教科書「九年一貫」開放後，教科書市場可謂是「百家爭鳴」。教科書自由化之後，教師成為教科書選用者，參考眾多文獻得知藉由「服務層面」影響「心理層面」的考量才是選擇的關鍵。本研究企圖探討出版社產生不同的服務失誤類型是否會影響再購意願；是否能透過不同的服務補救策略，讓學校教師繼續保有再購意願。
本研究以國小正式教師為研究對象，採用問卷調查方式，所有問項均以五點尺度衡量之，利用簡單迴歸和層級迴歸進行數據分析驗證假說。本研究發現出版社服務失誤會減少教科書再購意願；而且利用不同服務補救策略對再購意願皆不會有影響。由此可知，一定要避免服務失誤的發生。本研究建議如下：
1.出版社要訂定妥善的校園服務SOP流程以避免服務失誤。
2.第一線業務人員要備有品項清單以防服務疏漏，利用智慧型手機通訊軟體群
組的便利性增加服務即時性的優勢。
3.各校服務注意事項及單校分析文字建檔，以防因人員流動而導致經驗及服務
斷層。
4.針對業務人員業務技巧及人際溝通進行教育訓練，增進本職學能。
5.聘請講師舉辦研習活動，除可充實教學新知，也可獲得研習時數，更可置入
性行銷教材以及增進出版社形象。

Since the implementation of the Grade 1–9 Curriculum, the elementary-school textbook market in Taiwan has erupted with numerous contenders. The current textbook liberalization policy allows teachers to select their textbooks according to their personal preferences. Studies have indicated that the key factor affecting textbook selection by teachers is mainly associated with the influence of the service dimension factor on the psychological dimension factor. Accordingly, this study examined whether the type of service failure affects teachers’ repurchase intention and whether the use of various service recovery strategies strengthens teachers’ repurchase intention.
A questionnaire survey was conducted on formal elementary-school teachers in Taiwan. All questionnaire items were rated on a five-point scale. The questionnaire responses were analyzed with simple regression and hierarchical regression to verify the proposed hypotheses. The study results revealed that service failures from textbook publishing companies reduced the participating teachers’ repurchase intention, and that the type of service recovery strategy did not exert significant effects on repurchase intention. Therefore, service failures must be avoided. This study proposed the following recommendations:
1.A textbook publishing company must properly formulate a
standard operating procedure for their on-campus services to
minimize service failures.
2.Frontline sales agents must prepare a list of service items
to avoid service negligence and should utilize the
convenience of smartphone communication software to increase
service immediacy.
3.Textbook publishing companies should prepare a reminder note
for matters needing attention regarding service provision at
various schools and generate a documentary database using
the analysis results of individual schools to prevent
potential experience gaps or service gaps caused by employee
turnover.
4.Training must be organized to enhance the sales techniques
and interpersonal communication skills of sales agents,
thereby boosting their ability to learn occupational skills.
