以往服務接觸的研究重點多放在顧客與員工間的互動上，但隨著科技的發展，許多服務業者已廣泛引進科技來協助服務的提供，不僅改變了原先的人際接觸關係，有些甚至取代了顧客與員工的互動，因此本研究主要以顧客的立場探討科技介入服務接觸後對公司整體滿意的影響。
本研究分為兩階段。第一階段為探索性研究，以高雄第一大美髮連鎖店的顧客為樣本，透過重要事例法（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；第二階段為驗證性研究，樣本則為中山大學的住宿女學生，透過實驗設計及變異數分析驗證第一階段的發現。兩階段的研究發現如下：
一、 科技介入服務接觸後，整體滿意或不滿意的因素可分為五大類：(1)服務結果可靠度（核心服務、科技介入而導致的服務結果與綜合表現）、(2)彈性與回應（彈性的服務流程與對特殊狀況的處理）、(3)信任感（良好的溝通與非核心服務的專業表現或禮貌）、(4)員工的同理心（服務態度與顧客化服務）以及(5)實體環境（環境空間及氣氛與科技設備）。
二、 科技介入服務接觸可提高顧客整體滿意度、降低顧客整體不滿意度。
三、 科技介入服務接觸後，除了科技本身對顧客滿意的直接影響外，公司亦可間接透過改善服務接觸上的人際互動，以提升顧客滿意水準。
四、 顧客所知覺到的「服務結果可靠度」對使用新科技的意圖、公司不斷追求進步的形象及公司現代化的形象皆有顯著的影響；而顧客的「信任感」對於使用新科技的意圖、公司關心顧客的形象及推薦意圖有顯著的影響。
五、 顧客的信任感愈高，科技介入服務接觸的滿意度愈高。

The researches about service encounters often aimed at the interaction between customers and employees before. With the development of technology, it has been introduced into service industry to assist with service providing. Not only did technology change the original relation of interpersonal contact, but also it replied the interaction between customers and employees. Therefore, this study explored the change of entire satisfaction sources after the technology infusion in service encounters from the customer’s point of view.
There were two stages in this study. The first stage was an exploratory research and sampled from the customers in the largest chain of hair beauty in Kouhsiung. Using critical incidence technique to collect and analyze the data, we found the entire satisfaction/dissatisfaction sources and compared the difference between technology infusion or not. The second stage was a conclusive research and sampled from the female students in the dormitory in National Sun Yet-san University. The findings from the first stage were proved by experimental design and ANOVA. There were five findings in this study.
1. The satisfaction/dissatisfaction factors were categoried to five sources. They were reliability (core servie, service performance resulting from technology infusion, and comprehensive performance), responsiveness (flexible service precess and dealing with the special conditions), Assurance (good communication and professional performance or courtesy of non-core service), Empathy (service manners and customerized service), and tangibles (environment and atmosphere, technology and equipments).
2. Technology infusion in service encounters could increase entire customer satisfaction and decrease entire customer dissatisfaction.
3. Besides technology itself could directly influence the customer satisfaction, the company could elevate the level of customer satisfacton by indirectly improving the interpersonal interatction in service encounters.
4. The perceived reliability influenced the intention of using new technology, the company image of improving continuously and the morden image. Assurance influenced the intention of using new technology, the company image of concerning about customer and recommendation intention.
