追求顧客滿意對任何一家公司來說都是重要的，畢竟一家公司若沒有顧客，公司就不會有利潤，公司一旦沒有利潤，公司也無生存的機會。如果當產品或服務能夠滿足顧客在消費之前的期望時，顧客滿意度就會提昇，不過，當顧客的這次消費的滿意度提昇後，通常顧客會抱著更大的期望來做下一次的消費，所以公司要滿足顧客下一次的期望，將會付出比這回還要多的成本與心力。若希望不斷的追求顧客滿意，可能公司要不斷地增加成本與心力來達成，這應該不是公司所樂見的。

　那麼如果能在顧客期望不提昇之下追求顧客滿意，應該是許多公司更希望追求的。因此，在本研究中，希望藉由大哥大系統廠商來作為研究標的，利用歸因理論中所談的的三構面「區別性」、「一致性」、「共同性」，來檢視公司是否可以找出一種方式，使顧客的滿意度提昇，但顧客期望不要提昇。

　研究結果發現，如果公司利用「區別性」所設計的活動，會使顧客滿意度提昇，但是顧客期望不提昇；利用「一致性」所設計的活動，會使顧客滿意與期望皆提昇；利用「共同性」所設計的活動，會使顧客滿意與期望皆未提昇。所以，本研究結果建議公司可多利用「區別性」之特色來設計活動，以利在顧客期望不提昇之下追求顧客滿意。

　另外，本研究還接著利用探索性研究的方式，以ELM理論為基礎，檢視「產品知識」的高低是否會影響上述三種情況，不過對於「產品知識」採的是事後分組，所以結果是，不論產品知識高或低，對上述三種情境都不會有顯著的干擾效果，這是值得後續研究加強之處。

一、中文書目
丁興祥、李美枝、陳皎眉，社會心理學，國立空中大學用書，民國七十七年。
毛曉夫，來源國形象對顧客滿意度之影響—以ELM模式為理論基礎，政治大學國際貿易研究所未出版碩士論文，民國八十六年。
李美枝，社會心理學—理論研究與應用，大洋出版社，民國七十六年。
吳民隆，SPSS統計應用實務，松岡電腦圖書資料公司，民國八十九年。
林財丁，消費者心理學，書華出版公司，民國八十四年。
胡安華，滿意度模式建立與滿意構面確認之研究，交通大學工業管理研究所未出版碩士論文，民國八十四年。
陳仲熙，產品知識及來源國形象對顧客滿意度之影響，政治大學國際貿易研究所未出版碩士論文，民國八十七年。
許慧娟，顧客滿意服務品質與服務價值關係之研究，中原大學企業管理研究所未出版碩士論文，民國八十三年。
黃佩婷，顧客滿意度與顧客忠誠度之關係—交易成本理論觀點，政治大學國際貿易研究所未出版碩士論文，民國八十九年。
楊鴻麟，顧客期望及顧客參與對服務缺失歸因之影響探討—以推廣教育為例，元智大學管理研究所未出版碩士論文，民國八十八年。
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