第五章 討論與建議
第五節 未來研究方向
一、補救措施對於行為反應的影響
本研究探討尷尬事件下顧客的情緒及行為反應，但並未納入尷尬事件過後，
服務人員或企業對其採取補救措施的效果。在服務失敗情境下，顧客的整體滿 意度決定於兩個因素，包含「原本服務接觸的滿意度」及「服務補救過程的滿 意度」這兩個因素在整體滿意度上都扮演著很重要的角色（Spreng, Harrell, Mackoy, 1995），因此，消費者在服務接觸失敗之後，其知覺滿意度受影響的程 度，是相當值得被探討的（Hoffman, Kelley, and Rotalsky, 1995）。
此外，Etzel and Silverman（1981）指出，經歷負面服務經驗與成功服務補 救的消費者，往往比第一次就接受到成功服務的消費者，有更高的忠誠度。因 此，尷尬事件一旦發生，廠商若以較貼心的方式處理，藉由服務補救幫消費者 化解尷尬，則可能比起無服務補救的情況對消費者當下的情緒、行為及長期消 費意願有更正面影響。
二、顧客自身行為引起的尷尬
在服務接觸的情境中，顧客是與服務人員同時存在的，而顧客也有可能成 為尷尬事件的引發者，例如產生粗魯言行、犯錯、知識不足或是外在形象受損 等等，例如本研究再進行焦點團體訪談時，數位與會者所提及的尷尬消費經驗 的產生原因，就是其自身犯錯（如忘記帶錢、看錯商品價錢等）所致。未來對 於尷尬的研究中，擬可將尷尬事件的引發者設定為消費者本身，觀察事件對於 消費者及服務人員雙方的影響。
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附錄一 本研究問卷
實驗一問卷
請仔細閱讀並想像以下情境：
最近百貨公司剛結束週年慶，原本熱鬧無比的賣場顯得冷清許多，但還是有 不少服飾專櫃有頗為優惠的折扣，你決定到處逛逛，找找看有沒有適合你的衣服。
腳步來到某知名品牌的牛仔褲專櫃，裡面只有兩三位客人，售貨小姐迎上前來幫 你挑褲子。
東挑西撿之後你看上一條正在打五折今年新款的牛仔褲，於是你請售貨小姐 幫你拿適合你的 size。售貨小姐微笑輕聲地說：『這個顏色可能不太適合您穿，
您要不要試試看其他的顏色？』
所幸，當他講這些話的當下，沒有其他人聽到。
閱讀完畢後請翻到下頁開始作答，
作答期間如有需要可翻回此頁重新閱讀情境。
各位朋友您好：
感謝您撥冗填寫本問卷，本研究目的是為了瞭解顧客在服務業消費時，服務人員行為對其 購買意願的影響，所得資料僅為學術研究之用，對於個人的資料或意見絕對保密，請安心作答！
再次感謝您的協助！
敬祝 萬事如意
中山大學企業管理研究所 指導教授：周逸衡教授
研究生：張光慈
L0
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一、如果您是故事中的顧客本人，請您針對以下問項做出您的判斷：
完全不會 非常強烈
1. 在這個情形下，我覺得尷尬 2. 在這個情形下，我覺得不舒服
二、請就以下描述，選擇您的感受程度：
非常不同意 非常同意
1. 我感到生氣 2. 我覺得被羞辱 3. 我感到不開心 4. 我覺得自己愚蠢 5. 我感到沮喪 6. 我感到挫折 7. 我感到驚訝 8. 我想要趕快離開
9. 我會規勸服務人員的行為 10. 我會幽默以對
11. 我會意圖報復 12. 我什麼都不會做 13. 我絕不再去光顧 14. 我會盡量避免再去 15. 不影響再購買意圖 16. 我會產生負面口碑 17. 我會產生正面口碑
三、個人基本資料：
1. 性別： 男 女 2. 年齡： 歲
問卷到此為止，謝謝您的填答！☺ L0
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請仔細閱讀並想像以下情境：
最近百貨公司剛結束週年慶，原本熱鬧無比的賣場顯得冷清許多，但還是有不少 服飾專櫃有頗為優惠的折扣；你決定到處逛逛，找找看有沒有適合你的衣服。腳步來
最近百貨公司剛結束週年慶，原本熱鬧無比的賣場顯得冷清許多，但還是有不少 服飾專櫃有頗為優惠的折扣；你決定到處逛逛，找找看有沒有適合你的衣服。腳步來