National Cheng Kung University Institute Of

National Cheng Kung University

Institute of International Management

Qualitative Research Method

Final Report

Explanation of Millennial Taiwanese Customers’

Satisfactions and Dissatisfaction with Southern

Taiwan Night Markets’ Service

Team Untitled: Ursula RA6107069 Munnuu RA3097442

Professor James Stanworth, Ph.D.

June, 2021

TABLE OF CONTENTS 1. INTRODUCTION ...... 3

2. LITERATURE REVIEW ...... 4

2.1 Behaviors of Millennials ...... 4

2.2 Night Market...... 5

2.3 Service Quality ...... 7

2.4 Satisfaction factors of night market ...... 8

3. METHODOLOGY ...... 8

3.1 Research Method Design ...... 8

3.2 Sample Plan ...... 9

3.3 Data Collection ...... 9

3.4 Transcribing process ...... 10

3.5 Manual Coding ...... 10

4. RESULTS AND FINDINGS ...... 10

4.1 Location ...... 10

4.2 Atmosphere ...... 12

4.3 Facilities ...... 13

4.4 Vendors ...... 14

4.5 Goods and Products ...... 15

5. CONCLUTION ...... 16

5.1 Conclusion ...... 16

5.2 Limitation and Future Suggestions ...... 17

5.3 Expected Contribution ...... 18

6. REFERENCES ...... 19

7. APPENDICES ...... 22

7.1 Research Timeline ...... 22

7.2 Confidentiality ...... 22

7.3 Interview Schedule ...... 22

7.4 Interview Guideline ...... 23

7.5 Axial Coding Categorization ...... 25

7.6 Transcripts ...... 40

1. INTRODUCTION

Night markets are a cultural phenomenon observable in Taiwan, and other Southeast

Asian countries (Huang, 2012), where tourists and locals come to spend an evening with friends and family. In the early days of Taiwanese night markets, one could find food and beverages, and few other consumer goods from unorganized group of vendors.

However, as the culture and the industry developed, vendors got more organized and diversified their business (Yang, 2000) with entertainment (games, performances and auctions), services (massage, phone repair, hairdressing), and modern consumer technology sales (Tsai, 2013). Despite all this modernization, night markets kept and even strengthened the other side of consumer visit intention factor, the cultural and communal aspect of the recreational activity (Ackerman & Walker, 2012; Hsieh &

Chang, 2006). For some consumers, night market is part of experiencing culture with all their senses (Tsai, 2013). Prior research suggests some customer’s visitation to local night markets a regular activity, whether just for the food or not, as some customers visited night markets 52 times in the last year (Ackerman & Walker, 2012). This must have been caused by a strong satisfactory interaction.

Even though the night markets are socially accepted, appreciated, and frequently visited, there are some factors of the service that customers are dissatisfied with.

Previous research looked at service quality of night markets in Taiwan, as well as tourists’ satisfaction and their revisit intentions (Chou, 2013; Huang, 2012), but not local customers’ satisfaction and dissatisfaction of service in Taiwan’s night markets.

They found diversity, friendly atmosphere and on-site business activities attracted tourists to the night markets (Hsieh & Chang, 2006). In prior research, consumer satisfaction and dissatisfaction were explained by each experience’s level of realization

of consumer expectancy (Blackwell et al., 2001). So as tourists come to Taiwanese night markets expecting diversity, and friendly atmosphere, and they find it is what they are expecting, they are satisfied. However, locals have different expectations and perceive the experience of going to night markets differently from tourists. So, we wanted to find out whether local millennials are satisfied or dissatisfied with night markets, and with what aspects particularly. The objective of this research is to explore and understand the satisfaction and dissatisfaction of service in southern Taiwan’s night markets. Through our research, ways to enhance and further solidify the existing advantages might be discovered, as well as ways to improve aspects that are causing dissatisfaction in customers.

2. LITERATURE REVIEW

2.1 Behaviors of Millennials

Being characterized as the largest generation, millennials (generation Y) are defined as those born between the year of 1982 and 2000 (Naderi & Van, 2018), who are rapidly becoming the most valuable market segment in regards to the world’s economy and tourism field (Moscardo & Benckendorff, 2010). The most distinctive characteristics of millennials is that they are technology savvy (Moore, 2012). Their social network affects their loyalty to specific brands, and are most likely to seek variety of consumptions (Bowen & Chen McCain, 2015; Parment, 2013). Millennial have the desire to make the best decision in regards to not only price and quality but gave consideration to making good investments for the future and tend to spend their money as quickly as they acquire it, usually on consumer goods and personal service (Ordun,

2015). Kueh and Voon (2007) revealed that millennial consumers in Asian countries

are likely to have higher expectations of service quality like the promptness and reliability of service with visually appealing facilities and well-groomed staff than millennials in other part of the world. The millennial generation is a key customer segment for food service, not only in terms of market size, but also due to their lifestyle and consumption habits; having grown up with takeout, millennials eat out frequently, and are more adventurous in trying out new restaurants and seek environments that make them feel welcome with products and facilities that suit their needs (Gale, 2007;

Hume, 2007).

2.2 Night Market

To answer our research objective regarding the night market, we must first define the meaning of what we considered as a ‘night market’ and how it is different from its morning counterpart. While its definitions and characteristics may differ from person to person and place to place, the article “Hot and Noisy: Taiwan Night Market Culture”

(Yu, 2004) surely gives us the general idea and definition of the night market, especially in Taiwanese context. While the author himself admitted that it is quite difficult to precisely define the solid concepts for the Taiwanese night markets due to their associations with various activities and complex meanings, because of its wide range of interpretation. Even in Taiwan, the concepts, designs, and activities of night markets are varied based on the locations and communities, with the recent trends including retailing and selling of foreign goods and various services not only attract more customers but also to compete the increasing numbers of restaurants as well (Jordan et al., 2004).

However, despite the difficulties in pinpointing the solid definitions of night market,

Yu (2004) did give us the general concepts and definitions of night market, focusing three main characteristics which make night market unique from other types of night

market: vendors, nightly activities, and ‘renao’, the word used to describe the preferable and leisurable “hot and noisy” atmosphere of the night markets.

While the definition of the night market given by Yu (2004) may not be very narrow and detailed, we considered it as well enough to specify and define the definition of the term the night market in our research; the open gathering spaces that consist of vendors, various nightly activities and renao atmosphere, while the former two could be well defined and measured, the term ‘renao’, on the other hand, is the cultural term which relates to the atmosphere specifically to the Taiwanese night markets and their cultures. There are several researches and articles regarding the definition of renao and how it symbolizes the overall Taiwanese night markets’ main and important qualities, in research called “Consumption of renao at a Taiwan Night Market” (Ackerman &

Walker, 2012), stating “renao is an important cultural concept helpful to understanding the relationship between shopper satisfaction and the retail environment in Taiwan”.

While there is no perfect translation for renao in English, the words “hustle and bustle”, or “lively and noisy” may be the most accurate translation of the term renao (Ackerman

& Walker, 2012). By looking into the Taiwanese culture, the authors suggest that, similar to other cultures, Taiwanese people have their own perceptions toward noisiness and related environment, which in the Taiwanese case, a positive one. Thus, the authors regard the renao as the “human flavor” generated through interactions between various parties, which is not only unique in Taiwanese culture, where the idea of noisiness is seen as a positive element, but also supported by the night markets’ environment as well.

Moreover, in the article “When Hot and Noisy is Good: Chinese Values of Renao and Consumption Metaphors” (Warden & Chen, 2009), the authors also take a closer and more detailed look into the concepts and ideas of renao in Taiwanese culture. By

looking and researching into the public response to the pictures representing renao, the research concluded that aside from the crowd and surrounding noise, other factors that also contribute to the sense of renao include food qualities, prices, reputations, and service qualities, which are the focus of our research. While the concept itself is cultural and thus difficult to measure, the idea of renao regarding the night market is considered as the key to understanding the nature of Taiwanese night markets. Thus, much research was conducted to not only generalize the concept of renao into a describable term, but also to understand its effects and ties to Taiwanese night markets as well.

2.3 Service Quality

As stated previously, the service qualities play crucial parts in the idea of renao and in turn, Taiwanese night market. Therefore, defining the meaning of service quality is very important not only for our research goal of finding consumers’ satisfaction and dissatisfaction toward the night market, but the essence of what made night market preferable and acceptable in the eyes of the consumers as well. In the article “Service

Quality of Night Market in Taiwan” (Huang, 2012), the author investigates the definition of service quality from Taiwanese perspective; what does it mean to be considered as ‘quality services’? According to the finding, even though the focused groups are culturally different from the westerners, they do process the similar definitions and factors regarding the evaluation of service qualities; tangible, reliability, responsiveness, assurance, empathy, food quality, price/value, and communication, most of which are like the previously proven studies of DINESERV, SERVPERF and other service quality scales (Kim et al., 2009; Qin & Prybutok, 2009; Stevens et al.,

1995; Vanniarajan & Gurunathan, 2009), among these dimensions, the most vital and important ones in Taiwanese perspectives are food quality, price/value, and communication, influencing not only the service qualities of the night market but the

customers’ satisfaction and dissatisfaction toward the night market as well (Huang,

2012).

2.4 Satisfaction factors of night market

While the idea of service quality may be able to be used to describe customers the satisfaction towards the night market, it is still considered as a partial of factors influencing the customers’ satisfactory. In Chang and Hsieh (2006) the importance and characteristics of Taiwanese night markets are not limited to the service side of the market itself, but also in the social sides of the market, both economically and culturally.

Proposing the cultural and social needs for the Taiwanese night markets, such as companionship, relaxation, and self-expression, making the ideal elements of the night market in the eyes of the Taiwanese not only restricted to the mentioned service qualities, but also its social and cultural element that responsible in forming the idea of

“renao” in the first place as well. Despite having less detail, shorter research and more focusing on the cultural and social importance than Huang (2012), Chang & Hsieh

(2006) were proven to be very useful in answering the questions regarding the importance and ideal elements of Taiwanese Night Markets from the Taiwanese perspectives.

3. METHODOLOGY

3.1 Research Method Design

To understand more about Taiwanese customer’s satisfaction and dissatisfaction with southern Taiwan’s night market service, a qualitative research method has been applied to this research. It will be conducted using a semi-structured, in-depth interview, with a selected small population in common experience to have an effective approach.

With the consent from the interviewees, an audio recording will be done while having either face-to-face interviews or online interview.

3.2 Sample Plan

Purposive sampling techniques will be used for this research. The primary reason is to ensure the selected participants fully understand the research and are willing to help provide the information by virtue of knowledge or experience (Lavrakas, 2021). In this research, a sample size of 6 interviewees who are Taiwanese will be selected.

Furthermore, we will limit the sample to those who have been to southern Taiwan’s night market due to the time limit as well as geographical reasons. These participants will be those who are in the millennial’s generation and born between the year of 1982 and 2000 (Naderi & Van, 2018). This group of people includes university students, fresh graduate, working people, and those who are starting a family. It is the time when they are legal to get their license permit or when they might move out of the house to attend university, work, or start a family. The millennial generation have more free time on their hands to often go to night markets and has the ability to make their own choices on how they would like to spend their money.

3.3 Data Collection

Potential interviewees were contacted and the place and time for the interview were chosen according to the convenience of both the interviewer and the participants. A total of 6 interviews were conducted, with interview lasting no more than half an hour. Place like coffee shops and respondence house was chosen for the interview, and the rest were done online due to the safety measures of the pandemic. Choosing a place where respondence feel relaxed is important to let them freely talk of their opinion without the feeling of being listen on by others. Furthermore, the interview process must be done in

a quiet space in order to have a clear recording. Consent were given by the participants before the interview, and assurance of confidentiality were done.

