警察人員現場服務接觸為服務品質之關鍵時刻(Moments of truth)，對於面對面服務接觸過程之瞭解與掌握，影響民眾對服務品質的認知，本研究以警察人員服務接觸觀點，透過彼此互動符碼的感受，增進民眾對警察人員的滿意程度。研究目的在於檢視民眾與警察人員服務接觸互動符碼所扮演的角色，探討民眾對警察人員服務接觸互動符碼的差異程度及瞭解警察人員服務接觸互動符碼與民眾滿意度之間的關係。
本研究第一階段以重要事例調查，從回收70位警察人員問卷中獲得有66件滿意事件，有60件不滿意事件，透過服務接觸互動符碼之肢體語言、自我揭露和行為特質的分析歸類，並進行第二階段驗證性研究，採便利抽樣方式，發出250份問卷，回收248份問卷，有效樣本236份。經由描述性統計、獨立t檢定、單因子變異數、迴歸驗證分析及二因子變異數分析，以探究警察人員服務接觸與民眾滿意度之關係。
研究結果，在重要事例調查顯示，警察人員感受民眾滿意事件，以警察之處置反應佔最多數，顯見民眾仍肯定警察公共危害處理反應的能力；感受民眾不滿意程度，以警察人員交換訊息認知差異佔最大多數，綜觀警察人員為保障合法，取締非法，將適法性和違法性訊息傳達服務接觸的民眾，民眾認知上的差異往往對警察採取不信任的態度，因此，民眾的認知與守法守紀觀念也是產生差異的潛在因素。警察人員服務接觸肢體語言中誠懇回應表現愈高、關懷互動愈正向，民眾對警察服務接觸會有較佳的滿意度；服務接觸自我揭露中信任揭露愈高，與民眾建立關係愈正向，民眾愈有較佳的滿意度；服務接觸行為特質中便民服務愈好、專業知識愈充實，民眾會有較佳的滿意度，同時亦顯示，服務接觸互動符碼的高低對滿意度的影響不因互動來源不同而有顯著的改變。

Police officers on-site service eccounters are the service quality for the moments of truth . For face to face contact with the process of understanding and control, affect the public perception of service quality.In this research,according to the perspectives of police officers service encounters,through the public and their experience of interactive codes, enhance the public satisfaction with the police officers. Study aimed to survey the public and police officers interactive codes of service eccounters in their role of symbol,and probe into the different levels between the public and police officers interactive codes of service eccounters, furthermore comprehend the relationship between public satisfaction and police officers interactive codes of service eccounters.
The first stage of critical incident techique , 70 police personnel from the recovery of the questionnaire were satisfied with 66 events, with 60 not satisfied with the events.Through the analysis classified includeing interactive codes of service eccounters of the body language, self-disclosure and behavior characteristics.Then by the second phase of validation study, using convenience sampling, issued 250 questionnaires and collected 248 questionnaires, 236 valid samples. By descriptive statistics, independent test, ANOVA, regression analysis and verified by two-way ANOVA analysis to explore the relationship between public satisfaction and police officers interactive codes of service eccounters.
Research results, in the critical incident techique cases show that police officers feel the people are the most satisfied with the police’s treatment response.It is obviously that people confirm the police officers treatment response ability of endangered public security.Police officers feel the people are the most unsatisfied with the congnitive differences of exchange messages,and account for the overwhelming majority.Therefore, to protect the legal and ban the illegal, police officers will apply law and unlawful message across service encounters people. People distrust the police because of the congnitive differences .Therefore, the public awareness and law-abiding is the concept of the underlying factors differ. Police service and sincere response to contact with the body language of the higher performance, care had more positive interactions, people will have better contact with the police service satisfaction;Service access to expose the higher self-disclosure in confidence, more positive relationship with the public,the more people have better satisfaction;Service contact to the better qualities of convenience services, expertise being more substantial, the public will be better satisfied.But it is also show that the level of police officers interactive codes of service eccounters did not affect satisfaction interactive source for significant differences in the change.

