在台灣競爭相當激烈的手搖飲料市場中，透過持續的產品研發能力、創新的行銷手法與良好的服務品質是業主長久經營與生存的要點。而為了應付每日大量且客製的訂單，往往無法兼顧非常完善的「服務品質」，容易產生顧客不滿。因此，如何使顧客在消費的過程中具有良好的服務體驗，並產生再購意願皆是手搖飲產業中非常重要的議題。
為能更了解顧客的想法，本研究透過行動研究方法進行此次研究，並實際進入手搖飲料場域中進行顧客滿意度調查以及了解導致顧客不滿及抱怨的因素有哪些。問卷結果顯示，導致顧客抱怨的前三項原因分別是「櫃檯回應態度不友善/不佳」、「環境髒亂（如：地板、櫃檯）」、「外送時間延遲」。
在了解顧客抱怨的原因後。本研究透過兩回合的流程，包括團隊內部會議、建立改善對策、實際落實行動，最後再針對顧客滿意度進行調查。結果顯示，本研究制定之對策有效改善現有的服務缺失，同時也讓團隊成員養成正確的服務品質觀念。因此未來在實際場域中，若想要改善服務失效造成的顧客不滿，可以參照本研究之流程，進行服務改善計畫來提升顧客滿意度。同時也可以藉此創造一個長久且具良好服務氣候的組織文化。

In Taiwan's highly competitive hand-shaken beverage market, continuous product development capabilities, innovative marketing methods, and good service quality are critical points for owners to operate and survive for a long time. To handle a large number of customized orders daily, it is often impossible to consider the perfect "service quality," which is prone to customer dissatisfaction. Therefore, making customers have a good service experience in the consumption process and generating repurchase willingness are critical issues in the hand-shaken beverage industry.
To better understand the customer's thoughts, the action research method was conducted. We entered the hand-shaken beverages field to conduct customer satisfaction surveys and understand the factors that lead to customer dissatisfaction and complaints. The results of the questionnaire showed that the top three reasons for customer complaints were "unfriendly/poor response at the counter," "dirty environment (e.g., floor, counter)," and "delay in delivery time."
After understanding the reasons for customer complaints, this research uses a two-round process, including internal team meetings, establishing improvement strategies, implementing actions, and finally, a survey on customer satisfaction. The results show that the countermeasures formulated in this study can effectively improve the existing service deficiencies and allow team members to develop a correct concept of service quality. Therefore, in the future, in the actual field, if you want to improve customer dissatisfaction caused by service failure, you can refer to the process of this study and carry out a service improvement plan to improve customer satisfaction. At the same time, it can also create a long-term organizational culture with a good service climate.

論文審定書 i
致謝 ii
中文摘要 iii
Abstract iv
目錄 v
圖次 vii
表次 viii
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究問題 2
第三節 研究目的 3
第四節 研究流程 4
第二章 文獻探討 5
第一節 服務品質 5
第二節 服務失效 7
第三節 服務氣候 11
第三章 研究方法 12
第一節 研究架構 12
第二節 行動研究法 13
第三節 研究步驟 17
第四章 研究分析 18
第一節 資料整理 19
第二節 第一回場域研究 28
第三節 第二回場域研究 36
第四節 實施成果小結 45
第五章 結論與建議 49
第一節 研究結論 49
第二節 學術與管理意涵 53
第三節 研究限制 54
第四節 未來建議 54
參考文獻 55
附錄一 正式問卷 62
附錄二 櫃台工作評核表 66
附錄三 環境清潔點檢表 78
附錄四 外送時間紀錄表 87
附錄五 會議記錄表 92
附錄六 改善提案表 99
附錄七 組織及責任圖 105

中文文獻
王貞懿. (2012). 顧客關係管理之關鍵績效指標研究-以國內航空業為例 國立中正大學]. 嘉義縣. https://hdl.handle.net/11296/n42t5y
朱永蕙. (2015). 服務失誤與修復類型之實證分析－以學生經營餐廳為例 [Empirical Analysis of Service Failure and Recovery-The Case of Student Charge Restaurant]. 休閒觀光與運動健康學報, 6(1), 51-69.
