| Summary: | 碩士 === 朝陽科技大學 === 應用英語系 === 104 === This paper mainly compared the differences between customers’ expectation of the service from the staff of woven stock store before buying and customer satisfaction on the real service quality after the purchase. Data was collected through polls. A total of 250 copies of questionnaires were distributed and all of them were collected. But 243 of them were valid. Importance-Performance Analysis was adopted in the study. It was found that service innovation should be increased to maintain high service quality and satisfaction. Therefore, the development of sock-knitting applications is recommended. Furthermore, every attendant is required to make models for education and training, and simulated products for sale. TTQS and simulated sales are allowed. Finally, it offers two suggestions for attracting diversified groups of customers. The first one is highlighting the characteristics of Shetou woven socks through a brief introduction of the manufacturing process and short movies. The second one is improving the customer-oriented service and training of service staff on the use of RFID, barcode and POS system.
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