本研究主要探討顧客在進行服務接觸時，偏好服務人員使用或避免使用的稱呼語及其原因。根據過去文獻研究，稱呼語(Forms of Address)在人與人的溝通中，擔當非常重要的角色，因為它是傳遞給對方的第一個信息。當服務人員與顧客進行服務接觸(Service Encounter)時，使用稱呼語可以有效地呈現出企業及服務人員本身的特色、營造對顧客表現尊敬的氛圍、協助服務人員與顧客建立良好關係及吸引顧客注意力，從而影響服務品質評鑑(Service Quality Evaluation)及顧客滿意度(Customer Satisfaction)。
過去，針對稱呼語的研究，只集中應用在家庭系統、同儕互動及師生互動上，少有探討在服務人員與顧客之互動上。基於過去對此議題的研究甚少，本研究採取探索性混合方法研究。研究對象為34名年滿20歲，在未來一周會進行服務接觸的顧客。首先，透過服務接觸日誌(Service Encounter Journal)檢視受訪者在日常生活的服務接觸，偏好的稱呼語及其因素；然後，進行半結構式訪談，瞭解受訪者的個人背景資料及給予受訪者不同的服務情境來探索受訪者在過去或未來有機會進行服務接觸時偏好之稱呼語及其因素。最後，把以上各種研究方法收集回來之研究結果進行量化與質性分析歸納與討論之。
本研究將探討顧客在進行各類型服務接觸時，偏好之不同稱呼語及影響顧客在服務接觸時對稱呼語偏好之因素。針對結果產出，實務上，研究結果可讓企業提供相關的服務訓練課程、在職的服務人員也可參考本研究結果，更有把握地招待顧客、顧客在未來的日子，接受不同類型的服務時，得知自己所偏好的稱呼語，是否跟大眾的偏好一致；而學術上，可讓學者對於顧客在服務接觸時偏好之稱呼語及其影響因素有進一步的瞭解及讓有志研究此議題的相關學者作為參考。

Forms of Address is an indispensable part of interpersonal communication because it is the first message to the other side. Service providers are able to present the features of enterprise and their own, show the respect to their customers, build the customer relationship and attract customers’ attention when they use Forms of Address to address and welcome their customers during the service encounter.
Previous studies about Forms of Address were only focusing on interactions of family members, friends, teachers and students. This study primarily seeks to explore customers’ preferred forms of address during the service encounter and investigate the factors that may influence customers’ preferred forms of address during the service encounter. This study took the exploratory research by recruiting thirty-four customers who are over 20 years old to record their service encounter in one week, Semi-structured interviews were also conducted to understand reasons for preferred and non-preferred forms of address.
The findings provides several implications for both researchers and managers. From the managerial perspective, the study results may provide advice for service firms to train their frontline employees. From the academic perspective, the study results help understanding customers' preferred forms of address and underlying reasons during the service encounter.

中文摘要 i
Abstract ii
誌謝 iii
目錄 iv
圖目錄 vi
表目錄 vi
第壹章 緒論 1
第一節 研究背景與動機 1
第二節 研究問題與目的 2
第貳章 文獻探討 4
第一節 稱呼語偏好之影響因素 5
一、 稱呼語定義與功能 5
二、 稱呼語分類 7
三、 關聯理論（Relevance theory） 11
第二節 服務接觸過程及其研究現況 12
一、 服務接觸定義 12
二、 服務接觸分類 14
第三節 服務品質評鑑及顧客滿意度 17
一、 服務品質評鑑 17
二、 服務品質模式 18
三、 顧客滿意度定義 20
四、 服務品質評鑑及顧客滿意度 21
第參章 研究方法 23
第一節 研究設計 24
第二節 混合方法研究 25
一、 服務接觸日誌（Service Encounter Journal） 26
二、 半結構式訪談（Semi-structural Interview） 27
第三節 研究架構 28
第四節 研究對象 29
一、 研究對象與樣本數 29
二、 受訪者來源 30
第五節 研究步驟 31
一、 服務接觸日誌 31
二、 擬定訪談大綱 32
第六節 資料蒐集、整理與分析 34
一、 量化研究資料處理 34
二、 量化研究資料分析 36
三、 質性研究資料處理 36
四、 質性研究資料分析 37
第七節 信效度分析 37
一、 可信賴性(credibility)↔內在效度(internal validity) 39
二、 可轉換性(transferability)↔外在效度(external validity) 41
三、 可靠性(dependability)↔內在信度(reliability) 41
四、 可確認性(confirmability)↔客觀性(objectivity) 42
五、 解釋有效性(interpretive validation)↔顯著性(signification) 42
第肆章 研究結果與討論 43
第一節 顧客在不同的服務接觸中，所偏好之稱呼語 43
一、 服務接觸日誌記錄之服務接觸的分布 43
二、 服務接觸日誌記錄之服務人員在服務接觸上如何稱呼顧客 44
三、 在不同的服務接觸中，所偏好之稱呼語 46
第二節 影響顧客對於服務接觸上偏好之稱呼語的因素 75
第三節 顧客對於稱呼語的滿意度與整體顧客滿意度的關聯 84
一、 顧客對於稱呼語的滿意度與整體顧客滿意度的關聯(量化分析) 84
二、 顧客對於稱呼語的滿意度與整體顧客滿意度的關聯(質性分析) 85
第伍章 結論 91
第一節 研究結論 91
第二節 研究貢獻 93
一、 學術貢獻 93
二、 實務貢獻 94
第三節 研究限制與建議 94
第陸章 參考文獻 96

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