朱永蕙, & 吳明哲. (2016). 以實習生觀點探討星級旅館與渡假山莊服務失誤與補救之類型與差異 [Exploring Categories and Differences of Service Failure and Recovery between Hotel and Villa from the Perspective of Intern Students]. 島嶼觀光研究, 9(1), 19-39.
吳怡萩. (2007). 服務失誤類型與服務補救對顧客滿意度之研究-以花蓮地區國際觀光飯店為例 國立東華大學]. 花蓮縣. https://hdl.handle.net/11296/kqm72e
吳瑞華, 謝建正, & 傅安弘. (2017). 手搖茶飲之消費風險認知與消費行為 [The Consumer Risk Awareness and Consumer Behavior of Hand-Shaking Tea]. 輔仁民生學誌, 23(1), 47-62.
李文揚. (2018). 觀光工廠服務品質缺口之研究-以溪和食品觀光工廠為例 南臺科技大學]. 台南市. https://hdl.handle.net/11296/h5ute6
周逸衡, 凌儀玲, & 劉宜芬. (2021). 服務業行銷 (第七版). 華泰文化事業有限公司.
林宜慶. (2012). 製造現場管理實務之探討-以南部某製造場所之製造課為例 南台科技大學]. 台南市. https://hdl.handle.net/11296/udp75k
林重均. (2009). 領導行為對服務氣候、組織公民行為與服務品質之影響探討 國立高雄第一科技大學]. 高雄市. https://hdl.handle.net/11296/ud885c
洪健文, & 林耀三. (2011). 茶飲料市場與消費者忠誠度的探討 [Tea Drink Market and Consumer loyalty-related Research]. 商業現代化學刊, 6(1), 191-208. https://doi.org/10.6132/jcm.2011.6.1.10
洪端良, & 施雪切. (2021). 產品涉入對餐廳服務補救與顧客行為意圖之影響 [The Impact of Product Involvement on Restaurant Service Recovery and Customer Behavior Intentions]. 人文與社會學報, 3(10), 83-103.
洪藝玲. (2015). 服務氣候與員工對顧客偏差行為：顧客負向事件與知覺組織支持之調節角色 國立高雄應用科技大學]. 高雄市. https://hdl.handle.net/11296/46cyr9
崔立新. (2004). 服務業品質評量. 五南圖書出版股份有限公司.
張錦晶. (2016). 餐飲業顧客抱怨之危機管理研究：以王品集團個案為例 國立中興大學]. 台中市. https://hdl.handle.net/11296/4zu9yp
莊麗貞. (2014). 從心理契約違背觀點探索網路購物服務失效補救 國立中山大學]. 高雄市. https://hdl.handle.net/11296/7c5sx4
莊寶鵰. (2005). 從服務失效與補救的觀點談預防性服務品質. 中華民國品質學會高雄市分會九十四年度年會論文集, 60-70.
許涵茹. (2017). 服務氣候、工作倦怠對角色內行為的影響 以職場友誼為調節變項 國立高雄應用科技大學]. 高雄市. https://hdl.handle.net/11296/mcw748
許智傑. (2012). 連鎖加盟主關係滿意、信任和承諾與影響因素之間關係之探討 國立東華大學]. 花蓮縣. https://hdl.handle.net/11296/2e6ch6
郭崑謨, & 闕河士. (1990). 消費者抱怨行為及其影響因素之研究. 管理評論, 9, 155-173. https://doi.org/10.6656/mr.1990.9.Chi.155
郭順賢. (2005). 起落航線數位視聽教材發展應用之研究 國立中山大學]. 高雄市. https://hdl.handle.net/11296/3c7dke
陳建在. (2021). 以7S管理結合PDCA持續改善工廠環境以提升員工及顧客滿意度之研究 國立彰化師範大學]. 彰化縣. https://hdl.handle.net/11296/tm48d3
陳彥臻. (2018). 服務氣候、單位績效與顧客滿意度之關係 國立中興大學]. 台中市. https://hdl.handle.net/11296/54c6a8
陳細鈿, 陳瓊雯, 張雪楓, & 王靖欣. (2018). 服務失誤對企業形象及忠誠度影響之研究－以餐廳業為例 [A Study on the Relationship between Service Failure, Corporate Image and Loyalty -Taking Restaurant Industry as an Example]. 島嶼觀光研究, 11(4), 39-72.