5. The higher the assurance was, the higher satisfaction of technology infusion in service encounters could be.

第一章 緒論
第一節 研究背景與動機
第二節 研究目的
第二章 文獻探討
第一節 服務接觸
第二節 科技介入服務接觸
第三節 服務接觸中顧客滿意因素
第四節 重要事例法
第五節 觀念性研究架構
第三章 研究方法─重要事例法
第一節 研究範圍
第二節 研究程序與工具
第四章 研究結果─重要事例法
第一節 滿意/不滿意來源之比較
第二節 科技介入前後之比較
第三節 人口統計變量之討論
第五章 實驗設計
第一節 研究方法
第二節 實驗設計分析結果
第六章 研究發現與建議
第一節 研究發現
第二節 研究應用與建議
第三節 研究限制
第四節 後續研究建議
參考文獻
附錄一
附錄二

呂俊民（1995），我國一般銀行顧客滿意來源之研究---之高雄市為例，中山企研所未出版碩士論文。
周逸衡、關復勇、凌儀玲(1998)，眼鏡零售業人員服務接觸與顧客反應間關係之研究，亞太管理評論，第三卷，第二期，頁149-164。
周逸衡、蘇雲華（1996），台灣服務行業發展沿革之研究，企業管理學報，第三十八期，頁85-102。
倪明章（1991），連鎖性便利商店消費者的滿意程度與抱怨行為之研究，淡江管科所未出版碩士論文。
凌儀玲(2000)，服務接觸中認知腳本之研究，國立中山大學企業管理研究所未出版博士論文。
章彩瑛(1998)，美髮業關係品質模式之研究，大葉大學事業經營研究所未出版碩士論文。
陳正男、譚大純（1998），提昇服務有形程度的行銷原則-模式建構與實驗研究，管理評論，第十七卷，第三期，頁27-60。
曾逢文（1987），服務業消費者滿意因素之研究---以線性結構模式為方法，交大管科所未出版之碩士論文。
鄭紹成（1997），服務業服務失誤、挽回服務與顧客反應之研究，中國文化大學國際企業管理研究所未出版博士論文，台北。
魏正元(1995)，以人員為核心的服務接觸之研究---互動模式之探討，行政院國科會委託專題計畫。
關復勇（1998），服務接觸中關係品質知覺之研究，國立中山大學企業管理研究所未出版博士論文。


Alford, Bruce L. and D. L. Sherrell(1996), “The Role of Affect in Consumer Satisfaction Judgement of Credence-Baced Service,” Journal of Business Research, Vol. 37(1), 71-84.
Andersson, Bengt-Erik and Stig Goran Nillsson(1964), “Studies in the Reliability and Validity of the Critical Incident Technique,” Journal of Applied Psycholoty, Vol. 48(6), 398-403.
Baker, Julie(1987), “The Role of Environment in Marketing Services: The Consumer Perspectives,” in John A. Czepiel, Carole A. Congram and James Shanahan(Eds), Service Challenge: Integrating for Competitive Advantage, Chicago: American Marketing Association, 79-84.
__, L. L. Berry, and A. Parasuraman(1988), “The Marketing Impact of Branch Facility Design,” Journal of Retail Banking, Vol. 10(2), 33-42.
Berry, L. L.(1981), “Perspectives on the Retailing of Services,” in Ronald W. Stampfl and Elizabeth G. Hirschman(Eds), Theory in Retailing: Traditional and Nontraditional Sources, Chicago: American Marketing Association, 9-20.
Biggers, Thompson and Bert Pryor(1982), “Attitude Change: A Function of the Emotion-Eliciting Qualities of Environment,” Personality and Social Psychology Bulletin, Vol. 8(1), 94-99.
Bitner, Mary Jo(1990), “Evaluating Service Encounter: The Effects of Physical Surroundings and Employee Responses,” Journal of Marketing, Vol.54(April), 69-82.
Bitner, Mary Jo(1992), “Servicescapes: The Impact of Physical Surroundings on Customers and Employee,” Journal of Marketing, Vol. 56(April), 57-71.
__, Bernard H. Booms, and Mary Stanfield Tetreault(1990), “The Service Encounter: Diagnosing Favorable and Unfavorable Incidents,” Journal of Marketing, Vol. 54(January), 71-84.
__, __, and Lois A. Mohr(1994), “Critical Service Encounter: The Employee’s Viewpoint,” Journal of Marketing, Vol. 58(Oct), 95-106.
