在現今動態的市場經濟之下，企業是否具備從失敗之中學習的能力，是企業生存的關鍵因素。企業在面對服務修復管理時，可以策略的角度觀之。本篇研究目的驗證：(一)組織針對服務修復對市場導向型組織學習的影響；(二)內部與外部導向對市場導向型組織學習的影響；(三)組織經由市場導向型組織學習後，對顧客意願的影響。
本研究以台北地區圓山大飯店、三德大飯店以及亞都麗緻大飯店，三家國際飯店員工作為實證研究對象，利用人員訪談問卷調查方式，共蒐集60位樣本意見加以分析。整體信度達0.66以上，其中受訪者男性佔35%，女性佔65%。職級分布情形平均，經理佔6.67%，部門經理佔8.33%，領班佔43.33%，基層正式員工為26.67%，基層臨時員工3.33%以及實習生比例為11.67%。探討服務修復、內部與外部導向、市場導向型組織學習與顧客意願之影響關係，並確認其關聯性。
實證研究結果發現，受訪者在服務修復與組織內部外部環境的瞭解程度有不同的型態。而透過服務修復、內部與外部導向確實對市場導向型組織學習有正向影響；以及進行市場導向型組織學習對顧客意願確有正向影響。由實證結果得知，組織可透過服務修復，進而帶動市場導向型組織學習、提升整體服務品質，使顧客產生正向口碑意願及重購意願。

In the dynamic economic environment, firms’ learning ability from failure is a key factor for surviving. This paper focuses on service failure and service recovery in the hotel industry in Taipei. Service providers can adopt a strategic concern for managing their service recovery. The purposes of this research are 1. discussing how the management of service recovery can be utilized to effectively initiate market oriented organization learning; 2. discovering whether or not there are differences in purchase intent and positive WOM after market oriented learning; and 3. evaluating the internal and external orientations of organizations and their effectiveness on market oriented learning.
For research design, the sample is got on march 3, 2006 by questionnaires from 3 international hotels in Taipei. Sample size is 60, in which the distribution of male is 35% and female is 65%; and manager is 6.67%, department executive is 8.33%, foreman is 43.33%, full-time employee is 26.67%, part-time employee is 3.33%, and intern is 11.67%. By using cluster analysis, principle analysis, and regression analysis, this study examines the relationships between service recovery management, internal and external orientations, market oriented learning, and customer intention.
The findings of this research indicate that moderate to high service recovery efforts significantly increase levels of market oriented learning, and customer intention. Failure recovery and internal/external orientations initiate firm’s market oriented learning throughout the entire organization and positively increase customer intention. Discussion of findings leads to suggestions for improvements for hotel management.

目錄
表目錄	Ш
圖目錄	V
第壹章 緒論 	1
第一節 研究動機 	1
第二節 研究目的 	3
第貳章 文獻探討 	4
第一節 觀光旅館產業環境及發展概況 	4
第二節 內部服務與服務失敗 	10
第三節 服務修復 	17
第四節 市場導向型組織學習 	28
第五節 顧客意願 	35
第參章 研究方法 	43
第一節 研究架構 	43
第二節 抽樣設計 	49
第三節 問卷設計 	51
第四節 資料分析方法 	54
第肆章 實證研究結果與分析 	57
第一節 基本資料與信度分析 	58
第二節 研究構面之指標建立 	61
第三節 服務修復、內部與外部導向集群分析 	66
第四節 服務修復對市場導向型組織學習之分析 	78
第五節 內部外部導向對市場導向型組織學習之分析 	81
第六節 市場導向型組織學習對顧客意願之分析 	84
第伍章 結論與建議 	87
第一節 研究結論 	87
第二節 研究建議 	89
第三節 研究限制 	91
參考文獻	  93
附件：研究問卷	  99

表目錄
表2-1-1 台灣國際觀光旅館彙整表	4
表2-1-2 台灣國際觀光旅館營運績效	6
表2-2-1 服務失敗結果彙整表	15
表2-3-1 服務修復原則	18
表2-3-2 服務修復策略	24
表2-3-3 影響服務修復策略因子	25
表2-5-1 影響顧客抱怨意願因子	37
表3-1   研究構念變項與文獻出處彙整	49
表3-2-1 台北地區三家國際觀光旅館員工人數分布	50
表3-3-1 服務修復衡量題項	51
表3-3-2 市場導向型組織學習衡量題項	52
表3-3-3 內部導向與外部導向衡量題項	53
表3-3-4 顧客意願衡量題項	53
表4-1-1 樣本基本資料分布	58
表4-1-2 問卷信度分析結果	60
表4-2-1 服務修復主成份分析結果	61
表4-2-2 服務修復問卷題項主成份特徵向量	61
表4-2-3 市場導向型組織學習主成份分析結果	62
表4-2-4 市場導向型組織學習題項主成份特徵向量	63
表4-2-5 顧客意願主成份分析結果	64
表4-2-6 顧客意願題項主成份特徵向量	64
表4-2-7 內部外部導向主成份分析結果	65
表4-2-8 內部外部導向題項主成份特徵向量	65
表4-3-1 服務修復集群分析結果	66
表4-3-2 年齡與服務修復集群列聯表分析結果	68
表4-3-3 職級與服務修復集群列聯表分析結果	68
表4-3-4 年資與服務修復集群列聯表分析結果	68
表4-3-5 服務修復集群與市場導向型組織學習差異性分析	70
表4-3-6 內部導向與外部導向集群分析結果	71
表4-3-7 年齡與內外部導向集群列聯表分析結果	72
表4-3-8 年資與內外部導向集群列聯表分析結果	72
表4-3-9 內外部導向與市場導向型組織學習差異性分析	73
表4-3-10集群相互列聯表分析結果	73
表4-3-11年齡與集群列聯表分析結果	74
表4-3-12職級與集群列聯表分析結果	74
表4-3-13年資與集群列聯表分析結果	74
表4-4-1 服務修復對市場導向型組織學習相關分析結果	78
表4-4-2 服務修復與市場導向型組織學習迴歸分析	79
表4-5-1 內部外部導向對市場導向型組織學習相關分析結果	81
表4-5-2 內部外部導向對市場導向型組織學習迴歸分析	82
表4-6-1 服務修復對市場導向型組織學習相關分析結果	84
表4-6-2 市場導向型組織學習與顧客意願迴歸分析	85
表4-6-3 研究假說驗證結果	86
 
圖目錄
圖2-3 服務修復價值鏈模式	22
圖3-1 研究架構	43
圖3-2 分析方法	54

參考文獻
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