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.

Bitner, M. J., Booms, B. H., & Tetreault, M. S. (1990). The service encounter: diagnosing favorable and unfavorable incidents. The Journal of Marketing, 71-84.
Blodgett, J. G., Wakefield, K. L., & Barnes, J. H. (1995). The effects of customer service on consumer complaining behavior. Journal of Services Marketing, 9(4), 31-42.
Curran, J. M., Meuter, M. L., & Surprenant, C. F. (2003). Intentions to use self-service technologies: a confluence of multiple attitudes. Journal of Service Research, 5(3), 209-224.
Dabholkar, P. A. (1996). Consumer evaluations of new technology-based self-service options: an investigation of alternative models of service quality. International Journal of research in Marketing, 13(1), 29-51.
Duhachek, A. (2005). Coping: A multidimensional, hierarchical framework of responses to stressful consumption episodes. Journal of consumer research, 32(1), 41-53.
Folkman, S., Lazarus, R. S., Gruen, R. J., & DeLongis, A. (1986). Appraisal, coping, health status, and psychological symptoms. Journal of personality and social psychology, 50(3), 571.
Forbes, L. P. (2008). When something goes wrong and no one is around: Non-internet self-service technology failure and recovery. Journal of Services Marketing, 22(4), 316-327.
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 39-50.
Fred Van Raaij, W., & Pruyn, A. T. (1998). Customer control and evaluation of service validity and reliability. Psychology & Marketing (1986-1998), 15(8), 811.
Gabbott, M., Tsarenko, Y., & Mok, W. H. (2011). Emotional intelligence as a moderator of coping strategies and service outcomes in circumstances of service failure. Journal of Service Research, 14(2), 234-248.
Gronroos, C. (1988). Service quality: the six criteria of good perceived service. Review of business, 9(3), 10.
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.
Holloway, B. B., & Beatty, S. E. (2003). Service failure in online retailing a recovery opportunity. Journal of Service Research, 6(1), 92-105.
Kelley, S. W., Hoffman, K. D., & Davis, M. A. (1994). A typology of retail failures and recoveries. Journal of Retailing, 69(4), 429-452.
Lazarus, R. S., & Folkman, S. (1987). Transactional theory and research on emotions and coping. European Journal of personality, 1(3), 141-169.
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.
McCrae, R. R. (1984). Situational determinants of coping responses: Loss, threat, and challenge. Journal of personality and social psychology, 46(4), 919.
Meuter, M. L., Ostrom, A. L., Roundtree, R. I., & Bitner, M. J. (2000). Self-service technologies: understanding customer satisfaction with technology-based service encounters. Journal of Marketing, 64(3), 50-64.
Mohr, L. A., & Bitner, M. J. (1995). The role of employee effort in satisfaction with service transactions. Journal of Business Research, 32(3), 239-252.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A conceptual model of service quality and its implications for future research. The Journal of Marketing, 41-50.
Raubenheimer, J. (2004). An item selection procedure to maximize scale reliability and validity. SA Journal of Industrial Psychology, 30(4), p. 59-64.
Reinders, M. J., Dabholkar, P. A., & Frambach, R. T. (2008). Consequences of forcing consumers to use technology-based self-service. Journal of Service Research, 11(2), 107-123.
Sarkar, M. B., Echambadi, R., Cavusgil, S. T., & Aulakh, P. S. (2001). The influence of complementarity, compatibility, and relationship capital on alliance performance. Journal of the Academy of Marketing Science, 29(4), 358-373.
Sengupta, A. S., Balaji, M., & Krishnan, B. C. (2015). How customers cope with service failure? A study of brand reputation and customer satisfaction. Journal of Business Research, 68(3), 665-674.
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, 356-372.
Snellman, K., & Vihtkari, T. (2003). Customer complaining behaviour in technology-based service encounters. International Journal of Service Industry Management, 14(2), 217-231.
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.
Walker, R. H., Craig-Lees, M., Hecker, R., & Francis, H. (2002). Technology-enabled service delivery: An investigation of reasons affecting customer adoption and rejection. International Journal of Service Industry Management, 13(1), 91-106.
Weiner, B. (1985). An attributional theory of achievement motivation and emotion. Psychological review, 92(4), 548.
Yen, H., Gwinner, K. P., & Su, W. (2004). The impact of customer participation and service expectation on Locus attributions following service failure. International Journal of Service Industry Management, 15(1), 7-26.
Yi, S., & Baumgartner, H. (2004). Coping with negative emotions in purchase-related situations. Journal of Consumer Psychology, 14(3), 303-317.
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.