This study aims to analyze the effectiveness of the relocation of Kroya Main Market in improving market service quality from the perspective of business actors. The market relocation was implemented by the local government as an effort to improve the physical condition of the market after a major fire and to enhance comfort, security, and order in trading activities. This research employed a qualitative descriptive approach with purposive sampling techniques to determine informants. Data were collected through interviews, observations, and documentation, and analyzed using an interactive data analysis model. The results show that the effectiveness of the Kroya Main Market relocation has not been optimal. In terms of program success, the goal of improving market service quality has not been fully achieved due to limited facilities and inadequate building conditions. Regarding target success, there has been a decline in the number of traders and visitors, which has led to decreased economic activity and traders’ income. The level of satisfaction among traders, visitors, and market managers remains relatively low, particularly in terms of accessibility and supporting facilities. In addition, resource utilization has not been maximized, as indicated by the number of unoccupied kiosks and incomplete market development. Overall, the relocation has created new economic opportunities in the surrounding area; however, it has not yet significantly improved market service quality or the overall welfare of traders.