目錄
第一章 緒論 1
第一節 研究背景 1
第二章 研究動機 2
第三節 研究目的 4
第四節 研究流程 5
第二章 文獻探討 6
第一節 警察工作特性 6
第二節 服務接觸 9
第三節 互動品質 16
第四節 互動品質認知之服務接觸行為 18
第五節 民眾滿意度 22
第三章 研究方法 25
第一節 研究架構 25
第二節 研究假設 26
第三節 重要事例調查 28
第四節 民眾問卷設計 34
第五節 問卷樣本 42
第四章 研究結果分析 45
第一節 重要事例定性分析 45
第二節 互動符碼在不同民眾特質上之描述性及差異性檢定分析 50
第三節 服務接觸互動符碼與滿意度相關及迴歸分析 62
第四節 民眾與警察人員互動來源對互動符碼與滿意度間關係干擾效果之二因子變異數分析 68
第五章 結論與建議 77
第一節 研究假設之驗證結果 77
第二節 研究意涵與實務建議 79
第三節 研究限制 81
第四節 後續研究之方向 82
參考文獻 84
附錄一 警察人員服務接觸重要事件問卷 94
附錄二 警察人員服務接觸問卷(初稿) 98
附錄三 警察人員服務接觸問卷(專家效度) 101
附錄四 學者專家審查意見彙整表 105
附錄五 警察人員服務接觸問卷(預試) 111
附錄六 警察人員服務接觸問卷(正試) 114
表目錄
表2-1 警察人員勤務樣態未發生和發生實質服務接觸對照表 7
表2-2 警察人員勤務機構發生實質服務接觸表 7
表2-3 肢體語言型態及對訊息接收者認知的影響 18
表3-1 第一次問卷修正對照表 36
表3-2 項目分析彙整表 38
表3-3 服務接觸互動符碼構面因素分析表 40
表3-4 正式問卷問項彙整 41
表3-5 警察人員基本資料分析表 42
表3-6 民眾基本資料分析表 43
表4-1 警察人員服務接觸互動符碼分類表-滿意事件 46
表4-2 警察人員服務接觸互動符碼分類表-不滿意事件 47
表4-3 服務接觸互動符碼分類之警察人員觀點民眾滿意與不滿意之重要事件舉隅 47
表4-4 受測民眾對關懷互動評量分析表 50
表4-5 受測民眾基本資料對關懷互動差異性檢定分析表 51
表4-6 受測民眾對誠懇回應評量分析表 52
表4-7 受測民眾基本資料對誠懇回應差異性檢定分析表 52
表4-8 受測民眾對建立關係評量分析表 53
表4-9 受測民眾基本資料對建立關係差異性檢定分析表 54
表4-10 受測民眾對信任揭露評量分析表 55
表4-11 受測民眾基本資料對信任揭露差異性檢定分析表 56
表4-12 受測民眾對服務反應評量分析表 57
表4-13 受測民眾基本資料對服務反應差異性檢定分析表 57
表4-14 受測民眾對專業知識評量分析表 58
表4-15 受測民眾基本資料對專業知識差異性檢定分析表 59
表4-16 受測民眾對便民服務評量分析表 60
表4-17 受測民眾基本資料對便民服務差異性檢定分析表 60
表4-18 服務接觸肢體語言與滿意度相關分析表 63
表4-19 服務接觸肢體語言與滿意度迴歸分析表 63
表4-20 服務接觸自我揭露與滿意度相關分析表 64
表4-21 服務接觸自我揭露與滿意度迴歸分析表 65
表4-22 服務接觸行為特質與滿意度相關分析表 66
表4-23 服務接觸行為特質與滿意度迴歸分析表 67
表4-24 服務接觸互動符碼與滿意度迴歸分析表 67
表4-25不同互動來源對關懷互動與滿意度間關係之二因子變異數分析表 69
表4-26不同互動來源對誠懇回應與滿意度間關係之二因子變異數分析表 70
表4-27不同互動來源對建立關係與滿意度間關係之二因子變異數分析表 71
表4-28不同互動來源對信任揭露與滿意度間關係之二因子變異數分析表 72
表4-29不同互動來源對服務反應與滿意度間關係之二因子變異數分析表 73
表4-30不同互動來源對專業知識與滿意度間關係之二因子變異數分析表 74
表4-31不同互動來源對便民服務與滿意度間關係之二因子變異數分析表 75

圖目錄
圖2-1 服務接觸中之生產實體、互動行為及結果評估 10
圖2-2 劇場理論架構下的服務表演 13
圖2-3 劇場理論組成要素 14
圖2-4 服務人際互動符碼與滿意度之關係 24
圖3-1 研究架構 26
圖4-1 不同互動來源對關懷互動與滿意度間交互作用圖 69
圖4-2 不同互動來源對誠懇回應與滿意度間交互作用圖 70
