Adopting Importance Performance Analysis to Explore the Relationship between Service Quality and Customer Satisfaction in Dried Pork Market

Building on prior research, service quality is typically deemed that customers’ perception of purchasing importance would possibly influence on their satisfaction. However, very little research has been measured the difference between the customer importance and satisfaction. This study was to provide a picture of how service quality influences on customer satisfaction through dried pork market in central Taiwan. This study consists of four parts in questionnaires including customer information, customer importance, and customer satisfaction. Findings demonstrated that the differences between customer importance and customer satisfaction of service quality. This study predicts by considering implications for the management of the service quality process and identifying future research directions.