.
74. Garbarino, E. and Johnson, M.S. (1999), “The Different Roles of Satisfaction, Trust, and Commitment in Customer Relationships” Journal of Marketing. Vol. 63, No. 2, pp. 70-87.
75. Goodwin, B.F., Patterson, P.G., and Johnson, L.W. (1999), “Consumer coping strategies with dissatisfactory service encounter: A preliminary investigation”, Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, Vol. 12, pp. 145-54.
76. Goodwin, C. and Ross, I. (1992), “Consumer responses to service failures: influence of procedural and interactional fairness perceptions”, Journal of Business Research, Vol. 25, September, pp. 149-63.
77. Gorn, G., Goldberg, M., and Basu, K. (1993), “Mood, awareness and product evaluation”, Journal of Consumer Psychology, Vol. 2 No. 2, pp. 237-56.
78. Gremler, D.D., and Brown, S.W. (1996), “Service Loyalty: Its Nature, Importance, and Implications,” in Edvardsson, B., Brown, S. W., Johnston, R. (Eds), Advancing Service Quality: A Global Perspective, International Service Quality Association, pp. 171-180.
79. Gremler, D.D., Gwinner, K.P. and Brown, S.W. (2001), “Generating Positive Word-of-Mouth Communication through Customer-Employee Relationship,” International Journal of Service Industry Management, Vol. 12, No. 1, pp. 44-59.
80. Griffitt, W. and Veitch, R. (1971), “Hot and crowded: Influences of population density and temperature on interpersonal affective behavior”, Journal of Personality and Social Psychology, Vol. 17, January, pp. 92-8.
81. Grossbart, S.L., Mittelstaedt, R., Curtis, W., and Rogers, R.D.(1975), “Environmental sensitivity and shopping behavior”, Journal of Business Research, Vol. 3, October, pp. 281-94.
82. Grove, S.J. and Fisk, R.P. (1992), “The service experience as theater”, Advances in Consumer Research, Association for Consumer Research, Provo, UT, pp. 455-61.
83. Grove, S.J. and Fisk, R.P. (1997), “The impact of other customers on service exchanges: A critical incident examination of ‘getting alone’”, Journal of Retailing, Vol. 73, No.1, pp. 63-85.
84. Grove, S.J., Fisk, R.P, and John, J. (2004), “Surviving in the age of rage”, Marketing Management, March/April., pp. 41-6.
85. Gummesson, E. (1993) Quality Management in Service Organizations. St. Johns University, NY International Service Quality Association.
86. Hair, J.F.,Anderson, R.E., Tatham, R.L., and Black, W.C.(1998), Multivariate Data Analysis, 5th Ed. Upper Saddle River, NJ: Prentice Hall.
87. Harris, K. Baron, S. and Ratcliffe, J. (1995), “Customers as oral participants in a service setting”, Journal of Services Marketing, Vol. 9, No.4, pp. 64-76.
88. Harris, K., Baron, S. and Davies, B.J. (1999), “What sort of soil do rhododendrons like? Comparing customer and employee responses to requests for product-related information”, Journal of Services Marketing, Vol. 13, No. 1.
89. Harris, K., Baron, S. and Ratcliffe, J. (1994), “Oral participants of customers in a retail setting: An empirical study”, Proceedings of the 3rd International Research Seminar in Service Management, La-Londe-les-Maures, France, pp. 24-7.
90. Harris, K., Davis, B.J. and Baron, S. (1997), “Conversations during purchase consideration: Sales assistants and customers”, The International Review of Retail, Distribution and Consumer Research, Vol. 7, No.3, pp. 173-90.
91. Harris, L.C. and Reynolds, K.L. (2003), “The consequences of dysfunctional customer behavior”, Journal of Service Research, Vol. 6, No.2, pp. 144-61.
92. Harris, L.C. and Reynolds, K.L. (2004), “Jaycustomer behavior: An exploration of types and motives in the hospitality industry”, Journal of Services Marketing, Vol. 18, No.5, pp.339-57.
93. Hart, C.W.L., Heskell, J.L. and Sasser, W.E. Jr (1990), “The profitable art of service recovery”, Harvard Business Review, Vol. 68, No.4, pp. 148-56.
