Determining service improvement priority in a zoological park
Abstract: The objective of
this research is to determine the service improvement priority based on tourist
judgements and experiences on service quality in a zoological park.
Design/methodology/approach: A powerful integrated model was developed to
acquire accurate critical service attributes and their priority ranks that can
promote tourist satisfaction and tourist loyalty. Drawing on relevant
literature, a model was proposed based on tourists’ perspective by integrating
structural equation model (SEM) with SERVQUAL and refined Kano models.
Findings and Originality/value: Based on the analysis of data through
some quantitative tools, the study helped in prioritizing the critical service
attributes, which, if adopted, improved, and implemented, could lead to satisfaction
of tourists. This will help a zoological park to propose more efficient and
value-added improvement policies of the service
Research limitations/implications: The primary limitation in the scope
its sample. Because the study involved only one Zoological Park in Indonesia,
the results cannot be generalized across a national wide spectrum.
Originality/value: The study was the first to successfully apply an
integrated model in tourism sector, which has previously not been used. The
study has hopefully opened up an area of research and methodology that could
provide considerable further benefits for researchers interested in this topic.
Moreover, the integrated model has proven to be useful in determining the
priority rank of critical service quality attributes.
Author: Ronald Sukwadi,
Ching-Chow Yang
Journal Code: jptindustrigg140025
