當今消費者意識抬頭，對於服務品質的重視度也越來越高，而台灣按摩業者數量就有5萬多家，年產值近40億元新台幣，市場十分龐大。按摩產業屬於高度服務性質的行業，在現今社會消費者健康意識日益提高，以服務為導向的按摩養生館業者也必須注重顧客對於服務品質之滿意程度。 本研究的目的在探討按摩養生館之服務品質，應用重要性-績效分析法(Importance-Performance Analysis; IPA)分析按摩養生館的服務品質。本研究使用問卷調查法，以來店消費之顧客作為研究對象；問卷量表共分為五大構面，於連鎖養生館進行發放，發放時間為期10天，共發放200份問卷，回收171份有效問卷，有效回收率85.5%。 本研究透過IPA分析法，24個服務品質題項分布在四個象限：14個題項落在第一象限繼續保持區、1個題項落在第二象限服務過度區、7個題項落在第三象限次要改善區、2個題項落在第四象限優先改善區，最後將研究結果提供業者作為經營及改善方向參考。 Consumer place increasing emphasis on service quality as their awareness grows. With more than 50,000 businesses and an annual output value of nearly NT$4 billion, the massage industry has accumulated a large market in Taiwan. The massage industry heavy dependence on services and the growing health awareness of modern consumers have given increasing weight to consumer satisfaction with service quality for service-oriented massage businesses. This study employed the importance–performance analysis to investigate the service quality of massage businesses. A questionnaire survey was conducted on consumers of massage services at the site of a chain massage business. The questionnaire comprised five dimensions, A total of 200 questionnaires were distributed over a period of 10 days, and 171 valid questionnaires were returned, the effective recovery rate was 85.5%. In the importance–performance analysis, the 24 service quality items were distributed across the four quadrants: 14 items were in the first quadrant (keeping up the good work); one item was in the second quadrant (possible overkill); seven items were in the third quadrant (lower priority for improvement); and two items were in the fourth quadrant (top priority for improvement). The research results may provide insights into operations and direction of improvement for massage businesses.
