服務失誤及不當的服務補救是造成顧客轉換之主要原因，因此，為了挽回顧客及減少顧客流失，企業必須採取適當的服務補救行動。其中，企業在服務傳送過程中所發生服務失誤之嚴重程度與其後續服務補救措施對服務補救滿意度之影響為何，是否會因顧客忠誠度之不同而有所差異，將是本研究欲探討之問題。本研究擬採實驗法進行研究，在實驗中擬設計3種不同嚴重程度的服務失誤狀況、3種服務補救方式以及2種不同忠誠程度之顧客群，共計18種實驗方格來進行測試。研究結果發現，服務失誤嚴重度及服務補救方式確實會對服務補救滿意度產生顯著影響，且顧客忠誠度之高低亦會對服務補救效果產生干擾之效果。
Past research indicates that service failure is a leading cause of losing customers in service organizations. Therefore, service provider should adopt appropriate service recovery and communication to reduce the negative effect of service failure to customer. This research uses experiment framework with totally 18 groups to investigate three different degrees of service failures, service recovery and customer loyalty. In summary, the results show that customer loyalty is negatively related to post-recovery satisfaction. In turn, service failure, service recovery and customer loyalty have significant impact on post-recovery satisfaction.
