Abstract:
The purpose of this study was to test the SERVQUAL instrument in entertainment parks in
Vietnam. It also examined the relationship between the components of SERVQUAL and
satisfaction, and the relationship between satisfaction and loyalty. A pilot study was
conducted via 20 in-depth interviews to modify the measures, and a sample of 307 customers
of entertainment parks was surveyed to test the measurement and the theoretical models. A
two-step approach to structural equation modelling was used to analyse the data via the
AMOS program. The results indicated that the two components of SERVQUAL, ie.,
responsiveness and assurance were found to be unidimensional. The results also indicated
that customer satisfaction was an antecedent of customer loyalty, however the reliability and
empathy components had no impact on customer satisfaction.