5.Instructors should be employed to hold workshops that assist
teachers to acquire new teaching knowledge and allow them to
gain credit hours for receiving workshops. Such workshops
not only provide great opportunities for embedding teaching
materials that a publishing company intends to sell, but
also can enhance a publishing company’s image.

中文摘要 i
英文摘要 ii
目錄 iv
表目錄 vi
圖目錄 viii
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第二章 文獻探討 4
第一節 教科書市場化 4
第二節 服務失誤 7
第三節 服務補救 18
第四節 再購意願 30
第三章 研究設計與方法 41
第一節 研究流程 41
第二節 研究架構 42
第三節 研究假說 42
第四節 問卷設計 43
第五節 研究對象 44
第六節 資料分析 44
第四章 資料分析與結果 45
第一節 回收樣本基本資料分析 45
第二節 信度及效度分析 46
第三節 核心服務失誤對再購意願之影響 48
第四節 服務接觸失誤對再購意願之影響 49
第五節 服務失誤類型在補救策略上對再購意願之影響 50
第六節 結論 53
第五章 研究討論與建議 55
第一節 研究討論 55
第二節 建議 56
第三節 研究限制 57
第四節 後續研究建議 57
參考文獻 59
附錄 模擬情境問卷 75

王保進 (2006)。英文視窗版SPSS與行為科學研究。臺北市：心理。
王錦雀（2001）。國家在教育改革中之角色分析－台灣教育改革經驗與發展願景為
例。公民訓育學報，10，149-178。
白几芸、葉子明 (2013)。餐飲服務補救品質之設計與實證研究。品質學報，
20(3)，305-321
江明樺（2006）。旅行社從業人員涉入程度、滿意度與再購意願關係之研究－以旅遊
網站為例(出版碩士論文)。朝陽科技大學，台中市
江念穎 (2011)。不同廣告訴求對於消費者知覺價值與再購意願之影響－以啤酒產品
為例(未出版碩士論文)。實踐大學，台北市。
李元恕 (2008)。服務失誤情境、服務補救與顧客認知公平對顧客關係回應之影響。
顧客滿意學刊，5(2)，37-60。
李育葶 (2006)。壽險公司保戶抱怨與其補救行為之研究(未出版碩士論文)。朝陽科
技大學，臺中市。
李芝蘭 (2009)。國小教師教科書選用行為之研究：消費者行為理論之應用(未出版碩
士論文)。逢甲大學，台中市。
李麗娥 (2003)。國民小學國語科教科書選用之行動研究－以新新國小為例(未出版碩
士論文)。國立新竹教育大學，新竹市。
汪志堅、吳宜環，(2013)。情緒發洩、報復與利他：服務失誤後之線上負面口碑，台
大管理論叢，24(1)，173-206。
吳婉綺（2013）。品牌聯想、品牌形象對顧客購買意願的影響－以智慧型手機品牌為
例之研究(未出版碩士論文)。大葉大學，彰化縣。
吳家傑、鄭紹成（2003）。旅行社之服務失誤嚴重性、服務補救期望與顧客信任度關
係之研究。觀光休閒暨餐旅產業永續經營學術研討會(第三集)。國立高雄餐旅大
學。
沈峰誼、鄭駿豪、郭德賓(2015)。小酒館餐廳顧客滿意度與再購意願之研究－以高雄
某小酒館餐廳為例，商業現代化學刊，8(1)，247-260。
周伶娟 (2008)。台灣教科書之市場失靈－教科書共同供應採購制度之檢討與建議(未
出版碩士論文)。國立交通大學，新竹市。
周淑卿 (2001)。市場自由與國家介入－論全國課程架構的建立。國立臺北師範學院
學報，14，57-74。
林長壽 (2001)。顧客抱怨及抱怨補救行為之研究－五星級銀髮族高級住宅行為之實
證調查(未出版碩士論文)。淡江大學，新北市。
林界呈 (2006)。國中教師對於選用社會科教材考量因素之研究(未出版碩士論文)。
長榮大學，台南市。
林信志、楊國揚 (2014)。我國中小學教科書審定基準之研究。國家教育研究院，取
自國教院年報網址
http://www.naer.edu.tw/ezfiles/0/1000/img/49/NAER-102-12-G-1-01-
03-1-03.pdf
林偉智 (2010)。國立臺灣大學綜合體育館服務品質、顧客滿意度與再購意願之研究
(未出版碩士論文)。國立臺灣師範大學，臺北市。
林玥秀、黃文翰、黃毓伶 (2003)。服務失誤及服務補救之類型分析－以台灣地區之
餐廳為例。觀光研究學報，9(1)，39-59。
邱淑媛 (2013)。品牌來源國形象、異文化認同、國族感對消費者購買意願之影響－
以日本服飾品牌UNIQLO為例(未出版碩士論文)。義守大學，高雄市
柯怡君 (2007)。探討服務失誤與服務補救對顧客關係及顧客滿意度之影響(未出版碩
士論文)。淡江大學，新北市。
范垂爐 (2012)。餐飲業員工服誤失誤行為之研究。南開學報，9(1)，31-42。
胡凱傑、杜家好 (2013)。航空公司服務失誤與服務補救之類型分析：應用服務藍圖
與關鍵事件技術。運輸計劃季刊，43(2)，205-236。
胡凱傑、陳暐婷 (2015)。服務失誤嚴重性、歸因、企業形象與涉入程度對服務補救
期望之影響－以臺鐵為例。品質學報，22(3)，183-211。
凌佳瑩（2010）。高雄市大學生對運動用品網路購物服務品質滿意度與再購意願之研
究(未出版碩士論文)。國立高雄師範大學，高雄市。
留淑芳、李威龍、陳凱雲 (2015)。真尷尬！—不同尷尬情境下服務補救措施對消費者
再訪意願之影響。行銷科學學報，11(1)，65-84。
徐淑如、董和昇、羅雅嬪 (2008)。網路購物服務失誤、服務補救與顧客滿意度－期
