過去關於服務失誤、服務補救的研究中，大多僅針對服務補救類型進行探討，少有學者將服務補救表現的水準對顧客的影響進行研究，此外，直至近年來，才有研究專注在顧客關係所產生的緩衝或惡化效果。而本研究則欲整合滿意度前因，包含認知面與情感面，嘗試瞭解當服務失誤發生時，服務補救水準、顧客關係對顧客補救後滿意度與後續行為的影響。
本研究採實驗設計的方式進行，模擬餐廳服務失誤的故事情境(scenario)。透過4x2的因子設計進行分析。採網路問卷進行資料收集，有效問卷共計422份，每種情境問卷皆達50份以上。根據分析結果，本研究歸納出以下結論：

1.隨著服務補救水準的提高，顧客愈不會將服務失誤的發生，歸因
於穩定歸因，同時顧客知覺到的公平程度會愈高；但在控制歸因上 則未達顯著。
2.顧客關係對穩定歸因有顯著的影響效果；換句話說，相對於間斷交易的顧客而言，致力於關係交換的顧客較不會認為失誤經常發生或未來發生可能性很大。但研究結果在控制歸因、知覺公平方面則未達顯著。
3.穩定歸因、控制歸因正面情感呈現負向關係，而知覺公平與正面情感則呈現正向關係，與負面情感呈現負向關係。
4.顧客關係對再購意口碑並未產生顯著的干擾效果。換句話說，當服務失誤發生時，間斷交易型的顧客與關係交換型的顧客其再購意願與正面口碑下降的程度並未有顯著差異。
5.綜合認知面與情感面的分析，可對補救後滿意度有高達66.2%的解釋能力。其中，認知面與情感面都會直接對補救後滿意度有顯著的影響。
6.透過LISREL分析，顯示本研究的模式配適度是可接受的。另外，穩定歸因會跨過補救後滿意度，直接對再購意願與口碑產生直接影響。

According to prior researches about service failure and service recovery, much attention was given to types of service recovery. However, there was still lack of discussion on the effectiveness of service recovery performance on customer satisfaction, WOM and re-patronage. Recently, there were some researches investigated on how customer relationship with a service organization affects their reactions to service failure and recovery. As a result, this research integrated the five determinants of customer satisfaction (stability attribution, controllability attribution, perceived equity, positive and negative affect) to further investigate the moderate effect of customer relationship on service recovery performance, WOM and re-patronage.
This research reports an experimental design in the context of restaurants is separated into (2*4) eight scenarios. Four hundred and twenty-two questionnaires were gathered via internet. According to the gathered data, the conclusions of this research are summarized as following:
1.As the service recovery performance increases, customers are unlikely to attribute the service failure as a stable factor. At the same time, the degree of customers’ perceived equity would be higher.
2.Customer’s relationship is significant to the stable attribution, but is not significant to the controllable attribution and perceived equity.
3.Negative relationships exist between stable attribution, controllable attribution and positive affect. Positive relationships exist between perceived equity and positive affect.
4.Customer’s relationship is not significant to moderate the re-patronage and word-of mouth.
5.The integrated analysis on cognitive and affective viewpoint can let post-recovery satisfaction clarify 66.2% of variation explanation.
6.The LISREL analysis result appears that the goodness of fit of the structure in this study would be acceptable.

摘要(英)………………………………………………………………Ⅱ
目錄……………………………………………………………………Ⅲ
圖目錄…………………………………………………………………Ⅴ
表目錄…………………………………………………………………Ⅵ
第壹章 緒 論………………………………………………………1
第一節 研究背景………………………………………………………1
第二節 研究動機………………………………………………………3
第三節 研究目的………………………………………………………5
第四節 研究流程………………………………………………………6
第貳章 文獻探討………………………………………………………7
第一節 服務失誤理論…………………………………………………7
第二節 服務補救理論…………………………………………………9
第三節 滿意度及其認知面、情感面前因……………………………20
第四節 口碑與再購意願………………………………………………29
第五節 顧客和服務組織間關係………………………………………32
第參章 研究方法………………………………………………………38
第一節 研究架構………………………………………………………38
第二節 研究假設………………………………………………………40
第三節 變數的定義與衡量……………………………………………49
第四節 研究設計………………………………………………………52
第五節 資料收集與分析方法…………………………………………58
第六節 信度與效度檢定………………………………………………59
第肆章 研究結果與討論………………………………………………62
第一節 操弄確認………………………………………………………62
第二節 描述性統計……………………………………………………64
第三節 服務補救水準、顧客關係與認知面之關係…………………66
第四節 顧客認知面與情感面之關係…………………………………68
第五節 認知面、情感面與顧客滿意度之關係………………………69
第六節 顧客滿意度與後續行為之關係………………………………73
第七節 滿意度在認知、情感面對後續行為之中介效果……………74
第八節 顧客關係在顧客滿意度對後續行為之緩衝效………………77
第九節 模型架構驗證性分析…………………………………………79
第伍章 結論與建議……………………………………………………82
第一節 研究結論………………………………………………………82
第二節 研究貢獻………………………………………………………87
第三節 管理上的應用…………………………………………………88
第四節 研究限制………………………………………………………89
第五章 後續研究建議…………………………………………………90
參考文獻
附錄一 操弄問卷
附錄二 正式問卷
附錄三 虛擬情境設計

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