近年來台灣積極推動文創產業，以推廣在地文化，各級政府除舉辦各式文創競賽外，並將文創商品列為優勢產業，全力發展獨具特色的商品。文創商品雖不是一項高涉入的產品，但顧客對商品的購買決策過程卻是十分複雜與難懂，且購買行為也牽涉相當多的層面，零售通路係直接面對顧客，整體服務品質良窳均將影響顧客購買意願。
本文主要在探討文創商品零售通路的服務品質與滿意度，目前有關顧客滿意度問題多採用一維品質特性，即較高的知覺品質具較高的滿意度，反之亦然。然而滿足顧客個別需求並不代表滿意度提高。因此本研究利用Kano二維品質模式將品質要素分類，採用相對多數方式將品質要素歸類為五大項：魅力要素、一維要素、當然要素、無差異要素、反轉要素。然後再運用Matzler and Hinterhuber品質改善指標計算滿意度及不滿意度。
本研究得到以下之結論：
一、從調查結果發現，欲探討的19個要素中，顧客對文創商品零售通路的品質認知仍以一維要素較多，其次為當然要素，再者為無差異要素。由此看來屬於服務業的零售通路提供良好服務品質對其顧客而言是基本要求，因此有效提升服務品質以及顧客滿意度才是企業成功的關鍵因素。
二、在不同的人口統計變數下，性別、教育程度與月收入等因素，對品質要素之看法各有一至三項有顯著差異。

In recent years, Taiwan has actively developed cultural and creative industry as a way to promote its local culture. Its central and local governments have not only held a variety of contests on cultural and creative products, but also take this industry as a key business and help it to develop Feature products. Although this industry is not the one with a high threshold, customers' decision-making process on purchasing its products is still very complicated and hard to comprehend, for the process is affected by many factors. Among those factors, since retailing provides the face-to-face service to customers, the quality of its service is the pivotal factor for customers' purchase intention.
This thesis is to discuss the link between service quality and customer’s satisfaction in the retailing environment of cultural and creative products. At the present time, most of the issues on customer satisfaction are based on one-dimensional quality, that is, a higher perceived service quality delivers a higher level of customer satisfaction, and vice versa. However, to fully fulfill customer’s individual demands does not result in higher satisfaction. This assessment will use Kano Model to classify quality attributes into five categories: Attractive, One-Dimensional, Must-Be, Indifferent and Reverse, and then use Matzler and Hinterhuber’s quality improvement index to evaluate customer’s satisfaction and dissatisfaction.
Conclusions of the assessment are as follows:
1. After evaluating the selected 19 quality attributes, it reveals that customers’ perception on the retailing service quality is mostly affected by the one-dimensional quality, the must-be quality, and then the indifferent quality. That is, a good service quality provided by the retailing is a basic requirement to customer. The key to success in business is to effectively improve service quality and customer satisfaction.
2. Within the variety of population variables, factors such as gender, education level and monthly income have posed 1 to 3 significant differences in the valuation of quality attributes.

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