An investigation into customers’ perceptions of service quality : a case study of a selected theme park in KwaZulu-Natal

Abstract

Customer service quality has been a major concern at theme parks for the past years; theme parks have therefore been struggling to attract new customers and to expand their market due to the impact of their customers’ perception of the quality of services rendered. The perception of service quality in theme parks determines customer loyalty and it also influences the consumer buying behaviour, as well as repeat visits and brand switching decisions. In theme parks, poor food quality, for example may lead to dissatisfaction and affect the entire customer experience, however, food is a supplementary service while tourism facilities and souvenirs are considered even more important for best quality experience. The objectives of this study were to measure the perception of customer service quality within the uShaka Marine World theme park and its impact on customer satisfaction, as well as retention. The literature review was conducted to locate and align the study within the existing context of research. This study used a quantitative research method and questionnaires were distributed to collect data from uShaka Marine World customers. Data were analysed using Statistical Package Social Sciences Statistics to obtain results for the outcome of the study. The study found that most customers expected excellent customer service from theme parks service providers, however, sometimes it is difficult for theme park planners to design and cater for the changing needs of customers. This study also found that some of the attractions at uShaka Marine World had a higher satisfaction rate than others, while the design and layout of the theme park was a contributing factor to customer service quality. The study also found that suggested improvements included a wider range of shops for visitors, a larger gallery space for more animals and catering for religious food requirements; some suggested the inclusion of and indigenous food outlet and more attractions for various age groups.