94. Hart, G.., Ryan, Y., and Bagdon, K. (2000), “Supporting organizational change: Fostering a more flexible approach to course delivery”, In The Changing Face of Learning Technology, ed. By Squires, D., Canole, G. and Jacob, G. University of Wales Press, UK.
95. Hempel, C.G. (1977), Aspekte Wissenschaftlicher Erklarung, Walter de Gruyter.
96. Herr, P. M., Kardes, F. R.and Kim, J. (1991), “Effects of Word-of-Mouth and Product-Attribute Information on Persuasion: An Accessibility-Diagnosticity Perspective,” Journal of Consumer Research, Vol. 17, No.4, pp. 454-462.
97. Hirschman, E.C. (1992), “The consciousness of addiction: Toward a general theory of compulsive consumption”, Journal of Consumer Research, Vol. 19, No.2, pp. 155-79.
98. Hoffman, K. D., Kelley, S. W., and Davis, M. A. (1993), “A typology of retail failures and recoveries”, Journal of Retailing, Vol. 69, Winter, pp. 49-59.
99. Hoffman, K.D. and Bateson, J.E.G. (1997), Essentials of Service Marketing, The Dryden Press, Orlando, FL.
100. Hoffman, K.D., Kelley, S.W. and Rotalsky, H.M. (1995), “Tracking service failures and employee recovery efforts”, Journal of Services Marketing, Vol. 9, No.2, pp. 49-61.
101. Holbrook, M.B. and Batra, R. (1987), “Assessing the role of emotions as mediators of consumer responses to advertising”, Journal of Consumer Research, Vol. 14, No.3, pp. 404-20.
102. Huefner, J.C. and Hunt, K.H. (1994), “Extending the Hirschman model: When voice and exit don’t tell the whole story”, Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, Vol. 13, pp. 61-82.
103. Huefner. J.C. and Hunt, H.K. (2000), “Consumer retaliation as a response to dissatisfaction”, Journal of Consumer Satisfaction, Dissatisfaction, and Complaining Behavior, Vol. 13, pp. 61-82.
104. Hui, M.K. and Bateson, J.E.G. (1991), “Perceived control and the effects of crowding and consumer choice on the service experience”, Journal of Consumer Research, Vol. 18, September, pp. 174-84.
105. Hunt, H. K., David, H.and Tacy, C. (1988), “Consumer Grudge Holding Dissatisfaction, and Complaining Behavior”, Journal of Consumer Satisfaction, Vol. 1, pp. 116-118.
106. Isen, A.M.(1984), “Toward understanding the role of affect in cognition”, in Handbook of Social Cognition, Vol. 3, Robert S. Wyer and Thomas K. Srull, (Eds.), Erlbaum, Hillsdale, NJ. pp. 179-235.
107. Izard, C.E. (1977), Human Emotions, Plenum Press, New York, NY.
108. Jacoby, J. and Jaccard, J.J. (1981), “The sources, meaning, and validity of consumer complaint behavior: A psychological analysis”, Journal of Retailing, Vol. 57, No.3, pp. 4-23.
109. Johnson, M. and Zinkhan, G. (1991), “Emotional responses to a professional service encounter”, The Journal of Services Marketing, Vol. 5, No.2, pp. 5-16.
110. Johnston, T.C. and Hewa, M.A. (1997) Fixing Service Failures, Industrial Marketing Management, Vol.26, No.5, pp.467-73.
111. Jolson, M.A. (1974), “Consumers as offenders”, Journal of Business Research, Vol. 2, January, pp. 89-98.
112. Jones, P. and Groenenboom, K. (2002), “Crime in London hotels”, Tourism and Hospitality Research, Vol. 4, No.1, pp. 21-35.
113. Kaiser and Rise (1974), Little Jiffy Mark IV. Educational and Psychological Measurement, Vol. 34, Spring, pp. 111-17.
114. Keaveney, S.M. (1995), “Customer switching behavior in service industries: An exploratory study”, Journal of Marketing, Vol. 59, No.2, pp. 71-82.
115. Koelemeijer, K., Prevo, O., Pieters, R. and Roest, H. (1995), “Service evaluation process: an investigation into hierarchies-of-effects”, presented at Workshop on Quality Management in Services V, Tilburg, The Netherlands, 11-12 May 1995, organized by Tilburg University and European Institute for Advanced Studies in Management.
