服務失誤、服務補救與再購意願之研究――以教科書選用為例

The Study of Service Failure, Service Recovery and Repurchase Intention-- An Example of the Textbooks

教科書自由化之後，教師成為教科書選用者。本研究以國小正式教師為研究對象，探討出版社產生不同的服務失誤類型與不同的服務補救策略時，是否會影響教師再購意願，並以問卷調查與迴歸分析驗證研究假設。資料分析指出，出版社服務失誤會減少教科書再購意願，而不同服務補救策略對再購意願不具影響性。研究建議出版社應訂定妥善校園服務流程、通訊軟體群組、各校服務備忘錄、業務人員溝通銷售技巧與研習活動等服務措施，以降低服務失誤的發生。

The current textbook liberalization policy allows teachers to select their textbooks according to their personal preferences. 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 and regression were analyzed 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. In oder to avoid the chance of service failure, this study proposed that a textbook publishing company must properly formulate a standard operating procedure, the convenience of smartphone communication software, a reminder note of individual schools, the sales techniques and interpersonal communication skills of sales agents, and teachers' professpnal workshops.