旅行社是旅行業的火車頭行業，藉由旅行社媒介，結合旅遊六要素，食、住、行、遊、購、娛與公共服務等，以遊客為主體，經由旅行社行程安排、將運輸業、餐飲業、飯店業、風景區服務等經由精心包装後，形成各式各樣精緻設計的旅遊行程，由旅遊行程開始時，立即產生一連串的消費者行為。在大陸居民來台旅遊盛況的今天，交流密集致使旅遊品質無法滿足遊客需求，導致遊客於旅遊行程產生服務失誤，使得旅行社需進行服務補救，以達成服務補救滿意度、建立顧客忠誠度及提升風景區口碑宣傅。準此，本研究以一年內曾參加阿里山旅遊行程之大陸遊客為研究對象，探討各層面服務補救、顧客忠誠度、口碑宣傅之因果關係。實證結果獲知，服務補救、顧客忠誠度、口碑宣傳兩兩構念皆具有正向顯著影響。最後，本研究提出管理涵義，作為旅行業與主管機關的参考。

This study discusses the relationship between service recovery, customer loyalty and word-of-mouth. To establish the model with empirical evidence, this study examines the Alishan tourists to understand the relevance of service recovery, customer loyalty and word-of-mouth. The empirical results show that the significance positive relationship between psychology service recovery and customer loyalty, efficiency service recovery and customer loyalty, psychology service recovery and word-of-mouth, efficiency service recovery and word-of-mouth, customer loyalty and word-of-mouth.
Finally, this study discusses the conclusion, suggestion and ruture research.