Service Quality of Night Markets in Taiwan

Ching-Hsu Huang

Abstract


Night markets consist of contemporary societies strongly as a marketing style in Taiwan which is successful foodservice industry in spite of the limited space and remarkable crowding. Although the negative environment factors have been critiqued in terms of bad customer satisfaction, it seems the successful night markets demonstrate those are not applicable in Asia. The object of this study is to examine the customers’ perspectives with regard to service quality of night market in Taiwan. The sample included 498 customers in night market. Based on five theoretical models of service quality, the night market service quality questionnaire was developed as the measurement of service quality for night market in Taiwan. The survey instrument consists of eight dimensions and 36 questions and data was randomly collected at top ten night markets elected by ballot. The study examined whether service quality perspectives differed across demographic segments. Age, occupation and income were found to significantly different. The location and the stay period of the night market were also significantly different in terms of service quality. The managerial implications of these findings for the food and beverage industry in night market and researchers are discussed.


Full Text: PDF DOI: 10.5539/ijms.v4n3p36

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International Journal of Marketing Studies  ISSN 1918-719X(Print) ISSN 1918-7203(Online)

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