在高度顧客導向的服務業中，企業面臨越來越多來自消費者的壓力。然而，過去很少研究談論消費者人格特質與服務缺失、補救的相關議題。因此，本研究關注於內隱理論導向，透過兩個實驗設計，分別探討不同的信念對於服務失敗與補救策略之影響。實驗一檢測發生服務缺失時，消費者內隱理論有強烈地調節服務預期的效果。結果顯示，在高度期望（相對於一般）的情況下，entity theorists有更正面的因果推論（較少的穩定歸因）與較高的消費者滿意度，相反地，incremental theorists 則無顯著差異。然而，在控制歸因方面，無論何種人格特質皆會受期望的影響。實驗二發現entity theorists 偏好分配公平（折扣)的補救策略，相反地，incremental theorists 對於分配公平（折扣）或互動公平（道歉）補償方法則無顯著差異。

In the highly customer-oriented service industry, companies are facing more and more pressure from consumers. However, there were few studies talking about the topic of personalities, service failure and recovery in the past. Therefore, our research focused on implicit theory orientation and two experiments were designed to investigate that different personalities influenced the viewpoint of service failure and the perspective of recovery strategies. Study 1 examined that consumers’ implicit theories strongly moderated the expectation effect when the service failure occurred. The result revealed that entity theorists who had higher expectations confirmed more positive causal inferences (less attributions of stability) about the service failure and displayed more higher satisfaction, in contrast, incremental theorists did not express significant difference. However, in terms of controllability, no matter how different personalities would be affected by expectations. In study 2, the result showed that entity theorists preferred compensation to apology. Conversely, incremental theorists displayed indifferent preferences for distributive justice (compensation) or interactional justice (apology).

Reference
Andreassen, T. W. (2001). From disgust to delight: do customers hold a grudge? Journal of Service Research, 4(1), 39-49.
Anirban, M., & Gita Venkataramani, J. (2005). Where There Is a Will, Is There a Way? Effects of Lay Theories of Self-Control on Setting and Keeping Resolutions. Journal of Consumer Research: An Interdisciplinary Quarterly, 31(4), 779-786.
Bitner, M. J. (1990). Evaluating Service Encounters: The Effects of Physical Surroundings and Employee Responses. The Journal of Marketing, 54(2), 69-82.
Bitner, M. J., Booms, B. H., & Tetreault, M. S. (1990). The Service Encounter: Diagnosing Favorable and Unfavorable Incidents. The Journal of Marketing, 54(1), 71-84.
Butler, R. (2000). Making judgments about ability: the role of implicit theories of ability in moderating inferences from temporal and social comparison information. Journal of Personality and Social Psychology, 78(5), 965.
Chiu, C.-y., Hong, Y.-y., & Dweck, C. S. (1997). Lay dispositionism and implicit theories of personality. Journal of Personality and Social Psychology, 73(1), 19-30.
Churchill, G. A. J. (1995). Marketing Research: Methodological Foundations, 6th ed., Dryden Press, Fort Worth, TX.
Clemmer, E. C., & Schneider, B. (1996). Fair service. Advances in Services Marketing and Management, 5, 109-126.
Conlon, D. E., & Murray, N. M. (1996). Customer Perceptions of Corporate Responses to Product Complaints: The Role of Explanations. The Academy of Management Journal, 39(4), 1040-1056.
David, M. S., & David, H. H. (2001). Customer satisfaction: A meta-analysis of the empirical evidence. Academy of Marketing Science. Journal, 29(1), 16-35.
Diehl, K., & Poynor, C. (2010). Great Expectations?! Assortment Size, Expectations, and Satisfaction. [Article]. Journal of Marketing Research (JMR), 47(2), 312-322.
Dweck, C. S., Chiu, C.-y., & Hong, Y.-y. (1995). Implicit Theories and Their Role in Judgments and Reactions: A Word From Two Perspectives. Psychological Inquiry: An International Journal for the Advancement of Psychological Theory, 6(4), 267 - 285.
Folkes, V. A., & Patrick, V. M. (2003). The Positivity Effect in Perceptions of Services: Seen One, Seen Them All? Journal of Consumer Research, 30(1), 125-137.
Folkes, V. S. (1984). Consumer Reactions to Product Failure: An Attributional Approach. The Journal of Consumer Research, 10(4), 398-409.
Folkes, V. S., Koletsky, S., & Graham, J. L. (1987). A Field Study of Causal Inferences and Consumer Reaction: The View from the Airport. Journal of Consumer Research, 13(4), 534.
Grewal, D., Roggeveen, A. L., & Tsiros, M. (2008). The Effect of Compensation on Repurchase Intentions in Service Recovery. Journal of Retailing, 84(4), 424-434.
Hess, J. R. L., Ganesan, S., & Klein, N. M. (2007). Interactional service failures in a pseudorelationship: The role of organizational attributions. Journal of Retailing, 83(1), 79-95.
Hess, R. L., Jr., Ganesan, S., & Klein, N. M. (2003). Service Failure and Recovery: The Impact of Relationship Factors on Customer Satisfaction. Journal of the Academy of Marketing Science, 31(2), 127-145.
