The Effects of Service Innovation on Perceived Service Quality and Customer Satisfaction: Case of NingXia Night Market

• Main Authors: HSU, YUNG-CHANG, 許永昌
• Other Authors: TU, HUEI-SHENG
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/74hgq7

碩士 === 銘傳大學 === 國際企業學系碩士在職專班 === 105 === The night market is not only close to daily life of Taiwanese people but also tourist attraction for international visitors as promoted by Taiwan Tourism Bureau, the NingXia night market can be considered as a good representative. This study is to find out the relationship amongst service innovation, perceived service quality, and customer satisfaction. A total of 277 valid questionnaires were analyzed by adopting descriptive statistics, reliability and validity analysis, independent-sample T test, one-way ANOVA analysis, and linear regression analysis. The results showed that the service innovation of the night market has a significantly positive effect on the perceived service quality and the perceived service quality significantly positively affects customer satisfaction. In addition, perceived service quality is partially mediating the relationship between the service innovation and customer satisfaction. As a result, some practical suggestions to the government authority and night market vendors are provided by this study based on the research findings.