圖4-3 不同互動來源對建立關係與滿意度間交互作用圖 71
圖4-4 不同互動來源對信任揭露與滿意度間交互作用圖 72
圖4-5 不同互動來源對服務反應與滿意度間交互作用圖 74
圖4-6 不同互動來源對專業知識與滿意度間交互作用圖 75
圖4-7 不同互動來源對便民服務與滿意度間交互作用圖 76

參考文獻
王桂沰(2005)。企業、品牌。識別、形象：符號思維與設計方法。台北市：全華。
余一縣(2003)。警察服務品質之實證研究-以台北市政府警察局為例。玄奘社會科學學報，1，354∼390。
吳明隆(2009)。SPSS操作與應用-問卷統計分析實務。台北市：五南。
李湧清(1987）。台灣警察機關組織編制之研究。桃園：中央警察大學出版社。
李翠娥(2006)。臺中縣民眾與員警對警政機關為民服務品質認知之研究。逢甲大學公共政策研究所碩士論文，未出版。
李震山(1994）。警察任務法論。高雄：登文書局。
周泰華(2007)。行銷研究方法與個案。台中市：滄海。
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，3(2)，149-164。
林烇騰(2000)。提升警政服務品質具體之探討-服務導向與警民合作。元智大學管理研究所碩士論文，未出版。
林清煌(2004)。民眾與員警對為民服務認知差異及警政滿意度之研究-以桃園縣為例。中原大學企業管理研究所，未出版。
林燦璋、李晉偉、陳盈良、郭若萱 (2007)。口語與非口語行為線索在偵訊上之應用與評析，警政論叢，7，71-109。
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博士論文，未出版。
孫本初、陳譓森(1996)。以服務品質再造警政新氣象，公務人員月刊，2，26-27。
徐西森、連廷嘉、陳仙子、劉雅瑩(2006)。人際關係的理論與實務。台北市：心理。
翁萃芳(2002)。台灣地區警察人員的工作壓力。警學叢刊，32(5)，33-66。
高瑞新(2006)。以PZB服務品質缺口模型探討警察服務品質之研究-以高雄港務警察局為例。國立高雄第一科技大學，未出版。
張淑雅、曹融、顧理(2009)。從符號學角度探討達利作品中潛意識象徵之意義建構與解讀。藝術論文集刊，12，95-117。
陳譓森(1995)。轉換型領導對警政服務品質之影響研究。國立政治大學公共行政研究所碩士論文，未出版。
章光明、李湧清、黃啟賓(2008)。警察機關導入ISO9001品質管理系統成效評估。研考雙月刊，32(1)。96-105。
曾柔鶯、許秀儀、陳雅慧、蔡明君、洪淑慧(2007)。服務品質認知差異之研究─以宜蘭縣警察局為例。警學叢刊，28(1)，95-142。
楊靜嫻(2001)。關係行銷與滿意度對加盟者的信任與未來合作的影響-以便利商店為例。國立政治大學國際貿易學系碩士論文，未出版。
蔡慧美(2006)。大學圖書館參考晤談中溝通技巧之探討。成功大學圖書館館刊，15，61-65。
衛南陽(2001)。服務競爭優勢：探索永續經營的奧秘。台北市：商兆。
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博士論文，未出版。
戴能振(2007)。澎湖縣觀光警政服務品質之研究。國立中山大學公共事務管理研究所碩士論文，未出版。
謝焰盛(1998)。讀者對參考館員肢體語之認知研究(下)。教育資料與圖書館學，35(3)，258-282。
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)。專業服務接觸互動行銷中關係品質知覺之研究-以護理人員與病患間關係為例，國立中山大學企理研究所博士論文，未出版。

Anderson, B. O., Yip, C. H., Ramsey, S. D., Bengoa, R., Braun, S., Fitch, M., Groot, M., Sancho-Garnier, H., & Tsu, V. D. (2006). Breast cancer in limited-resource countries: Health care systems and public policy. Breast Journal, 12(1), 54-69.
