Investigating the Relationship Between Service Quality and Brand Trust for Theme Park Reopening: The Mediation of Perceived Uniqueness

Abstract

Service quality and brand trust are important characteristics of companies hoping to succeed in the theme park market. The present study explores the understanding of the linking role of service quality and brand trust. The purpose of this study is to investigate visitors’ brand trust of the theme park industry. That trust is the selected context for this research. Data are collected based on a combined sampling from 154 selected visitors. In order to enhance or maintain brand trust, theme parks must pay strict attention to service quality and uniqueness. This study draws on an extensive survey that took place at Chimelong Ocean Kingdom, immediately after the onset of the COVID-19 pandemic. The study firstly provides a model of THEMEQUAL as a unique service quality measurement scale for use in the Chinese theme park context. The results of this study indicate that a positive relationship exists between service quality and brand trust, which involves the mediation of perceived uniqueness.