116. Kotler, P. (1974), Atmospherics as a Marketing Tool. Journal of Retailing, Vol. 49, No.4, pp. 48-64.
117. Kotler, P. (1997), Marketing Management-Analysis, Planning, Implementation and Control, 9th ed., Prentice-Hall Inc., New Jersey.
118. Kowalski, R.M. (1996), “Complaints and complaining: Functions, antecedents, and consequences”, Psychological Bulletin, Vol. 199, No.2, pp. 179-96.
119. Langeard, E., Bateson, E.G., Lovelock, C.H., and Eigler, Pierre (Eds.). (1981) Marketing of Services: New Insights from Consumers and Managers. Cambridge, MA: Marketing Science Institute.
120. Langer, E.J. and Saegert, S. (1977), “Crowding and cognitive control”, Journal of Personality and Social Psychology, Vol. 35, No.3, pp. 175-82.
121. Laros, J.M. and Steenkamp, E.M. (2005), “Emotions in consumer behavior: A hierarchical approach”, Journal of Business Research, Vol. 58, No.10, pp. 5-9.
122. Latane, B. (1981), “The psychology of social impact”, American Psychologist, Vol. 36, No.4,pp. 343-56.
123. Lazarus, R.S. (1991), Emotion and Adaptation. New York: Oxford University Press.
124. LeDoux, J. (1996), The Emotional Brain: The Mysterious Underpinnings of Emotional Life. New York: Simon & Schuster.
125. Lehtinen, Uolevi and Lehtinen, Jarmo R. (1991), “Two approaches to service quality”, The Services Industry Journal, Vol. 11, No.3, pp. 287-303.
126. Levy-Leboyer, C. (1984), Vandalism: Behaviours and Motivations, North Holland Printing, New York, NY.
127. Lewis, B.R. and Spyrakopoulos, S. (2001), “Service failures and recovery in retail banking: the customers’ perspective”, The International Journal of Bank Marketing, Vol.19.
128. Ligas, M. (2000), “People, products and pursuits: Exploring the relationship between consumer goals and product meanings”, Psychology and Marketing, Vol. 17, No.11, pp. 983-1003.
129. Ligas, M. and Coulter, R.A. (2001), “Changing faces in services relationships: Customers roles during dissatisfactory service encounters”, Advances in Consumer Research, Vol. 28, No.1, pp. 71-6.
130. Liljander, V. and Strandvik, T. (1997), “Emotions in service satisfaction”, International Journal of Service Industry Management, Vol. 8 No. 2, pp. 148-69.
131. Lovelock, C.H. (1991), Service Marketing, Prentice-Hall, USA.
132. Lovelock, C.H. (1994), Product Plus: How Product and Service Equals Competitive Advantage. New York: McGraw-Hill.
133. Lovelock, C.H. (1996). Service Marketing, 3rd ed. Englewood Cliffs, NJ: Prentice-Hall.
134. Lovelock, C.H. (2001). Service Marketing in Managing Service Encounters, 4th edition (USA: Prentice Hall): 57, Figure 3.1.
135. Lovelock, C.H. and Wirtz, J., (2004), Services Marketing: Texts, Cases and Readings, Prentice-Hall, Englewood Cliffs, NJ.
136. Mano, H. and Oliver, R. (1993), “Assessing the dimensionality and structure of the consumption experience: Evaluation, feeling and satisfaction”, Journal of Consumer Research, Vol. 20, December, pp. 451-66.
137. Marsha, R. (1983), “An analysis of consumer interaction styles in the marketplace”, Journal of Consumer Research, Vol. 10, June, pp. 73-82.
138. Martin, C.L. (1996), “Consumer-to-consumer relationships: Satisfaction with other consumers’ public behaviour”, Journal of Consumer Affairs, Vol. 30, No.1, pp. 146-69.
139. Martin, C.L. (1997), Bowling’s Team Concept, ICS Books Inc., Merrillville, IN.
140. Martin, C.L. and Pranter, C.A. (1989), “Compatibility management: Customer-to-customer relationships in service environments”, The Journal of Services Marketing, Vol. 3 No. 3, pp. 5-15.
