ABSTRACT
Theme park is one of the most important assets in tourism industry. To maintain its existence, one of the most important things is by considering customer satisfaction. Since service quality is regarded vital due to its close connection with customer satisfaction, assessing it would be beneficial for service providers. The objective of this research is to assess the service quality of a theme park. The weighted SERVPERF combined with importance-performance analysis were used to accomplish the objective of the research. However, since the attributes in the SERVPERF are intended for assessing "general service", the attributes of THEMEQUAL--- which was developed in theme park setting---are utilized instead. To show the applicability of the proposed method, a case study was conducted to assess the service quality of a theme park located in Jakarta, Indonesia. Result shows that the performance of the object of the research is 3.009 (of 5.000), or in the "average" state. It means that improve-ment must be made to enhance the service quality.
- Themed Entertainment Association. 2018. Theme Index and Museum Index: The Global Attractions Attendance Report. Retrieved from: https://www.aecom.com/wp-content/uploads/2019/05/Theme-Index-2018-4.pdfGoogle Scholar
- Sylt, C. 2018. 'Experience economy' boosts theme park spending to a record $45 billion. Retrieved from: https://www.forbes.com/sites/csylt/2018/11/04/experience-economy-boosts-theme-park-spending-to-a-record-45-billion/#370e03f629e4.Google Scholar
- Hunt, K. 2011. Asia's growing middle class fuels theme park booms. Retrieved from: https://www.bbc.com/news/business-14928091Google Scholar
- International Association of Amusement Parks and Attractions. 2012. Amusement park industry statistics. Retrieved from:https://www.iaapa.org/pressroom/Amusement_Park_%20Industry_Statistics.asp.Google Scholar
- Anisa, D. F. 2019. Indonesia prepares new strategy to meet 2019 tourist arrival target. Retrieved from: https://jakartaglobe.id/context/indonesia-misses-tourists-arrival-targets-set-up-new-strategy-to-capture-higher-targets-this-year/.Google Scholar
- Laporan Tahunan 2018 PT Pembangunan Jaya Ancol. 2019. Retrieved from: https://korporat.ancol.com/fm/app/public/files/Laporan%20Tahunan%202018.pdf. (in Bahasa Indonesia)Google Scholar
- Formica, S. and Olsen, M. D. 1998. Trends in the amusement park industry. International Journal of Contemporary Hospitality Management, 10, 7, 297--308.Google ScholarCross Ref
- Milman, A. 2001. The future of the theme park and attraction industry: A management perspective. Journal of Travel Research, 40, 2, 139--147.Google ScholarCross Ref
- Gilbert, G. R. and Veloutsou, C. 2006. A cross-industry comparison of customer satisfaction. Journal of Services Marketing, 20, 5, 298--308.Google ScholarCross Ref
- Chow, I. H. S., Lau, V. P., Lo, T. W. C., Sha, Z., and Yun, H. 2007. Service quality in restaurant operations in China: Decision-and experiential-oriented perspectives," International Journal of Hospitality Management, 26, 3, 698--710.Google ScholarCross Ref
- Parasuraman, A., Zeithaml, V. A., and Berry, L. L. 1988. SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64, 1, 12--40.Google Scholar
- Cronin, Jr., J. J. and Taylor, S. A. 1992. Measuring service quality: A reexamination and extension. Journal of Marketing, 56, 55--68.Google ScholarCross Ref
- Cronin, J. J. and Taylor, S. A. 1994. SERVPERF versus SERVQUAL: reconciling performance based and perceptions-minus expectations measurement of service quality. Journal of Marketing, 58, 125--131.Google ScholarCross Ref
- Teas, K. R. 1993. Consumer expectations and the measurement of perceived service quality. Journal of Professional Services Marketing, 8, 33--53.Google ScholarCross Ref
- Buttle, F. 1996. SERVQUAL: review, critique, research agenda, European Journal of Marketing, 30, 8--32.Google ScholarCross Ref
- Carman, J. M. 1990. Consumer perceptions of service quality: an assessment of the SERVQUAL dimensions, Journal of Retailing, 66, 33--55.Google Scholar
- Tsang, N. F. K., Lee, L. Y. S., Wong, A., and Chong, R. 2012. THEMEQUAL---Adapting the SERVQUAL scale to theme park services: a case of Hong Kong Disneyland. Journal of Travel & Tourism Marketing, 29, 5, 416--429. DOI: 10.1080/10548408.2012.691391Google ScholarCross Ref
- Martilla, J. and James, J. 1977. Importance-performance analysis. Journal of Marketing, 41, 1, 77--79. DOI= 10.2307/1250495Google ScholarCross Ref