陳琬鈴. (2014). 真誠領導、服務氣候、倫理氣候與服務績效 之關係探討 大葉大學]. 彰化縣. https://hdl.handle.net/11296/gnbp99
曾嘉妍. (2016). 兆豐證劵之顧客關係管理研究 國立中山大學]. 高雄市. https://hdl.handle.net/11296/f5kkb4
曾麗娟. (2001). 應用行動研究改善運動健身俱樂部服務品質之個案實證研究 國立臺灣體育學院]. 台中市. https://hdl.handle.net/11296/tgwf6e
楊惠文. (2008). 俱樂部服務品質、顧客滿意度與忠誠度之相關研究--以金鵝度假村DeMonSpa會館為例 國立臺灣師範大學]. 台北市. https://hdl.handle.net/11296/7dk2bz
溫金豐, 黃良志, 黃家齊, 廖文志, & 韓志翔. (2020). 人力資源管理基礎與應用 三版. 華泰文化事業股份有限公司.
葉宴伶. (2016). 國際觀光旅館之服務失效模式分析-以H國際大飯店為例 國立高雄大學]. 高雄市. https://hdl.handle.net/11296/2funky
劉冠妤. (2008). 國際觀光旅館組織服務氣候與顧客滿意度之探討 亞洲大學]. 台中市. https://hdl.handle.net/11296/ke3cfv
劉崇義. (2001). 顧客滿意之研究--以壽險業為例 中原大學]. 桃園縣. https://hdl.handle.net/11296/9zc8c8
劉麗文, & 楊軍. (2001). 服務業營運管理. 五南圖書出版股份有限公司.
潘淑满. (2003). 質性研究: 理論與應用. 心理出版社. https://books.google.com.tw/books?id=zWpaAAAACAAJ
蔡欣怡. (2013). 營造產業之經營策略研究－以建源營造有限公司為例 嶺東科技大學]. 台中市. https://hdl.handle.net/11296/w7j9ws
蔡清田. (2000). 教育行動研究. 五南圖書出版股份有限公司.
鍾慧萍. (2005). 一位國小教師行動研究歷程之探究 臺中師範學院]. 台中市. https://hdl.handle.net/11296/9v4kf3
聶方珮, 邱誌偉, & 陳宏明. (2015). 連鎖餐飲業服務品質與顧客滿意度之研究-以王品集團為例 [A Study of Service Quality and Customer Satisfaction for Chain Restaurant Industry- A Case of Wowprime Restaurant Group]. 服務業管理評論(13), 32-51.
顏榮慶. (2017). 汽車服務廠服務品質與顧客抱怨之研究 國立高雄第一科技大學]. 高雄市. https://hdl.handle.net/11296/4hmnyb
蘇瑞蓮, 陳嬿伊, 李奇勳, & 李筑軒. (2021). 從面子理論觀點探討服務失誤歷程中消費者之心理機制和行為反應－社會能見度和關係的干擾 [Explore the Relationship between Consumer Psychological and Behavioral Reaction of Service Failure from the Face Theory Perspective: The Moderating Role of Social Visibility and Community Relationship]. 休閒研究, 11(1), 90-111.
饒達欽, 王熙哲, 周春美, 曾淑惠, & 蘇聖珠. (2016). 企業研究方法. 全華圖書.
