本研究之主要題為服務業顧客轉換原因之研究，其主要研究目的係為了解台灣地 區服務業顧客轉換原因。本研究之研究方法，係採定性(qualitative)研究方法之重要事件 技術法(Critical Incident Technique)，調查方式係以開放式(open-ended)問卷，由人員 進行訪談而得到顧客轉換原因資料。調查對象為教育、休閒、設備維修三類服務產業顧客 。研究結果為：顧客轉換原因可歸納為二組八類。一、企業可控制組核心服務、衍生服務(便 利、服務態度、服務環境)、價格、商業道德。二、企業不可控制組競爭、非志願性。在管 理實務上之運用，建議服務業者要：做好核心服務、掌握衍生服務、彰顯服務價值、重視商 業道德、競導向的經營。
This research, titled as "Customer Switching in Service Industry,"is an exploratory research which intends to look into the customer switching in service industry. The research method is Critical Incident Technique (CIT), which is executed with interview by openended questionnaire to collect data relating to customer switching. Samples are taken form customers in educational, leisure and maintenance service industries. From the study, We conclude two groups (8 factors)of reasons for customer switching:1.Internal Group (controllable)Core service, derviative service (convenience, service attitude and service surroundings), price, and business ethics. 2.External Group(uncontrollable) Competition, involuntary. The research suggests that service industry should make core service excellent, control derivative service, show service value, emphasize business ethics and orient to business competition.
