服務產業的高度發展以及重要性反映在現今世界經濟發展的趨勢浪潮中，而在服務業顧客至上的浪潮下，出現了企業難以應付的顧客，甚至用無理且不尊重的方式來面對服務人員，這類型顧客通常稱為「奧客」。過去在顧客負面行為的研究領域裡，仍在探討顧客負面行為的成因，以及單一線性關係，但過去文獻中，鮮少討論顧客負面行為因素造成服務人員與顧客彼此間互動關係的所產生的系統性變化，以及長期下負面的影響。
	本研究將研究範圍聚焦在高度服務接觸的服務產業上，並且探討顧客言語侵犯服務人員的部分，試圖幫助企業檢視顧客負面行為對服務人員的嚴重性，首先由服務利潤鏈理論基礎以及服務補救建構出模型整體的因果關係架構，除了利用過去文獻來推論各變數之間的因果關係之外，最後透過系統動力學預測顧客負面行為對整個服務過程中，服務人員以及顧客甚至企業最終追求的利潤影響。
	研究結果證實了應用服務利潤鏈理論所建構出來的因果關係是合理的，透過因果關係預測出顧客負面行為對員工工作滿意度以及顧客滿意度的影響以及趨勢，當服務人員因為顧客負面行為而使得情緒問題越來越嚴重時，其對於工作的滿意程度將會越來越低，而此時服務人員對於工作的滿意程度能否維持期望水準以上，就端看企業為內部服務人員提供的內部服務品質。
	企業將透過服務補救行為，來彌補服務人員因為情緒問題造成的服務破壞行為，並且產生顧客滿意度下降的問題，以求恢復顧客對於服務的滿意程度。另一方面，顧客負面行為除了影響提供關鍵服務品質的服務人員之外，仍須要加上顧客滿意度的反應以及企業面對服務過程所做的回應所建構的因果關係，為企業達成追求利潤的目標，形成整個系統的運作過程以及長期的趨勢走向。
	本研究將顧客負面行為研究及服務利潤鏈理論結合，透過系統動力學連結服務利潤鏈，研究模型模擬結果提供了現階段針對高度接觸的服務產業中，顧客言語等侵犯行為的觀察點，未來可望擴展更完整的服務產業範疇，以及顧客對於服務人員負面影響因素的研究。在實務上，本研究期望在以客為尊的概念上，了解服務價值的提供來自於企業所支持之服務人員，並進一步強化企業的服務管理策略。

This study focused on the service industry of high service encounter, investigated the Verbal aggression from customer. And tried to help companies examine the seriousness of the customer’s negative behavior. Through Service Profit Chain and System Dynamics, this study established a predictive model. This model reflected on the business performance from the customer’s negative behavior to service staff and respond back to the customer. First, this study established the model of causal relationship through the service profit chain and service recovery. Based on the past literature, this study inferred the causal relationship among each variables. Lastly, this research used System Dynamics to predict the effect of customer negative behavior between service staffs and customers even the effect of profit.
The results of the causal relationship confirmed the application by service profit chain theory is reasonable. It predict the customer’s negative behavior which influence the customer satisfaction and employee job satisfaction. Because of the customer’s negative behavior, it makes service staff more serious emotional problems and their satisfaction on the work will be lower. At this time, the internal service quality which provide by a company can decide the employee job satisfaction.
The companies make up the problem of the lower customer satisfaction by the service sabotage. On the other hand, the customer’s negative behavior influence the service quality of service staff, it still need to add customer satisfaction reaction and response service companies to face the process of doing the construction of causal relationship for companies to achieve profit goal.
Combining with the research of customer’s negative behavior and service profit chain theory in this study, it links System Dynamics. The results provide a viewpoint of customer verbal aggression. Future investigators can extend the area of service industry research and negative factor of service employees. In practice, this study expect the customer-oriented concept to understand the services value provided by the service employee, and strengthen the business service management strategy in the future.

