服務缺失是指當顧客認為企業所提供之服務或產品不符合標準，由消費者認定為不滿意之企業服務行為。面對服務缺失的發生，業者會面臨失去潛在顧客、顧客離去、負面口碑產生和顧客怨恨等成本產生。由於服務缺失的發生會降低企業的利潤和形象，故面對服務缺失發生時，經營者會針對缺失採取適當的回復補救措施。然而，我們發現在精品產業，服務人員因經驗累積能分辨顧客消費能力而主觀認定消費者的購買率高低之行為，是最容易造成服務缺失發生的主因。但有趣的是，即使這些潛在消費者在遭遇服務人員造成的服務缺失時，仍高度喜愛該品牌！此現象不但違反企業應維護顧客關係建立已獲得更大利益的原則外，更與服務缺失發生時企業應做出回復補救的理論相矛盾，此兩大矛盾引起本研究動機。
本研究透過焦點群體訪談法，從十六位精品潛在顧客過去與精品服務接觸體驗的經驗，探討受訪者面對精品服務體驗缺失時的反應、了解缺失發生的歸因，並進一步探討該精品服務體驗缺失對受訪談者與品牌造成的影響與相互關連性。
透過研究，我們發現精品業的服務缺失較常發生在服務體驗三內涵中「人員服務」的部分。人員服務所造成的服務缺失主要是透過服務人員的問候語、表情、回覆態度、語氣、眼神和肢體動作等表現出對顧客不關心、不回應或不嘗試了解顧客需求的不友善態度、行為。面對服務缺失的歸因，我們發現精品的特性會讓顧客將缺失歸因導向服務人員、消費者本身和與服務人員之關係。已購買過精品的潛在顧客多會認定缺失發生是服務人員傳遞核心服務時造成的，故會將缺失歸因導向服務人員而非品牌；即使精品潛在顧客對該品牌的商品和服務水準有一定的期望與了解，部分精品潛在顧客會因自己的個體條件(如：年紀輕、消費能力較低)低於精品所帶來的心理價值，而將服務缺失的歸因導向自己；最後，透過較有精品服務體驗經驗的受訪者得知，透過一定的消費經驗累積可以改善自己和他人認定的個體條件、與服務人員建立關係而得到消費者渴望的服務。
最後，本研究更發現多數受訪者會從過去不愉快的精品服務體驗中學習，形成一個自我保護的機制，以預防被服務人員歧視的再度發生和當類似狀況發生時知道如何回應，本研究通稱這些行為為消費者的自我修復行為。

This paper investigates the service expectation and psychometric response of potential luxury customers’ when facing service failure in Luxury industry. The author discovered that based on luxury’s attributes, potential luxury buyers have their own self-recovery mechanism as their defense or recovery mechanism when confronting service failure through service encounter using data collected from two focus groups with sixteen student samples in Taiwan. The author named such response as “Consumer’s self-recovery” and highlighted several behaviors that are relevant to this concept. The purpose of this paper is to examine entirely different aspects of service recovery (i.e. from provider’s side), but coincidentally produce valuable information. By examining all the responses of potential luxury customers in a broad and integrated way, we shall provide a new perspective of service recovery that draws from previous research.

第一章	 緒論.................................................................................................................1
第一節 研究背景與動機.....................................................................................1
第二節 研究目的.................................................................................................3
第三節 研究流程.................................................................................................4
第二章	 文獻探討.........................................................................................................5
第一節 服務體驗.................................................................................................5
第二節 服務缺失與服務補救...........................................................................10
第三節 顧客期望與服務缺失歸因...................................................................13
第四節 顧客類型和顧客購買動機...................................................................17
第五節 精品品牌...............................................................................................20
第三章	 研究方法與設計……...................................................................................25
第一節 分析架構..............................................................................................25
第二節 研究方法..............................................................................................26
第三節 焦點群體訪談設計..............................................................................27
第四節 焦點群體訪談法的實施......................................................................29
 
第四章	 結論結果與分析...........................................................................................33
第一節 精品業潛在消費者的服務期望...........................................................33
第二節 精品業潛在消費者對於服務接觸缺失之體驗...................................35
第三節 精品業潛在消費者對於服務接觸缺失之歸因...................................37
第四節 精品業潛在消費者對於服務接觸缺失之自我修復行為...................40
第五章	 結論與建議...................................................................................................44
第一節 研究結論與貢獻..................................................................................45
第二節 管理意涵………...................................................................................48
第三節 研究限制與後續研究建議...................................................................49
參考文獻....................................................................................................................50
【附錄一】焦點群體訪談聯繫信函.........................................................................61
【附錄二】焦點群體訪談大綱.................................................................................62

表目錄
表2-1：顧客類型整理............................................................................17
表2-2：精品牌特性整理 精品牌特性整理............................................................................21
表2-3：威望品消費者行為分類整理............................................................................ 24
表3-1：受訪者資料一覽表............................................................................29

圖目錄
圖1-1：本研究之研究流程圖............................................................................4
圖2-1：顧客期望模型............................................................................13
圖2-2：顧客發展過程............................................................................18
圖3-1：本研究之分析架構 ：本研究之分析架構 ：本研究之分析架構............................................................................25
圖5-1：本研究之結果架構 ：本研究之結果架構 ：本研究之結果架構............................................................................44

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