本研究之研究問題為顧客認定企業發生服務失誤（service failure）之後，企業所採取之服務補救對顧客後續購買意圖之影響，研究係採定性（qualitative）研究方法之重要事件技術法（critical incident technique, CIT），由人員進行調查訪談，調查對象為臺灣地區零售服務業顧客。主要研究結果發現服務補救（service recovery）確會對於顧客購買意圖產生影響，而給予顧客實體補償之顧客滿意效果大於只有口頭抱歉。
The main purpose of the study is to find out purchase intention when service failure happens whether one company has taken any step of service recovery or not. Based on 803 copies of CIT surveys conducted for retail service industry, it says that it does have some influences to customers whether one company takes efforts or not. The results are as follows: 1. 56.4% of these people think that it is good to receive service recovery. However, 43.6% of them thinks that it is bad. Such result shows that it still can not satisfy customer even if service recovery has been taken. As a consequence, complain and customer transfer comes when service recovery is not well done. 2. Customer gives highest evaluation when service recovery is free charge. On the contrast, the lowest evaluation comes to no service recovery. 3. Apart from oral apology, additional physical things surely enhance service evaluation. 4. The influence of service recovery on purchase intention is positive. 63.33% of customers who receive service recovery will repeat purchasing whereas 67.98% of customers who did not received service recovery will not come again to purchase. 5. Different-service recovery satisfaction degree shows different purchase intention. The higher the satisfaction degree, the more positive the purchase intention.
