摘要
    本實驗研究的主要目的是分析未來補償（下次買一送一券）對不同類型的內隱理論者（實體理論者與增長理論者）在服務失靈和補救情況下之效果。
    我們在這項研究中調查，如果在一間過去有良好消費經驗的餐廳，在服務失靈發生時如果獲得相同的立即補償和道歉，在接受未來補償與否和兩種內隱理論者之間會有顯著差異嗎？結果顯示，如果實體理論者收到未來補償後，他們會在負面口碑傳遞、補償後滿意度、再購意願三項依變數產生正向反應(負面口碑傳遞減少)。與此相反，增量理論者產生負向反應。接著，我們討論使用未來補償而回購的內隱理論消費者，在回購時遇到三個級別的補償情況（良好，普通，壞）。我們發現，所有內隱理論者在回購時如果沒有遇到再次服務失靈的情況下皆產生正向反應;相反的，如果再次遭遇服務失靈，他們就會產生極度負向的反應。此外，如果補償情況良好並且使實體理論者接受到正向違反理論的訊息，將會使他們產生比他們在良好補償狀況和增長理論者在普通補償狀況下更正向的反應。

Abstract

The main purpose of this experimental study is to analyze the effect of future compensation (next time buy one get one free coupons) toward the different categories of implicit theorists (entity theorists v.s. incremental theorists) in service failure and recovery situation.
In this study, we investigated that if they received the same immediate compensation and apology in a restaurant which we had good past experience when service failure happened, was there significant difference between receive future compensation and implicit theorists? The results revealed that entity theorists generate positive response to negative WOM (decrease), post-recovery satisfaction, and repurchase intention if they received the future compensation. On the contrary, incremental theorists generated negative response. Then, we discussed the repurchasing experience by using future compensation with three levels of service recovery situation (good, normal, and bad) on two categories of implicit theorists. We found that all the implicit theorists generate positive effect in no-failure situation; on the contrary, they generate extremely negative effect in failure situation. Moreover, if the recovery situation is so good that positively violates entity theorists’ theory, they will generate much more positive response than themselves in normal situation and incremental theorists in good situation.

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