Groupon 是一家提供電子優惠券與團購兩者相結合的公司，當團購人數愈多，優惠
也愈益增加。雖然Groupon 已經在過去幾年成長迅速，但其客戶群的反應消極，評價
亦迥異。

我們進行了一項定性研究，運用內容分析法和ES-QUAL 檢查團購時所得到的有關
服務質量方面的投訴。本研究的目的透過收集SiteJabber 和ResellerRating 網站的資訊，
以發現Groupon 得到負面評價的原因。在這項研究中，共收集100 個評論，並分為569
個單位作為數據分析的來源。

在我們的分析中，可以發現服務品質的問題來自於Groupon 該公司本身或服務供
應商，以公司本身而言，可分為六大類的問題：可靠性、訊息質量、保證、低忠誠度、
反應度和補償；而服務供應商的部分，則可分為四大主要類別：互動品質，最終服務
品質，產品的成效與品質，以及低忠誠度。除此之外，我們發現一個共同的主要問題：
合作問題，此問題存在於Groupon 和服務供應商當中，由於在討論過程中發生一些誤
傳或誤解，因此不易確定發生問題與錯誤的來源為何者。

我們希望這項研究有助於全面了解Groupon 和服務供應商的服務差距，並提出解
決方案，以期在未來達到改善並持續關注的目的。

Groupon is a company that provides services with combination of e-coupon and group-buying
where customer gets more benefit when more people join to buy in group. Although Groupon
has been growing rapidly during the last couple years, nevertheless many of their customers
have shared negative thoughts on different rating.
We conducted a qualitative research by applying content analysis method and E-S-QUAL to
examine the complaints Groupon obtained with respect to the service quality. The purpose of
this research is to discover the reasons why Groupon had so many negative comments, collected
from SiteJabber and ResellerRating website. In this research, totally 100 comments
were divided into 569 units which is used as a source for data analysis.
In our analysis, we found out that the problem of service quality comes from whether the
Groupon company itself or the Service Provider. The problem originated from Groupon could
be classified into six main categories: Reliability, Information Quality, Assurance, Low Loyalty,
Responsiveness and Compensation; from the Service Provider, it can be classified into
four main categories: Interaction Quality, Service Outcome Quality, Product Outcome Quality
and Low Loyalty. Moreover, one common Main Category, Cooperation Problem, existed in
Groupon and Service Provider due to some miscommunication or misinterpretation occurred
during discussion and therefore it is hard to identify whose fault it is.
We hope this research contributes the comprehensive understanding of service gap between
Groupon and Service Provider, and suggest Groupon and Service Provider the solution and
importance of what needs to be done and to be concern in the future aspect.

Table of Contents
1 Introduction 1
1.1 Background 1
1.2 Research Purpose and Motivation 3
1.3 Outline of the thesis 4
2 Literature Review 6
2.1 Group-Buying Definition 6
2.1.1 E-Coupon 6
2.1.2 Group-buying 6
2.2 Service Quality 7
2.3 Service Gap 9
2.4 Customer Satisfaction 12
2.5 Customer Loyalty 13
2.6 Service Failure and Recovery 14
3 Conceptual Framework and Research Method 16
3.1 Group Coupon Advertisement Service Model 16
3.2 Conceptual Framework 19
3.2.1 Group Coupon Service Model 20
3.2.2 Group Coupon Service Model with Recovery 22
3.3 Research Method 24
3.3.1 Data Collection 24
3.3.1.1 Sample 27
3.3.2 Content Analysis 27
3.3.2.1 Content Analysis Process 28
3.3.2.2 Reliability and Validity of Content Analysis 32
3.3.2.3 Development of Service Gap Scheme 33
4 Research Analysis and Results 47
4.1 Service Failure of Groupon and Service Provider 49
4.2 Service Recovery of Groupon 53
4.3 Low Loyalty of Groupon and Service Provider 55
5 Conclusion 57
5.1 Summary and Implications 57
5.2 Limitations 58
5.3 Future Research 59

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