3.4 Transcribing process

Transcribing was done on the same day of the interview, to make sure that no information from the interview will be missed out. Missing information or information that are unsure, were asked to the participants, so that we will have the correct data and interpretation.

3.5 Manual Coding

Coding of the data are done manually. Through the transcript, key words were searched, and codes were created. Name of categories and codes were discussed to make sure that they are appropriate for the data. We searched for codes line by line, to makes sure that nothing will be left out.

4. RESULTS AND FINDINGS

4.1 Location

Location indicates customers’ positive opinion on the night market’s location, the surrounding areas, and the orientation in accordance with the nearby businesses. From our research, we found out that where a night market is situated will affect the customer's willingness to go to the night market, and further, the satisfaction. The convenience of the location is indicated as being near public transportation stations, near the patron’s work or residence, and proximity to other businesses and venues.

However, some aspects of the night market location have been criticized for being dangerous due to surrounding traffic, scooters in the parking lot and even inside the night market itself.

These points were indicated by following participants' responses,

"I like it because the easier reason will be because of the distance, of how close it is

to my place" （Respondent 4),

"My favorite night market, the Ruifeng night market (瑞豐夜市), it is near the MRT

station. So, the transportation is very convenient. So, I would go there than other

ones." (Respondent 1),

"I guess you can say I prefer those 2. I think it is because I used to live a walking

distance from Dadong for almost three years when I started my university in Tainan,

and then I moved to an apartment just next to Wusheng" (Respondent 6).

“...scooter can ride into the night market, and people sometimes have accidents with

the rider...” (Respondent 1)

“...some night markets are located on specific road, rather then some area. For that

type of night markets, you can actually drive into it, like scooter or bike … I don’t

really like it because it is like dangerous...” (Respondent 4)

“...the traffic around is crazy because of all the people looking for parking spots. The

traffic is a mess …it is right next to a big road with a big intersection, so it is really

dangerous ... ” (Respondent 5)

4.2 Atmosphere

As well as the location and the surroundings, we found, the inside atmosphere and the ambiance of the night market affect the satisfaction and the willingness to revisit the night market. From our research, we found that the diversity and uniqueness of the experiences, the other customers at the same night market, the mixture of bustling sound, smells, and the crowd, sense of participation in one’s culture, and the memories associated with the goods and services play a role in whether our respondents were satisfied. On the other hand, some of our respondents were not happy with the crowdedness of the night market. We came to this conclusion based on the following comments from our respondents.

"I saw many kinds of vendors, many people with their friends and families eating

together and talking... The atmosphere in the night market is full of joy."

(Respondent 1),

"The environment is really good. When you go there, there is a lot of people, and it

gives you the vibes like there is so many people, and you are drawn to it because you

want to know what’s there, and what makes the place so crowded, and why is there so many people who wants to go to this night market. And so you see the excitements and

the happiness on those peoples’ faces, and you just automatically feel happy too.

(laugh)..." (Respondent 2),

"...the games that I play when I was a child, it just brings back a lot of memories. I

don’t really play, but when I walks through those aisles, when I see those kids, I was like oh I was one of them before. And you can see how happy those kids are, it just put

a smile on my face. Brings back a lot of childhood memories." (Respondent 2)

“they should make the aisles bigger and wider, so everyone does not have to push

each other. I don’t like that at all, and that is why I got there after 9 or 10pm, when

there is much less people.” (Respondent 5)

“...high possibility of getting hurt or even getting lost in the night market … It’s just

that there’s too many people. You need to hold hands or hold on to your friends’

clothes in order to not get away from them, to stay close to them ...” (Respondent 4)

4.3 Facilities

Facilities are those that are provided by the whole night market, not paid by the customers. This would include amenities such as bathrooms, parking, trash bins, and the organization of the night market as a whole. The availability, cleanliness, and the level of maintenance of those affected our respondent's satisfaction levels. However, there seems to be a disparity between different night markets, because, for example, some respondents praised the availability and cleanliness of restrooms in one of the night markets, while others have developed a system to avoid using those facilities altogether, due to how the bathrooms in the night market were maintained. In addition to these, one respondent shared that they are dissatisfied with the lack of common seating area to eat and drink. We can see this in the following examples of our responses.

"...I like that they have portable bathrooms there so that people who go to the night

market don’t need to worry about it or need to look for one because it is right there,

and they are pretty clean too.", (Respondent 2)

"...every time I want to use the bathroom at a night market, I try to avoid it, because it is so dirty in there. So, maybe I will go to a convenience store nearby or just wait until

I get home.". (Respondent 5)

“...another thing I don’t like is that there are no seating areas. Like for example, when

I buy food from here and there and some drinks and spend like 3, 400NTDs, and want to sit down to eat, I must go somewhere else like 7-eleven or nearby park to eat, unless

I buy food from the shops that have their own seating area...” (Respondent 6)

4.4 Vendors

In this category, the customers' opinions and feelings on the interaction with the goods and service provider, the vendors are discussed. Our respondents had mostly positive opinions on the vendors' attitude, except occasional negative resulting interactions.

However, the respondents shared that they do not resent so much, as they empathize, to some extent, with the vendors' attitude in a given situation whether the stall is running busy or the vendors' “age”. Our respondents mostly shared the positive interactions such as being treated nicely, feeling welcomed, and after repeated visits getting recognized and greeted by the vendors.

Although our respondents were mostly satisfied with their interactions with the vendors, they were not satisfied with the vendors with regard to their sanitation and hygiene practices. The greatest concern was with how the vendors were handling cash and food with the same hands, without sanitation or gloves to prevent contamination. We can see these points in examples from our interviews.

"The service in general I would say they are really nice, like they are all welcoming"

(Respondent 4)

"I used to go to Wusheng on every day they are open, to get one thing I really liked.

But then that stand moved to the other side of the night market, and I was looking for

them. Then when I found them, the seller woman recognized me and was happy to see me. She was like “wow, you found us”, ... they recognized me, and we were chatting. I

think that is a really nice attitude" (Respondent 6)

"...sometimes I see the vendors are touching the food items with the same hand they

are handling cash with. That is not hygienic at all..." (Respondent 6)

4.5 Goods and Products

Finally, the consumer satisfaction and dissatisfaction with the actual tangible products they buy, such as food, drinks, and desserts are discussed in this category. Through our interviews, we found that our respondents were satisfied with the diverse selection, taste, and quality of food and drinks they buy, but there was a differing opinion on the pricing of the products. Some respondents thought the prices in night markets were reasonably priced while others complained that individual items seem not expensive, but once they bought enough items for a full meal, they added up to a value so much they started strategizing on what to buy on their next visits. In addition to the polarizing opinions on the pricing, the food and drinks packaging in the night markets sparked another differing view. The vendors at the night market were mostly criticized for the excessive use of disposable packaging and utensils, but for some, the convenience of this practice was valuable. These opinions are reflected in the following references from our interviews.

“...delicious food ... reasonable price for food, games, or drinks...” (Respondent 1)

“...it [prices in night markets] is a lot more cheaper. Everything is really cheap at a

night market” (Respondent 2)

“...they [food in night markets] seem not so expensive individually, but all together

they really add up … but I think if you know what you want to buy and only buy that

item without getting distracted by others, you can have dinner for not so expensive

from a night market...” (Respondent 6)

“...even though each item is like around 50, 60, they are not enough to fill you up. So,

you end up buying many different stuffs and spending a bunch of money … I got into

trouble for that night for spending too much. I spent almost NTD1,500 on bunch of

food, drinks and clothes and other stuff...” (Respondent 5)

“ ...they have multiple choices of food. For example, they have like Thai food, or

Korean, Japanese, or Chinese and Taiwanese, and you can eat food from many

countries . I think, uhh, they have a wide variety of diverse food. So, I liked it...”

(Respondent 3)

5. CONCLUTION

5.1 Conclusion

As our respondence were all Taiwanese who grew up with night markets in their life, they never think so much about the satisfaction and dissatisfaction of them.

Through the interviews, participants start to recall and try to think of the factors that made them satisfied and dissatisfied, and we found that going to a bustling, lively place at night is something that they enjoy. There are foods, drinks, clothing, games, and many more other things that could be enjoyed at a low price. Furthermore, the crowdedness

of the place with vendors shouting to attract customers while you eat and walk at the same time is what makes a night market a night market.

While there are participants who think that certain facilities like rubbish bins, toilets, and resting areas should be provided, others do not mind if there is none. They knew that one could not expect much from it, and this is how night markets are built to be. Respondents stated that they would go to the toilet before going to the night market or would go somewhere else for it.

Night markets are starting to be filled up with more international stands, but hopefully that the local Taiwanese foods would not disappear. It is a place full of culture, which foreigners of all ages could enjoy.

In conclusion, the satisfying factors of a night market overpowers the dissatisfying, which results in people still enjoys going to a night market. Finding a parking spot could be something that is dissatisfying, but it is a process of going to a night market, so instead of fretting about it, just enjoy it, and it would not affect the overall experience of going to a night market.

5.2 Limitation and Future Suggestions

Interviews were conducted with Taiwanese where a possibility of language barrier problems occur. Even though we conducted the interviews with Taiwanese who speaks fluent English, but there might still be possibilities where some wordings might be misinterpreted or have some missing ideas. So, for future suggestion, we belief that conducting interview with their mother tongue is a better choice, since interviewees will be much more comfortable, and will be express their opinion to the fullest of their ability. Another suggestion would be the categorization of age group. While in our research we did categorize it into the millennial generation, but most of our participants

are those millennials whose age are nearer to the end of the millennial generation. For future research, researchers must consider about to have a more proportioned on the age group of participants.

5.3 Expected Contribution

This research aims to further understand the satisfaction and dissatisfaction of service in Taiwan’s Southern night markets. So far, there is less research regarding the thoughts of consumers about night markets. This research can contribute practically to the retailers of night markets, the night market management team, and the tourism industry. They will be able to better understand through the perspective of consumers, what consumers are feeling and thinking when they are in the night market. By knowing the positive and negative aspects, night market retailers and management team, and the tourism board can use the information to enrich the service quality in night markets.

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7. APPENDICES

7.1 Research Timeline

Key dates

Proposal: 3rd April 2021 Data Analysis: 15th May 2021

Final: 26th June 2021

7.2 Confidentiality

This research is being done as a part of a requirement in the qualitative research method course of National Cheng Kung University. All participants' information obtained will be strictly kept confidential, and no third party will be given access.

7.3 Interview Schedule

Date of Length of Respondent Interviewer Place of Interview Interview Interview R1 Ursula 29th April 2021 Online Interview 24 mins 25 sec R2 Ursula 2nd May 2021 Respondent’s house 14 mins 37 sec R3 Muunuu 5th May 2021 Online Interview 14 mins 28 sec R4 Ursula 11th May 2021 Bottoms Up café 20 mins 25 sec R5 Muunuu 14th May 2021 Respondent’s house 19 mins 03 sec R6 Muunuu 30th May 2021 Online Interview 13 mins 11 sec

7.4 Interview Guideline

Opening

Good morning/afternoon/evening, (insert interviewee’s name). My name is (insert interviewer’s name) from Cheng Kung University, IMBA Department. Thank you for sparing some time to join me for a conversation about southern Taiwan night markets. We will be exploring customer satisfaction and dissatisfaction with night markets’ service, specifically in Southern Taiwan. Later, I will be asking a couple of questions and you can answer based on your experience and knowledge.

This conversation will last around half an hour. Every personal information you might share will be confidential and will be only shared with me and my advisor for research purposes. I will guide you throughout the interview process, and feel free to reject answering any questions if you find any discomfort. Would you mind if we record our conversation with this device? /Pulls out a recorder/

Interviewee: …

Before we start, do you have any questions?