目錄
目錄	I
表目錄	II
圖目錄	III
第一章 緒論	1
第一節 研究背景	1
第二節 研究動機	4
第三節 研究問題與目標	6
第二章 文獻探討	9
第一節 顧客負面行為	9
第二節 服務活動	13
第三章 研究方法	18
第一節 研究架構	18
第二節 系統動力學(System Dynamics)	19
第三節 因果關係架構	22
第四章 資料分析	30
第一節 公式設計	30
第二節 存量變數模擬分析	35
第三節 交叉分析	39
第五章 結論	44
第一節 結論	44
第二節 學術與管理意涵	46
第三節 研究限制	48
參考文獻	49


表目錄
表2.1 比較過去研究對顧客負面行為影響之探討	12
表2.2 近期使用服務利潤鏈概念相關文獻與本研究比較表	14
表4.1 模型公式一覽表	33

 
圖目錄
圖2.1 服務利潤鏈概念圖	13
圖3.1顧客負面行為觀點圖	22
圖3.2員工觀點圖	23
圖3.3顧客觀點圖	24
圖3.4 因果回饋圖	26
圖3.5 存量變數圖	27
圖3.6 流量變數圖	27
圖3.7 輔助變數與連結圖	27
圖3.8 存量流量圖	28
圖4.1 顧客負面行為曲線圖	36
圖4.2 員工工作滿意度曲線圖	37
圖4.3 顧客滿意度曲線圖	38
圖4.4 顧客負面行為比較曲線圖	39
圖4.5 員工工作滿意度比較曲線圖	40
圖4.6 顧客滿意度比較曲線圖	41
圖5.1 服務利潤鏈關係圖	46

參考文獻
中文文獻
1.	丁梅玉(2013)。第一線服務人員產生服務破壞行為意圖之前因探討－以連鎖超商為例(碩士論文)。國立東華大學企業管理學系碩士論文。
2.	林宥吟(2014)。顧客負面事件與顧客導向公民行為，服務破壞行為的關係：顧客導向特質與情緒展示規則的干擾效果。以及員工同理心與負向心情的中介效果。中山大學人力資源管理研究所學位論文，1-56。
3.	林宛瑩(2005)。探討員工自尊，情緒勞務負荷及蠻橫顧客對服務破壞之影響-以第一線護理人員為例。國立嘉義大學行銷與流通管理研究所碩士論文。
4.	張宏生與林璐安(2007)。不同服務失誤歸因下透過服務補救顧客價值-以台灣旅館業為例。觀光旅遊研究學刊，(2)，23-44。
5.	凌儀玲(2005)。服務補救二次滿意之研究。管理學報，22(4)，449-465。
6.	邱浚彥(2011)。服務品質、服務價值、顧客滿意度與重複購買意願關係之研究－以高雄地區醫學美容診所為例。國立中山大學高階經營研究所碩士論文。
7.	郭德賓(2006)。餐飲業難纏顧客之研究─以台灣地區國際觀光旅館餐廳為例，顧客滿意學刊，2(2)，1-26。
8.	蔡承嘉(2013)。財富管理之品牌形象、服務價值對銀行顧客滿意度與口碑行銷之影響-以關係為調節變項。淡江大學企業管理學系在職專班碩士論文。



英文文獻
1.	Anna, S. M., Paul, G., & Patterson, T. (2004). The impact of culture on consumers’ perceptions of service recovery efforts. Journal of Retailing, 80(3), 196-206.
2.	Acheampong, I., & Asamoah, K. A. (2013). Service Delivery and Business Growth Among Banks in Ghana Using the Service Profit Chain Model. International Journal of Global Business, 6(2), 57-79.
3.	Andreassen, T. W. (2001). Form disgust to delight: Do customers hold a grudges. Journal of Service Research, 4(1), 39-49.
4.	Ashforth, B. E., & Humphrey, R. H. (1993). Emotional labor in service roles: The influence of identity. Academy of Management Review, 18(1), 88-115.
5.	Assefa, E. S. (2014). The effects of Justice Oriented Service Recovery on Customer Satisfaction and Loyalty in Retail Banks in Ethiopia. EMAJ: Emerging Markets Journal, 4(1), 49-58.
6.	Bitner, M. J., Booms, B. H., & Tetreault, M. S. (1990). The service encounter: Diagnosing favorite and unfavorable incidents. Journal of Marketing, 54(1), 71-84.
7.	Bitner, M. J., Booms, B. H., & Mohr, L. A. (1994). Critical service encounters: The employee’s viewpoint. Journal of Marketing, 58(4), 95-106.
8.	Browning, V. (2008). An exploratory study into deviate behaviour in the service encounter: how and why front-line employees engage in deviant behaviour. Journal of Management and Organization, 14(4), 451-471.
