摘要：The purpose of the study was to explore the perspectives of athletes who participated in the National University Sport Games in Taiwan regarding to the service quality with 308 valid subjects. Importance-performance analysis was used to discover the service quality; the questionnaire was formed to understand the needs and feelings of participants, in order to help managers to provide better service quality. The result of the study was indicated that thirteen items, those were both high in importance and performance, in which must keep; in the meanwhile, there were four questions in high importance and low in performance, in which must be in the first priority to improve to enhance service quality and increase participants' satisfaction. According to the result, managerial recommendations were discussed and suggestion for further researches also mentioned.
关键词：National University Sport Games Importance-performance Analysis;Service Quality