望不一致與知覺公平觀點。管理評論，27(1)，1-24。
教育部 (1994)。第七次全國教育會議實錄。臺北市：教育部。
郭德賓 (2004)。餐飲業顧客滿意、服務失誤與服務補救類型分析：台灣地區餐廳之
研究。觀光研究學報，10(2)，69-94。
郭英峰、伍啟銘、楊書成、顏士庭(2014)。線上購物服務失務類型與補救策略、認知
公平與補救後滿意度之關係。Journal of e-Business，16(1)，53-84。
張宏生、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。
陳木城 (2000)。台灣地區教科書發展的回顧與前瞻。教科書制度研討會資料集。台
北市：中華民國教材研究發展學會 。
陳伯璋（1999）。從九年一貫新課程教師角色的再定位談師資培育的因應之道。載於
國立中正大學主編：新世紀的教育展望國際學術研討會論文集。高雄：麗文。
陳東升 (2011)。臺灣社會學會研究倫理守則。取自臺灣社會學會網址
http://tsa.sinica.edu.tw/research_01.php
陳怡銘 (2012)。遊客體驗及旅遊意象對顧客滿意度及重遊意願關係之研究(未出版碩
士論文)。樹德科技大學，高雄市。
陳俊儒 (2007)。服務品質與認知價值對再消費意願影響之研究－以台北市咖啡連
鎖店為例(未出版碩士論文)。長榮大學，台南市。
陳淑芳 (2003)。顧客關係、服務品質、品牌形象、顧客滿意度與再購意願間關係之
研究－以銀行業為例(未出版碩士論文)。大同大學，台北市。
陳淑峰 (2011)。國中教師對健康與體育領域教科書選用因素及使用滿意度之研究－
以雲嘉南地區為例(未出版碩士論文)。南華大學，嘉義縣。
陳淑華 (2001)。國小教科書開放審定版後衍生問題及爭議之探討－法律面與經濟面
(未出版碩士論文)。國立交通大學，新竹市。
陳啟倫 (2007)。健康體適能俱樂部會員參與動機、滿意度與在購意願之研究－以活
力中場健身會館為例(未出版碩士論文)。輔仁大學，新北市。
陳憲弘 (2016)。品牌形象、服務品質、知覺價值及再購意願之研究－以烘焙坊為例
(未出版碩士論文)。高苑科技大學，高雄市。
陳鍈義 (2005)。服務失誤、服務補救與消費者之滿意度及再購意願關係之實證研究
－以3C產品之電腦產品為例(未出版碩士論文)。國立成功大學，台南市。
陳定玉、李宗儒、林永祥 (2014)。服務失誤與服務補救－銀行案例分析。創新研發
學刊，10(2)，38-52。
陳建文、洪嘉蓉（2005）。服務品質、顧客滿意度與忠誠度關係之研究－以ISP為
例。電子商務研究，3(2)，153-172。
陳麗華、彭增龍、李涵鈺 (2008)。教科書價格相關議題評析及其後效例證。教科書
研究，1(1)，49-82。
陳巧捷、楊燕枝(2013）。服務失誤、服務補救與顧客公開抱怨：植基於內容分析之
實證研究。行銷評論。10(4)，425 - 440。
康瀚文 (2002)。臺北縣市國民中學九年一貫課程教科書選用制度之研究(未出版碩士
論文)。國立臺灣師範大學，台北市。
梁國彥（2009）。服務失誤、服務補救與顧客行為意圖之研究－以國內某咖啡連鎖店
為例(未出版碩士論文)。逄甲大學，台中市。
許芙錦 (2015)。探討品牌態度、品牌關係及品牌忠誠度的關聯模式－以運動品牌為
例(未出版碩士論文)。國立屏東大學，屏東縣。
許哲維 (2015)。線上服務補救行為影響顧客認知公平之探討－以品牌觀點作為調節
效果(未出版碩士論文)。國立中央大學，桃園市。
曾秀鳳（2002）。國小教科書選用及相關問題之研究。國立嘉義大學國民教育研究學
報，9，15-45 。
程永明 (2010)。公平基礎下之服務補救與服務失誤嚴重性對顧客關係維繫之影響－
以國道長途客運為例。顧客滿意學刊，6(2)，203-243。
黃子甄 (2008)。教師選用教科書決定因素與選用態度之研究 (未出版碩士論文)。國
立台南大學，台南市。
黃明新 (2012)。探討品牌權益對服務失誤與不滿意度關係和服務補救與滿意度關係
之干擾效果。管理學報，29(4)，355-371。
黃建安 (2007)。論國小教科書選用問題－以商業倫理進路為主(未出版碩士論文)。
國立中央大學，桃園市。
黃郁倫 (2008)。影響服務補救後滿意度對商店形象關聯性因素之研究(未出版碩士論
文)。國立虎尾科技大學，雲林縣。
黃炳煌 (1996)。教育改革－理念、策略與措施。台北，心理出版社。
黃榮賢 (2010)。服務失誤、服務補救與顧客滿意度及忠誠度之關係研究－以台南郵
局為例(未出版碩士論文)。南台科技大學，台南市。
黃儒傑 (2004)。國小教科書選用方式及其滿意度與使用效能之研究。台東大學教育
學報，15(2)，59-86。
黃識銘、方世榮 (2008)。服務補救策略的研究－關係行銷的觀點。管理與系統，
15(1)，1-31。
黃士滔、姜博雅、郭政坪、陳昱潔、楊文欣、鄭原夆 (2009)。統一黑貓宅急便服務
品質、服務失誤、服務補救、認知公平與補救後滿意度分析－以國立高雄應用科
技大學學生為例。工程科技與教育期刊，6(4)，447-459。
黃榮吉、鄭紹成 (2003)。服務疏失類型與補救滿意因素之研究－以台灣地區旅遊業
與航空業為例，光武學報，26，1-20。
黃輝雄、蘇宏仁、曾光華、張佳榮 (2012)。不同服務失誤情況下，歸因和補償對消
費者知覺價格公平性之影響。臺大管理論叢，22(2)，309-339。
莊淑惠、林鴻南、翁佩瑜 (2011)。線上顧客再購意圖之研究：結合期望－不確認理
論與承諾－信任理論觀點。電子商務研究，9(4)，383-406。
陶登慧 (2015)。壽險業保戶抱怨類型與再購行為之實證研究(未出版碩士論文)。淡
江大學，新北市。
詹美華 (2004)。九年一貫課程改革教科書開放主要議題之論述分析(未出版碩士論
文)。國立臺灣師範大學，台北市。
詹美華 (2008)。教科書市場化議題之論述分析。教科書研究，1(2)，1-28。
