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Macau Periodical Index (澳門期刊論文索引)

Author
Luo, Jingjing
Title
Investigating the relationship between service quality and brand trust for theme park reopening: The mediation of perceived uniqueness
Journal Name
澳門科技大學學報
Pub. Info
2020年12月31日, 第14卷第2期, pp. 70-82
Link
http://lib.must.edu.mo/sites/default/files/assets/images/Duu/2020年第二期學報正式版.pdf
Keyword
Service quality；Brand trust；Theme park visitors
Abstract
Service quality and brand trust are important characteristics of companies hoping to succeed in the theme park market. The present study explores the understanding of the linking role of service quality and brand trust. The purpose of this study is to investigate visitors’ brand trust of the theme park industry. That trust is the selected context for this research. Data are collected based on a combined sampling from 154 selected visitors. In order to enhance or maintain brand trust, theme parks must pay strict attention to service quality and uniqueness. This study draws on an extensive survey that took place at Chimelong Ocean Kingdom, immediately after the onset of the COVID-19 pandemic. The study fi rstly provides a model of THEMEQUAL as a unique service quality measurement scale for use in the Chinese theme park context. The results of this study indicate that a positive relationship exists between service quality and brand trust, which involves the mediation of perceived uniqueness. Paragraph Headings: 1. Literature review 1.1. THEMEQUAL- theme park service quality 1.2. The relationship between service quality and trust 1.3. Uniqueness as a mediator factor 2. Methodology 2.1. Respondents and procedure 2.2. Questionnaire Design and Research Setting 2.3. Data Analysis Technique 3. Results 3.1. Profile of Respondents 3.2. Confi rmatory factor analysis 3.3. Descriptive Statistics and Bivariate Correlation 3.4. Mediation Effect of Uniqueness 4. Discussion 5. Implications and Conclusions Tables: 1. Demographic characteristic of respondents 2. Descriptive statistics (N = 154) 3. Bivariate collations between variables (N=154) 4. Summary of the mediated model (N=154) Figures: 1. Conceptual Model