141. Martin, R.J., Lillis, C.M., and Narayana, C.L.(1976), “Social psychological significance of store space”, Journal of Retailing, Vol. 52, No. 1, pp. 43-55.
142. Mattila, A.S. (2001), “The effectiveness of service recovery in a multi-industry setting”, Journal of Services Marketing, Vol. 15, No.7, pp. 583-96.
143. Mattila, A.S.and Enz, C.A. (2002), “The role of emotions in service encounters”, Journal of Service Research, Vol. 4 No. 4, pp. 268-77.
144. Maxham Ⅲ, J.G. (2001), “Service recovery’s influence on consumer satisfaction, positive word-of-mouth, and purchase intentions”, Journal of Business Research, Vol. 3, pp. 11-24.
145. McCollough, M.A., Berry, L.L., and Yadav, M.S. (2000), “An empirical investigation of customer satisfaction after service failure and recovery”, Journal of Service Research, Vol. 3, No.2, pp. 121-37.
146. McGrath, H. and Goulding, A. (1996), “Part of the job: Violence in public libraries”, New Library World, Vol. 97, No. 1127, pp. 4-13.
147. McGrath, M.A. and Otnes, C. (1995), “Unacquainted influencers: When strangers interact in the retail setting”, Journal of Business Research, Vol. 32, No. 3, pp. 261-72.
148. McShane, F.J. and Noonan, B.A. (1993), “Classification of shoplifters by cluster analysis”, International Journal of Offender Therapy and Comparative Criminology, Vol. 37, No.1, pp. 29-40.
149. Mills, M.K. and Bonoma, T.V. (1979), “Deviant Consumer Behavior: New Challenge for Marketing Research”, Educators Conference Proceeding of the American Marketing Association, Vol. 44, pp.445-49.
150. Miniard, P., Bhatla, S., and Sirdeshmukh, D. (1992), “Mood as a determinant of post-consumption product evaluations: Mood effects and their dependency on the affective intensity of the consumption experience”, Journal of Consumer Psychology, Vol. 1 No. 2, pp. 173-95.
151. Mohr, L.A. and Bitner, M.J. (1995), “The role of employee efforts in satisfaction with service transactions”, Journal of Business Research, Vol. 34, No.1, pp. 81-101.
152. Moore, J. (1984), “Global incentive constraints in auction design”, Econometrica, Vol. 52, No.6, pp. 1523-37.
153. Morgan, R. M. and Hunt, S.D. (1994), “The commitment-trust theory of relationship marketing”, Journal of Marketing, Vol. 58, No.3, pp. 20-38.
154. Morgan, R.E. and Chadha, S. (1993), “Relationship marketing at the service encounter: the case of life insurance”, The Service Industries Journal, Vol. 13, No.1, pp. 112-25.
155. Morgan, R.M. and Hunt, D.D. (1994), “The commitment trust theory of relationship marketing”, Journal of Marketing, Vol. 58, No.3, pp. 20-38.
156. Moschis, G. P. and Cox, D. (1989), “Deviant consumer behavior”, Advances in Consumer Research, Vol. 16, No.1, pp. 732-7.
157. Mudie, P., Cottam, A., and Raeside, R. (2003), “An exploratory study of consumption emotion in services”, The Service Industries Journal, Vol. 23, No.5, pp. 84-106.
158. Muller, T.E., Tse, D.K. and Venkatasubramaniam, R. (1991), “Post-consumption emotions: exploring their emergence and determinants”, Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, Vol. 4, pp. 13-20.
159. Murray, K.B. (1991), “A test of services marketing theory: Consumer information acquisition activities”, Journal of Marketing, Vol. 55, No.1, pp. 10-25.
160. Nyer, P.U. (1997a), “Modeling the cognitive antecedents of post-consumption emotions”, Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, Vol. 10, pp. 80-90.
161. Nyer, P.U. (1997b), “A study of the relationships between cognitive appraisals and consumption emotions”, Journal of the Academy of Marketing Science, Vol. 25, No.4, pp. 296-304.
162. O’Guinn, T.C., and Faber, R.J. (1989), “Compulsive buying: A phenomenological exploration”, Journal of Consumer Research, Vol. 16, No.2, pp. 147-58.
163. Oliver, R.L. (1980), “A cognitive model of the antecedents and consequences of satisfaction decisions”, Journal of Marketing Research, Vol. 17, No.3, pp. 460-9.