葉錫南（2016）。由十二年國教課綱草案展望未來之中小學之英語文教科書。教科書
研究，9(3)。143-168。
董瑞人 (2013)。服務補救、顧客忠誠度與口碑宣傳關聯性研究。多國籍企業管理評
論，7(2)，147-167。
楊燕枝、周峰莎 (2014)。旅館民宿業的負面網路口碑與服務失誤分析。電子商務研
究，12(4)，401-418。
楊東震、謝公斌 (2010)。服務失誤嚴重性、補救屬性與補救後滿意度之研究－基於
補救不一致與認知公平之觀點。運籌管理評論，4(1)，13-22。
鄧鈞文 (2001)。臺灣地區國民小學教科書市場機制運作之研究(未出版博士論文)。
國立政治大學，台北市。
鄭家宜（2010）。金融服務業顧客滿意與再購意願之關係研究：分析產品知識的效
果。中山管理評論，18(2)，325-372。
鄭紹成（1997）。服務業服務失誤、挽回服務與顧客反應之研究(未出版博士論文)。
中國文化大學，台北市。
鄭紹成、王雪瀞、黃琪雯 (2007)。服務保證、企業形象與失誤後服務補救滿意度關
係之研究－以餐飲業與飯店業為例。觀光研究學報，13(1)，73-100。
歐用生 (1997)。教科書事件平議。國民教育，37(3)，3-10 。
歐用生 (2006)。台灣教科書政策的批判論述分析。當代教育研究季刊，14(2)，1-
26。
蔡幸娟 (2012)。國小教師的教科書選用文化(未出版碩士論文)。國立臺灣師範大
學，台北市。
魯秀鳳 (2014)。知覺價值、顧客滿意度與企業形象對再購意願之影響－以國內汽車
產業為例(未出版碩士論文)。亞洲大學，台中市。
潘麗鳳 (2012)。臺北市委外經營游泳池的服務品質、顧客滿意度對再購意願影響之
研究(未出版碩士論文)。國立臺北市立教育大學，台北市。
蔡政宏、李幸紋 (2013)。以內容分析法探討產業特殊性對服務失誤與補救模式之影
響。正修學報，26，128-146。
蔣大成、林婉琳、洪瑞敏 (2004)。服務失誤與服務補救之探討-以服務業為例。品質
月刊，2004(11)，61-66。
賴其勛（1997）。消費者抱怨行為，抱怨後行為及其影響因素之研究(未出版博士論
文)。國立臺灣大學，台北市。
賴明政 (2007)。服務失誤、服務補救、工作滿意、組織承諾與處理反應關係之研究
－服務端觀點。東吳經濟商學學報，60，105-130。
戴曉霞（2000）。新世紀高等教育的展望：回顧與前瞻。教育研究集刊，44，35-
60。
鍾兆文(2016)。顧客滿意度、顧客忠誠度與再購意願之相關研究－以台南市某健身俱
樂部為例(未出版碩士論文)。南臺科技大學，台南市。
謝文斌 (2002)。中小學教科書開放審定制後的問題與檢討。學校行政雙月刊，22，
68-79
謝欣玲 (2009)。服務失誤、服務補救及補救結果之探討－以T公司網路電話節費服務
為例(未出版之碩士論文)，國立東華大學，花蓮縣。
藍順德 (1998)。教科書政策與制度。台北市：五南圖書出版。
羅雅嬪 (2006) 。網購服務失誤、服務補救與顧客滿意度－知覺公平與期望不一致之
觀點(未出版碩士論文)。國立嘉義大學，嘉義縣。
蘇小鳳 (2012)。大學圖書館使用者抱怨態度與行為。圖書資訊學刊，10(2)，75-
112。
二、 英文部分
Akhter, S. H. (2010). Service attributes satisfaction and actual
repurchase behavior: The mediating influence of overall
satisfaction and purchase intention. Journal of Consumer
Satisfaction, Dissatisfaction and Complaining Behavior, 23, 52-
63.
Anderson, J. C., & Gerbing, D. W. (1988). Structural equation
modeling in practice: A review and recommended two-step
approach. Psychological Bulletin, 103(3), 411-423.
Boshoff, C. (1997). An experimental study of service recovery
options. International Journal of Service Industry Management,
8(2), 110-130.
Bitner, M. J., Booms, B. H., & Mohr, L. A. (1994). Critical service
encounters: The employee's viewpoint. The Journal of Marketing,
95-106.
Bitner, M. J., Booms, B. H., & Tetreault, M. S. (1990). The service
encounter: diagnosing favorable and unfavorable incidents. The
Journal of Marketing, 71-84.
Browne, M. W., & Cudeck, R. (1993). Alternative ways of assessing
model fit. In:K.A. Bollen & J. S. Long (Eds.), Testing
Structural Equation Models.136-162.Beverly Hills, CA: Sage.
Brady, M. K., & Cronin Jr, J. J. (2001). Some new thoughts on
conceptualizing perceived service quality: a hierarchical
approach. Journal of Marketing, 65(3), 34-49.
