二十一世紀的商業活動將是顧客主導的時代，經濟部商業同為兼顧商店業者收益 益及顧客權益， 遂於 86 年開始落實優良商店作業規範 (GSP) 認證制度之執行，迄今已有 504 家商店業者獲頒 GSP 優良商店之資格。然而 GSP 優良商店是否比較受到顧客肯定，其 所提供的服務品質是否令顧客滿意， 在在值得令人深思！ 有鑑於此， 本研究採用 Parasuraman，Zeithaml & Berry （ 1988 ）所提出之服務品質模式 SERVQUAL 量表的五構 面（有形性、 信賴性、回應性、保證性及關懷性）來設計問卷用以衡量顧客對 GSP 優良商 店服務品質之期待程度與滿意程度的差距，並找出顧客真正滿意的項目與商店業者應該落實 提昇的項目，期能協助商店業者縮小顧客內心期待與實際滿意度的差距，進而能提升其服務 品質。 經由這次的調查研究我們發現，通過 GSP 認證的優良商店較非 GSP 認證的傳統商店更能博 得顧客的安心信賴。整體上，GSP 店在硬體的設施及形象上均讓人有清新明朗的感覺，而且 商品的種類、擺設均能符合顧客需求。 比較可惜的是 GSP 的訊息尚未普及至每一位顧客， 讓人人都能享受高品質的服務，以及安心滿意的購物環境。另外，顧客的期待程度普遍在問 卷中呈現高於滿意程度，這也可以提供業者改善提昇服務品質的空間與決心，藉此增加競爭 力。以上，相信經由我們大家的努力，可漸漸喚醒商店業者及全民的共識。

　　　　　Consumers are going to lead the business activities in the 21st century. In 1997, the Business Department of the Economic Ministry has been materializing the recognition system of GSP (Good Store Practice) in order to integrate the balance of storeowners and consumers benefits. There are 504 stores in the GSP list now. However, this paper need consider it whether consumers approve the GSP-recognized stores and whether they are satisfied or not. As what we mentioned above, this research adopts Parasuraman, Zeithaml&Berry's(1988) SERVQUAL questionnaire-five concepts (Tangible, Reliability, Responsiveness, Assurance and Empathy) to design the questionnaire on measuring the customers service quality difference between expectation and satisfaction toward the GSP-recognized stores in order to find the real satisfactory items and what stores should improve. We expect the storeowners to reduce the gap between the customers' expected and real satisfaction, so that they can improve the service quality. On the research we know it that GSP-recognized stores are more trustable than those non-GSP stores. Summary, people feel impressive about the hardware and image of GSP-recognized stores. Their commodity and layout meets customers' demand. It's regret that every customer does know about the GSP information to enjoy the high quality service and the pleasant shopping environment. Meanwhile, the consumer expectation scales are higher than the satisfaction ones. The research outcome will be supplied to improve storeowners' service quality and space. We believe that the owners and consumers' GSP concept has been brought out gradually through our endeavor.