Relationships of Atmosphere and Perceived Service to Patronage Intention

This study explores the inter-relationships among atmosphere, crowding, and perceived service to patronage intention. Taiwani¦s night-market business district is used for empirical study. The results show that perceived service is a partial mediating element between business atmosphere and patronage. Crowding and service perceptions have positive direct effects on patronage, and atmosphere has direct negative effects on patronage. In lower consumption night markets, perceived service is the most influential factor for patronage. The results suggest that operators of night-market stores may be able to increase the patronage intention by improving service quality.