Questions

1. So (insert interviewee’s name), growing up in Taiwan, I suppose night markets are a part of your life. Do you have a favorite night market or one that you dislike in the Southern part of Taiwan?

Probe: Why is it your favorite / do not like?

2. If one day one of your foreign friends asked you to tell them what Taiwanese night markets are, how would you describe it to them?

Probe: What makes you go back and revisit a night market?

3. Now, can you think back to a recent visit to the night market. What do you see when you are there?

Probe: Where did you go and who did you go with?

Probe: What did you buy?

Probe: How was the atmosphere?

4. Based on your experience, what kind of services provided in the Southern Taiwan night market makes you happy? That you feel satisfied with.

Probe: How about the service provided by the vendors?

Probe: Does the night market provides any facilities?

Probe: How do you know which stalls to pick when buying foods, drinks, etc.?

5. Can you tell us what you dislike in a night market?

(For question 4 & 5: some characteristics that can help interviewees to think -

Location, environment, cleanliness, parking, service, attitude, safety, food variety, price, packaging, etc.)

6. Do you have any other comments or suggestions regarding the satisfaction or dissatisfaction of Southern Taiwan’s night market services?

Closing

That is all for our interview today. Thank you very much for sharing your thoughts, and time. Would you mind if we contact you in the future for some further information or clarification?

Once again, thank you for sparing your time and knowledge. Thank you.

7.5 Axial Coding Categorization

Satisfaction

Location Customers’ positive opinion on the night market’s location, the surrounding areas, and the orientation in accordance with the nearby businesses Public The availability of public transportation near the Near the MRT station R1: it is near the MRT station. transportation night market Convenient R1: the transportation is very convenient. transportation R4: transportation… the way you get there is very convenient.

R4: … very important point especially for those people who don’t have scooters or cars.

R4: close to the MRT station, U-bikes, even if you want to take Uber… very convenient….

Area of The convenience of the location to the In the center R4: …. In the centre of Kaohsiung location respondents’ residence, work, and other entertainment venues Close to my place R4: … the distance … how close it is to my place. Like the location R4: … it is in the city centre.

R6: ...it is not only because of the location, I also like the food in them...

Accessibility The ease of access to the night market location Can get food easily. R4: can get street food easily

Grab and leave. R4: you can just grab it and leave

When in rush, I go to R4: … when I am in a rush, I would go to a night markets night market, with some coins, ….

Atmosphere Customers’ positive feeling and the opinions while being at the night market The first look Description of what they see Many kinds of R1: many kinds of vendors, many people with their friends when they get there. vendors and families eating together and talking.

Families and friends R2: A lot of people, a lot of new food….

Lots of new food R4: can hear people shouting, like to try to attract customers…. Messy in a sense like you will be able to see Colorful signs colorful signs, and different kind of foods from different cultures. Different cultures Happy and The happy and comfortable Full of joy R1. …. Is full of joy comfortable feelings the respondents get from the time at the night market Excitement and R2: you see the excitement and the happiness on those happiness on peoples’ faces, and you just automatically feel happy too. people’s faces R6: ...I think they [Dadong and Wusheng night markets] feel Feels cozier. more cozier than Garden...

Diverse The feeling of diverseness the Very diverse R2: … is very diverse, lots of things you can see, lots of food respondents feel while at the you can try. night market Lots of food R4: … a place where you can get new experience. Lots of things to see.

New experience Vibe the positive vibe the respondents Young people R2: Young people like to go there because there are a lot of feel at the night market young people, and young people like the feelings of it. Drawn to it [night market] R2: … gives you the vibe …. You are drawn to it … want to know what’s there, and what makes the place so crowded, and Causes curiosity. why is there so many people who wants to go to this night market. Simple R5: ...Dadong is way simpler... Nostalgia The feeling of nostalgia at night Brings back R2: Like the games that I play when I was a child, it just markets memories. brings back a lot of memories.

Part of my childhood R2: …. When I see those kids, I was like oh I was one of them before. Introduce them [games] to my R2: brings back a lot of childhood memories. friends R2: … a part of my childhood memories …. Would definitely introduce them to my friends and ask them to try it (games) because it is fun.

Renao The bustling and liveliness of the Noisy and crowded R1: noisy and crowded ... In a good way night market Not too overcrowded R2: … have more new stuff…. Expect to see a lot of people … doesn’t really annoy me… there is a lot of Does not mind people … but not too over-crowded. having people R4: it was very crowded…. For me personally I don’t mind having a lot of people at all. Freedom Feeling of freeness, the Feels free R2: It feels more free in a night market. respondents feel at the night markets Able to eat on the R4: being able to eat on the street street Culture The feeling of participating and Part of our culture R2: It is a part of our culture preserving their culture Experience Asian R2: A place where foreigners can experience the Asian culture culture.

Food from different R4: …. Different kind of food from different cultures. cultures R4: … night market stands for Taiwanese culture… introduce something about Taiwan to a foreign friend, night market will be the first that I go for.

Facilities Customers’ positive feelings towards the extra facilities the night markets offer, other than the sales and services Parking Feeling towards the parking area Offers parking lot R1: … which offers parking lot …. Convenience is provided by the night markets important to me. When I find parking, I get R1: I prefer the night market offer the parking service. happy R2: The parking lot.

R3: ...once I find the parking, I get really happy...

Restroom Feeling towards the restroom Offers toilets R1: …. Which offers … and toilet makes me satisfied …. provided by the night markets Convenience is important to me. Portable bathrooms R2: I like that they have portable bathrooms there… don’t Clean need to worry or look for one, it’s right there.

R2: …. portable bathroom…. are pretty clean too.

Rubbish Bin Feeling towards the rubbish bins Provides trash bins R1: they provide trash bins ….. provided by the night markets

The way aisles The feeling towards the organization Has specification R1: … has specification …. Number one two three lines are organized and orientation of the aisles of the are for foods vendors, and number four to six lines are for night market Well organized drinks and so on.

R4: … well organized, it is like in a little area or with everything, and it is very well sectioned.

Vendors Customers’ positive feelings toward the goods and service providers at the night market Vendor’s The positive feelings Friendly R3: ...vendors are friendly in the south… attitude towards with the interaction vendors customer with the vendors R4: … you can see how welcoming people are in Southern Taiwan, … Welcoming something kind of different that you can find from Taipei, Taichung, or other people big cities in general.

Treats R4: … know if you want to make business, you have to treat customers well. customers So, you would not see any disrespectful stands or something…. Sometimes well. people can get annoyed or sound like they are annoyed, …. They don’t really mean it, or it’s not that common also. Really nice vendors R5: ...the vendors are really nice and kind…

Happy to see R6: ...the seller woman recognized me and was happy to see me...that kind of me. service is difficult to achieve in big night markets like Garden.... I think that is a really nice attitude…. Nice attitude

Goods and Customers’ positive feelings with the goods and products (food, beverage, clothing, etc.) sold at the night markets products Food taste and customers attitude towards All good R3: ...they were all good… quality the taste and quality of the food It is my type. R4: the flavor, the taste of the food. I liked the food.

R4: … more salty in the north, and sweet in the south … southern Only in Tainan Taiwan night market is more sweet, and it is my type.

Like the fruit R5: ...I really liked the food… juice R5: ...there are things that you can find only in Tainan… Like the bubble tea R6: ... I also like the food in them....

Good desserts R6: ...I like the fruit juice and bubble tea stands in both night markets too. Oh, and they both have good desserts too... Pricing of Reasonable / cheap price Reasonable price R1: reasonable price for food, games, or drinks. product Local one is R1: the local one is cheap, but for tourist will be very expensive …. But cheap. I can accept.

Lot cheaper R2: … it is a lot more cheaper.

Really cheap R2: everything is really cheap at a night market.

Low price R4: ... can get street food easily at a really low price….

Can have dinner R4: You get all different kinds of food in a really low price. for cheap R5: ...the accessories were really cheap...

R4: foreign food …. Can get them in really low price in comparison with the actual foreign restaurants.

R4: cheap but not economical

R6: ...if you know what you want to buy and only buy that item without getting distracted by others, you can have dinner for not so expensive from a night market... variation of The wide variety of food Anything you R2: you can find anything that you want and everything that you need stalls sold at the night market want. there ….

Lot of new food R2: … a lot of new food that I have never seen before.

Never seen R2: people will come up with a lot of new ideas, especially the food. before R2: you will see a variety of food at the night market …. Try local New ideas food... but also western food.

Variety of food R3: ...in Garden night market they have multiple choices of food…, ...you can eat food from many countries…, ...they have a wide Local and variety of diverse food… western R4: … the diversity of the food Eat from many countries. R4: … able to see … different kinds of food from different culture.

Diversity of food R4: if you want to find foreign food, specifically in Ruifeng night market (瑞豐夜市）, you can. Different cultures R5: ...the food is not as much as they do in Tainan...

Foreign food R6: ...has a good variety...

Packaging of Convenient packaging convenience R5: ...I like it for the convenience... product

Dissatisfaction

Location Customers’ negative opinion on the night market’s location, the surrounding areas, and the orientation in accordance with the nearby businesses and others Dangerous The safety issues Scooter can ride R1: because scooters can ride into the night market, and people sometimes have location of the night into the night accidents with the rider. market’s location. market. R4: a lot of cars moving around and people moving around, the traffic there is just Accident with the really messy. rider R4: But some night markets are located on specific roads …. You can actually Lot of cars moving drive into it …. It is dangerous. around. R4: when people are looking for parking, won’t be able to watch out the stuff in Might not notice front of them or next to them, so, people might be walking next to the scooter, bur pedestrians when the scooter is trying to park on the left-hand side and might not notice the people parking. on the right-hand side and kind of just hit them or something.

Really messy R4: there are too many cars going around - really messy, and kind of hard to traffic explain how dangerous it is. Just imagine how cars and people moving around at the same time. High possibility of getting hurt. R4: a high possibility of getting hurt….

Traffic around is R5: ...traffic around is crazy...The traffic is a mess… crazy. R5: ...right next to a big road with a big intersection, so it is really dangerous... Next to a big road with big intersection

Atmosphere Customers’ negative feelings and opinions while being at the night market Feeling worried Worrying about not being able I have to find a R3: ...first thing I think is that I don’t feel happy that I have to about parking to find parking parking place. find a parking space…

Worry about the R5: ...worry about the parking... parking

Crowded night Respondents not liking the If not R2: If it not too over-crowded, then it is fine. markets feeling of crowdedness overcrowded, it is fine. R4: a high possibility of … getting lost in the night market.

Possibility of R4: there’s too many people, you need to hold hands or hold on getting lost. to your friends’ clothes in order to not get away from them, to stay close to them.

Too crowded R5: …I realized it was bit too crowded, and so many tourists…

So many tourists R5: ...everyone have to push each other. I dot like that at all…

Have to push each R6: ...it is a bit crowded... other. Illegal activity some illegal activities might Scamming people R5: ...so many people are doing something like charity, begging, be conducted in the night asking for money and stuff. And I heard many of these people market. are scamming people...

Facilities Customers’ negative feelings towards the extra facilities the night markets offer, other than the sales and services Parking Service Customers’ dissatisfaction No parking R1: No parking with the night markets’ parking solutions Parking fee is R2: … should charge people less for parking because it is expensive. really expensive.

Lots of scooters R2: … parking service in the area are not cheap either.

Hard to find R3: ...In Tainan, we have a lot of scooters, so they should parking. have more space for them… R4: … is really hard to find parking.

R5: ...we always ride scooter and it’s like so hard to find parking…

R6: ...difficult to park around there...