Blodgett, J. G., Hill, D. J., & Tax, S. S. (1997). The effects of
distributive, procedural, and interactional justice on
postcomplaint behavior. Journal of Retailing, 73(2), 185-210.
Boyd, T. C., & Mason, C. H. (1999). The link between attractiveness
of “extrabrand” attributes and the adoption of innovations.
Journal of the Academy of Marketing Science, 27(3), 306-319.
Bejou, D., & Palmer, A. (1998). Service failure and loyalty: An
exploratory empirical study of airline customers. Journal of
Services Marketing, 12(1), 7-22.
Bell, C. R., & Zemke, R. E. (1987). Service breakdown: the road to
recovery. Management Review, 76(10), 32-35.
Cardozo, R. N. (1965). An experimental study of customer effort,
expectation, and satisfaction. Journal of Marketing Research,
244-249.
Caruana, A. (2002). Service loyalty: The effects of service quality
and the mediating role of customer satisfaction. European
Journal of Marketing, 36(7/8), 811-828.
Chuang, S. C., Cheng, Y. H., Chang, C. J., & Yang, S. W. (2012). The
effect of service failure types and service recovery on customer
satisfaction: A mental accounting perspective. The Service
Industries Journal, 32(2), 257-271.
Chen, J. S., & Gursoy, D. (2001). An investigation of tourists’
destination loyalty and preferences. International Journal of
Contemporary Hospitality Management, 13(2), 79-85.
Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from
brand trust and brand affect to brand performance: the role of
brand loyalty. Journal of Marketing, 65(2), 81-93.
Clark, G. L., Kaminski, P. F., & Rink, D. R. (1992). Consumer
complaints: Advice on how companies should respond based on an
empirical study. Journal of Consumer Marketing, 9(3), 5-14.
Chou, C. M., & Kimsuwan, A. (2013). Factors affecting purchase
intention of online game prepayment card-Evidence from Thailand.
The Journal of Internet Banking and Commerce, 18(3), 1-13.
Conlon, D. E., & Murray, N. M. (1996). Customer perceptions of
corporate responses to product complaints: The role of
explanations. Academy of Management Journal, 39(4), 1040-1056.
Choi, S., & Mattila, A. S. (2008). Perceived controllability and
service expectations:Influences on customer reactions following
service failure. Journal of Business Research, 61(1), 24-30.
Cadotte, E. R., Woodruff, R. B., & Jenkins, R. L. (1987).
Expectations and norms in models of consumer satisfaction.
Journal of Marketing Research, 24(3), 305-314.
Desatnick, R. L. (1988). Managing to keep the customer. Boston,
MA:Houghton Mifflin.
Darke, P. R., Ashworth, L., & Main, K. J. (2010). Great expectations
and broken promises: Misleading claims, product failure,
expectancy disconfirmation and consumer distrust. Journal of the
Academy of Marketing Science, 38(3), 347-362.
Dymond, S., & Barnes, D. (1994). A transfer of self‐discrimination
response functions through equivalence relations. Journal of the
Experimental Analysis of Behavior, 62(2), 251-267.
Dodds, W. B., Monroe, K., & Grewal, D. (1991). Effect of price,
band, and store information on buybers product evaluation.
Journal of Marketing Research, 28(3), 307- 319.
Dharmesti, M. D. D., & Nugroho, S. S. (2013). The antecedents of
online customer satisfaction and customer loyalty. Journal of
Business and Retail Management Research, 7(2).
Engle, J. F., Blackwell, R. D., & Miniard, Paul W. (1995). Consumer
behavior (8th ed.). Orlando: The Dryden.
Flanagan, J. C. (1959). Critical requirements: a new approach to
employee evaluation. Personnel Psychology, 2(4), 419-425.
Francken, D. A. (1983). Postpurchase consumer evaluations, complaint
actions and repurchase behavior. Journal of Economic Psychology,
4(3), 273-290.
Folkes, V. S. (1988). Recent attribution research in consumer
behavior: A review and new directions. Journal of Consumer
Research, 14(4), 548-565.
Firnstahl, T. W. (1989). My employees are my service guarantee.
Harvard Business Review, 67(4), 28.
Fečikova, I. (2004). An index method for measurement of customer
satisfaction. The TQM magazine, 16(1), 57-66.
Gilly, M. C. (1987). Postcomplaint processes: from organizational
response to repurchase behavior. Journal of Consumer Affairs,
21(2), 293-213.
Grönroos, C. (1998). Marketing services: The case of a missing
product. Journal of Business & Industrial Marketing, 13(4), 322-
338.
Grönroos, C. (1988). Service quality: The six criteria of good
perceived service. Review of Business, 9(3), 10-13.
Gilly, M. C., Graham, J. L., Wolfinbarger, M. F., & Yale, L. J.
(1998). A dyadic study of interpersonal information search.
Journal of the Academy of Marketing Science, 26(2), 83-100.
Gronholdt, L., Martensen, A., & Kristensen, K. (2000). The
relationship between customer satisfaction and loyalty: cross-
industry differences. Total Quality Management, 11(4-6), 509-
514.
