本研究目的擬從缺失嚴重度、缺失歸因、應對策略及事後行為等四個面向，探討顧客在使用自助或人工服務遇到缺失時，其反應是否會有所不同。此次數據收集方式主要以網路問卷為主，歷時三週，共計收回849份有效問卷。

為研究顧客面對缺失的反應是否有差異，本研究採用獨立t檢定及變異數分析，並且於分析結果中發現一些差異。一、未買到商品的結果缺失，顧客感受較為嚴重。二、使用人工服務遇到缺失的顧客比較會將責任歸因於公司。三、當顧客使用自助服務遇到缺失時，比較會採取解決問題的應對方式，反觀遇到人工服務缺失時，則會選擇向企業或服務人員抱怨。四、當顧客感受缺失越嚴重時，未來則傾向不再繼續使用原來的服務方式。五、將缺失責任歸因於雙方的顧客較會繼續與企業交易及繼續使用原來的服務方式。藉由此次研究結果，希望能幫助企業進一步了解顧客面對缺失時不同的反應，以提供更適當、滿意的服務予顧客。

Service failure has been an important issue in the context of service. The purpose of this study is to investigate how customers respond differently to service failure caused by self-service technology and human service. Online questionnaire was used to collect a sample of 849 respondents during three weeks.

The quantitative analysis of the samples is through t-tests and ANOVA in order to investigate the difference between the two service groups (i.e., self-service technology and human service). There are some differences we find in this study. Firstly, customers perceive that the outcome failure is more server than the process failure. Secondly, most customers who experience human service failure are more likely to attribute the responsibility to the firm. Thirdly, the results show that customers tend to use problem-focused coping strategy when experiencing self-service failure whereas, customers are more likely to use emotion-focused coping when facing human service failure. With regard to the behavior (i.e., support and retention), we found that customers are unwilling to continue using the original service interface (i.e., self-service technology and human service), if they perceive the high sever failure. Moreover, we found that customers attributing responsibility to “both” (i.e., firms and customers) have higher intention to trade with the firm and retain to use the service interface (i.e., self-service technology and human service) simultaneously.

To conclude, our results could provide the service organizations with further understandings of customers’ responses so that they could offer more adequate service.

Abstract i
Table of Contents ii
List of Tables iv
Lists of Figures v
Chapter 1 Introduction 1
Chapter 2 Theoretical foundation 4
2.1 Service failure type and Severity of Failure 4
2.2 Self-service technology, human service, and Severity of Failure 5
2.3 Failure Attribution 5
2.4 Coping Strategy 6
2.4.1 Problem-focused coping strategy 7
2.4.2 Emotion-focused coping strategy 7
2.4.3 Acceptance coping strategy 7
2.4.4 Optimistic coping strategy 8
2.5 Coping strategy and Behavior 8
Chapter 3 Methodology 11
3.1 Research design 11
3.2 Sample 11
3.3 Descriptive statistics 13
3.4 Instrument validation 18
Chapter 4 Data analysis and results 21
4.1 First Stage Examination 22
4.2 Second Stage Examination 23
4.3 Third Stage Examination 25
4.4 Coping strategy and Behavior 27
4.5 Severity and Behavior 32
4.6 Failure attribution and Behavior 32
Chapter 5 Discussion and conclusion 35
5.1 Theoretical contribution 36
5.2 Managerial insights 37
5.3 Limitation and further research 38
Appendix 42

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