Number of bathrooms The dissatisfaction with the Dislike dirty R1: I dislike dirty toilet. provided, and its sanitation of the night toilet sanitation markets’ restrooms R3: ...the bathrooms are really dirty… Bathrooms are really dirty. R3: ...there is so many people but not enough toilets…

Not enough R3: ...I try not to drink much drinks when I go to there, toilets because I don’t want to go to the bathroom there…

Sanitation could R4: sanitation could be a problem, like toilet ….. But it’s be a problem. really a really tiny thing for us. (going to night market… we know the toilet is not going to be clean …. Pee somewhere Try to avoid the else or before …) bathroom. R5: ...I try to avoid it [bathroom]... bathrooms are bad. R6: … about the bathrooms, I know they are bad...

Sanitation of the night Dissatisfaction with the problem with R1: …. But sometimes the trash bin is full of trash, but no one market’s environment cleanliness of the night safety hygiene clean it, so sometimes it becomes dirty. market No place to wash R1: if the trash bin has no one to clean up, it may have the your hands. problem of food safety and food hygiene.

Streets can get R2: … not very convenient is that there is no water there…. dirty. Eating and walking …. Get things on your hand … no faucet that can wash your hands with. You can even see cockroaches. R3: ...the streets can get really dirty…

Hard to keep R3: ...sometimes you can even see cockroaches… night market clean. R4: …. Sanitation… a lot of people, it’s just hard to keep it really really clean. Some trash on the ground R6: ...they can be a little dirty sometimes, like some trash on the ground, even though there are many trash cans in the aisles...

no seating area Dissatisfaction with the lack There are no R6: ...another thing I don’t like is that there are no seating of seating areas seating areas areas...

Vendors Customers’ negative feelings toward the goods and service providers at the night market Vendors’ attitude Dissatisfaction with the No patience to the R1: … if there is many people, the boss will have no towards interaction with the vendors due customers patience to the customers. Then my mood will be bad. customers to their attitude I would not go back to R1: …. I would not go back to that store. …. Even if the that store. food is good, I think attitude is very important than food.

Sometimes rude R5: ...sometimes they are bit old, been there for a long time and kinda rude…sometimes they are bit busy and Not on their best not really on their best behavior... behavior R3: … some of the vendors will know you’re a foreigner They will tell you and they will tell you higher price… higher price

Vendor’s The dissatisfaction with the Will touch the food and R2: the sanitation part … people who owns the sanitation sanitation and hygiene of the money with the same vendor …. Will touch the food and then take money from vendors hand. the customers with the same hand.

Handling cash and food R2: I don’t think they want to make food and put it in with the same hand their mouth after they touch the money themselves either.

Not hygienic at all R6: ...I see the vendors are touching the food items with the same hand they are handling cash with. That is not hygienic at all.

Goods and Customers’ negative feelings with the goods and products (food, beverage, clothing, etc.) sold at the night markets products Pricing of Dissatisfaction with the pricing of the good Bit expensive R3: …some of the food is a bit expensive. products and services Not cheap at all R5: ...some food is not cheap at all…

Spending bunch of money R5: ...you end up buying many different stuffs and spending a bunch of money… Got into trouble for spending so much. R5: ... I got into trouble for that night for spending too much… Worries about spending money. R5: ...worrying about how much I’m going to spend… Prices add up R6: ...they seem not so expensive individually, but all together they really add up...

Food quality Consumers’ dissatisfaction and uncertainty Wonder about the R3: … sometimes I wonder about the food’s of the food quality and safety freshness freshness…

Would not eat if the food R3: …I would decide not to eat if the food does not look fresh. does not look fresh…

Not easy to know the food R3: …it’s not easy to know if the food is is fresh fresh… Packaging of The dissatisfaction with the use of Plastic bag R1: plastic bag is not good for the product disposable plastic utensils and packaging environment. Lots of plastic bags and utensils R5: ...they give you a lot of plastic bags, spoons, straws, and stuff… Not a big fan R6: ...I’m not a big fan [of plastic packaging] ...

7.6 Transcripts

Respondent 1 Interviewer: Ursula Interview date: 29th April 2021 Place of interview: online interview Length of interview: 24 mins 25 secs Interviewer: Growing up in Taiwan, I suppose, night market is a part of your life. Interviewee: Yes. Interviewer: Do you have a favorite night market or one that you disliked in Southern part Taiwan? Interviewee: Uh, yes. My favorite night market is Ruifeng night market (瑞豐夜市) at Kaohsiung because it has specifications. For example, number one to three lines are for food vendors and number four to six lines are for drinks, and so on. Interviewer: So, one to three are food vendors and four to six are street vendors? Interviewee: Drink. Drink vendor. Like bubble tea. Interviewer: Ah! Drink vendors. Okay. Okay. So, because there are food and drink vendors you like Ruifeng night market (瑞豐夜市)? Interviewee: Yes. Interviewer: But other night markets also have food and drink vendors. Interviewee: Hmmm… because they have one to three line for food vendors, so I can easily know which line is for food, and which line is for drink. Interviewer: Ah… Okay. I understand now. Interviewee: It’s easier to find. Yes. Interviewer: Got it…. Do you have any night market that you dislike? Interviewee: Dislike…. Hmmm…. DongGan（東港）. Interviewer: DongGan（東港）? Interviewee: DongGan night market（東港夜市）. Interviewer: Okay… Why? Interviewee: Because scooter can ride into the night market, and people sometimes have accidents with the rider. Interviewer: Ah, ok. That is very dangerous. Interviewee: yes. Interviewer: Okay. So, if one day of your foreign friends asked you to tell them what Taiwanese night markets are, how would you describe it to them?

Interviewee: hmm, I will tell them that they can eat and drink Taiwanese traditional food such as pigs blood cake, stinky tofu, xiao long bao (小籠包), hot pot, and deep- fried chicken cutlet, black tea, and bubble tea. Besides that, they can play many games at a night market in Taiwan. For example, balloon dart, basketball toss, and pinball. Sometimes, they can also buy some shoes, socks, necklace, and earrings, also clothes. Interviewer: Okay, and what makes you want to revisit a night market? Interviewee: hmm… First, delicious food. Second, good environment. And last one is reasonable price for food, games, or drinks. Interviewer: So, you think the price in a night market is acceptable? It is not too expensive? Interviewee: Yes. Interviewer: Even the games? Interviewee: Yes. Even the game is not too expensive. Interviewer: Oh, Okay…. Is there maybe like some foods or drinks that you only can find in a night market but maybe not in the stores outside? Interviewee: hmmm. Foods that only can be found at a night market…. Interviewer: Yeah, for example maybe a certain type of snacks like usually they don’t sell it in a store. Interviewee: Oh! Pig blood cake. Interviewer: Pig blood cake. Interviewee: Yes. Interviewer: Oh. Okay. Interviewee: It’s only in night markets, I think. Interviewer: Okay. Anything else? Interviewee: hmmm maybe stinky tofu? Interviewer: Yeah, maybe, maybe. Interviewee: and oyster omelet. Yeah. Interviewer: Okay. Interviewee: Yeah. Interviewer: Now, can you think back to a recent visit to the night market. So, what do you see when you were there? Interviewee: I saw many kinds of vendors, many people with their friends and families eating together and talking. Yup. Interviewer: Okay. How about the atmosphere? Interviewee: hmmm. The atmosphere in the night market is full of joy.

Interviewer: Any other description of a night market? Interviewee: Hmmm, the atmosphere…. Interviewer: In Chinese language there is a term called ‘renao’（熱鬧）. What do you think does this mean? Interviewee: Er… I don’t know how to say ‘renao’ (熱鬧) in English… (laughter) Interviewer: ha-ha, okay. When you hear of the word ‘renao’, is it busy? Is it noisy? A lot of people? Interviewee: Yeah, noisy and crowded. Interviewer: Is it in a good way? Interviewee: I think it is in a good way. Interviewer: Okay. So, who did you with, during your recent visit? Interviewee: A recent visit I went with my friends, but sometimes I’ll go with my family. Interviewer: Okay, and where did you go? Interviewee: I went to Kenting night market（墾丁大街夜市）, Ruifeng night market (瑞豐夜市), DongGan night market （東港夜市）, and Chiayi night market (嘉義文化路夜市). Interviewer: And usually what did you buy in a night market? Interviewee: I usually buy bubble tea, oyster omelet, stinky tofu, and sometimes I eat hotpot in night market. Visit there and enjoy hotpot together. Interviewer: That’s very nice. Interviewee: Yeah. Interviewer: Okay. Based on your experience, what kind of service provided in the Southern Taiwan night market makes you happy? Makes you feel satisfied. Interviewee: hmmm…. What kind of service…. The night market which offers parking lot and toilet makes me satisfied, because it is convenient to me. Parking lot and toilet is important. Interviewer: How about the cleanliness of the night market? Interviewee: It is also important, but I think parking lot and toilet is more important than cleanliness. I mean that the convenience for the customer is very important to me. Interviewer: Okay, convenience is very important. Interviewee: Yes. Interviewer: The night markets that you have been to, do they provide trash bins, or rest areas? Interviewee: They provide the trash bins, but sometimes the trash bin is full of trash, but no one clean it. So sometimes it will be dirty.

Interviewer: So, if it is full and dirty, it will make you feel dissatisfied. Interviewee: Yes, dissatisfied. Interviewer: How about the service provided by the vendors? The people who sell things. Do you think the service is good, or do you ever meet a bad service? Interviewee: Sometimes if there is many people, the boss will have no patience to the customers. Then my mood will be bad. Interviewer: When you go to a night market, how do you know which stalls to pick? For example, just now you say that you will buy bubble milk tea, there is for sure more than one bubble milk tea shop. How do you know which store you should buy from? Interviewee: I will see which vendor has more customers waiting, so maybe the food sold there is good. So, I will go to there to buy. Interviewer: Okay…. Have you ever looked at social media and see people recommending, and you go there because of the recommendation? Interviewee: erm… If my friend recommends the night market, if I have chance, I will go there. Interviewer: So, if it is your friends who recommend. Interviewee: Yes, but if by social media, hmm, I also have a few. Interviewer: What do you think of the safety in a night market? Do you think it is safe? Interviewee: Do you mean the food safety or the … Interviewer: Both. Interviewee: I think safety in night market is also important, like the environment. If the trash bin has no one to clean up, it may have the problem of food safety and food hygiene. Interviewer: So, it is because of the trash, it will affect Interviewee: Yes, no one cleans up the trash. Interviewer: How about the safety in the environment? I know that Taiwan is a safe country, but will you be scared of like pickpockets, or hmmm because it is at night. Will you maybe feel like not safe? Interviewee: Because I think Taiwan is safe, so I don’t think it is dangerous at a night market. (laugh) Interviewer: (laugh) yeah. Taiwan is very safe. How about the location of the night market? Do you think it will affect maybe because the night market is too far or it is near, that is why you go or don’t go to the night market? Interviewee: My favorite night market, the Ruifeng night market (瑞豐夜市), it is near the MRT station. So, the transportation is very convenient. So, I would go there than other ones. Interviewer: So, one of the reasons is that it is very convenient. Interviewee: Yes. The transportation is very convenient.