164. Oliver, R.L. (1981), “Measurement and evaluation of satisfaction processes in retail settings”, Journal of Retailing, Vol. 57, No. 3, pp. 25-48.
165. Oliver, R.L. (1993), “Cognitive, affective, and attribute based of the satisfaction response”, Journal of Consumer Research, Vol. 20, No.3, pp. 418-30.
166. Oliver, R.L. (1994), “Conceptual issues in the structural analysis of consumption emotion, satisfaction, and quality”, in Advances in Consumer Research, Vol. 21, (Eds.), Chris T. Allen and Deborah Roedder John. Provo, UT: Association for Consumer Research, pp. 16-22.
167. Oliver, R.L. and Swan, J.E. (1989), “Consumer perspectives of interpersonal equity and satisfaction in transactions: A field survey approach”, Journal of Marketing, Vol. 53, April, pp. 21-35.
168. Parasuraman, A., Berry, L.L., and Zeithaml, V.A.(1990), “An empirical examination of relationships in an extended service quality modal”, Report No. 90-122. Cambridge, MA: Marketing Science Institute.
169. Parker, C. and Ward, P. (2000), “An analysis of role adoptions and scripts during customer-to-customer encounters”, European Journal of Marketing, Vol.34, No.3-4, pp. 341-58.
170. Penaloza, L. and Price, L.L. (1993), “Consumer resistance: A conceptual overview”, Advances in Consumer Research, Vol. 20, No.1, pp. 123-28.
171. Phillips, D.M. and Baumgartner, H. (2002), “The role of consumption emotions in the satisfaction response”, Journal of Consumer Psychology, Vol. 12, No.3, pp. 243-252.
172. Pranter, C.A. and Martin, C.L. (1991), “Compatibility management roles in service performers”, Journal of Services Marketing, Vol. 5, No.2, pp. 43-53.
173. Price, L., Arnould, E., and Deibler, S. (1995), “Consumers’ emotional responses to service encounters”, International Journal of Service Industry Management, Vol. 6 No. 3, pp. 34-63.
174. Price, L.L., Arnould, E.J. and Tierney, P. (1995), “Going to extremes: Managing service encounters and assessing provider performance”, Journal of Marketing, Vol. 59, April, pp. 83-97.
175. Renoux, Yves (1973), “Consumer dissatisfaction and public policy”, in Fred C. Allvine (ed.), Public Policy and Marketing, Chicago, IL: American Marketing Association.
176. Richins, M.L. (1983), “An analysis of consumer interaction styles in the marketplace”, Journal of Consumer Research, Vol. 10, June, pp. 73-82.
177. Richins, M.L. (1987), “A multivariate analysis of responses to dissatisfaction”, Journal of the Academy of Marketing Science, Vol. 15, No.3, pp. 24-31.
178. Richins, M.L. (1997), “Measuring emotions in the consumption experience”, Journal of Consumer Research, Vol. 24, September, pp. 127-46.
179. Roos, I., and Strandvik, T. (1997), “Diagnosing the termination of customer relationships”, Relationship Marketing Conference, Dublin: American Marketing Association.
180. Rose, R.L. and Neidermeyer, M. (1999), “From rudeness to roadrage: The antecedents and consequences of consumer aggression”, Advances in Consumer Research, Vol. 26, No. 12, pp. 17.
181. Rosenberg, L.J. and Czepiel, J.A. (1984), “A marketing approach for customer retention”, Journal of Consumer Marketing, Vol. 1, No.2, pp. 45-51.
182. Russell, J.A. (1980), “A circumplex model of affect”, Journal of Personality and Social Psychology, Vol.39 No.6, pp. 1161-78.
183. Russell, J.A. and Mehrabian, A. (1977), “Evidence for a three-factor theory of emotions”, Journal of Research in Personality, Vol. 11, No.3, pp. 273-94.
184. Ruth, J.A., Brunel, F.F., Otnes, C.C. (2002), “Linking thoughts to feeling: Investigating cognitive appraisals and consumption emotions in a mixed-emotions context”, Journal of the Academy of Marketing Science, Vol. 30, No.1, pp. 44-58.
