The Influence of Service Quality on Customer Satisfaction in Theme Parks Design of Taiwan

Abstract

This study adopted E-Da Theme Park, a popular Taiwan theme park newly established in 2010, as a research case setting to explore the relationship between theme parks’ service quality and customer satisfaction. In addition, it also explored whether visitors’ satisfaction would be influenced by amusement parks’ service quality. By using a questionnaire survey, and regarding those tourists of E-Da Theme Park as a research object, this study explored the influence of the park’s service quality on its customer satisfaction. Research results showed that the aspects of a theme park’s service quality, including tangibles, reliability, responsiveness, assurance and empathy, had a significant influence on customer satisfaction. Those research outcomes can be provided as a reference to theme park practitioners in terms of their management and operation planning, and draft appropriate strategies of service quality to improve customers’ satisfaction and create a better brand image of theme park.