摘要
美髮服務是一種長時間且與顧客直接接觸的服務，服務失誤無可避免，所以瞭解如何提高顧客滿意度並且提昇再購買意願是很重要的。本研究利用重大事件法，將美髮服務失誤分為三大類型，共計十八種服務失誤；在美髮服務失誤發生後，美髮業者採取的服務補償有九種。服務補償分為心理與物質兩因素，本研究認為顧客在接受補償後，若能感受到公平的對待，則會對服務失誤後的補償感到滿意，因此本研究將知覺公平分為分配公平與互動公平兩因素。
本研究針對美髮院顧客發放問卷進行調查，實證結果顯示:
1. 顧客所感受的心理的補償比實質補償重要。
2. 顧客所感受互動公平則較分配公平重要。
3. 服務補償不直接影響滿意度，而是透過知覺公平影響滿意度。
4. 不同服務失誤類型，在不同的服務補償、知覺公平、滿意度與再購意願構面有顯著差異。
5. 不同經營型態在服務補償的物質因素與知覺公平構面上有顯著差異。家庭經營型態有最低的服務補償與知覺公平。
6. 不同價位在服務補償與知覺公平構面上有顯著差異。高價位有較高的服務補償與知覺公平。

Abstract
Service failure in hair salon service becomes unavoidable in the process of service delivery because of its hourly-long nature and close contact with customers. Thus, it is important for service provider to raise the customers’ satisfaction and repurchase intention. In this research, 18 types of service failures in hair solon service were divided into three classes by critical incident technique and nine methods of service recovery were identified for experimentical study. Service recovery consisted of mental and material factors; it was found that customers were usually satisfied with the recovery measure for a service failure, if they feel being properly treated, i.e., perceived justice was served. Perceived justice, in this study, included distributive justice and interactional justice.

Some important finding through questionaire survery are as followings:
1. Customers were more inclined to mental recovery measure than a material one.
2. Customers weighed interactional justice more than distributive justice.
3. Customer satisfaction did not correlate directly with the service recovery, but through perceived justice.
4. Service recovery, perceived justice, satisfaction, and repurchase intention varied greatly depending on the types of service failure.
5. Administration type (chain store vs. family owned) played a significant role in material factor of service recovery and perceived justice; family-owned stores were inferior to chain stores on both.
6. Price range differentiated the service recovery and perceived justice; higher price showed better service recovery and perceived justice.
7. Individual character was found not a factor in the survey.

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