高速公路服務區已漸漸由過往停車短暫休息而轉為觀光景點，消費者至服務區消費也更進一步的要求較高之服務品質，包括服務區環境設施、衛生安全與人員態度都需達到一定水準。除此之外，因體驗行銷與關係行銷之觀念興起，服務區也開始強調以環境的營造與建立顧客長期關係來達到市場的差異化，進而吸引消費者。因此，本研究欲探討服務區的服務品質、體驗價值、關係品質與顧客忠誠度之關係。主要樣本是以匇、中、南之關西、清水與東山三地服務區消費者為調查對象，並利用問卷的方式來調查分析，有效問卷為592份。結果顯示服務區服務品質中包括「積極可靠性」、「關懷性」、「有形性」、「保證性」，而其中「積極可靠性」之構面最為重要。最後本研究利用LISREL程式來分析服務品質、體驗價值、關係品質與顧客忠誠度之關係，本研究發現：(1) 服務品質對關係品質有正向的關係影響；(2) 服務品質對體驗價值有正向的關係影響；(3) 關係品質對顧客忠誠度並無正向的關係影響；(4) 體驗價值對顧客忠誠度有正向的關係影響。

This purpose of this study is to discuss the relationships among service quality, relationship quality, experiential value, and customer loyalty in the service area industry. The study surveyed the 592 valid tourists in the three main service areas, Kuan-His, Ching-Sheui, and Dong-Shan in Taiwan. According the results, we found there are four dimensions, proactive response, empathy, assurance, and tangibility, in service quality, and “proactive response” is the most important dimension. Also, Structural Equation Modeling（SEM）was used to investigate the model containing service quality, relationship quality, experiential value, and customer loyalty. The results of this study suggested that: (1) Service quality has direct effect on experiential value, and indirect effect on customer loyalty; (2) Relationship quality has no direct effects on customer loyalty; (3) Experiential value has direct effect on the customer loyalty.