Andersson, B. ＆ Nilsson, S. (1964). Studies in the realiablity and validity of the critical incident technique. Journal of Applied Psychology, 48(6), 398-403.
Argyle, M. (1994). Bodily communication, London: Rout1edge.
Bagozzi, R. P. (1995). Reflections on relationship marketing in consumer markets.Journal of the Academy of Marketing of Science, 23(3), 272-277.
Bagozzi, R. P.(1975). Marketing as exchange. Journal of Marketing, 39(3),32-39.
Bitner, M. J.(1990).Evaluating service encounters：The effects of physical surrounding and employee responses.Journal of Marketing,54(4),69-82.
Bitner, M. J., Booms, B. H. ＆ Mohr, L. A. (1994). Critical service encounters: Theemployee’s viewpoint. Journal of Marketing, 58(10）, 95-106.
Bitner, M. J., Booms, B. H. & Tetreault, M. S.(1990). The service encounters：Diagnosing favorable and unfavorable incidents. Journal of Markering, 54(1),71-84.
Bitner, M. J., Brown, S. W. & Meuter, M. L.(2000).Technology infusion in service encounters. Journal of the Academy of Marketing Science, 28(1),138-149.
Bonoma, T. V., & Felder , L. C. (1977). Nonverbal communication in marketing:Toward a communicational analysis. Journal of Marketing Research, May,169-180.
Booms, M. J. & Nyquist, J. (1981). Analyzing the customer/firm communication component of the service marketing mix. In Marketing of Services, James Donnelly and William George, Eds., Chicago: American Marketing.
Brady, M. K., & Cronin, J. J. (2001). Some new thoughts on conceptualizing perceived service quality: A hierarchical approach. Journal of Marketing, 65(3), 34-49.
Cardozo, R. N. (1965). An Experimental Study of Customer Effort, Expectation and Satisfaction. Journal of Marketing Research, 2, 244-249.
Carlzon, J.(1987). Moments of truth. Cambridge.MA：Ballinger Publishing Co.
Cotham, J. C. (1968). Job attitudes and sales performance of major appliance salesmen. Journal of Marketing Research, 5(11), 370-375.
Crosby, L. A., Evans, K. R., & Cowles, D. (1990). Relationship quality in servicesselling: An interpersonal influence perspective. Journal of Marketing, 54(3), 68-82.
Czepiel, J. A., Solomon, M. R., & Surprenant, C. F.(1985). The service encounter：Managing employee/customer interaction in service businesses.Lexington,MA：Lexington Books.
Delmonte, M. M. (1991). Use of non-verbal construing and metaphor in psychotherapy.International Journal 01 Psychosomatics, 38(1 -4), 68- 75.
Ekeh, P. P. (1974). Social exchange: The two traditions. Cambridge, Massachusetts:Harvard University Press.
Ericsson, K. A. ＆ Simon, H. A. (1980). Verbal report as data. Psychological Review, 87, 215-250.
Evans, F. (1963). Selling as a dyadic relationship-A new approach. American Behavioral Science, 6, 76.
Evans, J. R., & Laskin, R. L. (1994). The relationship marketing process: A conceptualization and application. lndustrial Marketing Management, 23(5), 439-453.
