夜市不僅有美食，同時具有休閒娛樂場所，讓消費者在購買美食之餘，能享受娛樂性質活動，同時還能購買民生用品，認識在地文化，帶動該地區的經濟。 針對嘉義市西區夜市之消費者對於服務品質、滿意度與忠誠度之間的看法，本研究採用網路問卷進行問卷調查，問卷內容包括受訪者基本屬性、服務品質、滿意度與忠誠度等四部份，有效問卷共為399份。使用SPSS18與SMART-PLS統計套裝軟體作分析工具，分別以樣本基本屬性分析、敘述性統計、整體模型配適度、干擾分析、差異分析等統計方法進行實證分析。研究發現：服務品質對於滿意度有顯著影響，滿意度對於忠誠度有顯著影響，不同夜市之服務品質對於滿意度有顯著影響，不同夜市之滿意度對於忠誠度無顯著影響。 The night market not only has food, but also has leisure and entertainment venues. Allowing consumers to enjoy entertainment activities in addition to buying food.At the same time, they can buy people's livelihood products, learn about the local culture, and drive the economy of the region. This study uses a convenience sampling method to conduct a questionnaire survey. The content of the questionnaire includes three parts: the basic attributes of the respondent, service quality, satisfaction and loyalty. There are 399 valid questionnaires in total. Use SPSS18 and SMART-PLS statistical package software as analysis tools to conduct empirical analysis with statistical methods such as descriptive statistics, reliability and validity analysis, factor analysis, single factor variance analysis, difference analysis, and regression analysis. The study found that the service quality of Carrefour Night Market has a positive relationship with tourist satisfaction. The service quality of Carrefour Night Market and tourist experience satisfaction have a positive relationship with loyalty.
