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.

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