185. Schneider, B. and Bowen, D.E. (1995), Winning the Service Game. Boston: Harvard Business School Press.
186. Sedikides, C. and Jackson, J.M. (1990), “Social impact theory: A field test of source strength, source immediacy and number of targets”, Basic and Applied Social Psychology, Vol. 11, No.3, pp. 273-81.
187. Shaver, P., Schwartz, J., Kirson, D., and O’Connor, C. (1987), “Emotion knowledge: Further exploration of a prototype approach”, Journal of Personality and Social Psychology, Vol. 52, No.6, pp. 1061-86.
188. Shostack, G.L. (1985), “Planning the service encounter”, in John A. Czepiel, Michael R. Solomon, and Carol F. Surprenant (Eds.), The Service Encounter. Lexington, MA. Lexington Books.
189. Silpakit, P. and Fisk, R.P. (1985), “‘Participatizing’ the service process. A theoretical framework”, in Thomas M. Bloch, Gregory D. Upah and Valarie A. Zeithaml (Eds.), Services marketing in a changing environment. Chicago: American Marketing Association.
190. Singh, J. (1988), “Consumer complaint intentions and behavior: Definitional and taxonomical issues”, Journal of Marketing, Vol. 52, January, pp.93-107.
191. Singh, J. (1990), “A typology of consumer dissatisfaction response styles”, Journal of Retailing, Vol. 66, Spring, pp. 57-99.
192. Smith, A.K. and Bolton, R.N. (2002), “The effect of customers’ emotional responses to service failures on their recovery effort evaluations and satisfaction judgements”, Academy of Marketing Science, Vol. 30, No.1, pp. 5-23.
193. Smith, A.K., Bolton, R.N., and Wagner, J. (1999), “A model of customer satisfaction with service encounters involving failure and recovery”, Journal of Marketing Research, Vol. 36, No.3, pp. 356-73.
194. Smith, C.A. and Ellsworth, P.C. (1985), “Patterns of cognitive appraisals in emotion”, Journal of Personality and Social Psychology, Vol. 48, No.1, pp. 813-38.
195. Soderlund, M. (1998), “Customer Satisfaction and Its Consequences on Customer Behaviour Revisited,” International Journal of Service Industry Management, Vol. 9, No. 2, 169-188.
196. Solomon, M.R. (1991), Consumer Behavior: Buying, Having, and Being. Boston, Allyn and Bacon.
197. Solomon, M.R., Surprenant, C.F., Czepiel, J.A., and Gutman, E.G. (1985), “A role theory perspective on dyadic interactions: The service encounter”, Journal of Marketing, Vol. 49, No.1, pp. 99-111.
198. Sommer, Robert (1969), Personal Space: The Behavioral Basis for Design, Ehglewood Cliffs, NJ: Prentice-Hall.
199. Spreng, R.A., Harrell, G.D. and Mackoy, R. D. (1995), “Service recovery: Impact on satisfaction and intentions”, Journal of Services Marketing, Vol. 9, No.1, pp. 15-23.
200. Srinivasan, S.S., Anderson, R., and Ponnavolu, K. (2002), “Customer loyalty in e-commerce: an exploration of its antecedents and consequences”, Journal of Retailing, Vol. 78, No. 1, pp. 41-50.
201. Storm, C. and Storm, T.(1987), “A taxonomic study of the vocabulary of emotions”, Journal of Personality and Social Psychology, Vol. 53, No.4, pp. 805-16.
202. Strutton, D., Vitell, S.J., and Pelton, L.E. (1994), “How consumers may justify inappropriate behavior in market setting: An application on the techniques of neutralization”, Journal of Business Research, Vol. 30, No.3, pp. 253-60.
203. Surprenant, C.F. and Solomon, M.R. (1987), “Predictability and personalization in the service encounter”, Journal of Marketing, Vol. 51, No.2, pp. 86-96.
204. Swan, J.E., and Trawick, I.F. (1981), “Disconfirmation of expectations and satisfaction with a retail service”, Journal of Retailing, Vol. 57, Fall, pp. 49-67.
205. Tax, S.S., Brown, S.W. and Chandrashekaran, M. (1998), “Customer evaluations of service complaint experiences: Implications for relationship marketing”, Journal of Marketing, Vol. 62, April, pp. 60-76.
