The Influence Of Service Quality On The Satisfaction Of Visitors To The Medan Zoo (Medan Zoo)
The Influence of Service Quality on the Satisfaction of Visitors to the Medan Zoo
Introduction
Located in Simalingkar B, Medan Tuntung, about 10 kilometers from the center of Medan, towards Berastagi, the Medan Zoo is one of the popular tourist attractions in the area. Despite its presence, the Medan Zoo is still facing challenges in achieving the specified revenue target. Therefore, this study aims to examine the effect of service quality on visitor satisfaction, which includes various aspects such as tangible (physical form), reliability (reliability), competence (competence), courtesy (politeness), credibility (credibility), security (credibility), safety (safety), responsiveness (responsiveness), accessibility (accessibility), communication (communication), and understanding/knowing the customer (understanding of customers).
The Importance of Service Quality in the Tourism and Recreation Industry
The quality of service is very important in the tourism and recreation industry, including in the zoo. The aspects mentioned above are interrelated and contribute to creating positive experiences for visitors. In this study, the method used was quantitative descriptive, where the questionnaire was distributed to 100 visitors who came to the Medan Zoo. The results of the analysis show that simultaneously, all aspects of the quality of the service have a significant influence on visitor satisfaction.
Analysis of Service Quality and its Impact
Let's look at each aspect of service quality deeper to understand its impact on visitor satisfaction.
Tangible (Physical Form)
This includes all physical elements that can be seen and felt by visitors, such as cleanliness of the area, animal conditions, and supporting facilities. If visitors find a clean and well-maintained place, they tend to feel more satisfied. A clean and well-maintained environment creates a positive impression and sets the tone for a pleasant experience.
Reliability (Reliability)
Visitors want to feel that they get what is promised. If the information provided is precise and the service is provided as expected, visitor satisfaction will increase. Reliability is about delivering what is promised and maintaining a consistent level of service.
Competence (Competency)
Knowledgeable and trained staff will provide a better experience. Visitors who interact with friendly and professional staff will feel more valued. Competence is about having the right skills and knowledge to provide excellent service.
Courtesy (Politeness)
Good and polite attitude from staff also play an important role. Politeness in providing services can create a more pleasant atmosphere for visitors. A polite and courteous attitude can go a long way in creating a positive experience.
Credibility (Credibility)
If visitors feel that the zoo is managed well and according to standards, they will be more trusting and satisfied. Credibility is about being trustworthy and reliable.
Security (Security)
Security is a crucial factor. Visitors need to feel safe when visiting, both in terms of physical and existing animals. A safe and secure environment is essential for a positive experience.
Accessibility (Accessibility)
Ease of access to existing locations and facilities will influence visitors' decisions to return. Accessibility is about making it easy for visitors to access the zoo and its facilities.
Communication (Communication)
Clear and open information about the zoo and existing programs can help visitors feel more involved. Communication is about providing clear and concise information to visitors.
Understanding/Knowing The Customer (Understanding of Customers)
Knowing the needs and preferences of visitors allow the zoo to present more personal experiences. Understanding the customer is about knowing what visitors want and need.
Conclusion
From the analysis above, it can be concluded that good service quality contributes significantly to the satisfaction of visitors at the Medan Zoo. Each aspect of service has its own impact that can affect the perception and experience of visitors as a whole. Therefore, the Medan Zoo manager needs to pay attention and continue to improve the quality of services in order to meet the expectations of visitors, which in turn will encourage an increase in the number of visitors and better income in the future. With the right approach, Medan Zoo can be one of the more popular and sustainable tourist destinations in Medan.
Recommendations
Based on the findings of this study, the following recommendations are made:
- Improve the physical environment: The Medan Zoo should focus on improving the physical environment, including cleanliness, animal conditions, and supporting facilities.
- Develop a reliable service: The zoo should develop a reliable service that delivers what is promised and maintains a consistent level of service.
- Train staff: The zoo should train its staff to be knowledgeable and professional, and to provide excellent customer service.
- Improve communication: The zoo should improve communication with visitors, providing clear and concise information about the zoo and its programs.
- Understand the customer: The zoo should understand the needs and preferences of its visitors, and present more personal experiences.
By implementing these recommendations, the Medan Zoo can improve its service quality and increase visitor satisfaction, ultimately leading to an increase in the number of visitors and better income in the future.
Frequently Asked Questions (FAQs) about the Influence of Service Quality on the Satisfaction of Visitors to the Medan Zoo
Q: What is the main objective of this study?
A: The main objective of this study is to examine the effect of service quality on visitor satisfaction at the Medan Zoo.
Q: What are the aspects of service quality that were studied?
A: The aspects of service quality that were studied include tangible (physical form), reliability (reliability), competence (competence), courtesy (politeness), credibility (credibility), security (security), safety (safety), responsiveness (responsiveness), accessibility (accessibility), communication (communication), and understanding/knowing the customer (understanding of customers).
Q: What is the significance of service quality in the tourism and recreation industry?
A: Service quality is very important in the tourism and recreation industry, including in the zoo. The aspects of service quality are interrelated and contribute to creating positive experiences for visitors.
Q: What is the method used in this study?
A: The method used in this study is quantitative descriptive, where the questionnaire was distributed to 100 visitors who came to the Medan Zoo.
Q: What are the findings of this study?
A: The findings of this study show that simultaneously, all aspects of the quality of the service have a significant influence on visitor satisfaction.
Q: What are the implications of this study?
A: The implications of this study are that good service quality contributes significantly to the satisfaction of visitors at the Medan Zoo. Each aspect of service has its own impact that can affect the perception and experience of visitors as a whole.
Q: What are the recommendations of this study?
A: The recommendations of this study are to improve the physical environment, develop a reliable service, train staff, improve communication, and understand the customer.
Q: Why is it important to understand the customer?
A: Understanding the customer is important because it allows the zoo to present more personal experiences that meet the needs and preferences of its visitors.
Q: How can the Medan Zoo improve its service quality?
A: The Medan Zoo can improve its service quality by implementing the recommendations of this study, including improving the physical environment, developing a reliable service, training staff, improving communication, and understanding the customer.
Q: What are the benefits of improving service quality at the Medan Zoo?
A: The benefits of improving service quality at the Medan Zoo include increased visitor satisfaction, increased repeat business, and improved revenue.
Q: How can visitors contribute to improving service quality at the Medan Zoo?
A: Visitors can contribute to improving service quality at the Medan Zoo by providing feedback and suggestions to the zoo management, and by being respectful and considerate of other visitors and staff.
Q: What is the future of the Medan Zoo?
A: With the right approach, the Medan Zoo can be one of the more popular and sustainable tourist destinations in Medan. By improving its service quality and meeting the expectations of its visitors, the Medan Zoo can achieve its revenue targets and become a successful and sustainable business.