由於社會大眾消費習慣也跟著改變，消費者到超級市場購物也逐漸成為風氣，故 對超級市場業者的發展很有潛力。因此本研究企圖從消費者的消費行為與對傳統市場、超級 市場服務品質變數的重要度、滿意度觀感著手，利用敘述統計，了解消費者的消費行為以及 對傳統市場、超級市場服務品質變數的重要度與滿意度評分。 並以 ANOVA 針對消費者基本 資料與消費行為對服務品質變項的重要度及滿意度進行變異數分析。本研究針對傳統市場、 超級市場服務品質變數進行因素分析，另針對傳統市場、超級市場服務品質變數進行 ANOVA 分析，並將達到顯著差異的變項進行多重比較 Bonferroni T 檢定，期能提供業者參考建議 。

　　　　　In this paper, counting the basic statistic data with the descriptive statistics, and comparing the ranking of the service variables' importance, and trying to investigate the importance of service quality on travel industry. Comparing the differences of service variables' importance by consumer behavior and by the personel data with ANOVA analysis. Then, reducing the service variables by factor analysis and using canonical correlation to analyze the relation between consumer behavior and the importance of service quality on travel industry. Finally, using cluster analysis to make three groups of consumer, and using the Bonferroni T test to compare the signficant differences between the different level.