Fitzsimmons, J. A., Fitzsimmons, M. J.(2006), Service Management: Operations, Strategy, Information Technology. McGraw-Hill, NY, 5th ed.
Flanagan, J. C. (1954).The Critical Incident Technique. Psychological Bulletin, 51, 327-358.
Flott, L. W. (2002). Customer Satisfaction. Metal Finishing, 100, 58-63.
Gabbott, M., & Hogg, G. (2000). An empirical investigation of the impact of non-verbal communication on service eva1uation. European Journal Marketing, (34), 384-398.
Ghiselli, E. E. (1978). The validity of aptitude tests in personnel selection. Personnel Psychology, 26, 461-477
Giles, H., & Robinson, P. W. (1990). Handbook ollanguage, New York, New York: CBS College Publishing.
Goffman, E. R.(1959), The presentation of self in everday life.NY：Double-day.
Gronroos, C. (1990). Service management and marketing: Managing the moments of truth in service competition. Lexington, Massachusetts: Lexington Books.
Gronroos, C. (1994). From marketing mix to relationship marketing: Towards a paradigm shift in marketing. Management Decision, 32(2), 4- 20.
Grove, S. J. & Fisk, R. P.(1983).The dramaturgy of services exchange：An analytic framework for service marketing.In Berry, L. L. and ShostacK, L.(eds.),Emerging perspectives on services marketing, american marketing association, Chicago,IL.
Grove, S. J., Fisk, R. P. & Bitner, M. J. (1992), Dramatizing the service experience: A managerial approach. Advances in Services Marketing and Management, 1, 91-121.
Guiry, M. (1992). Consumer and Employee Roles in Service Enounters. Advances in Consumer Research, 19, 666-672.
Hargie, O., Saunders, C. & Dickson, D. (1987). Social skills in interpersonal communication, London: Croom Helm.
Herrmann, A., Huber, F., & Braunstein, C. (2000). Market-driven product and service design: Bridging the gap between customer needs, quality management and customer satisfaction. International Journal of Production Economics, 66(2), 76-77.
Jacobs, R. S., Evans K. R., Kleine, R. E., & Landry, T. D. (2001). Disclosure and its reciprocity as predictors of key outcomes of an initial sales encounter. Journal of Personal Selling & Sales Management, 1(4), 51-61.
Jacobs, R. S., Hyman, M. R, & McQuitty, S. (2001). Exchange-specific self-disc1osure social self-disc1osure, and personal se1ling. Journal of Marketing Theoy and Practice, Winter, 48-62.
Jayasuriya, Rohan(1998), Measuring Service Quality in Services: Using service encounters to elicit quality dimensions, Journal of Professional Services Marketing, 18(1), 11-23.
Johnson, A. T., Misner, E. G. & Brown, P. L.( 1963). The service revolution. Journal of Marketing, 27, 32-36.
Klemz, B. R. (1999). Assessing contact personne1/ customer interaction in a small town: Differences between large and small retail districts. The Journal of Service Marketing, 13(3), 194-211.
Koehler, J. and Pankowski, J.（1996）Quality Government：Designing, Development and Implementing TQM, FL：St. Lucie Press.
Kotler, P.(2003). Marketing Management,11th ed., NJ: Prentice-Hall Inc., Upper Saddle River.
Langace, R. R., Dahlstrom, R., & Gassenheimer, J. B. (1991). The relevance of ethical salesperson behavior on relationship quality: The pharmaceutical industry. Journal of Personal Selling and Sales Management, 11(4),39-47.
Lehtinen, U. & Lehtinen, J. (1982). Service quality: A study of quality dimensions. Helsinki, Finland: Service Management Institute.
Lockwood, A. (1994), Using service incidents to identify quality improvement points, International Journal of Contemporary Hospitality Management, 6(1,2), 75-80.
Macintosh, G. & Lockshin, L. S. (1997). Retail relationships and store loyalty: A multi-level perspective. International Journal of Research in Marketing,14(2), 487-497.
Macneil, I. R. (1978). Contracts: Adjustment of long-term economic relationship under c1assical neoc1assical and relational contract law. Northwestern University Law Reνiew, 72(1), 854-902.
