近年因休閒旅遊日益受到重視，各旅行社業者無不力求爭取廣大消費客群，提升市場佔有率。準此，企業所關心之重點為如何提升其競爭力，其中「服務品質」就是旅行業競爭力之關鍵。本研究以認知服務品質模式為理論基礎，運用層級程序分析法探討影響服務品質因素之重要性評估，找出關鍵重要因素指標以提供企業進行改善其服務品質之參考依據。本研究以旅行社為例。在構面層專家學者之排序為互動品質、結果品質、實體環境品質，代表專家學者認為互動品質構面最為重要，其次是結果品質構面，最後是實體環境品質構面。在準則層最受重視的前三個準則為態度、專業、社交因素。在因素層中最重要的三項因素為服務人員對於工作所抱持的工作態度、服務人員對工作狀態的主觀反應、服務人員對其目前工作感到滿足的程度，顯示互動與態度應為旅行業者提升服務品質之首要考量。

In recent years, leisure and tourism has become more trendy and popular. In order to attract customers, travel agencies use such a variety of methods to compete. Facing this fierce competition, all related businesses try to expand their markets, and reinforce their advantages. Businesses also realize that service quality is the engine of the industry. Based on the Conceptualizing Perceived Service Quality Model, this paper uses AHP (Analytic Hierarchy Process) to explore the key factors that would affect service quality, and then to establish the KIFI (Key Important Factors Index), which could provide businesses the information that would help improve their service and enhance their competitive advantages. This research takes travel agency as an
example. Among the top three facets, the order of weight sorted by experts and scholars are Interaction Quality, Outcome Quality; Physical Environment Quality. In Criteria the top three are Attitude; Expertise; and the social. In factor level the top three are working attitude of the attendants; the subjective responses to the working state of attendants; Attendants’ satisfaction towards current work.