在無線通訊技術進步，智慧型手機市佔率與日遽增下，通訊服務業者為吸引顧客，各出其招，如目前最夯的無線上網吃到飽的方案，近年來卻常聽聞沒訊號、上網品質差、觸控感應不好等等的諸多抱怨，礙於預繳費用或綁約限制，讓許多愛用科技新品的消費者與通訊業者之大小糾紛不斷，這就是二次(含以上)服務失誤的無奈戲碼。
根據個案資料分析發現，連續性(二次以上)服務失誤是生活中存在的普遍狀況，多數消費者因為保證金制度、合同協議或機會成本等考量，並沒有立即終止服務。加上至今沒有特別針對二次服務失誤並同時探討期望與情緒變化的文章，所以本研究嘗試從購買前、購買後第一次服務失誤、第二次服務失誤、二次服務失誤下正負訊息介入、及終止契約的五個過程中，探討經歷二次服務失誤的消費者，對於使用中業者的未來服務預期期望與負向情緒反應之變化程度。
本研究以二次服務失誤為主軸，將實驗操作學生分成正負面訊息兩組，經由實驗所得有效調查之結果得知，(一)消費者在二次服務失誤歷程中，不管在五個過程中任一實驗階段，都會產生強烈的負向情緒反應，且有強烈的不滿；(二)把第一次失誤與第二次失誤下產生的負向情緒反應程度作比較，第二次失誤反而會比第一次失誤下的負向反應顯著緩和，但不滿的程度增加；(三)把第一次失誤後的預期期望與第二次失誤後的預期期望做比較，後者會比前者低且顯著，但仍維持很高；(四)遭遇二次服務失誤後的消費者，不論是正面或負面資訊皆會顯著影響著消費者的態度，不滿持續增加、負向情緒反應仍激烈、期望繼續向下調整。總之，服務提供者應認真看待並處理普遍存在的二次服務失誤，找出問題核心，發現消費者真正需要，然後對症下藥，才能留住現有客戶，永續成長。

According to previous studies, many consumers in Taiwan have experienced consecutive service failures. Despite of these failures, many consumers still remain loyal to a service provider for a variety of reasons, such as money deposits, contractual agreements, associated costs, time constrains, and health concerns. We attempt to investigate the emotional reactions and expectations of consumers after they have experienced two consecutive service failures. Our findings reveal that for high involvement services, although customers display strong negative emotional reactions after each service failure, the reaction to the second service failure is less intensive than to the first one. Furthermore, our findings show that as long as the products or services remain in use, customers tend to retain high levels of expectation in regard to the service provider. Consumers to encountering the second service failure are impacted by positive/good and negative/bad news significantly. Consumer dissatisfactions continue to increase, negative emotional responses still intense, and the expections continue to downward. In short, the service provider should take care seriously of widespread consecutive service failures, in order to identifing main topic of the core service and finding out consumers need, and then prescribe the right strategies with actions to retaining loyalty customers and sustainable growth forever.

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