Mills, G. E. (2003). 行動研究法 (蔡美華, Trans.). 學富文化事業有限公司. https://books.google.com.tw/books?id=zmZyAAAACAAJ
Schindler, P. S. (2019). 企業研究管理 第十三版 (楊雪蘭, Trans.). 華泰文化事業有限公司

英文文獻
Albrecht, K., & Bradford, L. J. (1990). The Service Advantage: How to Identify and Fulfill Customer Needs. Dow Jones-Irwin. https://books.google.com.tw/books?id=RyUPAQAAMAAJ
Bell, C. R., & Zemke, R. E. (1987). Service breakdown: the road to recovery. Management review, 76(10), 32.
Berry, L. L., Zeithaml, V. A., & Parasuraman. (1985). Quality counts in services, too. Business horizons, 28(3), 44-52.
Berry, L. L., Zeithaml, V. A., & Parasuraman, A. (1990). Five imperatives for improving service quality. MIT Sloan Management Review, 31(4), 29.
Bitner, M. J., Booms, B. H., & Mohr, L. A. (1994). Critical Service Encounters: The Employee's Viewpoint. Journal of marketing, 58(4), 95-106. https://doi.org/10.2307/1251919
Bitner, M. J., Booms, B. H., & Tetreault, M. S. (1990). The service encounter: diagnosing favorable and unfavorable incidents. Journal of marketing, 54(1), 71-84.
Blanchard, R. F., & Galloway, R. L. (1994). Quality in Retail Banking. International Journal of service industry management, 5(4), 5-23. https://doi.org/10.1108/09564239410068670
Boulding, W., Kalra, A., Staelin, R., & Zeithaml, V. A. (1993). A Dynamic Process Model of Service Quality: From Expectations to Behavioral Intentions. Journal of marketing research, 30(1), 7-27. https://doi.org/10.1177/002224379303000102
Bowen, D., & Schneider, B. (1985). Boundary spanning- role employees and the service encounter: some guidelines for management and research. The Service Encounter: Managing Employee/Customer Interaction in Service Business, 127-148.
Calhoun, E. (1994). How to Use Action Research in the Self-renewing School. Association for Supervision and Curriculum Development.
Chan, H., & Wan, L. C. (2008). Consumer Responses to Service Failures: A Resource Preference Model of Cultural Influences. Journal of International Marketing, 16(1), 72-97. https://doi.org/10.1509/jimk.16.1.72
Clemmer, E. C., & Schneider, B. (1996). Fair service. Advances in services marketing and management, 5, 109-126.
Creswell, J. W. (2002). Educational research : planning, conducting, and evaluating quantitative and qualitative research. N.J. : Pearson/Merrill Prentice Hall.
Cypher, J. M., & Dietz, J. L. (2004). The Process of Economic Development. Routledge.
Deming, W. E. (1986). Out of crisis, centre for advanced engineering study. Massachusetts Institute of Technology, Cambridge, MA, 367-388.
Feigenbaum, A. V. (1990). America on the threshold of quality. Quality, 29(1), 16.
Goodwin, C., & Ross, I. (1992). Consumer responses to service failures: Influence of procedural and interactional fairness perceptions. Journal of Business research, 25(2), 149-163. https://doi.org/https://doi.org/10.1016/0148-2963(92)90014-3
Halstead, D., Morash, E. A., & Ozment, J. (1996). Comparing objective service failures and subjective complaints: An investigation of domino and halo effects. Journal of Business research, 36(2), 107-115. https://doi.org/https://doi.org/10.1016/0148-2963(95)00170-0
Hart, E., Hart, F., & Bond, M. (1995). Action Research for Health and Social Care: A Guide to Practice. Open University Press. https://books.google.com.tw/books?id=37sgAQAAIAAJ
Hoffman, K. D., Kelley, S. W., & Rotalsky, H. M. (1995). Tracking service failures and employee recovery efforts. Journal of services marketing, 9(2), 49-61. https://doi.org/10.1108/08876049510086017
Katz, D. K. R. L. (1978). The social psychology of organizations (2d ed.). Wiley. http://books.google.com/books?id=UgC3AAAAIAAJ
Kelley, S. W., & Davis, M. A. (1994). Antecedents to customer expectations for service recovery. Journal of the academy of Marketing Science, 22(1), 52-61. https://doi.org/10.1177/0092070394221005
Kelley, S. W., Hoffman, K. D., & Davis, M. A. (1993). A typology of retail failures and recoveries. Journal of retailing, 69(4), 429-452. https://doi.org/https://doi.org/10.1016/0022-4359(93)90016-C
Kemmis, S., & McTaggart, R. (1988). The action research reader(3rd ed). Deakin University Press.
