高爾夫運動在過內外蓬勃發展，除了兼具競技運動的本質與全民運動的特質外，亦為商業社交情感交流的重要途徑，高爾夫球場服務品質之提升，是業者一直以來所致力改善的部分，本研究藉由重要度表現度分析法（Importance - Performance Analysis）分析台南地區高爾夫球場經營現況，了解球場各項服務品質在消費者心目中所認知之重要性與所感受之表現績效，也成為高爾夫球場企業面臨之最大考驗。
　　本研究以台南永安高爾夫球場消費客戶作為研究對象，針對不同背景及消費特性的研究對象，實施問卷調查。問卷資料以SPSS for Windows12.0統計套裝軟體進行統計分析，並以α=0.5為顯著水準進行統計考驗，發現消費者中男性佔71.2％，年齡超過40歲以上者超過60％，教育程度以大學以上畢業者佔54.5％，職業以工商業佔47.4％居多，月平均月收入40,000元以上者佔51.2％；在服務品質評價分析結果發現，已婚高學歷受訪者在服務品質評價高於未婚高學歷受訪者；消費者認為在球場安全、場館設施、舒適便利、場館環境、場館資訊等構面均有需加強改善之重點區域，其主因為高爾福球場館服務人員遇到客服問題回應速度時及處理問題時專業性欠缺而導致。

　　Golfing is popular all over the world because it is not just a sport but an important element in the business world. Thus, the good service quality is what the owners of golf courses have been working on. The purpose of this study is to analyze the management of Win On Golf Course, a golf course in Tainan City. Using “Importance-Performance Analysis,” the study aim to find out what service the golf course members consider important and feel useful when they play golf.The questionnaire on the service quality of the golf course is designed.
　　The participants are members of Win On Golf Course, who are from different social backgrounds and of different styles of shopping habits. After the data collection is completed, it is processed with SPSS software, version 2.0. The analysis shows: 71.2% of the participants are male; over 60% are over 40 years old, 54.5% have a college degree, 74.4% are businessmen, and 51.2% have the income more than NTD 40,000 every month. As to the analysis of the service quality, participants who are married and educated rate higher than the unmarried ones. Yet, most participants think that the safety, the facility, and the general surroundings of the golf course need to be improved. The participants also point out that their satisfaction has to do with the efficiency and the capability of the workers in the golf course when they are encountered with problems.