本研究利用關鍵事件法搜集了249個顧客在旅遊時曾經遭遇到的服務失誤與服務補償事件，並利用過去學者的分類方式將服務失誤與服務補救事件分別歸類至不同的細項中，希望藉此瞭解旅遊業中不同服務提供者所發生的服務失誤失件與補救方式，並針對這些項目做一個探討。本研究選擇了旅遊業中的四個區塊進行資料的搜集，分別是旅行社、交通運輸、住宿、以及餐飲，這四個區塊為旅遊時旅客最常遭遇到的服務接觸點，因此做為我們探討的標的。除了探討服務失誤與服務補救事件之外，我們還將針對服務失誤嚴重性、顧客反應程度、補償後滿意度、以及顧客再購買的意願之間的關係做一個討論。
本研究最後的結果會將各服務失誤與服務補救的細項依據不同的服務提供者呈現給各位，當然也會統整一個總表。然後，我們在研究中發現，仍有高達30%的服務提供者對於旅客的抱怨或服務的失誤不聞不問，在講求顧客至上的現代社會中，這樣的比例是讓我們吃驚的。此外，我們也發現服務失誤嚴重性與補償後的滿意度與顧客再惠顧的意願之間是互相有關連性的，因此，服務提供者應該更重視顧客抱怨的處理程序，我們也針對這些結果在研究的最後提出我們的建議。

Our research collected 249 service failure and service recovery incidents in tourism industry using critical incident technique method and also identified these incidents with a classify procedure establish by former scholars. We consider four sections in tourism industry to do our research which are tour agency, transportation, accommodation, and restaurant. Try to understand the different failure incidents between different service providers. Furthermore, figure out the relationship within service criticality, customers’ response level, satisfaction after recovery, and repurchase intention.
After analyzing the data, we classified service failure events and service recovery strategies into subcategories. We also present the results section by section to see the failure and recovery characteristic from each part. However, we found that there are still many service providers response nothing to their customers’ complains. It’s really amazing that over 30% of our respondents get nothing with the service failure. Besides, we also explain that service criticality and recovery satisfaction were related to customers’ repurchase intention. Therefore, service provider should take customers’ complain more seriously. In conclusion, we suggests that service providers should set up a standard operating procedure for service recovery, in order to increase satisfaction with reasonable recovery, quickly handle process, and friendly interaction to customers.

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