文章采用关键事件法,搜集餐饮服务、美发服务、网上购物、商场超市和银行服务情境下驱动顾客欣喜和愤怒的关键事件,探讨和检测普遍存在的顾客服务需要类型和结构。研究发现在不同的服务行业内普遍存在三种服务需要,即安全需要、尊重需要和公平需要。在不同的服务情境下,这三种顾客服务需要在驱动顾客欣喜和愤怒上发挥着不同的效用。 This article uses the key event approach to gather key events that drive shoppers’ delight and anger in the context of food and beverage, hairdressing, online shopping, mall supermarkets and banking services, and to explore and test the ubiquitous types and structure of customer service needs. The study found that there are three types of service needs that are common in different service industries: security needs, respect for needs, and fairness. In different service situations, these three types of customer service need to play different roles in driving customers’ delight and anger.