Macneil, I. R. (1980). The new social contract: An inquiry into modern contractual relations. New Haven, Connecticut: Yale University Press.
McAllister, D. J. (1995). Affect- and cognition- based trust as foundations for interpersonal cooperation in organizations. Academy of Manαgement Journal,25(2),56-69.
Mehrabian, A. (1968). Communication without words. Psychology Today.
Mehrabian, A. (1972). Nonverbal communication. Chicago: Aldine.
Meuter, M. L., Ostrom, A. L., Roundtree, R. I and Binter, M. J. (2000),Self-service Technologies: Understanding Customer Satisfaction with Technology-based Service Encounters, Journal of Marketing, 64(3), 50-64.
Mittal, B., & Lassar, W. M. (1996). The role of personalization in service encounters.Journal of Retailing, 72(1), 95-109.
Morgan, R. L. and S. Chadha(1993), Relationship Marketing at the Service Encounter: The Case of Life Insurance, The Service Industries Journal. 13(1), 112-125.
Obenour, W., Patterson, M., Pedersen, P., & Pearson, L. (2006). Conceptualization of a meaning-based research approach for tourism service experiences. Tourism Management, 27(1), 34-41.
Oliver, R. L. (1974). Expectancy theory predictions of salesmen’s performance. Journal of Marketing,11(8),243-253.
Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decision. Journal of Marketing Research, 17, 460-469.
Pranter, C. A. & Martin, C. L.(1991).Compatibility management:Roles in service performance.Journal of Marketing,5, 43-53.
Roloff', M. E., & Miller, G. R. (1987). Interpersonal processes: New directions in communication research, London: Sage publications, Inc.
Selnes, F.(1993). An examination of the effect of product performance on brand reputation satisfaction and loyalty. European Journal of Marketing, 27, 19-35.
Sheth, J. N. (1975). Buyer-seller interaction: A conceptual framework. In Advances in Consumer Research, 3.
Shostack, G. L.(1985). Planning the service encounter. The service encounter：Lexington, MA：Lexington Books.
Smith, A. K., Bolton, R. N. and Wagner, J. (1999), A model of customer satisfaction with service encounter involving failure and recovery, Journal of Marketing Research, 36, 356-372.
Soderlund, M. (2006). Measuring customer loyalty with multi-item scales - A case for caution. International Journal of Service Industry management, 17(1), 76-98.
Solomon, M. R., Surprenant, C. F., Czepiel, J. A. & Gutman, E.(1985).A Role Theory Perspective on Dyadic Interactions：The Service Encounter. Journal of Markering, 49,99-111.
Suprenant, C. F. & Solomon, M. R.(1987). Predictability and personalization in the service encounter. Journal of Markering, 51(2), 86-96.
Tes, D. K. & Wilton, P. C.(1988). Models of consumer satisfaction formation: an Extension. Journal of Marketing, 52, 204-212.
Vogelaar, L. M. E. & Silverman, M. S. (1984). Nonverbal communication in cross-cultural counseling: A literature review, lnternational Journal for the Advancement 01 Counseling, 7(3), 41-57.
Wilson, D. T. (1977). Dyadic interaction. In consumer and industrial buying behavior,Arch Woodside, Jagdish Sheth, and Peter Bennett,Eds., New York: North-Holland.
Woodside, A. G., Frey, L. L., & Daly, R. T.(1989). Linking service quality, customer satisfaction and behavioral intention. Marketing Health Services, 9, 5-17.
Zeithaml, V. A. & Bitner, M. J. (2003). Services marketing: lntegrating customer focus across the firm. New York, NY: McGraw-Hi1l.
Zeithaml, V. A. (1981). How consumer evaluation process differ between goods and services. In J. H. Donnelly and W. R. George, (Eds.), Chicago:American Marketing Association.
Zeithaml,V. A . & Bitner, M. J.(1996).Customer perceptions of service in services marketing. Mcgraw-Hill Intertional editons,102-132.