Mathematics and Computers in Contemporary Science TNM-QUAL: A Service Quality Measure-item Scale for Assessing Tourist Night Market Yi-Fei Chuang, Shiuh-Nan Hwang, Jehn-Yih Wong, Chia-Huei Ho, Wen-Hui Chang Department of Business Administration Ming Chuan University 250, Zhong Shan N. Rd., Sec. 5, Taipei Taiwan, R.O.C. [email protected] [email protected] [email protected] [email protected] [email protected] Abstract: - Few studies developed the service quality measure-item scale of tourism-retail service with the nature of both retail and tourism. Through the refinement and verification of various samples in two phases, this study proposes a measure-item scale (TNM-QUAL) for assessing the service quality of tourist night market. The TNM-QUAL is a 22-item on six dimensions: courtesy, diversity, uniqueness, delicious food, affordable consumption, and comprehensiveness. TNM-QUAL is suitable for assessing the service quality of tourism-retail service. Key-Words: - Service quality, Tourist night market, Factor analysis, SERVQUAL, retail, tourism. 1 Introduction recommended the directions of future research about The street market is a popular tourist attraction that service quality of tourism-retail service. often becomes the symbol of a city [8], such as the Chinatown Night Market in Singapore, the Potts Street Night Market in Kuala Lumpur, Malaysia, 2 Literature Review and the Shilin Night Market in Taipei, Taiwan. The 2.1 Tourist Night Market Shilin Night Market in Taipei is a popular tourist A tourist night markets is a night-time business destination, and is promoted by the Taiwan Tourism venue in which various vendors provide general Bureau as the highlight of city sightseeing. Based on merchandise, including locally produced and data from the Tourism Bureau, night markets in imported goods, and services to tourists. It Taiwan are among the chief tourism destinations for encompasses both consuming and recreational foreign tourists. Additionally, tasting local foods or functions, and showcase people’s daily lives and night market snacks has become the main unique local cultures [1, 7, 18]. Prior research on recreational activity of Taiwanese [16]. Night tourists’ night market experiences indicated that markets are not only preferred by Taiwanese, but tourists could experience local culture and customs also attract foreign visitors. in night markets [7]. Similarly, local residents also Studies have shown that service quality is one felt that night markets reflected Taiwan’s history element on which to assess a destination image, and daily lifestyle [10]. The unique culture of night which influences a tourist’s willingness to revisit a markets have made them the most visited night market [5, 10]. This is similar to how the destination by both tourists and local residents [1]. service quality of general services influences Hsieh and Chang [7] suggested that the perceived value and drives customer repurchase characteristics of tourist night markets include the intention [13]. A service quality assessment of night diversity of products and services, reasonable markets by tourists or consumers also serves as an product prices, and bargaining. At night markets, important basis for measuring the performance of tourists are able to enjoy the local cuisine, night markets. participate in recreational activities, shop, visit local However, few previous studies have discussed traditional buildings, and experience local lifestyles the service quality of tourist night markets. and cultures. Therefore, this study sought to develop and validate Previous research on night markets largely a service quality scale for tourist night markets and focused on discussions related to travel motive, ISBN: 978-960-474-356-8 155 Mathematics and Computers in Contemporary Science image, and experience. For instance, Hsieh and for general services would not be representative of a Chang [7] suggested that the main motives for night market service quality scale. visitors from Hong Kong and Macau to night markets in Taiwan were to explore new things and experience local culture and customs. In addition, 3 Methodology their main activities at night markets were enjoying The development of measurement scales included the local cuisine. Lee et al. [10] emphasized that the three main steps. The first step was the definition of perceived image of night markets after being visited the conceptual domain and generation of evaluation by tourists related to delicious local cuisine, the items. The second step was the collection of data lively atmosphere, and low prices. On the other and refinement of the scale. The last step was the hand, the recreational motive for local visitors was assessment of reliability and validity [3, 13]. self-identity, while the main reason for dining at Based on the service quality literature [13], this night markets was the variety in food choices. Night study defined night market service quality as the markets encompass the nature of both retail service overall evaluation of the interaction process between and tourism, and past studies rarely explored the tourists and night market service providers. measurement of service quality at night markets. Furthermore, the domain covered tourist perception Thus, developing and validating a night market of both facilities and personnel. We conducted in- service quality scale could contribute to the depth interviews with vendors and tourists to academic literature in this regard. understand their expression and perception of service attributes when a vendor transmits a service. 2.2 Service Quality Scale The tourists interviewed were from various Service quality originates from the customer’s countries - Japan, South Korea, China, Vietnam, evaluation for interaction and experience between England, the United States, and some from Taiwan. customers and vendors [13]. Apart from the This study employs content analysis to acquire ten outcomes, service quality also encompasses the night market service properties perceived by tourists service delivery process [11]. As such, it is a as follows: measurement of the overall service provided. The (1) Reputation and uniqueness: Night markets SERVQUAL established by Parasuraman et al. [12] possess sufficient reputation and uniqueness to is commonly used scale to assess the service quality attract tourists. of general service industry. The SERVQUAL was (2) Delicious food: Night markets offer visitors completed following the steps for developing high- perceived delicious or appropriate food. quality research concepts proposed by Churchill [3], (3) Low prices: Night markets provide cheap goods which comprised five dimensions, namely tangibles, or services, leading to perceived value for reliability, responsiveness, assurance, and empathy. money. Later, some studies modified and validated (4) Local cultures: Night markets exhibit local SERVQUAL to develop a service quality scale for traditional culture or local culture. specific industries. For examples, the service quality (5) Diversity and multiplicity: Night markets offer a of national park narrators [2], the service quality of variety of food and merchandise, providing telecommunications services [17], and the service sufficient comparisons and selection options. quality of e-commerce [13]. The dimensions of (6) Novelty: Night markets offer innovative, SERVQUAL focus on the perceptual properties of popular, and novel goods or services. the interactive process when service personnel (7) Courtesy: Night market customer service staff provide services to a customer. However, some are courteous and friendly and are patient in research suggested that it may not be fully waiting for customers to make purchase applicable to evaluating service quality related to decisions. the provision of mixed commodities/facilities and (8) Entertainment: Night markets offer consumers a services such as retail, food services, and upscale pleasant atmosphere, creating perceived fun for restaurants [4, 14, 15]. In addition to personal tourists while shopping. interaction properties, the service properties of these (9) Accessibility: The accessibility of night markets industries place more emphasis on facility and refers to their ease of access. environmental attributes, such as the aesthetic (10) Comprehensive facilities and planning: consistency of facilities, atmosphere, lighting, Night markets provide comprehensive physical service products, decorations, social factors, and facilities and exhibit good spatial planning. design factors [14, 15]. As night markets exhibit Next, this study commenced with the original 55 both retail and tourism characteristics, SERVQUAL questions based on the ten night market property ISBN: 978-960-474-356-8 156 Mathematics and Computers in Contemporary Science dimensions. This was followed by the measurement Table 1. Profiles of the respondents of service quality using the perceptual performance frequency percent method, which has been adopted by most previous Gender studies in the same subject area [9]. Following Female 493 42.8% consultation with experts and a pilot study with Male 660 57.2% undergraduates, this study retained 49 suitable Age in years questions to gather responses using a 5-point Likert <=20 482 41.8% scale. 21~30 454 39.4% This study adopted a quota-sampling plan and 31~40 132 11.4% on-site investigation, where questionnaire surveys >=41 85 7.4% were conducted in tourist night markets in the North Monthly individual (Shilin Night Market), Central (Feng Chia