Interviewer: So, if it is not as convenient, you would not go to the night market? Interviewee: Yes. Interviewer: Okay. So, you mentioned before about parking service. If there is parking service, you will be satisfied. Interviewee: Yes. Interviewer: But some night markets might not provide parking service. So, you would not want to go to the night market? Interviewee: Yes. I prefer the night market offer the parking service. Interviewer: Okay. You also mentioned the price. You are okay with the prices in the night market. Interviewee: Yeah. Interviewer: Usually the night markets they have similar pricing, or do some night markets have more expensive pricing comparing to others? Interviewee: The night market, the local one is cheap. But for tourist will be very expensive. Interviewer: So, can you tell me the night market that are for tourist? Interviewee: hmmm. Ruifeng night market (瑞豐夜市). (laugh) Interviewer: So, Ruifeng night market (瑞豐夜市) is more expensive. Interviewee: Is more expensive, but I can accept. Interviewer: Okay, Okay. So, it is still acceptable. How about the packaging of the product? Do you have any comments about the packaging? Interviewee: I think the plastic bag is not good for the environment. And if customers can bring their own bottles or the container to night market, it will be better to the environment. Interviewer: Do you bring your own bottle to a night market? Interviewee: I only bring my bottle, but container is too big to bring. Interviewer: So, you bring your own bottle to a night market? Interviewee: Yes. Interviewer: Wow. Wow. Interviewee: Only bottle. Interviewer: At least you are helping the environment. Interviewee: Yes. Interviewer: Just now you talk about the vendor, the boss. If maybe they have too many customers, they may not give you a very good service. Will it affect, like you not wanting to go to that store?

Interviewee: Yes. I would not go back to that store. Interviewer: Even if the food is good? Interviewee: Yes. Even if the food is good. I think attitude is very important than food. Interviewer: Okay. Very good. Okay. I think that’s about everything. Do you have any other comments or suggestions, regarding the satisfaction or dissatisfaction of southern Taiwan night market? Interviewee: Yes. I suggest southern Taiwan night market can bring different kinds of vendors, to bring the diversity. Interviewer: So, you think they don’t have enough kinds of vendors. Interviewee: Yes, its similar. Interviewer: You say that every night market is very similar? Interviewee: Yeah. Interviewer: So, what type of diversity do you mean? Interviewee: hmm I mean the special and unique. Interviewer: So, you mean like in Kaohsiung, maybe they have a food that only can be found in Kaohsiung night markets? Interviewee: hmmm. No. I mean in a night market, you may find one store selling bubble tea. And you may find the next store also selling bubble tea. And the next store as well. Interviewer: So, you don’t want this. Interviewee: Yes. Interviewer: So, you want more different kinds of stalls. Not repeating stalls. Interviewee: Yes. Maybe they can sell lemon tea, or other drinks. Interviewer: So, there are too many of the same store. Interviewee: Yes. Too many bubble-tea shops. (laugh) Interviewer: (laugh) Okay. Any other comments? Interviewee: No. That’s all. Interviewer: Okay. Just to reconfirm. The things that you don’t like is if the boss don’t have patient. Interviewee: Yes. Interviewer: And if the trash can is full. Interviewee: Yes. I dislike dirty environment in a night market. Interviewer: And if no parking. Interviewee: Yes. No parking.

Interviewer: Oh, and there was one more. If the scooter or car can ride inside the night market. Interviewee: Yeah. Interviewer: Anything else? Interviewee: hmmm. Toilet. The clean toilet. I dislike the dirty toilet. Interviewer: Okay. That is all for our interview today. Thank you very much for sharing your thoughts and time. Would you mind if we contact you in the future about some confirmation and clarification? Interviewee: You can email to me. Interviewer: Okay. Once again thank you for sparing your time and knowledge. Interviewee: Your welcome.

Respondent 2 Interviewer: Ursula Interview date: 2nd May 2021 Place of interview: respondent’s house Length of interview: 14 mins 37 secs Interviewer: Growing up in Taiwan, I suppose night market is a part of your life. Interviewee: yes. Interviewer: Do you have a favorite night market or one that you dislike in southern part of Taiwan? Interviewee: There is one night market that I really like. It is Kaohsiung, and it is called Ruifeng night market (瑞豐夜市). Interviewer: And why do you like this night market? Interviewee: That one is very diverse, there is a lot of things you can see there, and a lot of food you can try. I would say it is more like an international night market. It is very touristic too. Interviewer: And do you have any night market that you might dislike? Interviewee: erm... not really. Interviewer: Okay. So, if one day one of your foreign friends ask you to tell them what a Taiwanese night market is, how would you describe it to them? Interviewee: I would tell them it is part of our culture and growing up our parents would take us to the night market, and they display a lot of Taiwanese stuff. Traditional handcraft things, and they also sell a lot of food there. So, you pretty much can find anything that you want and everything that you need there, like clothes, shoes, stationaries…. And that’s a place where foreigners can experience the Asian culture too. Interviewer: Can you maybe tell me about the atmosphere. What makes it a night market? Interviewee: It happens at night! So that is why its called a night market. Mostly there are a lot of young people, and they like to hang out with their friends there. And they sell a lot of stuff for young people like earrings and clothes, like fashion stuff. Young people like to go there because there are a lot of young people, and young people like the feeling of it. Interviewer: Okay. So, can you think back to a recent visit to a night market. What did you see when you are there? Interviewee: erm… I see a lot of people, and a lot of new food, that I have never see before. I think one interesting thing about the night market is that people will come up with a lot of new ideas, especially the food. That’s why you will see a variety of food at the night markets, and you can try not only the local food like the Taiwanese food, but also western food. That is why I see a lot of new food that I have never seen before. And also…. More people, for sure. (laughter)

Interviewer: So, a lot of people meaning that it will be very noisy. Interviewee: Sometimes. We know that it is a night market and people like to go and expect to see a lot of people there. When they have more new stuff at the night market, then they attract more new people to go. It doesn’t really annoy me, but like I said there is a lot of people, but not too over-crowded. If it is not too over-crowded, then it is fine. Interviewer: Okay, so based on your experience, what kind of service in the Southern Taiwan night market are you satisfied with? Interviewee: erm… the parking lot? But I feel like they should charge people less for parking because it is really expensive. Also, the parking services in the area are not cheap either. But I like that they have portable bathrooms there, so that people who go to the night market don’t need to worry about it or need to look for one because it is right there, and they are pretty clean too. Interviewer: So, you like that there is a parking, but you don’t like that it is expensive. Interviewee: Yes. Interviewer: So, anything else that you are satisfied with? Interviewee: (long pause) Interviewer: Maybe the service or the people or the environment? Interviewee: The environment is really good. When you go there, there is a lot of people, and it gives you the vibes like there is so many people, and you are drawn to it because you want to know what’s there, and what makes the place so crowded, and why is there so many people who wants to go to this night market. And so you see the excitements and the happiness on those peoples’ faces, and you just automatically feel happy too. (laugh) Interviewer: (laugh) Okay. Yeah, yeah. I mean like seeing other people happy attracts you to be happy as well. Like that’s good. So besides going there to buy foods and drinks, like you said that there is new foods and new drinks. So, besides the foods and drinks, what else can you find in a night market? Interviewee: Besides drinks and foods, what else can I find in a night market… hmmm. Oh! Games. Like the games that I play when I was a child, it just brings back a lot of memories. I don’t really play, but when I walks through those aisles, when I see those kids, I was like oh I was one of them before. And you can see how happy those kids are, it just put a smile on my face. Brings back a lot of childhood memories. Interviewer: So, would you bring you foreign friends to play these games? Interviewee: Yeah! I mean because it is a part of my childhood memories, and the things that I do when I was a child, so I would definitely introduce them to my friends and ask them to try it because it is fun. Interviewer: So, you said games, and foods and drinks, is there anything else that you can buy in a night market? Interviewee: Accessories like earrings, or like phone cases and candles… Interviewer: I feel like you don’t go to that section of the night market.

Interviewee: not really because I don’t really buy clothes at the night market. I have my own preferences. Interviewer: what type of food do you like to eat at the night market? Interviewee: I really like stinky tofu, oyster omelet, hotpot, and some Taiwanese local food basically, like squid as well. Interviewer: Can you find these foods outside of a night market, or like certain foods you only can find in a night market? Interviewee: I think all the food that you can find at the night market you can find them anywhere else too. Like you can find them in a food court or in a mall. But its just different. It feels more free in a night market. So, I think that is why people go to a night market, and also the prices is different, it is a lot more cheaper. Everything is really cheap at a night market. Interviewer: Oh okay. So, just know we talked about the things that you like in a night market. So now, what things do you not like in a night market? Interviewee: The sanitation part. I’ve seen people, those people who owns the vendor, when they make the food, they will touch the food and then take money from the customers with the same hand. And I just don’t think it is clean enough, because money is dirty. You touch it, and then you go back to touch your food, so I feel like this is something that they can work on. And also, I think one thing that is not very convenient is that there is no water there. So, when your hand is dirty, and you are eating and walking at a night market, and you might get things on your hand. But there is no faucet that you can wash your hands with. So, I think that is one of the disadvantages at the night market. So, sanitation and also water. Interviewer: Anything else? Interviewee: Not really Interviewer: So, I think overall you are satisfied with the night market. Interviewee: Yeah! Interviewer: So, just mostly, well when the vendors touch their food and then money with the same hand, that’s the big problem you are not satisfied with. Interviewee: Yeah, yeah. Interviewer: And so, do you have any other comments or suggestions regarding the satisfaction or satisfaction? Interviewee: Hmmm, not really. Just like what I said earlier, I hope that the business owners be careful about this part more, because we don’t want to get those people who get to the night market sick. Even for themselves I don’t think they want to make food and put it in their mouth after they touch the money themselves either. Interviewer: That’s true, that’s true. Well, okay. That’s all for our interview today actually. Thank you very much for sharing your thoughts and time. Would you mind if we contact you in the future about maybe if we want to know more of some information. Interviewee: Sure, no problem. Thank you for having me.

Respondent 3 Interviewer: Muunuu Interview date: 5th May 2021 Place of interview: online interview Length of interview: 14 mins 28 secs Interviewer: Okay, thank you. So, today we are going to explore the customer satisfaction and dissatisfaction with night market services, and specially in southern Taiwan. Interviewee: Okay. Interviewer: Alright. So, let’s get into it. Um, do you go to night markets often? Interviewee: Not really, but when I was younger, I used to go a lot. But, when you’re getting older, it’s not really [used to go when young, but not much now]. But when I go once in a while, it is really nice, quite nostalgic [feels nostalgic]. Interviewer: Okay, so when was the last time you visited a night market? Interviewee: I think it was last month. Interviewer: Ah, okay, cool. Which night market did you go to? Interviewee: In south, the Garden night market. Interviewer: Ah cool. Can you tell me more about your last visit? What did you do, and did you like it or not? Interviewee: Alright, so, I have been to a lot of night markets all over Taiwan [been to a lot of night markets], but in Garden night market they have multiple choices of food [multiple choices of food]. For example, they have like Thai food, or Korean, Japanese, or Chinese and Taiwanese, and you can eat food from many countries [international selection of food]. I think, uhh, they have a wide variety of diverse food [diverse food]. So, I liked it. Mhn. Interviewer: And in your last visit what would you say was the best part of visiting the night market? Interviewee: The best part was like I can eat a lot of food, hehe [ate a lot of food]. Interviewer: Who did you go with? And what else did you do except eating food? Interviewee: I went there with my boyfriend, and except for eating there is lots of games, and shopping. You can buy clothes and even phones cases. You can do many things there [can do many things]. So, we played small games and bought phone cases for us, other than eating. Yeah. Interviewer: Mhn, okay. You mentioned you ate a lot of food, and can you tell me what kinds of food you ate?

