第三章 研究方法
第二節 研究變數操作性定義與衡量
本節為各構面變數之操作性定義、題項與文獻來源，共 8 個衡量變數(彙整於 附錄二)，依序分別為服務失誤嚴重性、心理契約違犯、穩定性歸因、可控制性歸 因、補救後信任、補救後滿意、再購意圖和建言意圖。
一、服務失誤嚴重性(Service Failure Severity)
依據服務失誤嚴重性相關文獻探討後，採用綜合觀點將服務失誤嚴重性定義
The above–mentioned service failure caused by the e–tailer that happened to me was severe. am confident that this hotel provides the best deal.
2. 該航空公司造成的服務失誤，發生在我身上 是感到生氣的。
The above–mentioned service failure caused by the e–tailer that happened to me made me feel angry feel like there is a bond between this hotel and myself.
3. 該航空公司造成的服務失誤，發生在我身上 是不愉快的。
The above–mentioned service failure caused by the e–tailer that happened to me was unpleasant.hotel provides reliable benefit programs and services.
Wang, Wu, Lin & Wang
(2011)
二、心理契約違犯(Psychological Contract Violation)
依據心理契約違犯相關文獻探討後，採用綜合的觀點將心理契約違犯定義為：
「旅客對服務提供者未如實履行承諾及義務的感知」。衡量題項參考 Malhotra, Sahadev & Purani (2017)量表為基礎，共有 4 個衡量題項，彙整如表 3–3 所示。
表 3–3 心理契約違犯操作性定義與衡量題項
cal Contract Violation)
retailing website on approximately how many occasions the items arrived later than what it was initially promised.
2. 在 您 接 受 該 航 空 公 司 的 所 有 服 務 過 程 之 中，有數次您獲得的服務，品質與最初宣稱 的不同。
During all your transactions with this e–
retailing website on approximately how many occasions the items you eventually received differed in quality from what was initially
retailing website on approximately how many occasions you found it difficult to make a
retailing website on approximately how many occasions the items were never delivered (though you were not charged).
Malhotra, Sahadev &
Purani (2017)
三、穩定性歸因(Stability Attributions)
依據穩定性歸因相關文獻探討後，本研究採用綜合的觀點將穩定性歸因 定義為：「服務失誤發生原因是否為服務提供者長期及穩定的現象」。衡量題 項參考 Nikbin, Ismail & Marimuthu (2012)量表為基礎，共有 4 個衡量題項，彙 整如表 3–4 所示。
The causes of the service failure were something:
Temporary/Permanent.
2. 過去一段時間，該航空公司服務失誤發生原因 是：多變的/穩定的。
The causes of the service failure were something:
Varies overtime/Stable over time.
3. 該航空公司發生失誤的原因是：易變性的/未改 變的。
The causes of the service failure were something:
Changeable/Unchangeable
4. 該航空公司發生失誤的原因是：經常發生的/
不常發生的。
The causes of the service failure were something:
Occurring infrequently/Occurring frequently
Nikbin, Ismail &
Marimuthu (2012)
四、可控制性歸因(Controllability Attributions)
依據可控制性歸因相關文獻探討後，本研究則採用綜合觀點將可控制性 歸因定義為：「服務失誤發生原因為服務提供者可控制及可預防之程度」。衡 量題項參考 Nikbin, Ismail & Marimuthu (2012)量表為基礎，共有 4 個衡量題項，
彙整如表 3–5 所示。
The causes of the service failure were something:
Uncontrollable/Controllable Irrelevant.
2. 該航空公司服務失誤的原因是：出乎意料的/
可被預期的。
The causes of the service failure were something:
Unintended/Intended Matter to me.
3. 該航空公司服務失誤的原因是：無法預防的/
可預防的。
The causes of the service failure were something:
Unpreventable/Preventable
4. 該航空公司服務失誤的原因是：不可避免的/
可避免的。
The causes of the service failure were something:
Unavoidable/Avoidable
Nikbin, Ismail
& Marimuthu (2012)
五、補救後信任(Post–Recovery Trust)
依據補救後信任相關文獻探討後，本研究採用綜合的觀點將補救後信任 定義為：「旅客感受到服務提供者服務補救措施後值得相信且可靠的程度」。
衡量題項參考 Malhotra, Sahadev & Purani (2017)量表為基礎，共有 5 個衡量題 項，彙整如表 3–6 所示。 about its service, it is probably true.
4. 在我的服務補救經驗中，當服務失誤後，該 航空公司是非常可靠。
In my experience this site is very reliable.
5. 在服務失誤後，我仍對該航空公司抱持著期 待。
I feel what to expect from this website.
Malhotra, Sahadev &
Purani (2017)
六、補救後滿意(Post–Recovery Satisfaction)
依據補救後滿意相關文獻探討後，本研究則採用綜合的觀點將補救後滿 意定義為：「旅客對服務提供者服務失誤補救措施後整體之感受及評價」。衡 量題項參考 Su, Swanson & Chen (2016)量表為基礎，共有 3 個衡量題項，彙整 如表 3–7 所示。
表 3–7 補救滿意操作性定義與衡量題項 構面 操作性
定義 題項 文獻來源
補救後 滿意(Post–
Recovery Satisfactio
–n)
旅客對 服務提 供者服 務失誤 補救措 施後整 體之感 受及評
價
1. 整體而言，我很滿意該航空公司的服務補救。
As a whole, I am satisfied with (hotel name).
2. 我對該航空公司所提供給我的整體服務補救 感到滿意。
I am satisfied with the overall service that (hotel name) provided to me.
3. 我對我在該航空公司的整體服務補救經驗是 感到滿意的。
I am satisfied with my overall experience with (hotel name).
Su, Swanson
& Chen (2016)
七、再購意圖(Repurchase Intentions)
I have an intention to repurchase wine online 4. 再次購買該公司的航空服務是令人感到情投
意合的。
It is desirable to repurchase wine online.
5. 再次購買該公司的航空服務是可以接受的。
Online stores are an acceptable place to repurchase wine.
Cho, Bonn
& Kang (2014)
八、建言意圖(Voice Intention)
依據建言意圖相關文獻探討後，本研究採用綜合的觀點將建言意圖定義 為：「旅客對於服務提供者整體表現願意提出建議的程度」。衡量題項參考 Ilkhanizadeh & Karatepe (2017)量表為基礎，共有 5 個衡量題項，彙整如表 3–
9 所示。
I develop and make recommendations concerning issues that affect this airline company .
2. 我 會 發 言 並 鼓 勵 這 家 航 空 公 司 的 其 他 員 工，應參與並擬定影響公司的問題。
I speak up and encourage others in this airline company to get involved in issues that affect the company.
3. 即使公司其他人不同意我的意見，我也會就 這個航空公司有關工作問題的意見(例如：
旅客航空服務)傳達給其他人知道。
I communicate my opinions about work issues to others in this airline company even if others in the company disagree with me.
4. 假若需要，我會參與影響這家航空公司服務 的相關問題制定。
I get involved in issues that affect the quality of work life here in this airline company.
5. 假若需要，我會對這家航空公司提出新的想 法或改變服務流程的建言
I speak up in this airline company with ideas for new projects or changes in procedures.
Ilkhanizadeh
& Karatepe (2017)