由於洋酒市場競爭越來越激烈，洋酒公司已經意識到服務品質是市場競爭得一個非常關鍵的重要因素。因此如何提升洋酒公司的經營績效，是當前洋酒公司的一大問題。本研究為利用問卷調查方式探討消費者對洋酒公司業者所提供之服務品質的重要度和績效度。然後運用重要度-績效度分析發現4個優先改善之服務品質要素，分別是「洋酒公司商品不會有缺、斷貨情形」、「洋酒公司提供多樣性的結帳服務（例如：刷卡、現金、禮券等）」、「洋酒公司服務人員具備充足的知識，可以馬上解決問題」及「洋酒公司能提供客製化的服務」。本研究結果可提供給洋酒公司做為改善及提升服務品質的一種參考依據。
As the liquor market competition is becoming more and more fierce, the companies realized that service quality is a key factor of market competition. Therefore, how to improve the operating performance of liquor companies is an important issue and needs to be seriously addressed. This paper used a questionnaire survey to investigate the relationship between the consumers’ expectations and perceptions of the service quality in the liquor business. After applying importance-performance analysis (IPA), four key priorities for improving service quality are “Preventing out of stocks and backorders”, “Providing multiple payment methods (i.e., credit card, cash, and gift certificates)”, “Having sufficient knowledge to solve the problem immediately”, and “Providing customized services”. The results of this paper could give insights and recommendations to the liquor business.