Interviewee: Okay, so in Garden night market, they have a lot of food, and it was actually difficult to choose [difficult to choose]. We wanted to eat almost everything [wanted to eat almost everything]. But we ate Korean food, the egg cake, and Thai fried chicken, the spicy one with the sauce. Oh, and I found out there is no more Taiwanese style sausages anymore [no Taiwan style sausage], there were some with more koreanized sauces. Interviewer: Oh really? Interviewee: Yeah, and we tried that one too. and we tried noodles from shanghai as well. Interviewer: Wow those sounds good. Interviewee: Yes, they were good. And also, we ate some Taiwanese food as well. The oyster omelet, right? Interviewer: Yeah Interviewee: And stinky tofu too. yeah, we ate a lot, and I couldn’t remember everything though. These are some of the things I can remember. Interviewer: Wow these sounds nice. Interviewee: Yeah, we were just walking through the aisles one by one [walking through the aisles] Interviewer: Sounds like a good evening. So, you bought a lot of food, and what do you think about the prices of the food and other services as well? Interviewee: Well, I think some of the food is bit expensive [bit expensive]. Because we know that Garden night market is especially for visitors from other cities or tourists who go to Tainan and visit the Garden night market [Garden night market is for visitors]. But, in normal night markets the prices are lower, not like Garden night market. So, I think as a Taiwanese, we will think it is a bit expensive. Interviewer: Ah, I see. Okay, so, you mentioned that night markets are really good, lots of choices and can do a lot of things. So, what do you like the most of these. For example, what would you miss about night markets the most if you live in a place without night markets? Interviewee: I would miss the Taiwanese food the most, of course. Because the best Taiwanese food is originated from the vendors, and then they formed the night markets. So, stinky tofu for sure [would miss stinky tofu]. Interviewer: So, you would miss the food the most if there is no night markets around you? Interviewee: Yeah, I would miss the food [would miss the food]. Interviewer: So far, we talked mostly about how good night markets are, except some food being bit expensive. So, do you think there are any other things that are not good of night markets, so maybe they can improve?

Interviewee: Well, I think they can improve such things as their environment [need to improve the environment]. Like, their streets can get really dirty [dirty streets], right? Sometimes you can even see cockroaches [cockroaches]. Interviewer: Ohh, really? Interviewee: Yeah, so I think they can change the rules about their hygiene [hygiene]. Or maybe they can set more trash [more trash cans] cans so people can throw their trash in the trash can instead of on the ground [trash in the trash can instead of the ground]. And also, the toilets [toilets]. Interviewer: Ah, yes. Interviewee: The toilets are really dirty [toilets are really dirty]. I think it is because there is so many people but not enough toilets [so many people, not many toilets]. So, I try not to drink much drinks when I go to there, because I don’t want to go to the bathroom there [don’t want to go to the bathrooms in night markets]. And their parking spaces too [not enough parking spaces]. they should set more parking place for more motorcycles. In Tainan, we have a lot of scooters, so they should have more space for them [many scooters, not many parking]. Interviewer: Yeah, that is true. Interviewee: And, yeah, I think that is all. I think the environment is the most important thing [environment is important]. Because if we see the environment is bad like dirty, would we go there to eat? No, right [if environment is dirty, would not go to eat]? Yeah, so I think the environment can be better. Interviewer: Thank you. So, what do you think of the vendors themselves? Some of them are really friendly, like putting extra toppings on your food, or giving free stuff, while some can be rude. What do you think of the vendors’ attitude? Interviewee: Well, I just mentioned that I’ve been to a lot of night markets, right? Interviewer: Yeah. Interviewee: But in the south like Tainan and Kaohsuing, the vendors are really friendly [vendors are friendly in south]. But, if you go to the north, some of the vendors are so mean [vendors are mean in north]. Interviewer: Ohh. Interviewee: Yeah. Also, if you are a foreigner, or if you speak English not mandarin, they will treat you so nice [vendors treat foreigners nice], but some of the vendors will know you’re a foreigner and they will tell you higher price [vendors can charge higher price for foreigners]. Yeah, they have their pros and cons. So, the pros can be like being treated really nice if you’re a foreigner. On the other hand, the cons can be when they see you’re a foreigner and they will think you’re rich and they will tell you higher price. Interviewer: I see. Next question is, what do you think about when you first approach a night market?

Interviewee: The first thing I think is that I don’t feel happy that I have to find a parking space [don’t feel happy about finding parking]. But once I find the parking, I get really, thinking about all the food I’m going to eat there happy [but, once parking is found, gets really happy about the food]. And then I try to see if the night market is crowded or not. Because if it is crowded with lots of people, it is hard for me to choose what to eat [if crowded, hard to choose what to eat], because I don’t like standing in a line a lot [don’t like standing in a line]. And sometimes I wonder about the food’s freshness as well [freshness of the food]. So, sometimes, I would decide not to eat the food I want, because there is a long line, or if the food does not look fresh [decide not to eat if there’s a long line] [decide not to eat if the food looks not fresh]. Interviewer: Yeah, that is true. My last question is, do you have any opinion on how night markets can improve some parts, and how they can promote their good parts? Interviewee: Well, we know that night market is originated from many vendors who want to sell food, right? So, there are a lot of people selling their food now. But sometimes it is not easy to know if their ingredients are fresh or not [cannot know if the food is fresh]. So maybe the managers of the night market or the government can give some kind of proof or guarantee for the food safety, it would be easier for the people to be more confident in what they are eating. And the other thing is the environment. So, I think maybe they can have some areas with AC when it is hot in the summer and maybe more parking spaces too [air-conditioned areas] [more parking]. Interviewer: Yeah, in the summer, even the evenings are hot too, right? Interviewee: And also, all of the vendors use the gas to cook their food, right? I think it is bit dangerous. I heard they can explode when it gets really hot [gas burners are dangerous]. So maybe they can do something about that kind of safety too. and you want me to mention the good parts as well, right? Interviewer: Yeah, I would like you to tell me what is the best thing you like, as well. Interviewee: I think they can promote their diversity, and maybe add even more countries’ food as well. Interviewer: Thank you those are really good points. And that is the end of our interview, and thank you again for sharing your thoughts and ideas with me. Would you mind if I contact you in the future if there are any clarifications or further questions about our interview? Interviewee: Oh, that’ll be okay. Interviewer: Thank you very much.

Respondent 4 Interviewer: Ursula Interview Date: 11th May 2021 Place of Interview: Bottoms Up café – Tainan. Length of Interview: 20 mins 25 sec Interviewer: Growing up in Taiwan I suppose night market is a part of your life, correct? Interviewee: Yup Interviewer: And do you have a favorite night market or one that you dislike? Interviewee: Okay, hmm. To start, the one that I like is Ruifeng night market (瑞豐夜市), just kind of like in the center of Kaohsiung. I think I like it because the easier reason will be because of the distance, of how close it is to my place. To talk about one that I don’t like, to be honest, I don’t have a specific night market that I don’t like. Interviewer: besides the distance, the location of the Ruifeng night market (瑞豐夜市), do you have any other reasons why you like this night market? Interviewee: okay I think it is because it is well organized, it is like in a little area or with everything, and it is very well sectioned. So, for example, so if you want to get food and drinks it is in the section of your right-hand side, and so for gaming and shopping for clothing and stuff will be on your left-hand side. So, I think it is very convenient to go to Ruifeng night market (瑞豐夜市). Interviewer: So, it is very well organized. Interviewee: Yeah. Interviewer: Anything else? Interviewee: And also, I think the transportation. Like the way you get there is very convenient. It will be a very important point especially for those people who don’t have scooters or cars. Interviewer: In what ways are they convenient? Interviewee: Cause it is close to the MRT station, and there is like U-Bike, even if you want to take Uber there, it will be very convenient since it is in the center. Interviewer: So, if one day your foreign friends ask you to what Taiwanese night market is, how would you describe it to them? Interviewee: I would say it is a place where you can get brand new experiences. The way I would describe it kind of depends on where they are from, like I would use certain aspects of the night market to try to appeal them, try to attract them. So, for example, if you want to describe a night market to a Spaniard, might tell them how it is like being able to eat on the street, or like can get street food easily at a really low price, cause like in Spain, it is illegal to do that. This would be kind of special to them. But to Americans for example, I would say the diversity of the food would be something appealing to them. And…. Interviewer: How about the atmosphere?

Interviewee: So, I think once you get into the night market, you can hear people shouting, like to try to attract customers. And it would be kind of messy in a sense like you will be able to see colorful signs, and different kind of foods from different cultures. From there you can also see how welcoming people are in Southern Taiwan, and I think that’s something kind of different that you can find from Taipei, Taichung, or other big cities in general. Also, the most important thing I think it is night market stands for Taiwanese culture. If I have to introduce something about Taiwan to a foreign friend, night market will be the first think that I go for. Interviewer: You mention Spanish people, how do you call them again? Interviewee: Spaniard. Interviewer: And how do you spell them? Interviewee: S-P-A-N-I-A-R-D Interviewer: Okay. Thank you. I just want to make sure the spelling and I didn’t know how to call it. So, can you think back to recent to a night market, who did you go with? Interviewee: Okay, my recent visit to a night market is about a month ago, and I went there with my foreign friend international students from Wen Zao (文藻外語大學). It was pretty cool because it was their first time going to a night market. Interviewer: It was Ruifeng (瑞豐夜市)? Interviewee: Ya. It was Ruifeng (瑞豐夜市). Interviewer: How was the atmosphere then? Interviewee: The atmosphere then…… Interviewer: Was it the same as like how you describe it just now like very busy and…. Interviewee: Yeah, it was super crowded because it was a on a holiday, like a four-day holiday I remember. So, it was very crowded, and also because Ruifeng (瑞豐夜市) is a touristic night market. Interviewer: Okay so you said very crowded, so does night market that is too many people makes you dissatisfied about? Interviewee: Okay, I think it is kind of subjective like for me personally I don’t mind having a lot of people at all. Like going to concerts or something, totally fine. But I know there’s some people who might be uncomfortable about this situation because it’s a place where you might have to like, it’s not like stick to someone, but you can touch someone physically because you are too close to someone because when it is too crowded you have to be too close to be able to move around. So yeah, for me personally I don’t mind. Interviewer: So, based on the experience from going to night markets in Southern Taiwan, what services are you satisfied with? Interviewee: Okay. I would talk about different aspects about this. First of all, the food, the flavor, the taste of the food. Cause you know how food in Taipei is different from Southern Taiwan. It is more salty in the north, and sweet in the south. So yeah, the flavor

of the food in the Southern Taiwan night market is more sweet, and it is my type. And besides that, cause like Ruifeng (瑞豐夜市) is a tourist night market, so you can also get food from different cultures. Like the diversity itself is really good. The second aspects I would say is the traffic. Cause like what I say, night market is always crowded, and people have to drive and take MRT there, so first of all it is really hard to find parking. Either car or for scooters it’s really hard in general. And besides that, cause like there is a lot of cars moving around and people moving around, the traffic there is just really messy. So, the traffic will also about another thing about a night market. And the third would be the sanitation. Cause you know places with a lot of people, it’s just hard to keep it really really clean. They do still have people to clean it over time, so yeah…. Is there anything else that you would like me to explain? Interviewer: erm yeah. You told me about the traffic. You said there’s people moving around, and there’s transport moving around, do you mean that the transport can go into the night market? Is a part of the night market? Interviewee: Oh no. For Ruifeng (瑞豐夜市) no. But I know for some night markets, if they are on the street, I don’t know if you have ever seen that. But some night markets are located on specific road, rather then some area. For that type of night markets, you can actually drive into it, like scooter or bike, but for Ruifeng (瑞豐夜市) it is just people walking around. But cars, they are not allowed to go into any night market. Interviewer: So, you don’t like that. Transportation being allowed to go into the night market, for those on the roads. Interviewee: I don’t really like it because it is like dangerous. Interviewer: But for Ruifeng (瑞豐夜市) specifically it is because you said the traffic. Can you explain more on that part? Interviewee: Yeah, Ok, erm… So, for example when people are looking for parking, they won’t be able to watch out the stuff in front of them or next to them, so, people might be walking next to the scooter, but the scooter is trying to park on the left-hand side and might not notice the people on the right-hand side and kind of just hit them or something. So that is one thing. And another thing is that there are too many cars going around. So erm… let me think on how to explain this… Interviewer: Take your time. Interviewee: hmmm. Ok so for example people have to cross the street, there will be a section for the pedestrians specifically, but at the same time there will be traffic lights for cars. So, like you have to wait a long time for the traffic light. The most important thing is that there are like vans and different kinds of cars moving around, and also cruise of people moving around. So, it is just really messy, and kind of hard to explain how dangerous it is. But just imagine how cars and people moving at the same time. Interviewer: So, it is just a place that erm… I don’t know… like prone to have an accident? Interviewee: Yeah, yeah, I would say. It is like a high possibility of getting hurt or even getting lost in the night market. Interviewer: Getting lost in the night market? Interviewee: Yeah.