Goodwin, C., & Ross, I. (1992). Consumer responses to service
failures: Influence of procedural and interactional fairness
perceptions. Journal of Business Research, 25(2), 149-163.
Hepworth, P. (1998). Weighing it up-a literature review for the
balanced scorecard. Journal of Management Development, 17(8),
559-563.
Hong, I. B., & Cho, H. (2011). The impact of consumer trust on
attitudinal loyalty and purchase intentions in B2C e-
marketplaces: Intermediary trust vs. seller trust. International
Journal of Information Management, 31(5), 469-479.
Hellier, P. K., Geursen, G. M., Carr, R. A., & Rickard, J. A.
(2003). Customer repurchase intention: A general structural
equation model. European journal of marketing, 37(11/12), 1762-
1800.
Harris, K. E., Grewal, D., Mohr, L. A., & Bernhardt, K. L. (2006).
Consumer responses to service recovery strategies: the
moderating role of online versus offline environment. Journal of
Business Research, 59(4), 425-431.
Hart, C. W., Heskett, J. L., & Sasser, J. W. (1990). The profitable
art of service recovery. Harvard Business Review, 68(4), 148-
156.
Ha, J., & Jang, S. S. (2009). Perceived justice in service recovery
and behavioral intentions: The role of relationship quality.
International Journal of Hospitality Management, 28(3), 319-327.
Ha, J., & Jang, S. S. (2010). Perceived values, satisfaction, and
behavioral intentions: The role of familiarity in Korean
restaurants. International Journal of Hospitality Management,
29(1), 2-13.
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.
Hoffman, K. D., & Kelley, S. W. (2000). Perceived justice needs and
recovery evaluation: a contingency approach. European Journal of
Marketing, 34(3/4), 418-433.
Howard, J. A., & Sheth, J. N. (1969). The theory of buyer behavior.
New York: Wiley.
Holloway, B. B., Wang, S., & Parish, J. T. (2005). The role of
cumulative online purchasing experience in service recovery
management. Journal of Interactive Marketing, 19(3), 54-66.
Inman, J. J., Dyer, J. S., & Jia, J. (1997). A generalized utility
model of disappointment and regret effects on post-choice
valuation. Marketing Science, 16(2), 97-111.
Johnston, R., & Fern, A. (1999). Service recovery strategies for
single and double deviation scenarios. Service Industries
Journal, 19(2), 69-82.
Johnston, T. C., & Hewa, M. A. (1997). Fixing service failures.
Industrial Marketing Management, 26(5), 467-473.
Jamal, A., & Naser, K. (2002). Customer satisfaction and retail
banking: an assessment of some of the key antecedents of
customer satisfaction in retail banking. International Journal
of Bank Marketing, 20(4), 146-160.
Jones, T. O., & Sasser, W. E. (1995). Why satisfied customers
defect. Harvard Business Review, 73(6), 88-89.
Kotler, Philip J. (1991). Marketing management (Seventh Edition)
Englewood Cliffs, NJ: Prentice-Hall.
Keaveney, S. M. (1995). Customer switching behavior in service
industries: An exploratory study. The Journal of Marketing,
59(2), 71-82.
Kotler, Philip J. (2000). Marketing management millennium (10th ed),
87- 105, NJ: Prentice- Hall.
Kotler, Philip J. & Armstrong, Gray (2001). Principles of marketing
(9th ed), United States: Prentice Hall.
Kelley, S. W., & Davis, M. A. (1994). Antecedents to customer
expectations for service recovery. Journal of the Academy of
Marketing Science, 22(1), 52-61.
Khan, U., & Dhar, R. (2006). Licensing effect in consumer choice.
Journal of Marketing Research, 43(2), 259-266.
Kelley, S. W., Hoffman, K. D., & Davis, M. A. (1993). A typology of
retail failures and recoveries. Journal of Retailing, 69(4),
429-452.
Kang, G. D., & James, J. (2004). Service quality dimensions: an
examination of Grönroos’s service quality model. Managing
Service Quality: An International Journal, 14(4), 266-277.
Kenney, M. G., & Khanfar, N. M. (2009). Antecedents of repurchase
intention: propositions towards using marketing strategy to
mitigate the attrition of online students. Services Marketing
Quarterly, 30(3), 270-286.
Kuo, Y. F., Wu, C. M., & Deng, W. J. (2009). The relationships among
service quality, perceived value, customer satisfaction, and
post-purchase intention in mobile value-added services.
Computers in Human Behavior, 25(4), 887-896.
Lutz, R. (1986). Quality is as quality does: An attitudinal
perspective on consumer quality judgments. In Presentation to
the Marketing Science Institute Trustees’ Meeting, Cambridge,
MA.
Lin, C., & Lekhawipat, W. (2014). Factors affecting online
repurchase intention. Industrial Management & Data Systems,
114(4), 597-611.
Levesque, T. J., & McDougall, G. H. (2000). Service problems and
recovery strategies: An experiment. Canadian Journal of
Administrative Sciences/Revue Canadienne des Sciences
del'Administration, 17(1), 20-37.
