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.
Highlights
The night market is one of the great success stories of tourism in East Asia Pacific region
The results showed that customer perspectives regarding night market service quality differed from the different age group and rejected the hypothesis 1 (F = 2.30 P < .0001)
Even the modified service quality scale was conducted in night markets, the results confirmed that there are eight service quality dimensions of the foodservice business in night markets, namely Tangibles, Reliability, Responsiveness, Assurance, Empathy, Food quality, Price/value, and Communication
Summary
The night market is one of the great success stories of tourism in East Asia Pacific region. The fast-food segment share of sales in commercial food consumed outside of the home rose from 28% to 45% between 1970 and 1990 (Tourism Bureau, 2010). Night market-food markets offer many growth opportunities for quick-service restaurant marketers. In regard to this market potential, the foodservices in night market often drive sales through tourism market positioning. Night marketers would like to know what influences customers’, or the tourists’ choice of foodservice in night markets. They have stretched their marketing strategies to focus on the development and packaging unique local meal, food, drinks, and to make the fast-food night market experience fun, interactive and memorable. Increasing the service quality in night markets was one of the strategies to attract the tourism from all over the world
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