過去針對服務失誤之研究，大多集中以顧客角度應用於服務業範疇(餐飲服務業、百貨零售業、旅館事業等)，對於通路間合作的鏈結則少有觸及。且從學理觀點視之，少有研究將服務失誤的概念將企業倫理機制作一個結合，因為服務失誤可能發生於通路商間從業人員之任何一個服務接觸時點，若僅從顧客、員工角度，忽略掉企業倫理機制，此結論將無法周延呈現服務失誤的因素。故本文回顧倫理銷售行為與服務失誤等相關文獻，以定性之關鍵事件技術法(Critical Incident Technique)研究，蒐集上游廠商對下游通路商員工及顧客服務接觸的案例，綜合歸納出服務失誤之因素並提出相關的管理意涵，作為企業改善的基準點。

This study discuss respectively social exchange theory、transaction cost theory and attribution theory combined with business ethics mechanism in channel cooperation.By implementing a phenomenological research(critical incident technique) and 100 participants’ lived experiences encounters through a series of content analysis codes, the essence, 4 theoretical factors and 12 indexes of service failure were presented. Three clusters of crisis management were also classified as a strategy of business improvement.