__, Stephen W. Brown, and Matthew L. Meuter(2000), “Technology Infusion in Service Encounters,” Journal of the Academy of Marketing Science, Vol. 28( I ), 138-49.
Bitran, Gabriel and Maureen Lojo(1993), “A Framework for Analyzing the Quality of the Customer Interface,” European Management Journal, Vol. 11(4), 385-396.
Booms, Bernard H. and Mary Jo Bitner(1981), “Marketing Strategies and Organizational Structures for Service Firms,” in Marketing of Services, edus. J.H. Donnelly and W.R. George, Chicage: American Marketing Association, 53-60.
Boulding, W., A. Kalra, R. Staelin, and V. A. Zeithaml(1993), “A Dynamic Process Model of Service Quality: Form Expectations to Behavioral Intentions,” Journal of Marketing Research, Vol. 30(2), 7-27.
Carlzon, Jan(1987), Moments of Truth, Cambridge, MA: Ballinger Publishing C0., 3.
Churchill, G. A. and C. F. Surperenant(1982), “An Investigation into the Determinations of Customer Satisfaction,” Journal of Marketing Research, Vol. 5(November), 491-504.
Cronin, J. Joseph JR., Michael K. Brady, and G. Tomas M. Hult(2000), “Assessing the Effects of Quality, Value, and Customer Satisfaction on Consumer Behavioral Intentions in Service Environments,” Journal of Retailing, Vol. 76(2), 193-218.
Cronin, J. Joseph JR. and Steven A. Taylor(1992), “Measuring Service Quality: A Reexamination and Extension,” Journal of Marketing, Vol. 56(July), 55-68.
Czepiel, John A.(1990), “Service Encounters and Service Relationships: Implications for Research,” Journal of Business Research, Vol. 20, 13-21.
__, Michael R. Solomon, Carol F. Surprenant, and Evelyn G. Gutman(1985), “Service Encounters: An Overview,” in John A Czepiel, Michael R. Solomon, and Carol F. Surprenant(Eds), The Service Encounter, Lexington, MA: Lexington Books, 1-15.
Dabholkar, Pratibha A.(1994), “Technology-Based Service Delivery: A Classification Scheme for Developing Marketing Strategies,” in Teresa A. Swartz, David E. Bowen, and Stephen W. Brown(Eds), Advances in Services Marketing and Management, Vol. 3, Greenwich, CT: JAI Press, 241-271.
__(1996), “Consumer Evaluation in New Technology-Based Self-Service Options: An Investigation of Alternative Model of Service Quality,” International Journal of Research in Marketing, Vol. 13 (1), 29-51.
Fisk, R. P.(1981), “Toward a Consumption/Evaluation Process Model for Services,” in Donnelly, J. H. and George, W. R.(Eds), The Service Encounter, Lexington Books, Lexington, MA, 3-15.
__, S. W. Brown and Mary Jo Bitner(1993), “Tracking the Evoluation of the Service Marketing Literature,” Journal of Retailing, Vol. 69(Spring), 13-60.
Flanagan, J. C.(1954), The Critical Incident Techique, Psychological Bulletin, Vol. 51(July), 327-357.
Goodwin, Cathy F.(1990), “I Can Do It Myself: Training the Service Consumer to Contribute to Service Productivity,” Journal of Service Marketing, Vol. 2(Fall), 71-78.
Grove, Stephen J. and Raymond P. Fisk(1997), “Service Experiences: A Critical Incident Examination of ‘Getting Along,’” Journal of Retailing, Vol. 73(1), 63-58.
Gronroos, C.(1984), “A Service Quality Model and Its Marketing Implications,” European Journal of Marketing, Vol. 4, 121-125.
Hill, D. J.(1986), “Satisfaction and Consumer Services,” Advances in Comsumer Research, Vol. 13, 311-315.
Jayasuriya, Rohan(1998), “Measuring Service Quality in IT Services: Using Service Encounters to Elicit Quality Dimensions,” Journal of Professional Services Marketing, Vol. 18(1), 11-23.
