Abstract: Some problems were found in the applications of SERVQUAL, such as the fuzziness of prospective target in the expected measurement which is unavailable to completely express what idea is expected, nonsense of gap computing and inappropriate model structure. A modified measurement model M-SERVQUAL was therefore developed instead of SERVQUAL to compute the gap between expectation and perception via the modified gap formula, i.e., (service perceived)-(target value)×(self-confidence level). Then, the different quality dimensionalities were combined with the service quality perceived in the model structure, where all the dimensionalities were measured in terms of response indices. A comparison between SERVQUAL and M-SERVQUAL was made empirically via structural equation, based on the data from the Shenyang International Horticultural EXPO 2006. The results showed that the M-SERVQUAL model has higher reliability, validity and goodness of fit. The M-SERVQUAL model was used to analyze the resource allocation and choice of marketing strategies in management.