9.	Bloemer, J. M. M. and Kasper, H. D. P., 1995, The Complex Relationship between Consumer Satisfaction and Brand Loyalty, Journal of Economic Psychology, 16(2), 311-329.
10.	Blodgett, J. G., Granbois, D. H., & Walters, R. G. (1993). The effects of perceived justice on complainants' negative word-of-mouth behavior and repatronage intentions. Journal of Retailing, 69(4), 399-428. Retrieved from http://search.proquest.com/docview/228660517?accountid=14237 
11.	Bamfield, J. (2006). European retail theft barometer: Monitoring the costs of shrinkage and crime for europe’s retailers. Nottingham, United Kingdom: Centre for Retail Research.
12.	Ben-Zur, H., & Yagil, D. (2005). The relationship between empowerment, aggressive behaviors of customers, coping, and burnout. European Journal of Work and Organizational Psychology, 14(1), 81-99.
13.	Cho, Y., Im, I., & Hiltz, R. (2003). The impact of e-services failures and customer complaints on electronic commerce customer relationship management. Journal of Consumer Satisfaction Dissatisfaction and Complaining Behavior, 16, 106-118.
14.	Cortina, L. M., Lonsway, K. A., & Magley, V. J. (2004). Reconceptualizing workplace incivility through the lenses of gender and race. Paper presented at the Annual Meeting of the Society for Industrial Organizational Psychology, Chicago.
15.	Cortina, L. M., Magley, V. J., Williams, J. H., & Langhout, R. D. (2001). Incivility in the workplace: Incidence and impact. Journal of Occupational Health Psychology, 6(1), 64-80.
16.	Cortina, L. M. (2008). Unseen injustice: Incivility as modern discrimination in organizations. Academy of Management Review, 33(1), 55-75.
17.	Daunt, K. L., & Harris, L. C. (2011). Customers acting badly: Evidence from the hospitality industry. Journal of Business Research, 64(10), 1034-1042.
18.	Fazlzadeh, A., Faryabi, M., Darabi, H. A., & Zahedi, B. (2012). A Survey on the Effect of Service Delivery System on Corporate Performance Using Service Profit Chain Model. International Journal of Business and Management, 7(6), 161-171.
19.	Firnstahl, T. W. (1989). My employees are my service guarantee. Harvard Business Review, 67(4), 28-32.
20.	Fullerton, R. A., & Punj, G. (1993). Choosing to misbehave: A structural model of aberrant consumer behavior. Advances in Consumer Research, 20, 570-574.
21.	Fineman, S., & Sturdy, A. (1999). The emotions of control: A qualitative exploration of environmental regulation. Human Relations, 52(5), 631-663.
22.	Forrester, J. W. (1958). Industrial dynamics: a major breakthrough for decision makers. Harvard business review, 36(4), 37-66.
23.	Gelade, G. A. and Young, S., 2005, Test of a Service Profit Chain Model in the Retail Banking Sector, Journal of Occupational and Organizational Psychology, 78(1), 1-22.
24.	Gilly, M. C. (1987). Postcomplaint processes: from organizational response to repurchase behavior. Journal of Consumer Affairs, 21(2), 293-213.
25.	Gursoy, D., McCleary, K. W., & Lepsito, L. R. 2003. Segmenting dissatisfied restaurant customers based on their complaining response styles. Journal of Foodservice Business Research, 6 (1): 25-44.
26.	Grandey, A. A., David, N. D., & Hock, P. S. (2004). The customer is not always right: Customer aggression and emotion regulation of service employees. Journal of Organizational Behavior, 25(3), 397-418.
27.	Grandey, A. A., Kern, J. H., & Frone, M. R. (2007). Verbal abuse from outsiders versus insiders: Comparing frequency, impact on emotional exhaustion, and the role of emotional labor. Journal of Occupational Health Psychology, 12(1), 63-79.
28.	Goussinsky, R. (2011). Customer aggression, emotional dissonance and employees' well-being. International Journal of Quality and Service Sciences, 3(3), 248-266.
29.	Goussinsky, R. (2013). THE MODERATING ROLE OF SUPPORT SEEKING VERSUS PERCEIVED SOCIAL SUPPORT IN THE RELATIONSHIP BETWEEN CUSTOMER AGGRESSION AND JOB OUTCOMES. International Journal of Organization Theory & Behavior (PrAcademics Press), 16(2), 165-192.