Interviewer: Is it really that big? ha-ha Interviewee: its not like it’s big. It’s just that there’s too many people. You need to hold hands or hold on to your friends’ clothes in order to not get away from them, to stay close to them. Interviewer: Ah, I get it. I get it. Interviewee: Yeah, that’s what I meant by getting lost. Interviewer: What kind of food do you usually get in a night market? Interviewee: Can I say it in Chinese? Interviewer: sure Interviewee: Okay there’s a kind that is called xiao shang hai (小上海)，that’s the most typical local Taiwanese food. And besides that di gua qiu (地瓜求) is also one I would get. So, when I go to the night market I wouldn’t get something that is expensive or like fancy… because that is what night market is about. You get all different kinds of food in a really low price. So, that’s what I usually get. Like typical Taiwanese food. Interviewer: So, xiao shang hai (小上海) is the small, deep-fried chicken? Interviewee: yeah! Fried chicken and fried French fries. Interviewer: You can get these in other places, don’t you? Interviewee: Not really. I would say that they are typically in a night market. I mean it is getting more and more common to see anywhere on the street, but…. I don’t know. It is kind of just like a thing, ever since I was little, I used to getting these types of foods in the night market then any other places. And also if you want to find foreign food, specifically in Ruifeng night market (瑞豐夜市), you can also try, because you can get them in a really low price in comparison with like actual foreign restaurant. Interviewer: So, just now we talk about some good things and some bad things. Do you have any satisfaction or dissatisfaction you want to talk about in a night market? Interviewee: Satisfaction I would say, it makes me proud to be a Taiwanese, because when I want to introduce Taiwanese cultures to my foreign friends, this is actually the first thing that pops out of my mind. So this was the first thing, and another satisfaction I would say is convenient. In the sense of the diversity of the food, or the… let me think. I think it is just how convenient it is in general. Interviewer: And how about the dissatisfaction? Do you have anything that you want to… Interviewee: Dissatisfaction I would say its just the sanitation could be a problem, like toilet or something but, it’s really a really tiny thing for us, cause if you want to go to a night market, we know the toilet is not going to be clean, so, we usually just pee somewhere else or make sure you go to pee before going to a night market. Interviewer: How about the service provided in a night market. How do you feel about the service? Interviewee: The service in general I would say they are really nice, like they are all welcoming. Because first thing, we know if you want to make a business, you have to

treat customers well. So, you would not see any disrespectful stands or something. But you know sometimes when people can get annoyed or sound like they are annoyed, like yeah they do have it, but they don’t really mean it, or it’s not that common also. Oh and aaa. The service in a night market I would also want to talk about price. The pricing in a night market. So, the food in a night market I would say they are cheap, but not economical, in a sense that, so for example, with NTD50, you can get full with the food from the night market. But it could be just a piece of steak, or a little bag of fried chicken. But with NTD50 you could not buy anything from a supermarket like PX-mart cause then you still have to cook it, or do other stuff about it. So, anyway my point is, with this money, you can get stuff from the night market, but at the same time, if you think about it, with only NTD50, you can only get this one food. But if you go to a supermarket, you might spend NTD200, but then you divided all the food, and you found out maybe the chicken is only NTD30. I just think it’s way much more work if you get food from somewhere else. Do you get it? When I said it is cheap but not economically cheap? Interviewer: Yeah. I get it when you compare it to buying food, I mean cooking yourself. But if you buy food from outside, like you buy rou zao fan (肉澡飯) or fried rice, it’s cheaper…. I think… Interviewee: Not really, and also, you also need to think about the time when you are consuming those stuff. Because the thing about night market is that you can just grab it and leave. So, when you are in a rush, that’s what I do though, when I am in a rush, I would just go to a night market, with some coins, and just grab the food I want and go. But for restaurants in general, you have to wait, its time consuming, and its not as cheap. Interviewer: I get it. Interviewee: But overall, it’s just the diversity and the price that attracts me to a night market. Interviewer: So, with it being diverse and being a Taiwanese culture, and cheap price? Interviewee: Yeah. Interviewer: Okay! So, do you have any other suggestions or comments you want to add or that’s it? Interviewee: Not really. But I just want to say about how unique Taiwanese culture is. I think it is a part of a culture that we all have to keep. To put effort to maintain.

Interviewer: Well, okay. That’s all for our interview today actually. Thank you very much for sharing your thoughts and time. Would you mind if we contact you in the future about maybe if we want to know more of some information. Interviewee: Sure, no problem. Thank you for having me. Interviewer: Thank you.

Respondent 5 Interviewer: Muunuu Interview date: 14th May 2021 Place of interview: Interviewer’s apartment Length of interview: 19 mins 03 secs

Interviewer: Okay, thank you. So, today we are going to explore the customer satisfaction and dissatisfaction with night market services, and specially in southern Taiwan. So, we can talk about what you like and don’t like about night markets in the south.

Interviewee: Alright.

Interviewer: So, um, do you go to night markets often?

Interviewee: Not really, since moving away from Tainan.

Interviewer: So, where did you move to?

Interviewee: Nantou

Interviewer: Ah, so don’t you go to the night markets in Nantou

Interviewee: Because the night markets in my city are really small and the food is not as much as they do in Tainan.

Interviewer: Ah so you think night markets in Tainan have more selection?

Interviewee: Yeah.

Interviewer: And can you tell me when was the last time you went to a night market? It seems like a long time ago.

Interviewee: I don’t remember the specific time, but it was around last November.

Interviewer: Last November, that is around 6 months ago, right?

Interviewee: Yeah.

Interviewer: Do you remember who you went with and what you did.

Interviewee: I went there with my friend. We went there to eat and buy some stuff.

Interviewer: Do you remember what you ate?

Interviewee: Yeah, we ate the steak, those little tiny egg cakes, and some drinks, oh and some fried food.

Interviewer: Wow, that sounds good. and you mentioned you bought some other stuff. So, you remember what you bought?

Interviewee: Ahh, some accessories.

Interviewer: Ah cool. And what do you remember of your last visit that you really liked? Was it the food or the things you bought?

Interviewee: The food. I really liked the food. And the also the accessories were really cheap. Mhn.

Interviewer: Okay, and can you tell me which night market you went?

Interviewee: Dadong night market.

Interviewer: Ah nice, I really like that one. And besides Dadong, have you visited other night markets in Tainan, Kaohsiung and any others in the south? And, if you have, which one is your favorite.

Interviewee: Yeah, I have been to almost every big night market in Tainan, not so much in Kaohsiung. And probably Dadong is my favorite, I used to like garden. But I realized it was bit too crowded, and so many tourists.

Interviewer: And why do you like Dadong so much?

Interviewee: Dadong is first of all, used to be really close to where I lived, and it is much less messy than garden. Because like in garden, there’ll be so many of the same food everywhere, in different aisles. And you’ll see a lot of the same thing. But Dadong is way simpler.

Interviewer: Ah yeah that is true. So, you mentioned you didn’t like garden, because it is crowded and same foods repeating and stuff. Is there anything else you don’t like about garden?

Interviewee: The parking. Because we always ride scooter and it’s like so hard to find parking, and the traffic around is crazy because of all the people looking for parking spots. The traffic is a mess.

Interviewer: Yeah, that is really true.

Interviewee: And it is right next to a big road with a big intersection, so it is really dangerous.

Interviewer: And is the parking situation better in Dadong?

Interviewee: Yeah, I think so. But mostly it is because of the traffic.

Interviewer: Ah I see. Okay. Can you tell me which food items do you like the most in Dadong, garden or any other night market?

Interviewee: Umm, every time I go to Dadong, I eat the squid ball. Are they called takoyakkis or something?

Interviewer: You mean this [shows a picture of a takoyakki].

Interviewee: Yeah yeah, those ones. And also, the oyster omelets, and different drinks. Especially the coconut drinks.

Interviewer: Okay, and how much do you spend usually in a night market, per visit?

Interviewee: Umm, maybe around 500NTDs. Because even though it is in a night market, the food is not cheap at all.

Interviewer: So, you think the prices in the night markets are expensive?

Interviewee: Kind of, yeah, especially if you are eating a lot of different stuff. Even though each item is like around 50, 60, they are not enough to fill you up. So, you end up buying many different stuffs and spending a bunch of money.

Interviewer: Yeaah that is really true. I used to do the same How much do you think you spent the most in one night?

Interviewee: Ohh, I got into trouble for that night for spending too much. I spent almost 1,500NTDs on bunch of food, drinks and clothes and other stuff.

Interviewer: Wow, that is the most I have heard someone spent in one night. So, you seem to like you like to spend good money in the night markets. And what are you satisfied with from the services, like the vendors, the environment and stuff?

Interviewee: Umm…

Interviewer: You mentioned you liked the selection of the food, cheap accessories and drinks. Maybe you can elaborate on those?

Interviewee: Let me think about it.

Interviewer: Okay.

Interviewee: Umm, I haven’t really considered the services in this way, because I’m not really receiving many services except getting the food, right? I guess, it is not really like services in a restaurant. But of course, the vendors are really nice and kind, but I think that’s it.

Interviewer: I see. When I interviewed other people on the same topic, they shared their concern about the hygiene, the cleanliness of the night markets. Some thought they were kept clean enough, while other had the opposite opinion. What do you think about this issue?

Interviewee: I don’t really think it is up to the vendors to keep the whole night market clean. It’s like when we go to a night market, we look for trash can, and we don’t really litter there. But what do you mean when you say cleanliness?

Interviewer: I mean how is the ground, and the just cleanliness of the environment in general.

Interviewee: Oh, I remembered one thing. They don’t wash their pot and dishes and stuff over there.

Interviewer: So, you think their dishes are dirty?

Interviewee: No, I mean they are not cleaning their pots and pans after they finish at the night market place, maybe at somewhere else. I think it helps with the cleanliness.

Interviewer: Ah, yeah yeah. That’s true. Thank you. Oh, and other people mentioned their concerns about the safety of both the environment and the food at the night market. Like they are not really sure about the freshness of the food and worrying about getting food poisoning. What do you think about it?

Interviewee: I don’t really know about foreigners, but as a Taiwanese, I have been to night markets since I was a kid. So, I just go used to it and I don’t really care about those stuff. I haven’t had any problems so far. In my mind it’s like I have been going there, and everyone I know have been going there and eating the food and did not have any problems.

Interviewer: I see. That must be true. What do you think about the packaging of the night markets? like the plastic bags, boxes, cups, and everything.

Interviewee: Umm, I think they use too many plastic bags. Because like in a night market, you just want to grab it and go, right? So, they give you a lot of plastic bags, spoons, straws, and stuff, yeah.

