| Summary: | 碩士 === 育達科技大學 === 行銷與流通管理所 === 106 === Weddings are personalized and disposable products. Among consumers, the feeling of wedding guests participating in the guests will influence whether it is recommended to hold a wedding banquet or refer to dining again. This study will be based on marketing management and discussed from the perspective of “customer value hierarchy”, and analyze the customer satisfaction of wedding plaza through the characteristics of wedding venues, high-quality goods and key services displayed by service staff. This study applied importance-performance analysis (IPA) to assess the quality of services provided by the consumers of case company, identify factors that require improvement, and propose improvement strategies as a reference for case wedding plaza to elevate the quality of customer satisfaction. A questionnaire was designed based on the SERVQUAL framework and the customer value hierarchy model. This study distributes a total of 145 questionnaires, and collects 117 valid samples, for a valid return rate of 80.7%.The collected valid data were analyzed using one-way analysis of variance and IPA. The results revealed that a) Quadrant I: maintenance, including 10 items; b) Quadrant II: excessive development, including 4 items; c) Quadrant III: secondary improvement, including 4 items; d) Quadrant IV: prior improvement, including 4 items. Finally, suggestions were proposed based on the results to serve as a reference for future research and wedding plaza managers in stipulating strategies for improving the quality of services.
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