206. Tax, S.S. and Brown, S.W. (1998), “Recovering and learning from service failures”, Sloan Management Review, Vol. 40, No.1, pp. 75-89.
207. Taylor, S. (1994), “Waiting for service: The relationship between delays and evaluations of services”, Journal of Marketing, Vol. 58, No.2, pp. 56-69.
208. Tombs, A. and McColl-Kennedy, J.R. (2003), “Social-servicescape conceptual model”, Marketing Theory, Vol. 3 No. 4, pp. 447-75.
209. Tonglet, M. (2001), “Consumer misbehaviour: An exploratory study of shoplifting”, Journal of Consumer Behavior, Vol. 1, No.4, pp. 336-54.
210. Tse, D.K. and Witon, P.C. (1988), “Models of consumer satisfaction formation: An extension”, Journal of Marketing Research, Vol. 25, No.2, pp. 204-212.
211. Turner, T. and Ortony, A. (1992), “Basic emotions: Can conflicting criteria converge”, Psychological Review, Vol. 99, No.3, pp. 561-71.
212. Van Dolen, W., Lemmink, J., Mattsson, J., and Rhoen, I. (2001), “Affective consumer responses in service encounters: The emotional content of narratives of critical incidents”, Journal of Economic Psychology, Vol. 22, No.3, pp. 359-76.
213. Van Vliet, W. (1984), “Vandalism: An assessment agenda”, in Levy-Leboyer, C. (Ed.), Vandalism: Behaviour and Motivations, North-Holland, Amsterdam.
214. Vavra, T. (1992), “Learning from your losses”, Brandsweek, Vol. 33, No.20, pp.2.
215. Watson, D. and Tellegen, A. (1985), “Toward a consensual structure of mood”, Psychological Bulletin, Vol. 98, No.2, pp. 219-35.
216. Webster, C. and Sundaram, D.S. (1998), “Service consumption criticality in failure recovery”, Journal of Business Research, Vol. 41, No.2, pp. 153-9.
217. Westbrook, R.A. (1981), “Sources of consumer satisfaction with retail outlets”, Journal of Retailing, Vol. 57, Fall, pp. 68-85.
218. Westbrook, R.A. (1987), “Product/consumption-based affective responses and postpurchase processes”, Journal of Marketing Research, Vol. 24, August, pp. 258-70.
219. Westbrook, R.A. and Oliver, R.L. (1991), “The dimensionality of consumption emotion patterns and consumer satisfaction”, Journal of Consumer Research, Vol. 18, June, pp. 84-91.
220. Weun, S., Beatty, S.E., and Fones, M.A. (2004), “The impact of service failure severity on service recovery evaluations and post-recovery relationships”, Journal of Service Marketing, Vol. 18, No.2, pp. 133-146.
221. Withiam, G. (1998), “Customers from hell: What do they do?”, The Cornell Hotel and Restaurant Administrative Quarterly, Vol. 39, No.5, pp. 11.
222. Woodside, A.G., Frey, L.L. and Daly, R.T. (1989), “Linking service quality, customer satisfaction and behavioral intention”, Journal of Health Care Marketing, Vol. 9, No.4, pp. 5-17.
223. Yi, Youjae (1990), “A critical review of consumer satisfaction”, in Review of Marketing 1990. Ed. V.A. Zeithaml. Chicago: American Marketing Association, pp. 68-123.
224. Zeithaml, V.A. (1981), “How consumer evaluation processes differ between goods and services”, Marketing of Services, J.H. Donnelly and W.R. George (Eds.), Chicago: American Marketing, pp. 186-90.
225. Zeithaml, V.A. and Bitner, M.J. (1996), Services Marketing. New York McGraw-Hill.
226. Zeithaml, V.A., Berry, L.L. and Parasuraman, A. (1988), “Communication and control processes in the delivery of service quality”, Journal of Marketing, Vol. 52, April, pp. 35-48.
227. Zeithaml, V.A., Berry, L.L. and Parasuraman, A. (1993), “The nature and determinants of customer expectations of service”, Journal of the Academy of Marketing Science, Vol. 21, No.1, pp. 1-12.
228. Zemke, R. and Anderson, K. (1990), “Customer from hell”, Training, No. February, pp. 25-33.