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

摘要

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.