在現今競爭激烈、趨於飽和的手機市場，要增加客戶的行銷手法，就在了解消費者所重視的服務特性及目前使用者所知覺到的服務滿意度，進而改善服務品質，避免因為重視度與滿意度上認知的不一致，而產生了服務品質的缺口，造成顧客對服務品質的不滿意以致顧客流失。
本研究以問卷調查的方式，回收問卷共184份，運用T檢定、變異數分析、IPA分析等統計方法，進行調查結果描述及假設驗證。經服務品質缺口的分析可發現，使用者的「期望服務水準」與「知覺服務水準」間確實存在顯著差距，而表現最差，缺口最多的構面為「設計導向」。此外，人口統計變數在「重要程度」的分析上皆有問項產生顯著差異，表示手機業者可經由此分析結果對消費市場進行區隔，並提供符合消費者期望的服務。
另外利用重要－表現程度分析法（IPA），將使用者之重視度與滿意度的分析結果顯示於二維矩陣上，藉此區隔出改善的優先順序，期望在有限的資源中，能夠給予使用者最滿意的服務，並得到最佳的收益。

In this fierce competitive market, it’s important to understand consumers’ expectation and satisfaction, to avoid the service quality gap which causes the loss of customers.
As a result of this study, we received 184 valid questionnaires from mobile phone users. For analyzing statistics developed through survey, we use methods, such as: T-Test, One-way ANOVA, and Important-Performance Analysis (IPA) to describe survey results and verify hypothesis. According to the analysis of Gap Theory, the difference between expected service level and perceived service level is significant. In addition, there is a significant difference between demographic variables and importance level. Mobile phone industry could perform the customer segmentation and focus on the services which consumers expected.
The study utilizes importance-performance analysis (IPA) to analyze users’ satisfaction and importance on two dimensions to formulate improvement priorities. This study is helpful in deciding how to allocate limited resources in order to maximize satisfaction and revenue.

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