本研究探討消費者內隱理論對顧客回應服務失敗與補救之影響。實驗一探討內隱理論與過去經驗(極好的/一般水準的)對服務失敗的回應。研究結果指出，增長理論消費者容易受到過去經驗品質影響，當回應服務失敗時，相較於過去擁有一般水準的服務經驗，若過去擁有極好的服務經驗會產生較正面的評價。相反的，實體理論消費者則不受過去經驗品質影響。實驗二則探討消費者內隱理論與不同層級補救措施(低/中/高)對顧客回應之影響。研究結果顯示，實體理論消費者對於任何補救措施之間產生的回應無顯著差異。然而，增長理論消費者雖然在高層級與中層級之間的補救措施上無顯著差異，但是在高層級補救措施相較於低層級補救措施上，以及中層級補救措施相較於低層級補救措施上，皆會產生較正面的評價。

The purpose of this research is to investigate how implicit theory affects consumers’ responses toward service failures and recovery strategy. Study 1 investigated the role of implicit theory and the effect of past service experiences (excellent vs. average service quality) on the responses to service failure encounter i.e. consumers’ confrontative coping (vindictive negative word-of-mouth, vindictive complaining) as well as their repurchase intention. The results revealed that incremental theorists were more susceptible to the quality of past experiences, so they generated more positive responses to service failures in case of excellent-quality of past experience than in case of average-quality of past experience. But this effect was not significant for vindictive complaining. In contrast, entity theorists were not influenced by the quality of past experience. Additionally, study 2 investigated how changes in consumer responses underlied the effects of consumers’ implicit theories at different levels of service recovery strategy (low, moderate, high) towards service failure encounter. Results revealed that entity theorists concluded indifferent responses among recovery strategies, whereas incremental theorists concluded that although there were no significant difference between the moderate and high level of recovery strategy, but more favorable responses were found in case of high and moderate level of recovery strategy compare to low level of recovery strategy.

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