- Ulkhaq, M. M., Wijayanti, W. R., Kusumawati, A., Aulia, F. S., Wijayanti, R. S., and Wiganingrum, R. 2017. Combining the eTransQual scale and importance- performance analysis to assess service quality of online shopping. In Proceedings of the International Conference on Industrial Engineering and Applications (Nagoya, Japan, April 21-23, 2017). ICIEA '17. IEEE, 146--150. DOI= http://10.1109/IEA.2017.7939196Google Scholar
- Pramono, S. N. W., Ulkhaq, M. M., Trianto, R., Rasyida, D. R., Setyorini, N. A., Setiowati, P. R., and Jauhari, W. A. 2017. Integrating the analytic hierarchy process and importance-performance analysis into ISO 14001 framework for assessing campus sustainability. AIP Conference Proceedings, 1902, 020035. DOI= https://doi.org/10.1063/1.5010652Google Scholar
- Ulkhaq, M. M., Widodo, A. K., Widhiyaningrum, Yulianto, M. F. A., Gracia, M. O. 2019. An integrated M-S-QUAL and importance-performance analysis approach for assessing service quality of mobile commerce application. AIP Conference Proceedings, 2114, 060001. DOI=https://doi.org/10.1063/1.5112472Google ScholarCross Ref
- Ulkhaq, M. M., Rabbani, M., Rachmania, B. A., Wibowo, A. T., and Ardi, F. 2019. Integrating Importance- Performance Analysis into E-S-QUAL and E-RecS-QUAL scales for Assessing Electronic Service Quality. IOP Conference Series: Materials Science and Engineering, 598, 1, 012002. DOI= http://10.1088/1757-899X/598/1/012002Google Scholar
- Rasyida, D. R., Ulkhaq, M. M., Setiowati, P. R., and Setyorini, N.A. 2016. Assessing service quality: a combination of SERVPERF and importance-performance analysis. MATEC Web of Conferences, 68, 06003. DOI=http://10.1051/matecconf/20166806003Google Scholar
- Booms, B. H. and Bitner, M. J. 1982. Marketing services by managing the environment. The Cornell Hotel and Restaurant Administration Quarterly, 23, 1, 35--40.Google ScholarCross Ref
- Pikkemaat, B. and Schuckert, M. 2007. Success factors of theme parks---An exploratory study. Tourism, 55, 197--208.Google Scholar
- Parasuraman, A. Zeithaml, V. A., and Berry, L. L. 1985. A conceptual model of service and its implications for future research. Journal of Marketing, 43, 41--50.Google ScholarCross Ref
- Carman, J. M. 1990. Consumer perceptions of service quality: An assessment of SERVQUAL dimensions. Journal of Retailing, 66, 1, 33--55.Google Scholar
- Cronbach, L. J. 1951. Coefficient alpha and the internal structure of tests. Psychometrika, 16, 297--334.Google ScholarCross Ref
- Nunnally, J. C. 1994. Psychometric Theory, 3rd Edition. McGraw-Hill Education.Google Scholar
- Fotiadis, A. K. and Vassiliadis, C. A. 2016. Service Quality at Theme Parks, Journal of Quality Assurance in Hospitality & Tourism, 17, 178--190.Google ScholarCross Ref
- Chen, K. Y. 2014. Improving importance-performance analysis: the role of the zone of tolerance and competitor performance. The case of Taiwan's hot spring hotels. Tourism Management, 40, 260--272.Google ScholarCross Ref
- Ulkhaq, M. M., Putra, B. E., Arianie, G. P., Amalia, A. N., and Pramono, S.N. W. 2016. Applying CZSQ and CZIPA for assessing service quality of domestic low-cost carriers. Journal of Economic, Business and Management, 4, 538--545.Google Scholar
- Ulkhaq, M. M. Prakoso, M. F. A., Sari, V. K., and Maduma, L. 2018. Evaluating hospital service quality: An application of CZSQ and CZIPA. International Journal of Innovation, Management and Technology, 9, 246--251.Google ScholarCross Ref
Index Terms
- Service Quality Assessment of Theme Park
Recommendations
A comparison of Magal's service quality instrument with SERVPERF
The role of service quality has become critical to the success of organizations. Therefore, it is important to use a reliable instrument to measure information service quality. SERVQUAL is a popular instrument for doing this, but, though widely used, it ...
Benchmarking of service quality with data envelopment analysis
This paper proposes a data envelopment analysis (DEA) approach to measurement and benchmarking of service quality. Dealing with measurement of overall service quality of multiple units with SERVPERF as multiple-criteria decision-making (MCDM), the ...
Adopting Importance Performance Analysis to Explore the Relationship between Service Quality and Customer Satisfaction in Dried Pork Market
ICEBT '21: Proceedings of the 2021 5th International Conference on E-Education, E-Business and E-TechnologyBuilding on prior research, service quality is typically deemed that customers’ perception of purchasing importance would possibly influence on their satisfaction. However, very little research has been measured the difference between the customer ...
Comments