Interviewer: So, what do you think about it? Do you like it, or do you think they should do it otherwise?

Interviewee: I mean, for me personally, I like it for the convenience. Because I don’t bring my bag, chopsticks, straws, and those kind of stuff from home, so it is really convenient, but at the same time I know it causes a lot of pollution.

Interviewer: Yeah, that is true, thank you. You mentioned that you haven’t been to a night market since you moved back to Nantou. And do you miss the night markets in Tainan? And if you do, what do you miss about them the most?

Interviewee: Umm, different kind of food, I think. Because in the night markets in Tainan, there are things that you can find only in Tainan. So, I miss those.

Interviewer: Ah I see. Okay. And what do you think of the vendors themselves? Do you think they are friendly or rude?

Interviewee: It just depends. Sometimes when I go to a night market, the vendors will be really kind and nice, actually mostly, but sometimes they are bit old, been there for a long time and kinda rude. But I don’t really mind those as well, since I am there for just the food. If they give me the food, I am good. Oh, and sometimes they are bit busy and not really on their best behavior, but again, I don’t really mind.

Interviewer: Okay, so what do you think when you approach a night market? Do you get excited about somethings or worry about somethings? What is going on in your mind on your mind on the way to the night market?

Interviewee: I mean, as a Taiwanese, when I go tonight market, I will worry about the parking, but it is easy to solve. Usually when you look around for a short time, you’ll

find a parking even if it is an illegal parking. But if everyone is parking like that, I think it is okay. But at the same time, I am worrying about how much I’m going to spend, because food is not the only thing I am going to buy at the night market. And of course, getting excited about the food I want to eat and check out.

Interviewer: Even at night in Taiwan, it is still really hot. Do you worry about how hot it will be, especially with the crowd?

Interviewee: If I already made my mind about going to a night market, I know it will be hot and stuff, so I don’t really mind it. I mean, it is not possible to put an AC in there, so.

Interviewer: Oh okay, yeah right. So, I have my last question for you. Do you have any opinion on how night markets can improve some parts, and how they can promote their good parts?

Interviewee: Umm, they should make the aisles bigger and wider, so everyone does not have to push each other. I dot like that at all, and that is why I got there after 9 or 10pm, when there is much less people. And, what else? Oh yeah, maybe the bathroom. Because every time I want to use the bathroom at a night market, I try to avoid it, because it is so dirty in there. So, maybe I will go to a convenience store nearby or just wait until I get home.

Interviewer: Yeah, that is true, people have mentioned the same problem before as well.

Interviewee: And about the good parts, maybe they can have more stuff that you can only find in Tainan or something. Oh yeah, I just remembered one thing I don’t like. Like so many people are doing something like charity, begging, asking for money and stuff. And I heard many of these people are scamming people. I saw people using their babies, or cute puppies, and disable people just sitting or even laying in the middle of the street. So, I think maybe the government or other people can have some restrictions for those kinds of activities.

Interviewer: Thank you, those are really good points. And I think I have found out everything I wanted to find out. But, maybe if I haven’t, and need some further answers or clarifications, can I contact you again in the future?

Interviewee: Yeah, sure.

Interviewer: Thank you very much.

Respondent 6 Interviewer: Muunuu Interview date: 30th May 2021 Place of interview: Online interview Length of interview: 13 mins 11 secs

Interviewee: Okay cool.

Interviewer: So, um, do you go to night markets often?

Interviewee: I used to go often, but not anymore.

Interviewer: Why did you stop going there?

Interviewee: Umm, because they are closed now, for the level 3 alertness.

Interviewer: Oh, yeah right?

Interviewee: Yeah.

Interviewer: How often did you used to go when I was still okay to visit night markets?

Interviewee: Maybe once a week, or sometimes even twice a week. But some weeks not at all.

Interviewer: Wow, you are the most frequent visitor so far from my interviewees.

Interviewee: Nice. [laughs]

Interviewer: So, which night markets do like the most in the south?

Interviewee: I like Dadong, Wusheng and the Kenting street night markets.

Interviewer: So, I’m guessing you go to Dadong and Wusheng the most, since Kenting is bit too far to visit every week?

Interviewee: Yeah, that is true.

Interviewer: Why do you prefer these 2 night markets better than the others in Tainan, like Garden, Yan Xing, etc.?

Interviewee: Yeah, I guess you can say I prefer those 2. I think it is because I used to live a walking distance from Dadong for almost 3 years when I started my university

in Tainan, and then I moved to and apartment just next to Wusheng. But it is not only because of the location, I also like the food in them.

Interviewer: I see. What are your favorite food over there?

Interviewee: Both in Dadong and Wusheng they have good Takoyakis. In Wusheng they have really good Taiwanese burgers and in Dadong they have kind of fried rice with glutenous rice. And I like the fruit juice and bubble tea stands in both night markets too. Oh, and they both have good desserts too, like egg cakes, and wheel cakes.

Interviewer: Do you think they are better than the ones in Garden night market?

Interviewee: I think food in Garden is good and has a good variety, but I think it is a bit crowded, because it is kind of regarded as “the night market” to visit. And it is a bit difficult to park around there, especially on the weekends.

Interviewer: And are Dadong and Wusheng better in those areas?

Interviewee: Yeah, they are not as big as Garden, and the parking is more available. I usually go to night markets earlier, around 6, just after they are opened. At that time, it is a lot less crowded. I went to Garden once around the same time too, and it was still really crowded.

Interviewer: What other things do you like about Dadong and Wusheng?

Interviewee: Lemme think a bit.

Interviewer: Sure.

Interviewee: I think they feel more cozier than Garden. I used to go to Wusheng on every day they are open, to get one thing I really liked. But then that stand moved to the other side of the night market, and I was looking for them. Then when I found them, the seller woman recognized me and was happy to see me. She was like “wow, you found us”, and I think that kind of service is difficult to achieve in big night markets like Garden.

Interviewer: wow, that is really nice. By the way, does Wusheng work on Mondays, Wednesdays, and on Saturdays?

Interviewee: No, they work only on Wednesdays and Saturdays.

Interviewer: Ah yeah, that’s right.

Interviewee: And I found out some vendors work in both Wusheng and Dadong, and when I started going to Wusheng after I moved near there, they recognized me, and we were chatting. I think that is a really nice attitude.

Interviewer: That is true. Thank you for sharing these. So far we have discussed mostly about the things that you like, but how about the things that you don’t like. Maybe something you think should be changed or improved?

Interviewee: oh, let me think.

Interviewer: Sure.

Interviewee: Oh, I remembered some. I think they can be a little dirty sometimes, like some trash on the ground, even though there are many trash cans in the aisles. And sometimes I see the vendors are touching the food items with the same hand they are handling cash with. That is not hygienic at all.

Interviewer: Yeah, I agree with you about handling cash and food with the same hand. I don’t like that too. But some vendors put on gloves when they touch food and take them off to handle cash.

Interviewee: Yeah, that’s true, but still, I think it is not easy to put them on, take them off every time, especially during the peak hours, and I have seen people just not caring about it.

Interviewer: Yeah, yeah. They should figure out some solutions for that.

Interviewee: Yes, I think they can have someone exclusively to handle the money. I have seen one shop had their son working there to take the orders, and stuff. I thought that was smart.

Interviewer: Oh yeah, that sounds good.

Interviewee: And another thing I don’t like is that there are no seating areas. Like for example, when I buy food from here and there and some drinks and spend like 3, 400NTDs, and want to sit down to eat, I must go somewhere else like 7eleven or nearby park to eat, unless I buy food from the shops that have their own seating area.

Interviewer: That is a good point. No one mentioned about this before.

Interviewee: Oh, really? [laughs]

Interviewer: Yeah. Others mentioned the bathroom situation, pricing, cleanliness, and the disposable utensils and packaging and stuff. What do you think about those?

Interviewee: Oh yeah, the prices. They seem not so expensive individually, but all together they really add up. Once I went there with my boyfriend, I think it was the first time we went together to a night market, and we spent almost 1000NTDs together. But I think if you know what you want to buy and only buy that item without getting distracted by others, you can have dinner for not so expensive from a night market.

Interviewer: Yeah, that is true, I used to spend a lot too. Just after I arrived here, everything was so new and wanted to try everything. But later, I knew what I like and what I don’t, and I stopped spending so much.

Interviewee: [laughs] Yeah, we are doing the same.

Interviewer: That’s good.

Interviewee: And can you remind me again what other people didn’t like?

Interviewer: It was the bathrooms, cleanliness, plastic waste, and stuff.

Interviewee: Yeah right. For the bathrooms, I don’t really care. I know they are bad, and I don’t want to go there, so I come prepared.

Interviewer: How do you prepare?

Interviewee: Like going to the bathroom before going to the night market, and not drinking so much when I’m there. But I don’t really spend a lot of time there, so it is not that big of an issue actually [laughs]. And for the plastic disposable packaging and stuff, I at least try to put everything I buy in one bag, and we have our own drink holders and straws. But I understand why they would use so much plastic, even though I’m not a big fan.

Interviewer: Thank you. I have my last question for you. Do you have any opinion on how night markets can improve some parts, and how they can promote their good parts?

Interviewee: Umm, I think they can figure out some common seating area, other than the shop specific seats, maybe more legal parking around the night markets, and promote less polluting packaging options for the vendors. And maybe a better maintenance of the bathrooms.

Interviewer: Thank you, those are really good points. And I think I have found out everything I wanted to find out. It was great to talk to you. But, maybe if I haven’t, and need some further answers or clarifications, can I contact you again in the future?

Interviewee: Yeah, sure.

Interviewer: Thank you very much.

NCKU, IMBA - FEEDBACK, CLASS PRESENTATIONS

THE GROUP YOU ARE ASSESSING: Save your file. Use this format: group being assessed your UNTITLED group.doc So an example would be YOUR GROUP NAME: TIV Voltes5.doc – where TIV is the group being assessed and Voltes5 is your group. INSTRUCTOR

A B C D Are ideas presented Are the ideas presented Is it easy to follow & Overall connected with the clearly supported with to understand? (Are the impression (is it a aim of the evidence and logical slides clear and easy to group presentation? argument? follow e.g. use of new presentation pictures, words, etc.?) graphs) 40% 30% 20% 10%

5% 5% 5% 5% Comments (space will expand as you type) Strong and confident introduction -

Introduction - section - you have a series of questions - add some bullet points as answers

Why not move the night market slide earlier?

Animate

Ob - title reword Ob - selection Ob - method - Ob - categories and definitions Ob - good present quotes

Qu - interview process Qu - sampling - experiences but 2 nightmarkets / Gen z

Qu - what is manual coding?!

Qu - atmosphere - curiousity (driven by what towards satisfaction) Qu - how many data excepts in each category? Qu what are dis / sat categories Qu - how read satisf / disatis in report (quotes) Qu = friendly / welcoming / happy to see me-- what add up to Qu - what want to do in conclusion? - satisfaction over powers dissatisfaction?

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NCKU, IMBA - FEEDBACK, CLASS PRESENTATIONS

You have a useful collection of literature. Try to make your writing more efficient (you have a lot of redundancy) and the presentation is often strange (e.g., including titles of papers). The first sections of the method are quite well explained but can lapse into generalizations (e.g., location of your interviews is not really clear). The explanation of the coding process is weak. Where, for example, are explanations of open or axial coding? Where is the concept of memos or other analytical techniques? The emergent codes (from a mysterious process) are intersting but integrate the quotes to help me understand the meanings you are trying to build. The conclusion is vague and unfocused. Tie you end to the beginning by answering your research questions. Then give you study significance by grounding it back in the literature (what can you say about your study in relation to the literature you introduced before?).

82%

Grade (%) 20%

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