現有文獻對於服務失誤,挽回服務及顧客反應之分類研究甚多,惟以針對服
務失誤產生時,服務之有無及不同挽回服務型態,所造成之不同顧客反應研
究,至今尚付闕如.因此,本研究探討挽回服務,對於顧客反應之干擾效果,
以了解挽回服務對於顧客反應,尤其是顧客抱怨行為之影響,以補此知識領
域之不足.在以CIT法針對零售服務業顧客的803份問卷調查分析後,結論
為:企業有無採取挽回服務,對於顧客反應確有影響. 主要研究結果有:服
務失務可分為三大類15細類,相對應之挽回服務方式以口頭抱歉為多.受調
者認為所受到之挽回服務為不好的方式,仍有四成以上,此項研究結果顯
示, 企業所採取之挽回服務,仍無法完全令顧客滿意;本研究之挽回服務滿
意評分,消費者最滿意之處理方式為免費取得產品或服務,未做任何挽回服
務之處置則是評價最低之挽回服務方式;挽回服務之口頭抱歉之外,若再加
上實質物品,確能提高挽回服務滿意程度.有無挽回服務和購買意圖會與不
會之挽回服務干擾效果之分析,發現挽回服務可加強顧客購買意願增加,不
同之挽回服務滿意程度,亦會有不同之購買意圖,滿意程度愈高,其購買意
圖愈趨正面.顧客抱怨行動以私人抱怨最多,聲音抱怨居次,無反應者第三.
挽回服務有無及挽回服務所產生之滿意程度,對於消費者所採取之抱怨行
動,亦有干擾影響效果.Goodwin和Ross認為互動公平(是否對顧客抱歉)會
造成顧客不同反應.本研究植基於此觀念,將挽回服務之有無,引申在互動
公平論點,在分析結果上獲得支持.此項結論為本研究題目外之意外發現(
serendipity).

Although the issues of service failure, service recovery and
customer respond had been discussed by researchers, the
moderating effect of service recoveryon customer respond remain
unclearly. Therefore the problem of this study is intending to
find out customer respond to service failure regarding to its
service recovery. 803 copies of CIT questionnaire survey was
taken as the empirical data and the findings are as
follows:56.4% of these people think that it is good to receive
service recovery. However, 43.6% of them thinks that it is bad.
Such result shows that it still can not satisfy customer even if
service recovery has been taken. Customer gives highest
evaluation when service recovery comes free charge. On the
contrast, the lowest evaluation comes to no service recovery.
Apart from oral apology, additional physical things surely
enhance service evaluation. The influence of service recovery
on purchase intention is positive. Different service recovery
satisfaction degree shows different purchase intention. The
higher the satisfaction degree,the more positive the purchase
intention. The moderating effect of service recovery on customer
complain behavior(CCB) is also positive. The customer whodid not
receive service recovery, their CCB will be private
complain(47.39%) and voice complain(36.97%). The percentage has
significant changing.Goodwin & Ross proposes that interaction
fairness causes different customer response. The research based
on this concept. From the reasoning process, it can also imply
interaction fairness to the influence of service recovery on
CCB. That is a serendipity of this study.