Kelly, Scott W., James H. Donnelly, and Steven J. Skinner(1990), “Customer Participation in Service Production and Delivery,” Journal of Retailing, Vol. 66(Fall), 315-335.
Kotler, Philip(1994), Marketing Management: Analysis, Planning, Implementation, and Control, 8th ed, Englewood Cliffs, NJ: Prentice Hall.
Larsson, Rikard and D. E. Bowen(1989), “Organization and Customer: Managing Design and Coordination of Services,” Academy of Management Review, Vol. 14(April), 213-233.
Levitt, T.(1983), The Marketing Imagination, The Marketing Imagination, Fhe Free Press, New York, NY.
Lewis, Barbara R. and T. W. Entwhistle(1990), “Managing the Service Encounter: A Focus on the Employee,” International Journal of Service Industry Manageent, Vol. 1(3), 41-52.
Lockwood, Andrew(1994), “Using Service Incidents to Identify Quality Improvement Points,” International Journal of Contemporary Hospitality Management, Vol. 6(1,2), 75-80.
Lovelock, Christopher H.(1996), Services Marketing, 3rd ed. Prentice Hall, International Editions.
McGill, A. L. and D. Iacobucci(1992), “The Role of Post-experience Comparison Standards in the Evaluation of Unfamiliar Services,” Advance in Consumer Research, Vol. 19, 570-578.
Meuter, Matthew L., Amy L. Ostrom, Robert I. Roundtree, and Mary Jo Binter(2000), “Self-service Technologies: Understanding Customer Satisfaction with Technology-based Service Encounters,” Journal of Marketing, Vol. 64(3), 50-64.
Midgley, David F. and Grahame R. Dowling(1978), “Innovativeness: The Concept and Its Measurement,” Journal of Consumer Research, Vol.4, 229-242.
Mills, Peter K.(1990), “ On the Quality of Service in Encounter: An Agency Perspective,” Journal of Business Research, Vol. 20(January), 31-41.
Mohr, Lois A. and Mary Jo Bitner(1995), “The Role of Employee Effect in Satisfaction with Service Transactions,” Journal of Business Research, Vol. 32, 239-252.
Morgan, R. L. and S. Chadha(1993), “Relationship Marketing at the Service Encounter: The Case of Life Insurance,” The Service Industries Journal, Vol. 13(1), 112-125.
Nyquist, J. D. and B. H. Booms(1987), “Measuring Services Values Form the Consumer Perspective,” In C. Surprenant(Eds), Add Value to Your Services, Chicago: American Marketing Association, 13-16.
Oliver, Richard L.(1980), “A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions,” Journal of Marketing Research, Vol. 17, 460-469.
__ and Wayne S. Desarbo(1988), “Response Determinants in Satisfaction Judgments,” Journal of Consumer Research, Vol.14 (March): 495-507.
Parasuraman, A.(1996), “Understanding and Leveraging the Role of Customer Service in External, Interactive and Internal Marketing,” paper presented at Frontiers in Services Conference, Nashville, TN(October).
__ and Dhurv Grewal(2000), “The Impact of Technology on the Quality-Value-Loyalty Chain: A Research Agenda,” Journal of Academy of Marketing Science, Vol. 28 (1), 168-174.
__, Valarie A. Zeithaml, and Leonard L. Berry(1985), “A Conceptual Model of Service Quality and Its Implications for Future Research,” Journal of Marketing, Vol. 49(Fall), 41-50.
___, ___, and ___(1988), “SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality,” Journal of Retailing, Vol. 64(1), 12-40.
__, __, and__(1991), “Refinement and Reassessment of the SERVQUAL Scale,” Journal of Retailing, Vol. 67(4), 420-450.
__, __, and__(1996), “The Behavioral Consequences of Services Quality,” Journal of Marketing, Vol. 60, 31-46.
Price, Linda L., Eric J. Arnould, and Patrick Tierney(1995), “Going to Extremes: Managing Service Encounters and Assessing Provider Performance,” Journal of Mraketing, Vol. 59(Spring), 83-97.