Lewis, B. R., & McCann, P. (2004). Service failure and recovery:
Evidence from the hotel industry. International Journal of
Contemporary Hospitality Management, 16(1), 6-17.
Lewis, B. R., & Spyrakopoulos, S. (2001). Service failures and
recovery in retail banking: The customers’ perspective.
International Journal of Bank Marketing, 19(1), 37-48.
Mattila, A. S. (1999). An examination of factors affecting service
recovery in a restaurant setting. Journal of Hospitality &
Tourism Research, 23(3), 284-298.
Maxham III, J. G. (2001). Service recovery's influence on consumer
satisfaction, positive word-of-mouth, and purchase intentions.
Journal of Business Research, 54(1), 11-24.
McCollough, M. A., Berry, L. L., & Yadav, M. S. (2000). An empirical
investigation of customer satisfaction after service failure and
recovery. Journal of service research, 3(2), 121-137.
Miller, J. L., Craighead, C. W., & Karwan, K. R. (2000). Service
recovery: A framework and empirical investigation. Journal of
Operations Management, 18(4), 387-400.
McColl-Kennedy, J. R., Daus, C. S., & Sparks, B. A. (2003). The role
of gender in reactions to service failure and recovery. Journal
of Service Research, 6(1), 66-82.
Magnini, V. P., Ford, J. B., Markowski, E. P., & Honeycutt Jr, E. D.
(2007). The service recovery paradox: justifiable theory or
smoldering myth?. Journal of Services Marketing, 21(3), 213-225.
Mittal, B., & Holbrook, M. B. (2008). Consumer behavior: How humans
think, feel, and act in the marketplace. Open Mentis.
Mittal, V., & Kamakura, W. A. (2001). Satisfaction, repurchase
intent, and repurchase behavior: Investigating the moderating
effect of customer characteristics. Journal of Marketing
Research, 38(1), 131-142.
Mittal, B., & Lassar, W. M. (1998). Why do customers switch? The
dynamics of satisfaction versus loyalty. Journal of Services
Marketing, 12(3), 177-194.
McDougall, G. H., & Levesque, T. (2000). Customer satisfaction with
services: putting perceived value into the equation. Journal of
Services Marketing, 14(5), 392-410.
Maxham III, J. G., & Netemeyer, R. G. (2002). Modeling customer
perceptions of complaint handling over time: the effects of
perceived justice on satisfaction and intent. Journal of
retailing, 78(4), 239-252.
Maxham III, J. G., & Netemeyer, R. G. (2003). Firms reap what they
sow: the effects of shared values and perceived organizational
justice on customers’ evaluations of complaint handling. Journal
of Marketing, 67(1), 46-62.
Morwitz, V. G., & Schmittlein, D. (1992). Using segmentation to
improve sales forecasts based on purchase intent: Which"
intenders" actually buy? Journal of Marketing Research, 391-405.
Mollen, A., & Wilson, H. (2010). Engagement, telepresence and
interactivity in online consumer experience: Reconciling
scholastic and managerial perspectives. Journal of Business
Research, 63(9-10), 919-925.
N’Goala, G. (2007). Customer switching resistance-the effect of
perceived equity, trust and relationship commitment.
International Journal of Service Industry Management, 18(5),
510-533.
Oliver, R. L. (1980). A cognitive model of the antecedents and
consequences of satisfaction decisions. Journal of Marketing
Research, 17(4), 460-469.
Oliver, R. L. (1997). Satisfaction: A Behavioral Perspective on the
Consumer. New York:McGraw-Hill.
Oliver, R. L. (1999). Whence consumer loyalty? Journal of Marketing,
63, 33-44.
Ostrom, A., & Iacobucci, D. (1995). Consumer trade-offs and the
evaluation of services. Journal of Marketing, 59(1), 17-28.
Overby, J. W., & Lee, E. J. (2006). The effects of utilitarian and
hedonic online shopping value on consumer preference and
intentions. Journal of Business Research, 59(10-11),1160-1166.
Oliver, R. L., Rust, R. T., & Varki, S. (1997). Customer delight:
foundations, findings, and managerial insight. Journal of
retailing, 73(3), 311-336.
Priluck, R. (2003). Relationship marketing can mitigate product and
service failures. Journal of Services Marketing, 17(1), 37-52.
Pollack, J. (2015). Is there a divide between change management
theory and practice? The Business & Management Review, 6(2), 64-
72.
Parasuraman, A., Berry, L. L., & Zeithaml, V. A. (1991). Perceived
service quality as a customer‐based performance measure: An
empirical examination of organizational barriers using an
extended service quality model. Human Resource Management,
30(3), 335-364.
Palmer, A., Beggs, R., & Keown-McMullan, C. (2000). Equity and
repurchase intention following service failure. Journal of
Services Marketing, 14(6), 513-528.
Parasuraman, A., & Grewal, D. (2000). The impact of technology on
the quality-value-loyalty chain: A research agenda. Journal of
the Academy of Marketing Science, 28(1), 168-174.
Pahnila, S., & Warsta, J. (2010). Online shopping viewed from a
habit and value perspective. Behaviour & Information Technology,
29(6), 621-632.
Rossello, B. (1997). Customer service superstars. American Bankers
Association. ABA Banking Journal, 89(10), 96-104.
