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中文摘要：
确定服务属性的相对重要性是顾客满意度测量的最重要的目标之一。当前在实践中常用的两种方法是期望值减去服务表现的“差距分析法”和基于属性测评的全面满意度评价的线性回归方法。可是，这两个方法都有缺点，因此，我们提出了一个新的方法，即基于九个假设的服务情景的联合分析。该信息被用于匹配一个满意度的响应模型作为成分服务属性的函数。进而，当前的服务水平定位于响应曲面和顾客满意度最大化方向上最陡峭上升的路线，这给予了管理者最佳的方向去安排服务改进计划。通过比较提出的方法和那些当前使用的方法，我们发现在服务改进战略进展的过程中，它对属性表现的变化更加敏感。
英文摘要：
Determining the relative importance of service attributes is one of the most important objectives of customer satisfaction measurement. Two popular methods that are currently used are ＂gap analysis＂ of expectation minus performance and linear regression of the overall satisfaction rating on the ratings for the attributes. Unfortunately, both these methods have shortcomings, so we develop a new method which is base on a conjoint analysis of nine hypothetical service scenarios. This information is used to fit a satisfaction response model as a function of the component service attributes. In turn, the current service level is plotted on the response surface and the ＂path of steepest ascent＂ in the direction of maximum customer satisfaction gives the best ＂direction＂ for management to plan a quality improvement program . In comparison of the proposed method with those currently being used, the authors find it is more responsive to changes in attribute performance as a firm＇s quality improvement strategy evolves.
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