Kotler, P., & Armstrong, G. (1997). Marketing: An Introduction. Prentice Hall International. https://books.google.com.tw/books?id=i93kQAAACAAJ
Lahtinen, J. I. A. (1994). Customer relationship marketing. Avaintulos.
Lewin, K. (1946). Action research and minority problems. Journal of social issues, 2(4), 34-46.
Lewin, K. (1952). Field theory in social science : selected theoretical papers. Tavistock.
Lewin, K., Lippitt, R., & White, R. K. (1939). Patterns of Aggressive Behavior in Experimentally Created “Social Climates”. The Journal of social psychology, 10(2), 269-299. https://doi.org/10.1080/00224545.1939.9713366
Oliver, R. L., Rust, R. T., & Varki, S. (1997). Customer delight: Foundations, findings, and managerial insight. Journal of retailing, 73(3), 311-336. https://doi.org/https://doi.org/10.1016/S0022-4359(97)90021-X
Parasuraman, A., Zeithaml, V. A., & Berry, L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. 1988, 64(1), 12-40.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A Conceptual Model of Service Quality and Its Implications for Future Research. Journal of marketing, 49(4), 41-50. https://doi.org/10.2307/1251430
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of retailing, 64(1), 12-40.
Pirsig, R. M. (1974). Zen and the Art of Motorcycle Maintenance : an Inquiry Into Values. HarperCollins.
Rathmell, J. M. (1966). What is Meant by Services? Journal of marketing, 30(4), 32-36. https://doi.org/10.1177/002224296603000407
Reinharz, S., & Davidman, L. (1992). Feminist methods in social research. Oxford University Press.
Sagor, R. (2000). Guiding School Improvement with Action Research. Association for Supervision and Curriculum Development.
Schlesinger, L. A., & Heskett, J. L. (1991). Breaking the Cycle of Failure in Services. Sloan Management Review, 32(3), 17-28.
Schneider, B. (1990). Organizational climate and culture (1st ed.). Jossey-Bass.
Schneider, B., & Bowen, D. E. (1995). Winning the service game. Harvard Business School Press.
Schneider, B., & Bowen, D. E. (2010). Winning the Service Game. Springer US. https://doi.org/10.1007/978-1-4419-1628-0_4
Schneider, B., Wheeler, J. K., & Cox, J. F. (1992). A passion for service: Using content analysis to explicate service climate themes. Journal of applied psychology, 77(5), 705-716. https://doi.org/10.1037/0021-9010.77.5.705
Schneider, B., White, S. S., & Paul, M. C. (1998). Linking service climate and customer perceptions of service quality: test of a causal model. J Appl Psychol, 83(2), 150-163. https://doi.org/10.1037/0021-9010.83.2.150
Smith, A. K., Bolton, R. N., & Wagner, J. (1999). A Model of Customer Satisfaction with Service Encounters Involving Failure and Recovery. Journal of marketing research, 36(3), 356-372. https://doi.org/10.2307/3152082
Stringer, E. T. (1996). Action Research: A Handbook for Practitioners. SAGE Publications.
Swanson, G. E. S. f. t. P. S. o. S. I. C. o. t. T. o. S. P. (1952). Readings in social psychology. Holt.
Wells, G. (1994). Changing schools from within : Creating communities of inquiry. NH:Heinemann.