Quinn, James Brian(1996), “The Productivity Paradox Is False: Information Technology Improves Service Performance,” in Teresa A. Swartz, David E. Bowen, and Stephen W. Brown(Eds), Advances in Service Marketing and Management, Vol. 5, Greenwich, CT: JAI Press, 71-84.
Rayport, Jeffrey F. and John J. Sviokla(1994), “Managing in the Marketspace,” Harvard Business Review, Vol. 72(November/December), 2-11.
Ronan, William W. and Gary P. Latham(1974), “The Reliability and Validity of the Critical Incident Techique: A Closer Look,” Studies in Personnel Psychology, Vol. 6(1), 53-64.
Rogers, Everett M. and Floyd F. Shoemaker(1971), Communication of Innovativeness, New York: The Free Press, 27.
Rust, Roland T. and Anthony J. Zahorik(1996), Service Marketing, Harper Collins College Publishers.
Schneider, Amy K. and Ruth N. Bowen(1995), Winning the Service Game, Boston: Harvard Business School Press.
Shostack, G. Lynn(1977), “Breaking Free From Product Marketing,” Journal of Marketing, Vol. 41, 73-80.
__(1985), “Planning the Service Encounter,” in J. A. Czepiel, M. R. Solomon, and C. F. Surprenant(Eds), The Service Encounter, Lexington, MA: Lexigton Books, 243-254.
Smith, Amy K., Ruth N. Bolton, and Janet Wagner(1999), “A Model of Customer Satisfaction with Service Encounter Involving Failure and Recovery,” Journal of Marketing Research, Vol. 36(August), 356-372.
Smith, Ruth Ann and Michael J. Houston(1985), “A Psychometric Assessment of Measures of Scripts in Consumer Memory,” Journal of Consumer Research, Vol. 12(September), 214-224.
Solomon, Michael R., Carol Surprenant, John A. Czepiel, and Evelyn G. Gutman(1985), “A Role Theory Perspective on Dyadic Interactions: The Service Encounter,” Journal of Marketing, Vol.49, 99-111.
Suprenant, F. Carol and Michael R. Solomon(1987), “Predictability and Personalization in the Service Encounter,” Journal of Marketing, Vol.51(April), 86-96.
Taylor, Steven A. and Thomas L. Baker(1994), “An Assessment of the Relationship between Service Quality and Customer Satisfaction in the Formation of Consumers’ Purchase Intentions,” Journal of Retailing, Vol. 70(2), 163-178.
Tse, David K. and Peter C. Wilson(1988), “Models of Consumer Satisfaction Formation: An Extension,” Journal of Marketing Research, Vol. 25(May), 204-212.
Viney, Linda L.(1983), “The Assessment of Psychological States Through Content Analysis of Verbal Communications,” Psychological Bulletin, Vol. 94(3), 542-563.
Walker, J. L.(1995), “Service Encounter Satisfaction: Conceptualized,” Journal of Service Marketing, Vol. 9(1), 5-14.
Wells, Bill and David Presky(1996), Consumer Behavior, New York: John Wiley & Sons Inc.
White, Frank M. and Edwin A. Locke(1981), “Perceived Determinants of High and Low Productivity in Three Occupational Groups: A Critical Incident Study,” Journal of Management Studies, Vol. 18(4), 375-387.
Winsted, Kathryn Frazer(1993), “Service Encounter Dimensions: A Cross-Cultural Analysis,” Doctoral Dissertation, University of Colorado at Boulder.
Zeithaml, Valerie A.(1981), “How Consumer Evaluation Processes Differ between Goods and Services,” in J. H. Donnelly and W. R. George(Eds), Marketing of Service, American Marketing Association, Chicago, IL: 186-190.
__ and Mary Jo Bitner(1996), Services Marketing, McGraw-Hill International Editions.