便利商店自1979年引進台灣，經歷了數十年的演進，憑藉著多樣便利的服務與遍佈全台的分店，至今已成為台灣人日常生活中不可或缺的重要產業。在展店漸趨飽和與高度同質性的競爭環境下，服務品質已成為便利商店的關鍵競爭要素。相關文獻指出，不良服務品質將導致顧客之負面情緒升高，而負面情緒常為惡質顧客行為之導因。且在高競爭低獲利的產業中，惡質顧客行為所造成的損害甚大。本研究之目的在於探討不良服務品質、負面情緒與惡質顧客行為間之關聯性，以及探討不良服務品質是否會透過負面情緒影響惡質顧客行為的出現。
　　研究對象限於具有便利商店消費經驗之一般民眾，將便利商店依區域特性分為風景區、商業區、學區與住宅區，以分層隨機抽樣的方式進行問卷調查，共回收166份有效問卷。以SPSS統計軟體進行資料分析，採用敘述性統計、效度分析、信度分析、相關性分析與層級迴歸分析。分析之主要結果列述如下：
一、不良服務品質程度越高則負面情緒程度越高。
二、負面情緒程度越高則惡質顧客行為出現之可能性越高。
三、不良服務品質程度越高則惡質顧客行為出現之可能性越高。
四、不良服務品質會透過負面情緒影響惡質顧客行為的出現。

The convenience stores were introduced into Taiwan in 1979. After several decades of evolution, it has become one of the most important industry, and a variety of convenient services and branches are established throughout Taiwan. As the result of high homogeneity and the saturation of market, service quality is one of the key competitive factors. Literature revealed that bad service quality will raise the negative emotions, and jaycustomer behavior is often caused by negative emotions. The purpose of this study is to explore the relationship between bad service quality, negative emotions, and jaycustomer behaviors. The sampling object is limited to the consumer of convenience store in New Taipei City. A questionnaire-based survey was used to measure the consumers’ perception of Bad service quality, negative emotions, and jaycustomer behaviors. 166 Valid questionnaires were collected. The analyse suggest that Bad service quality will raise the negative emotions and jaycustomers behavior of consumers. The results also indicate that negative emotions will raise jaycustomer behaviors. Finally, the findings suggest that negative emotions may serve as mediator between bad service quality and jaycustomer behaviors.

目　錄	I
表　次	II
圖　次	III
第一章 緒論	1
第一節　研究背景與動機	1
第二節　研究目的	4
第三節　研究流程	4
第二章 文獻探討	5
第一節　不良服務品質	5
第二節　負面情緒	11
第三節　惡質顧客行為	13
第四節　各變數間之關係	18
第三章 研究方法	21
第一節　研究架構	21
第二節　量表設計	25
第三節　研究對象與抽樣設計	27
第四節　資料分析方法	28
第四章 資料分析與結果	30
第一節　敘述統計分析	30
第二節　效度分析與信度分析	32
第三節　相關分析	39
第四節　迴歸分析	42
第五節　中介效果之層級迴歸分析	50
第六節　假設驗證結果與討論	52
第五章 結論與建議	56
第一節　結論	56
第二節　管理意涵	57
第三節　研究限制	58
第四節　建議	59
參考文獻	62
一、英文部分	62
二、網站部份	69
附錄：問卷	70

表 次
表2-1-1 各學者對服務品質之定義、分類、與構面 .......................... 7
表2-1-2 SERVQUAL量表之構面及意義 ............................................. 8
表2-1-3 RSQS之構面與問項 .............................................................. 10
表3-1-1 各變數定義 ............................................................................. 22
表3-2-1 不良服務品質量表設計 ......................................................... 25
表3-2-3 惡質顧客行為量表設計 ......................................................... 27
表4-1-1 問卷回收情況 ......................................................................... 30
表4-1-2 人口統計資料表 ..................................................................... 32
表4-2-1 Bartlett球形檢定 .................................................................... 33
表4-2-2 KMO檢定 .............................................................................. 33
表4-2-3 不良服務品質之因素分析 ..................................................... 34
表4-2-4 負面情緒之因素分析 ............................................................. 35
表4-2-5 惡質顧客行為之因素分析 ..................................................... 35
表4-2-6 信度分析結果 ......................................................................... 36
表4-3-1 變數相關係數表 ..................................................................... 40
表4-3-2 構面相關係數表 ..................................................................... 41
表4-4-1 不良服務品質與負面情緒之迴歸分析表............................. 42
表4-4-2 負面情緒與惡質顧客行為之迴歸分析表............................. 43
表4-4-3 不良服務品質與惡質顧客行為之迴歸分析表 .................... 43
表4-4-4 不良服務品質構面與憤怒情緒之複迴歸分析表 ................ 44
表4-4-5 不良服務品質構面與挫折情緒之複迴歸分析表 ................ 45
表4-4-6 負面情緒構面與公然傷害行為之複迴歸分析表 ................ 46
表4-4-7 負面情緒構面與報復行為之複迴歸分析表 ........................ 47
表4-4-8 負面情緒構面與預謀取財行為之複迴歸分析表 ................ 47
表4-4-9 不良服務品質構面與公然傷害行為之複迴歸分析表 ........ 48
表4-4-10 不良服務品質構面與報復行為之複迴歸分析表 .............. 49
表4-4-11 不良服務品質構面與預謀取財行為之複迴歸分析表 ....... 50
表4-5-1 負面情緒對不良服務品質與惡質顧客行為之迴歸分析表 52
表4-6-1 假設驗證結果一覽表 ............................................................. 52
III
圖 次
圖1-3-1 研究流程圖 ............................................................................... 4
圖3-1-1 研究架構 ................................................................................. 21
圖3-4-1 中介變數示意圖 ..................................................................... 29
圖4-2-1 修正後之研究架構圖 ............................................................. 37

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二、網站部份
行政院公平交易委員會 (2010)　http://www.ftc.gov.tw/。
TVBS-N (2010)　http://www.tvbs.com.tw/news/。