Hoffman, K. D., Kelley, S. W., & Rotalsky, H. M. (1995). Tracking service failures and employee recovery efforts. Journal of Services Marketing, 92(2), 49 - 61.
Hong, Y. Y., Chiu, C. Y., Dweck, C. S., & Sacks, R. (1997). Implicit Theories and Evaluative Processes in Person Cognition. Journal of Experimental Social Psychology, 33, 296-323.
Jain, S. P., Mathur, P., & Maheswaran, D. (2009). The Influence of Consumers' Lay Theories on Approach/Avoidance Motivation. Journal of Marketing Research (JMR), 46(1), 56-65.
Kardes, F. R., Posavac, S. S., & Cronley, M. L. (2004). Consumer Inference: A Review of Processes, Bases, and Judgment Contexts. Journal of Consumer Psychology, 14(3), 230-256.
Keaveney, S. M. (1995). Customer Switching Behavior in Service Industries: An Exploratory Study. The Journal of Marketing, 59(2), 71-82.
Kelley, S. W., Hoffman, K. D., & Davis, M. A. (1993). A typology of retail failures and recoveries. Journal of Retailing, 69(4), 429-452.
Klayman, J., & Ha, Y.-w. (1987). Confirmation, disconfirmation, and information in hypothesis testing. Psychological Review, 94(2), 211-228.
Levy, S. R., Stroessner, S. J., & Dweck, C. S. (1998). Stereotype formation and endorsement: The role of implicit theories. Journal of Personality and Social Psychology, 74(6), 1421-1436.
Matta, S., & Folkes, V. (2005). Inferences About the Brand from Counterstereotypical Service Providers. Journal of Consumer Research
32(September), 196-206.
Maxham, J. G., & Netemeyer, R. G. (2002). A Longitudinal Study of Complaining Customers' Evaluations of Multiple Service Failures and Recovery Efforts. Journal of Marketing Research, 66(October), 57-71.
McCollough, M. A., Berry, L. L., & Yadav, M. S. (2000). An Empirical Investigation of Customer Satisfaction after Service Failure and Recovery. Journal of Service Research, 3(2), 121-137.
Oliver, R. L., & Burke, R. R. (1999). Expectation Processes in Satisfaction Formation: A Field Study. Journal of Service Research, 1(3), 196-214.
Oliver, R. L., & DeSarbo, W. S. (1988). Response Determinants in Satisfaction Judgments. Journal of Consumer Research, 14(4), 495.
Plaks, J. E., Grant, H., & Dweck, C. S. (2005). Violations of Implicit Theories and the Sense of Prediction and Control: Implications for Motivated Person Perception. Journal of Personality and Social Psychology, 88(2), 245-262.
Poon, C. S. K., & Koehler, D. J. (2006). Lay personality knowledge and dispositionist thinking: A knowledge-activation framework. Journal of Experimental Social Psychology, 42(2), 177-191.
Ross, I. (1999). Switching Processes in Customer Relationships. Journal of Service Research, 1(August), 68-85.
Rydell, R. J., Hugenberg, K., Ray, D., & Mackie, D. M. (2007). Implicit Theories About Groups and Stereotyping: The Role of Group Entitativity. Pers Soc Psychol Bull, 33(4), 549-558.
Schwarz, N. (2004). Metacognitive Experiences in Consumer Judgment and Decision Making. Journal of Consumer Psychology and Marketing, 14(4), 333-348.
Smith, A. K., & Bolton, R. N. (1998). An Experimental Investigation of Customer Reactions to Service Failure and Recovery Encounters: Paradox or Peril? Journal of Service Research, 1(1), 65-81.
Smith, A. K., Bolton, R. N., & Wagner, J. (1999). A Model of Customer Satisfaction with Service Encounters Involving Failure and Recovery. Journal of Marketing Research, 36(3), 356-372.
Tax, S. S., Brown, S. W., & Chandrashekaran, M. (1998). Customer Evaluations of Service Complaint Experiences: Implications for Relationship Marketing. The Journal of Marketing, 62(2), 60-76.
Tsiros, M., Mittal, V., & Ross, W. T., Jr. (2004). The Role of Attributions in Customer Satisfaction: A Reexamination. The Journal of Consumer Research, 31(2), 476-483.
Varela-Neira, C., Vazquez-Casielles, R., & Iglesias-Arguelles, V. (2008). The influence of emotions on customer's cognitive evaluations and satisfaction in a service failure and recovery context. [Article]. Service Industries Journal, 28(4), 497-512.
Weiner, B. (1985). An attributional theory of achievement motivation and emotion. Psychological Review, 92(4), 548-573.
Weiner, B. (2000a). Attributional Thoughts about Consumer Behavior. Journal of Consumer Research, 27(3), 382-387.
Weiner, B. (2000b). Reflections and Reviews: Attributional Thoughts about Consumer Behavior. Journal of Consumer Research, 27(December), 382-387.
Wirtz, J., & Mattila, A. S. (2004). Consumer responses to compensation, speed of recovery and apology after a service failure. International Journal of Service Industry Management, 15(2), 150 - 166.