近年來，臺灣產業結構的重心已慢慢地從工業轉為服務業。服務業的快速發展，使得接受服務或是付出服務變成生活中不可或缺的一部分。它所涵蓋的層面相當廣泛，食衣住行育樂等一切日常活動皆會接觸到服務。因此，從廿十世紀初期即有學者定義出「服務」這個名詞。到了廿十世紀中葉，許多對於服務業的相關研究陸陸續續出現，並且探討的議題愈趨廣泛。
故本研究將探討服務業行銷的相關議題，欲探討於不同的服務失誤與服務補救讓顧客心中感受到的結果公平程度是否會影響顧客關係以及顧客滿意度。本研究將研究範圍設定於特定服務產業─咖啡廳。
本研究使用單因子變異數分析(ANOVA)及迴歸(Regression)進行數據分析。
本研究結論：
一、	不同的服務失誤下，不同的服務補救方式對結果公平有顯著的結果差異。
二、	結果公平會影響顧客關係，並呈現正向影響關係。
三、	結果公平會影響顧客滿意度，並呈現正向影響關係。
由本研究實證分析結果顯示，不同的服務失誤與服務補救方式會影響顧客心中感受的結果公平程度，並進一步影響顧客關係以及顧客滿意度。

During past few decades, the industrial structure of Taiwan has moved from manufacturing industry to service industry. With the fast growing of service industry, which covers widely, service becomes an indispensable element in our daily lives. In the beginning of 20th century, scholars have already defined the word “service.” During the mid-20th century, more and more research had been done to study this newly emergent industry. 
Consequently, the thesis is to study the topic -- the influence of service failure and service recovery on customer relationships and customer satisfaction -- that is related to service marketing. Furthermore, the study confined the target market to “coffee shops.”
This study applied ANOVA and regression to analyse the data the author gathered through questionnaires. 
The following is the result of the thesis:
1.	With different service failure and service recovery, there is significant discrepancy in outcome fairness perceived in customers’ minds.
2.	Outcome fairness affects customer relationships positively.
3.	Outcome fairness affects customer satisfaction positively.
The result of analysis shows that different service failure and service recovery affects the level of outcome fairness perceived by customers; furthermore, the perceived outcome fairness affects customer relationships and customer satisfaction.

目錄
第壹章	緒論	1
第一節	研究背景與動機	1
第二節	研究目的	2
第三節	研究流程	3
第貳章	文獻探討	4
第一節	服務之定義	4
第二節	服務特性	5
第三節	服務品質的模式	14
第四節	服務失誤與服務補救的相關研究	17
第參章	研究方法	23
第一節	研究設計	23
第二節	變數操作性定義	26
第三節	研究對象	27
第四節	研究工具	30
第五節	研究架構與假說	31
第肆章	資料分析結果	33
第一節	變異數分析	33
第二節	迴歸分析	35
第伍章	研究結論與建議	37
第一節	研究結論	37
第二節	研究限制	40
第三節	未來研究之建議	41
參考文獻	42
附錄一 正式問卷	48
圖目錄
圖 1- 1 研究流程圖.....................................................................................................3
圖 2- 1 服務的特性─結構示意圖..............................................................................6
圖 2- 2 服務品質缺口模型(service gap model) .......................................................15
圖 3- 1 研究架構圖 ...................................................................................................31
表目錄
表 2- 1 服務與商品特性比較 ...................................................................................6
表 2- 2 服務的特性、問題、解決辦法 .................................................................13
表 3- 1 兩種自變數之詳細內容 .............................................................................23
表 3- 2 本研究發展出的9種模擬情境.................................................................24
表 3- 3 可行之模擬情境內容 .................................................................................25
表 3- 4 三個項目信度分析結果 .............................................................................27
表 3- 5 整體問卷信度分析結果 .............................................................................27
表 3- 6 受測者之性別比例 .....................................................................................28
表 3- 7 受測者之年齡比例 .....................................................................................28
表 3- 8 受測者之婚姻狀況比例 .............................................................................28
表 3- 9 受測者之教育程度比例 .............................................................................29
表 3- 10 受測者之月所得比例 .................................................................................29
表 3- 11 受測者之居住地比例.................................................................................29

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