30.	Gould-Williams, J. (1999). The impact of employee performance cues on guest loyalty, perceived value and service quality. Service Industries Journal, 19(3), 97-118.
31.	Grönroos, C. (1988). Service quality: The six criteria of good perceived service quality. Review of Business, 9(3), 10-13.
32.	Harris, L. C., & Ogbonna, E. (2002). Exploring service sabotage the antecedents, types and consequences of frontline, deviant, antiservice behaviors. Journal of Service Research, 4(3), 163-183.
33.	Harris, L. C., & Ogbonna, E. (2006). Service sabotage: A study of antecedents and consequences. Journal of the Academy of Marketing Science, 34(4), 543-558.
34.	Harris, L. C., & Reynolds, K. L. (2003). The consequences of dysfunctional customer behavior. Journal of Service Research, 6(2), 144-161.
35.	Hart, C. W. L., Heskett, J. L., & Sasser, W. E. J. (1990). The profitable art of service recovery. Harvard Business Review, 68(4), 148-156.
36.	Heskett, J. L., Jones, T. O., Loveman, G. W., Sasser, W. E., and Schlesinger, L. A., 1994, Putting the Service-Profit Chain to Work, Harvard Business Review, 72(2), 164-172.
37.	Hoffman, K. D., Kelley, S. W., & Rotalsky, H. M. (1995). Tracking service failures and employee recovery efforts. Journal of Services Marketing, 9(2), 49-61.
38.	James, L., & Mathew, L. (2012). Employee retention strategies: IT industry. SCMS Journal of Indian Management, 9(3), 79-87. Retrieved from http://search.proquest.com/docview/1537046011?accountid=14237 
39.	Jamshaid, M., Qureshi, T. M., & Khokhar, S. Z. (2012). Mediating role of employee's behavior to build customer loyalty through customer satisfaction. African Journal of Business Management, 6(45), 11152-11160. 
40.	Karatepe, O. M., Yorganci, I., & Haktanir, M. (2009). Outcomes of customer verbal aggression among hotel employees. International Journal of Contemporary Hospitality Management, 21(6), 713-733.
41.	Kruml, S. M., & Geddes, D. (2000). Exploring the dimensions of emotional labor. Management Communication Quarterly, 14(1), 8-49.
42.	Kim, T. T., Paek, S., Choi, C. H., & Lee, G. (2012). Frontline service employees’ customer-related social stressors, emotional exhaustion, and service recovery performance: customer orientation as a moderator. Service Business, 6(4), 503-526.
43.	Laing, G. K., & Andrews, P. (2011). An Empirical Test of Training Outcomes in the Australian Hotel Industry. International Journal of Business and Social Sciences, 2(21), 81-87.
44.	Lovelock, C. H. (1994). Product plus: How product b+ s service= competitive advantage. New York: McGraw-Hill
45.	Lovelock, C. H. (2001). Services marketimg: People, Technology, Strategy(4th ed.). New Jersey: Prentice-Hall.
46.	Li, X., & Zhou, E. (2013). Influence of customer verbal aggression on employee turnover intention. Management Decision, 51(4), 890-912.
47.	Lim, S., Cortina, L. M., & Magley, V. J. (2008). Personal and workgroup incivility: Impact on work and health outcomes. Journal of Applied Psychology, 93(1), 95-107.
48.	Martin, J., Knopoff, K., & Beckman, C. (1998). An alternative to bureaucratic impersonality and emotional labor: Bounded emotionality at the body shop. Administrative Science Quarterly, 43(2), 429-469.
49.	Maxham, J. G., III. (2001). Service recovery’s influence on consumer satisfaction, positive word-of-mouth, and purchase intentions. Journal of Business Research, 54(1), 11-24.
50.	Noone, B., & Griffin, P. (1997). Enhancing yield management with customer profitability analysis. International Journal of Contemporary Hospitality Management, 9(2), 75-79. Retrieved from http://search.proquest.com/docview/228333075?accountid=14237 
51.	Price, K. B. (2003). A study of the relationship between stress and job satisfaction in sales organizations: Its impact on employee turnover (Order No. 3132810). Available from ABI/INFORM Complete; ProQuest Dissertations & Theses A&I. (305232241). Retrieved from http://search.proquest.com/docview/305232241?accountid=14237 
52.	Reichhed, F. F. and Sasser, W. E. Jr., 1990, Zero Defections: Quality Comes to Services, Harvard Business Review, 68(5), 105-111.
