為強化特色產業促進地方經濟發展，經濟部商業司自1995 年起實施商圈輔導計畫，而旗山 形象商圈也於1998 年成立。本研究主要目的在評估旗山形象商圈的各項服務品質狀況，透過文 獻回顧與研究旗山形象商圈特性，本文針對服務品質構面設計SERVQUAL 量表。本研究利用 重要度-滿意度分析，探討旗山形象商圈各項服務品質的狀況，其中有4 項服務品質屬於有待改 進項目。此外本研究也利用Kano 二維品質模型將服務品質加以歸類，討論各項服務品質的特 性。調查結果顯示旗山形象商圈的各項服務品質，歸類為線性品質、魅力品質、當然品質等三 項。而上述分析結果顯示「交通與大眾運輸系統便利」、「停車空間便利充足安全」、「空間無障 礙設施完善」與「商圈廁所清潔充足」是旗山形象商圈最需要改進服務品質，透過這些改善期 能更有效提升遊客對旗山形象商圈的滿意度。

In order to strengthen local specialty industries and foster local economicdevelopment, Department of Commerce, Ministry of Economic Affairs hasimplemented various assistance programs since 1995.And the image business district of Cishanalso established in 1998. The purpose of this study is to evaluate servicequalities of image business district of Cishan. Based on the literature review and the characteristics of Cishan, the SERVQUAL measure of quality attributeisestablished. We use importance-satisfaction model, Kano two-dimensional quality model and re-defined Kano’s model to evaluate service qualities of image business district of Cishan. The Kano’s model induces that two items arelisted inmust-bequality, ten items are listed in one-dimensional quality and four items are listed inattractive quality. And we find “convenience of traffic and public transportation system”, “Safe and ample parking space”, “barrier-free environment” and “clean and enough Toilets” are the service qualities which need to be improved to increase customers’satisfaction.