Investigating the Hierarchical Relationships of Service Marketing Triangle in Theme Park and Economic Benefits of Quality Improvement
| Autor: | Chien-Chin Liao, 廖千金 |
|---|---|
| Rok vydání: | 2013 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 101 As consumer awareness rises, consumers have been much more demanding in terms of service quality. For theme parks that interact frequently with tourists, a satisfactory service quality is the top priority. The present study, taking the hierarchical relationships of the service marketing (i.e., internal marketing, interactive marketing, and external marketing) as the theoretical framework, chose the Farglory Ocean Park in Hualien as the studied site. First, the SERVQUAL of the service quality model proposed by Parasuraman, Zeithmal and Berr (1985) was employed as the basis of scale development to fit the attribute of interactive marketing service of theme parks. Tourists to the ocean park were interviewed to explore the effect of interactive marketing on post-tour behavioral intention. Second, the study investigated the relationship between external marketing and post-tour behavioral intention based on the so-called Marketing 4P (i.e., product, price, promotion, and place). Last, employees in twenty one departments of the Farglory Ocean Park were interviewed to analyze the relationship between internal marketing and post-tour behavioral intention. This study used Hierarchical Linear Modeling (HLM) to analyze the relationship of service marketing triangle between individuals and organizational cross-level to identify relevant service gap. The Contingent Behavior Approach, an econometric analysis, was utilized to investigate the recreation demand and economic benefit of the tourists visiting the Farglory Ocean Park. The results based on the importance-performance analysis have revealed that 12 items fell in the A quadrant (keep up the good work), 1 item fell in the B quadrant (possible overkill), 6 items fell in the C quadrant (low priority), and 2 items fell in the D quadrant (concentrate here). The results from the HLM indicated that: (1) interactive marketing, internal marketing, and external marketing all had significantly positive effects on post-tour behavioral intention, (2) internal marketing significantly and positively affected interactive marketing, and (3) internal marketing moderated the relationship between interactive marketing and post-tour behavioral intention. The analysis of economic benefits of service quality improvement suggested that within the four programs of recreation quality improvement, “improving facilities and planning” contributed the most to recreation benefit, followed by “improving food/beverage and products”, “enhancing the performance contents”, and “adjusting prices or offering a discount”. The results showed that tourists are willing to increase 2.07 visits, and the recreation benefit rises at least 70% under the quality improvement. The study has not only filled in the research gap in service marketing but also verified the economic benefit of service quality improvement. It is hoped that the results could serve to promote the improvement of service quality provided in Farglory Ocean Park, and lead to a suggestive influences and practical implications for the current operation and management. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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