中文摘要
本研究探討現今服務業蓬勃發展的台灣市場中，店家為了做出區別，以及消費者越來越注重服務品質的情況下，許多店家強化了許多服務，但這些服務可能不但不會增加顧客滿意度和再購意願，反而使顧客感到反感。
本研究以質性研究的方式分類出四種過度服務類別，並以SPSS軟體分析四種過度服務可能帶來的成本及探討過度服務的服務品質是否能夠提升顧客滿意度和再購意願。
本研究發放了400份網路和紙本問卷，共回收311份樣本，受訪者為以有消費能力的大學生為主;
得以下結論:
回饋和資訊類別的過度服務會增加顧客的心理成本及時間成本，增加心理和時間成本會降低顧客的滿意度和再購意願。
禮節和過程的過度服務不但不會增加顧客的心理成本及時間成本，反而能夠增加顧客的滿意度和再購意願。

Summary
This study investigated the service industry is booming in the Taiwan market nowadays , the stores in order to make a difference to increasing the consumers so focused on the service quality the usually strengthen many services to attract the customers .But those services may not only not increase customer satisfaction and repurchase intention, but to make the customer feel disgusted.
In this study, we use qualitative research to classify four over-service categories, and use SPSS to analysis those four over service’s cost and explore whether the quality of service for over service could enhance customer satisfaction and repurchase intention.
We distributed 400 questionnaires and received 311 samples which responded by college students;
For this study have the following conclusions:
The feedback and information over- services will increase customer psychological costs and time costs, increased psychological and time costs will reduce customer satisfaction and repurchase intention.
Politeness and process service not only will not increase the cost and time cost of customer psychology, but has also managed to increase customer satisfaction and repurchase intention.

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