服務接觸是許多不同服務業中的主要核心，過去大部份有關服務接觸的研究皆將研究重點放在探索服務接觸時的人際互動。而近年來，科技的進展迅速，特別是資訊科技的運用，更為企業經營帶來新的契機，也改變原先的人際接觸關係。
大學教育是一種高度人際接觸的服務行業，近年來，網路教學逐漸成為教學的趨勢，因此，本研究試圖以學習者的觀點瞭解網路教學介入教學服務接觸後對於學習滿意度的影響。本研究將分別針對傳統教學與網路教學的學生，利用重要事例法（CIT）搜集及分析資料，找出整體滿意或不滿意因素，並比較科技介入前後滿意或不滿意因素的異同。進而得到以下的研究發現：
（一） 學習者對於整體教學服務接觸的滿意或不滿意的因素可以分為「學習環境」、「教學系統」、「教學者」、「同儕關係」、「課程」、「互動」、「整體表現」等七大類。
（二） 在科技介入前，「教學者」是影響教學服務接觸的滿意與否的最主要因素。教學者本身的教學態度、教學表現、專業能力與表達能力、以及適時的特殊服務，將影響學習者滿意。
（三） 在科技介入後，「教學系統」是影響教學服務接觸的滿意與否的最主要因素。教學系統系統的功能設計、穩定性、介面使用容易性資料、傳輸速度，以及教學系統所帶來的彈性等，將影響學習者滿意。
（四） 比較科技介入前後可以發現，「互動」的重要性並未隨之下降。
（五） 不論在科技介入前後，「同儕關係」皆是學習者感到滿意的重要來源之一。

Service encounter is the core of many service industries. Most researches on service encounter pay attentions to the interpersonal interaction in the past. But in recent years, because of the fast development of technology, especially on the use of information technology, it brings the new turning point in enterprises, and it changes the original interpersonal interaction.
College education is a kind of high interpersonal interaction service industry. In recent years, web-based instruction became a trend in college education. Therefore, this study attempt to know the change of learning satisfaction after the technology infusion in service encounters from the student’s point of view. Aimed at the student of traditional and web-based instruction respectively and used critical incidence technique (CIT) to collect and analyze the data, we found the satisfaction/ dissatisfaction sources and compared the difference between technology infusion or not. There were five findings in this study.
1. The satisfaction/dissatisfaction factors were categorized to seven sources. They were “learning environment”, “web-based instruction system”, “instructor”, “ peer relationship”, “course”, “interaction”, “entire performance”.
2. Before the technology infusion, “instructor” is the critical factor to influence satisfaction with service encounter. The teaching attitude, teaching performance, profession and expression ability of instructors will influence learning satisfaction.
3. After the technology infusion, “web-based instruction system” is the critical factor to influence satisfaction with service encounter. The design, stability, ease of use, speed of data transmission, flexibility of the web-based instruction system will influence learning satisfaction.
4. Whether the technology infusion or not, we found that the importance of “interaction” did not decrease.
5. Whether the technology infusion or not, “peer relationship” is the important source of learning satisfaction.

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

第二章文獻探討......................................................4
第一節服務接觸......................................................4
第二節劇場理論......................................................8
第三節顧客滿意.....................................................14
第四節網路教學.....................................................21
第五節學習滿意.....................................................29

第三章研究方法.................................................... 35
第一節研究架構.....................................................35
第二節研究對象.....................................................36
第三節研究程序與工具...............................................38
第四節信度分析.....................................................45

第四章研究結果.................................................... 49
第一節第一階段實證結果.............................................49
第二節第二階段實證結果.............................................58
第三節科技介入前後之比較...........................................67
第四節以劇場理論觀點檢視科技介入之影響.............................72

第五章研究發現與結果.............................................. 75
第一節研究發現.....................................................75
第二節研究應用與建議...............................................77
第三節研究限制.....................................................81
第四節後續研究建議.................................................82

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