Service Quality at Theme Parks

Abstract

ABSTRACTThe understanding of the customer’s attitude to a product is essential for the market analysis. This type of analysis can identify the factors that contribute to a higher level of customer satisfaction, through its contribution to planning of effective marketing strategies. Service quality information can be used by marketing professionals to manage consumer expectations or to implement quality improvements, which lead to higher overall customer satisfaction, brand reputation and product sales. A modified Importance–Performance Analysis (IPA) model was used to evaluate a sample of 655 E-Da World theme park visitors in Kaohsiung, Taiwan, where the gap between importance and performance was assessed. The findings indicate that managers of E-Da theme park should focus on safety and value, since they to have high importance and low performance. The research findings indicate that IPA is an effective model and has the potential to become a valuable strategic management and decision-making tool. This article contributes to the literature by extending the use of importance-performance model for theme park management decision-making.