53.	Rose, R. L., & Neidermeyer, M. (1999). From rudeness to road rage: The antecedents and consequences of consumer aggression. Advances in consumer research, 26, 12-17.
54.	Rupp, D. E., & Spencer, S. (2006). When customers lash out: The effects of customer interactional injustice on emotional labor and the mediating role of discrete emotions. Journal of Applied Psychology, 91(4), 971-978.
55.	Sheng, Y. C. (2003). An examination of the relationship between employee turnover and job satisfaction at kirby forensic psychiatric center, new york city . Union Institute & University.
56.	Schneider, B. and Bowen, D., 1985, New Service Design, Development and Implementation and the Employee, in George, W. R. and Marshall, C. (Eds.), New Services, 82-101, Chicago, IL: The American Marketing Association. 
57.	Schneider, B. and Bowen, D., 1993, Human Resource Management is Critical, Organisational Dynamics, 21(4), 39-52.
58.	Shapiro, D. L., Duffy, M. K., Kim, T. Y., Lean, E. R., & O’Leary-Kelly, A. M. (2008). Rude, uncivil, or disrespectful treatment in the workplace. In S. W. Gilliland, D. P. Skarlicki & D. D. Steiner (Eds.), Justice, morality, and social responsibility (pp. 227-262). Charlotte, North Carolina: Information-Age.
59.	Shih, S. P., Lie, T., Klein, G., & Jiang, J. J. (2014). Information technology customer aggression: The importance of an organizational climate of support. Information & Management, 51(6), 670-678.
60.	Skarlicki, D. P., Van Jaarsveld, D. D., & Walker, D. D. (2008). Getting even for customer mistreatment: The role of moral identity in the relationship between customer interpersonal injustice and employee sabotage. Journal of Applied Psychology, 93(6), 1335-1347.
61.	Silvestro, R. and Cross, S., 2000, Applying the Service Profit Chain in a Retail Environment, International Journal of Service Industry Management, 11(3), 244-268.
62.	Smith, A. K., Bolton, R. N., & Wagner, J. (1999). A model of customer satisfaction with service encounters involving failure and recovery. Journal of marketing research, 36(3), 356-372.
63.	Stauss, B., & Schoeler, A. (2004). Complaint management profitability: what do complaint managers know?. Managing Service Quality: An International Journal, 14(2/3), 147-156.
64.	Strutton, D., Vitell, S. J., & Pelton, L. E. (1994). How consumers may justify inappropriate behavior in market settings: An application on the techniques of neutralization. Journal of Business Research, 30(3), 253-260.
65.	Sterman, J. D. (2000). Business dynamics: systems thinking and modeling for a complex world (Vol. 19). Boston: Irwin/McGraw-Hill.
66.	Timmerman, J. C. (2013). The relationship between hotel staff service delivery with customer attitudinal loyalty and financial outcomes (Order No. 3566153). Available from ProQuest Dissertations & Theses A&I. (1418025595). Retrieved from http://search.proquest.com/docview/1418025595?accountid=14237 .
67.	USDAW (2004). Life on the frontline: A report on shopworker’s experience of work-related violence and abuse. Manchester, United Kingdom: Union of Shop, Distributive and Allied Workers.
68.	Van Jaarsveld, D. D., Walker, D. D., & Skarlicki, D. P. (2010). The role of job demands and emotional exhaustion in the relationship between customer and employee incivility, Journal of Management, 36(6), 1486-1504.
69.	Wallace, E., & De Chernatony, L. (2008). Classifying, identifying and managing the service brand saboteur. The Service Industries Journal, 28(2), 151-165.
70.	Wilson, N. L. (2010). The development and validation of a customer incivility scale (Order No. MR68814). Available from ProQuest Dissertations & Theses A&I. (822408664). Retrieved from http://search.proquest.com/docview/822408664?accountid=14237.
71.	Zeithaml, V. A., Berry, L. L., and Parasuraman, A., 1996, The Behavioral Consequences of Service Quality, Journal of Marketing, 60(2), 31-46.
72.	Zemke, R., & Anderson, K. (1990). Customer from hell. Training, 27(2), 23-25.
73.	Zemke, R., & Bell, C. (1990). Service recovery: Doing right in second time. Training, 27(6), 42-48.