| Summary: | 碩士 === 中國文化大學 === 巿政暨環境規劃學系 === 93 === Abstract
Shi Lin Night Market is one of the most famous night markets in Taipei, it surrounds Yang Ming Theater, extending in all directions as far as Wen Lin, Ji He, Da Dong and Da Nan roads. Since it''s such a huge market, almost any product imaginable, not to mention any kind of food, can be found there. The products are of good quality and quite inexpensive, so that you''re sure to get your money''s worth. In fact, the deals are so good that they draw large crowds even on weekdays. On weekends and holidays, however, the market becomes a veritable ocean of people, best described by the Chinese expression, "people mountain, people sea" .
In the recent years, owing to the economic growth in Taiwan, the increase in national incomes, and the increase in national purchasing power in Taiwan, the citizens’ demand for high quality products and services provided by the night markets has increased. In the business competition vehemence of the modern day environment, in order for those in the industry to be outstanding, one would need to devote to maintain the customer relationship. Besides, the consumer consciousness are raised head for their rights in the recent years. Therefore, the competition between vendors and shops are getting intense. How to measure the service quality to achieve the goal of increasing customer satisfaction is one of the most concerned issues to the Shi Lin Night Market managers.
Based on PZB gap model, this study examines gap5 of the quality of the night markets program using SERVPERF chart. This research altogether provides 800 to ask the volume, the recycling effectively asked volume 400, after the reorganization, use statistical software and so on the SPSS, carries on the narration statistical analysis, the Factor analysis, the Reliability analysis, the Pearson correlation analysis and the One-way of analysis variance and so on the statistical method examine the service quality and the connection of the consumer satisfaction.
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