An investigation of the efficacy of service quality and its relationship to visitor satisfaction and future behavior in a zoological setting

Abstract

Past research in zoos has focused on characteristics and motivations of visitors, as well as the orientation, and layout of zoos. However, research to date does not address whether customers are satisfied. To remain financially sustainable and maintain a viable customer base, zoos must provide quality services and experiences and satisfy customer wants. The concept of service quality has frequently been utilized by businesses as a means of approximating the quality of experience and satisfaction levels of customers. Service quality has recently been utilized by the recreation and tourism industry. However, there is confusion regarding the relationship between the constructs of service quality and visitor satisfaction. Past zoological research has not examined the role of service quality and its relationship to visitor satisfaction and future behavioral intentions of visitors. Data collected from visitors to the Fort Worth Zoo were used to test these relationships. Twenty-eight service quality attributes were identified within the zoo, and visitors were asked to rate their expectations of performance, their relative importance, and their perceptions of the performance for the attributes. Visitors also rated their overall level of satisfaction, overall impression of service quality, and their future behavioral intentions. Results identified those service quality attributes and aspects of the zoo which visitors felt were most important to them, and which attributes performed the highest. Based on the discrepancy scores between performance and expectations, attributes were identified and categorized for managerial implications. Results also identified the key determining service quality domains that contribute to overall visitor satisfaction, overall service quality, and positive future behavioral intentions. Both overall service quality and overall visitor satisfaction were found to directly influence visitor's future behavioral intentions.