Exploring Customer Experience Drivers in Night Markets: Examining the Roles of Product Preference, Service Quality, and Facility Accessibility

This study investigates the critical factors shaping customer experiences in night markets, emphasizing product preferences, quality of services provided, and accessibility of facilities. As integral hubs of cultural exchange, community engagement, and tourism, night markets contribute significantly to local economies and cultural heritage preservation. However, research on customer experience in these dynamic environments remains limited. Using a structured questionnaire, data were collected from 201 night market visitors through a purposive sampling. The study utilized structural equation modeling (SEM) to assess the interconnections between the primary variables. The findings reveal that product preference has a substantial positive impact on customer experience (β = 0.465, p < 0.001) along with service quality (β = 0.209, p < 0.01) and facility accessibility (β = 0.585, p < 0.001). Both service quality and facilities play pivotal roles in shaping customer satisfaction and experiences, either directly or indirectly. The results underscore the importance of tailored product offerings, consistent service quality, and well-maintained facilities for fostering satisfaction and loyalty. This study provides practical insights for vendors by emphasizing the value of understanding customer preferences, ensuring operational efficiency, and enhancing facility provisions. These findings contribute to theoretical frameworks on customer experience, enrich the knowledge base for night market operations, and offer actionable strategies for sustainable market development and customer engagement.