我國經濟商業司部推動形象商圈計畫至今已經5年了，其中高雄新堀江形象商圈是該計畫之一，因此本研究以此為主題，採用PZB模式，針對高雄新堀江形象商圈的顧客，進行該商圈服務品質滿意度之研究與分析。本研究中我們發現到影響顧客對商圈服務品質滿意度的主要因素有：店員的服務能力、整體形象、服務保證、反應能力、公共設施。因此我們建議推動形象商圈計畫的政府單位，應先著手形象商圈的公共建設，而擔當商圈活動的執行單位，則需積極推廣商圈形象，商圈中的業者也須擔負教育員工的責任，以強化商店的服務保證及反應能力，如此三方面同時進行，最後再導入GSP品質認証系統，必能創造出政府、業者及消費者三贏的局面。

　　　　　The Department of Commerce in Ministry of Economic Affairs has promoted the image business cluster constituting project for 5 years. The New Cheng-Jiang business cluster in Kao-Shiung is one of the subjects in this project. This study focuses on the analysis of customers’ satisfaction on service quality in the New Cheng-Jiang business cluster with the PZB Model. We found the main factors affecting customer satisfaction in business cluster are: the performance of store staff, image of integration, service guaranty, reaction ability, and public utilities. The recommendations for the government unit in charge is to construct public utilities in business cluster; for the executive unit in each business cluster is to promote the image of business cluster; for the storeowners in business cluster is to take the responsibility of staff training to enhance the service guaranty and reaction ability. The application of Good Store Practice recognition process is recommended to create a triple-winning situation on government, storeowners, and customers.