過去已有文獻探討服務失誤的許多面向，這些服務失誤的文獻當中，大多專注在探討個人消費者與企業或前線服務人員之間的互動關係。然而，現實生活中存在許多團體消費的機會，過去關於服務失誤的文獻卻鮮少針對團體消費情境下做探討。這篇研究希望能探討團體消費情境下的消費者對服務失誤之反應，並使用關鍵事件法為主要的研究方法。研究結果提供當團體服務失誤發生時，個人消費者在情緒和認知上的反應，以及彙整出團體中的成員會如何影響個人消費者對團體服務失誤之體驗。

Previous research has investigated many dimensions of service failure, which mainly focused on the interactions between employees and individual customers. The extant literature, however, has paid scant attention to service failure occurring in the context of group consumption. Specifically, this research aims to explore the psychological process underlying consumers’ experiences and responses during service failure that happens in group consumption. Given that this research area is under-investigated, this research plans to adopt the critical incident technique as the major research methodology. The results provide individual consumers’ affective and cognitive process during group service failure and examine how members in one’s group affect one’s service failure experience. This research also provides insight into expected contribution of theory and management during group service failure.

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