Ryu, Y., Baldocchi, D. D., Ma, S., & Hehn, T. (2008). Interannual
variability of evapotranspiration and energy exchange over an
annual grassland in California. Journal of Geophysical Research:
Atmospheres, 113(D09104): doi:10.1029/2007JD009263
Reichheld, F. F., & Sasser, J. W. (1990). Zero defections: Quality
comes to services. Harvard Business Review, 68(5), 105-111.
Roberts, M. L., & Wortzel, L. H. (1979). New life-style
determinants of women's food shopping behavior. The Journal of
Marketing, 43,28-39.
Selnes, F. (1993). An examination of the effect of product
performance on brand reputation, satisfaction and loyalty.
European Journal of Marketing, 27(9), 19-35.
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.
Smith, A. K., & Bolton, R. N. (2002). The effect of customers’
emotional responses to service failures on their recovery effort
evaluations and satisfaction judgments. Journal of the Academy
of Marketing Science, 30(1), 5-23.
Spreng, R. A., Harrell, G. D., & Mackoy, R. D. (1995). Service
recovery: Impact on satisfaction and intentions. Journal of
Services Marketing, 9(1), 15-23.
Swanson, S. R., & Kelley, S. W. (2001). Service recovery
attributions and word-of-mouth intentions. European Journal of
Marketing, 35(1/2), 194-211.
Smith, J. S., Karwan, K. R., & Markland, R. E. (2009). An empirical
examination of the structural dimensions of the service recovery
system. Decision Sciences, 40(1), 165-186.
Schiffman, L.G. & Leslie, L.K. (2000). Consumer behavior (7th ed.).
Wisconsin: Prentice Hall International.
Shapiro, T., & Nieman-Gonder, J. (2006). Effect of communication
mode in justice-based service recovery. Managing Service
Quality: An International Journal, 16(2), 124-144.
Schweikhart, S. B., Strasser, S., & Kennedy, M. R. (1993). Service
recovery in health services organizations. Journal of Healthcare
Management, 38(1), 3-21.
Singh, J., & Sirdeshmukh, D. (2000). Agency and trust mechanisms in
consumer satisfaction and loyalty judgments. Journal of the
Academy of marketing Science, 28(1), 150-167.
Seiders, K., Voss, G. B., Grewal, D., & Godfrey, A. L. (2005). Do
satisfied customers buy more? Examining moderating influences in
a retailing context. Journal of Marketing, 69(4), 26-43.
Thaler, R. (1985). Mental accounting and consumer choice. Marketing
Science, 4(3), 199-214.
Taylor, S. A., & Baker, T. L. (1994). An assessment of the
relationship between service quality and customer satisfaction
in the formation of consumers' purchase intentions. Journal of
Retailing, 70(2), 163-178.
Tax, S. S., Brown, S. W., & Chandrashekaran, M. (1998). Customer
evaluations of service complaint experiences: implications for
relationship marketing. The Journal of Marketing, 60-76.
Tax, S. S., & Brown, S. W. (1998). Recovering and learning from
service failure. MIT Sloan Management Review, 40(1), 75-88.
Tsiros, M., & Mittal, V. (2000). Regret: A model of its antecedents
and consequences in consumer decision making. Journal of
Consumer Research, 26(4), 401-417.
Westbrook, R. A. (1980). Intrapersonal affective influences on
consumer satisfaction with products. Journal of Consumer
Research, 7(1), 49-54.
Westbrook, R. A. (1981). Sources of consumer satisfaction with
retail outlets. Journal of Retailing, 57(3), 68-85.
Wirtz, J. (1998). Development of a service guarantee model. Asia
Pacific Journal of Management, 15(1), 51-75.
Weun, S., Beatty, S. E., & Jones, M. A. (2004). The impact of
service failure severity on service recovery evaluations and
post-recovery relationships. Journal of Services Marketing,
18(2), 133-146.
Wong, C. S., & Law, K. S. (2002). The effects of leader and follower
emotional intelligence on performance and attitude: An
exploratory study. The Leadership Quarterly, 13(3), 243-274.
Wirtz, J., & Mattila, A. S. (2004). Consumer responses to
compensation, speed of recovery and apology after a service
failure. International Journal of service industry management,
15(2), 150-166.
Webster, C., & Sundaram, D. S. (1998). Service consumption
criticality in failure recovery. Journal of Business Research,
41(2), 153-159.
Yoo, B., & Donthu, N. (2001). Developing and validating a
multidimensional consumer-based brand equity scale. Journal of
Business Research, 52(1), 1-14.
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and
value: A means-end model and synthesis of evidence. The Journal
of Marketing, 52(July), 2-22.
Zemke, R. (1994). Service recovery. Executive Excellence, 11(9), 17-
18.
Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1993). The nature
and determinants of customer expectations of service. Journal of
the Academy of Marketing Science, 21(1), 1-12.
Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The
behavioral consequences of service quality. The Journal of
Marketing, 60( April), 31-46.
Zeithaml, V.A. & Berry, L.L. (2000). Service marketing: Integrating
customer focus across the firm. NY: McGraw-Hill.