Title: Improvement of service quality of recreational fish market: case study of Yong-An fish market in Taiwan

Authors: Tzong-Ru Lee, Hsiao-Chen Wu, Shuchih Ernest Chang, Ching-Yu Huang

Addresses: Department of Marketing, National Chung Hsing University, 250 Kuo Kuang Road, Taichung City 402, Taiwan, ROC. ' Department of Marketing, National Chung Hsing University, 250 Kuo Kuang Road, Taichung City 402, Taiwan, ROC. ' Institute of Electronic Commerce, National Chung Hsing University, 250 Kuo Kuang Road, Taichung City 402, Taiwan, ROC. ' Department of Management Science, National Chiao Tung University, 1001 Ta-Hsueh Road, Hsinchu City 300, Taiwan, ROC

Abstract: In order to promote the development of recreational fishery, Taiwanese Government piloted a series of initiatives for the establishment of recreational fish markets in fishery harbours. This research aims to analyse the competitive advantages of recreational fish markets and evaluate their service quality by using interviews and quantitative analysis tools. In addition, a case study was conducted. This article can be subdivided into three parts. The first part analyses the internal and external competitions of the recreational fish markets by using the grey correlation analysis. The second part uses the Kano model to identify the important service quality factors. The last part describes a case study and provides recommendations targeted for effectively improving the service quality of the recreational fish market.

Keywords: recreational fish markets; Kano model; grey theory; service quality; PZB model; Taiwan.

DOI: 10.1504/IJENM.2009.022568

International Journal of Enterprise Network Management, 2009 Vol.3 No.1, pp.73 - 92

Published online: 15 Jan 2009 *

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