研究展望

第五章結論與建議

第四節研究展望

本研究提供以下幾點建議，以供未來研究方向之參考：

一、顧客經歷偏離事件之深入研究

本研究認為顧客在經歷偏離預期事件後，導致引發敏感性，進一步對之後的服務事件引發極端評估。在過去研究中，也有許多探討偏離預期後，導致顧客滿意或是不滿意的情況。但卻鮮少研究在討論偏離事件後顧客對下一個事件是否有期待心態，或是對下一個事件的影響。這些議題皆有待後進於未來繼續深入探討。

此外，在研究顧客經歷偏離事件有許多理論，未來研究也可以整理相關理論進一步探討偏離事件會導致顧客產生什麼樣的行為。

二、研究範圍之擴展

服務補救矛盾的現象不單單只發生在餐飲業，不同服務產業的接觸程度皆有所不同，消費者對於與服務人員接觸也可能影響到對服務的評估。因此未來研究可以擴展研究之產業範圍，試圖找出不同產業中顧客是否會受到影響，或是各產業在顧客經歷偏離事件的異同點。此外，餐飲業中也有許多不同的類型，針對不同類型的服務，影響顧客的情況是否會有所不同，例如對於服務的期望等等，未來研究也可以針對此去擴展研究。

三、研究變數之擴展

本研究在針對服務補救矛盾與雙重偏差的邊界條件討論，但大部分之變數皆為外生變數，沒有多加考慮消費者本身的內生變數，例如：文化、結果導向或是過程導向等，建議未來研究可以往消費者本身不同的情況加以考量，並發展出其他可加入討論之變數。

此外過去此領域的實證研究中也有諸多變數。建議後進在設計研究架構時，

可將這些變數納入考慮，放入架構中討論。

參考文獻

一、中文部分

郭俊宏，以知覺公平觀點看待消費者面對服務失敗時的反應，國立中山大學企業管理研究所，碩士論文，2008 年 11 月。

中華民國統計網，工商及服務業普查，http://www.stat.gov.tw/mp.asp?mp=4 ， 2009。

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附錄一：實驗情境一問卷親愛的受訪者您好，

感謝您撥冗參與本研究，本研究的主要目的在於瞭解消費者在餐廳消費的經驗。以下的問卷請您按照頁次仔細閱讀，並依照您個人的看法回答，答案並無對錯之分。

本研究所獲得的任何資料將僅供統計分析之用，對於您的個人資料或意見將絕對保密，敬請安心填答。再一次感謝您的參與，您的參與對本研究有莫大的助益！

敬祝平安

國立中山大學企業管理研究所指導教授周逸衡、吳基逞碩士研究生楊于萱敬上中華民國九十七年十一月

以下有三段敘述及相關問題，填答整份問卷大約需花費您 15 分鐘，

若您準備好了，請翻到下頁開始閱讀故事內容。

請您仔細閱讀以下內容並依照指示行動

請您試著回想在這一年內您至少光顧三至四次類似咖啡廳形式的簡餐店（麥當勞等速食店除外），簡餐的價格約在一百多到三百多元左右，您到這除了用餐外，通常還會點個飲料悠閒的聊一下天，這家簡餐店叫做_______________（自行填入餐廳名稱）。另外，請您再回想這家簡餐店的送餐情形，包括上餐所需的時間與餐點的正確性，以及它的食物、

氣氛、衛生與服務態度等，以及您最後離開餐廳時的結帳情形。

請您依據以上所回想的內容，針對題目的敘述填答您的同意程度。

第1-2題請根據以前加上本頁情境中與此餐廳的交易經驗回答第3-4題請針對題目的敘述填答您的同意程度；

第5題請您勾選適當的時間間隔；第6題請您填入適當的次數

非常不同意非常同意 1. 我對於此餐廳服務品質感到滿意 2. 與我曾交易過其它同類餐廳相比，我對此餐廳的服務感

到滿意

3. 我認為這家餐廳的服務品質很一致 4. 我認為這家餐廳每次的送餐時間差異不大 5. 大致而言，我和這家餐廳往來已有______的時間

半年以下半年以上未滿一年一年以上未滿兩年兩年以上未滿三年三年以上未滿四年四年以上未滿五年五年以上

6. 我過去半年內光顧過這家餐廳_______次

請您繼續閱讀以下發生在您前面填答的那家餐廳內的情境。

在期中考完的當天，為了慶祝一下，我們四個好同學決定到簡餐店（填入您上一頁填答的餐廳名稱）吃飯。到達餐廳後，服務生引導我們就座，並爲我們點餐，點完餐之後五分鐘內，所有人的餐點皆陸續送到。

後來，我們四個人在邊吃邊聊中發現，發現我們每個人在這家餐廳都有遇到兩三次餐點這麼快速送完餐的經驗。

請您依據以上的服務情境，針對以下敘述填答您的同意程度或勾選適當的答案。

第1-2題請根據以前與此餐廳的交易經驗加上本頁情境回答

非常不同意非常同意 1. 我對於此餐廳服務品質感到滿意 2. 與我曾交易過其它同類餐廳相比，我對此餐廳的服務感

到滿意

第 3-8 題請針對本頁所描述的消費經驗回答

3. 我對於這次情境中的用餐經驗感到滿意 4. 針對這次情境中所描述的消費經驗，此餐廳的服務符合

我的需求

5. 我認為同樣的送餐情況在同一家簡餐店中會經常發生

6. 我認為在這次情境中所經歷的服務品質跟我原先預期的比起來：

非常差差很多有點差完全符合有點好好很多非常好

在文檔中服務補救矛盾與雙重偏差之邊界條件探討 (頁 81-98)

第五章 結論與建議

第四節 研究展望