آن را لذت بخش: تجربه مشتری، رضایت و وفاداری در پارک های مالزی

Responding to the need of studies covering the interplay between customer experience and emotions within specific facets of the tourism industry, this study proposed a model to assess vistor experience and its effect on their delight, satisfaction and loyalty in Malaysian theme parks. Based on convenience sampling, a sample of 292 visitors at two theme parks in Malaysia was selected. Data was subjected to partial least squares analysis based on structural equation modelling (PLS-SEM). Findings showed that all of the hypotheses were supported, indicating that physical setting, interaction with staff and interaction with other customers had a significant impact on both customer delight and satisfaction. Moreover, customer delight influenced customer satisfaction and customer loyalty. The results suggest that theme park managers need to pay attention to maintaining a good physical setting, managing their human resources well and managing the behaviour of other customers in order to ensure that their customers receive delightful experiences.