科技時代的來臨，讓資訊科技融入生活中的各個角落場所，在服務接觸的場域裡，也可以看見人工智慧的導入，像是聊天機器人。儘管聊天機器人可以協助服務業者提升服務品質、效率，卻仍然無法避免服務失效的發生。
本研究為了探討發生服務失效時，顧客對於服務失效補救依然感到不滿的原因，透過相對剝奪感與社會比較理論解釋這樣的現象以及後續會如何影響顧客的行為意圖。此外，在發現相對剝奪感與社會比較理論之間的關係後，本研究試圖透過使用社會比較理論作為服務失效補救的策略，並使用聊天機器人來扮演提供服務失效補救的服務業者角色，深入探討顧客在與聊天機器人的互動過程中，擬人化以及使用社會比較的回應方式，是否能夠提高顧客的感知歉意，影響相對剝奪感和負面情緒的負面效果。
透過情境問卷法，本研究經過分析後發現，顧客會因為比較服務失效補救後的劣勢差異，而感受到相對剝奪感並且影響負面情緒。同時，也發現聊天機器人在擬人化的情況下，有使用社會比較的回應方式與無使用時的感知歉意效果無明顯差異；在非擬人情況下卻發現使用向下對比的社會比較策略有助於提升顧客的感知歉意，在降低負面情緒以及抱怨行為的同時，也提升正面和解意圖。

Nowadays, the advancement of technology has facilitated our daily lives, especially in service encounter scenarios where service providers are gradually introducing chatbots as employees. These chatbots can help increase service quality and solve customers' complaints. However, service failures are still unavoidable and unpredictable dilemma.
Our research intends to investigate the reasons why customers remain unsatisfied with the service recovery after a service failure. We aim to explain this phenomenon using the theories of Relative Deprivation and Social Comparison. On one hand, our research will adopt a scenario-based questionnaire to explore the relationship between relative deprivation and social comparison. On the other hand, we will examine the use of social comparison as a service recovery strategy with the aid of chatbots. Also, our research will discuss the interaction between customers and chatbots in order to determine whether the effectiveness of anthropomorphism and social comparison strategies can trigger customers' perceived apology. This perceived apology can then help mitigate the negative impact of relative deprivation and negative emotions.
Through our research, we conclude that customers perceive relative deprivation when they find themselves inferior to others. We suggest that relative deprivation has an impact on negative emotions. Furthermore, our research reveals that under anthropomorphism conditions, there is no difference between upward assimilation comparison and a plain apology in terms of perceived apology. However, in non-anthropomorphic scenarios, there is a significant effect of downward contrast comparison in improving customers' perceived apology and reconciliation intention.

論文審定書 i
致謝 ii
摘要 iii
Abstract iv
圖目錄 vii
表目錄 viii
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 5
第三節 研究流程 6
第二章 文獻探討 7
第一節 服務失效與服務失效補救 7
第二節 社會比較理論 12
第三節 相對剝奪感 16
第四節 聊天機器人 17
第三章 研究架構與方法 20
第一節 研究架構 20
第二節 研究假說 20
第三節 操作型定義與問項 23
第四節 研究設計與對象 27
第五節 研究操弄 27
第六節 前測一 30
第七節 前測二 32
第四章 研究分析與結果 35
第一節 樣本敘述性統計 35
第二節 操弄檢測 37
論文審定書 i
致謝 ii
摘要 iii
Abstract iv
圖目錄 vii
表目錄 viii
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 5
第三節 研究流程 6
第二章 文獻探討 7
第一節 服務失效與服務失效補救 7
第二節 社會比較理論 12
第三節 相對剝奪感 16
第四節 聊天機器人 17
第三章 研究架構與方法 20
第一節 研究架構 20
第二節 研究假說 20
第三節 操作型定義與問項 23
第四節 研究設計與對象 27
第五節 研究操弄 27
第六節 前測一 30
第七節 前測二 32
第四章 研究分析與結果 35
第一節 樣本敘述性統計 35
第二節 操弄檢測 37
第三節 信效度分析 38
第四節 模型及假說驗證 43
第五章 結論與建議 47
第一節 研究結論 47
第二節 學術貢獻 48
第三節 實務貢獻 49
第四節 研究限制未來建議 49
參考文獻 50
附錄一 服務失效情境前測問卷 61
附錄二 社會比較回應前測問卷(以非擬人向上為例) 68
附錄三 正式問卷情境 74
附錄四 正式問卷(以擬人向上同化為例) 75

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