Theme Park Guest Experience Analysis

This assignment delves into the crucial aspect of theme park guest experience and satisfaction. Students are tasked with conducting a comprehensive analysis, exploring various factors that contribute to guest satisfaction and their impact on revisit intentions. The assignment emphasizes a thorough literature review, examining existing research on theme park visitor behavior and satisfaction determinants. Additionally, students must delve into appropriate research methods for gathering data on guest experiences and analyzing the findings to draw meaningful conclusions about enhancing theme park operations and guest loyalty.

RESEARCH PROPOSAL
Research Proposal
Name of the student
Name of the university
Author note

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Executive Summary
This study has described the impact of safety service quality on customer satisfaction in
Universal Studios Singapore. Safety and quality are two important aspect of service;
preserving safety and service quality is essential in amusement parks. Universal Studios
Singapore has been known for the overall experience they provide to their consumers and has
grown more popular. On the hand, the increase in accidental events has been hampering the
reputation and business of the organization. The current study has focused on identifying the
factors essential for improving customer experience and service quality. Thus, from the above
study it can be seen that safety measures are very important for maintaining the sustainability
and competitive advantage of organizations in the industry. The factors that have been
discussed in the literature review are essential components of the study and will be linked
with the objectives to identify valid findings. The methodologies that have been discussed in
the study if followed according to the requirement is expected to provide positive result.
The research has limitations that the objective of the study has been predefined and other
factors that may be important for sustainability has not be addressed in the study. Thus, it has
been concluded that if the reliability and validity of the study is high then positive outcome
can be obtained.

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Table of Contents
1.0 Rationale..............................................................................................................................3
1.1Background.......................................................................................................................3
1.2 Justification for the research............................................................................................3
1.3 Theoretical framework.....................................................................................................4
1.4 Research Hypothesis........................................................................................................4
2.0 Aims and objectives.............................................................................................................4
2.1 Objectives.........................................................................................................................4
2.1 Research question.............................................................................................................5
3.0 Literature review..................................................................................................................5
4.0 Research methodology.........................................................................................................8
4.1 Scope of research.............................................................................................................8
4.2 Research Strategy.............................................................................................................9
4.4 Research Approach........................................................................................................10
4.5 Data Collection and Analysis.........................................................................................10
4.6 Research Sampling.........................................................................................................11
4.7 Reliability and Validity..................................................................................................11
4.8 Ethical Consideration.....................................................................................................12
5.0 Research plan.....................................................................................................................13
6.0 Recommendations..............................................................................................................16
References................................................................................................................................17

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Topic: Impact of safety service quality on customer satisfaction in Universal Studios
Singapore
1.0 Rationale
This study will describe the impact of safety service quality on customer satisfaction
in Universal Studios Singapore. Safety and quality are two important aspect of service;
preserving safety and service quality is essential in amusement parks. Universal Studios
Singapore has been known for the overall experience they provide to their consumers and has
grown more popular. On the hand, the increase in accidental events is hampering the
reputation and business of the organization. The current study will focus on identifying the
factors essential for improving customer experience and service quality.
1.1Background
Universal studios consist of many theme parks all over the world and Universal
world Singapore is one of them. The theme park is located on Sentosa Island within a famous
resort named Resorts World Sentosa. The park has been divided into seven themes and each
of the zones have its one theme. The park consists of 24 rides, attraction and shows, and
commenced in the year of 2010. The park is unique and has distinguishing features in South
East Asia. However, there have been several accidental events in the recent years. The most
talked about incident was the accident in battle star galactic, which is considered one of the
deadliest rides. The riders were stuck on the ride for 20 minutes due to technical issues
(Todayonline 2016).

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1.2 Justification for the research
Maintaining safety procedures is important for providing the consumers with
satisfying customer experience. Moreover, as the majority of the target segments are kids it is
essential to maintain safety standards. Safety has been comprised in various rides in
Universal Studios Singapore multiple times, which has damaged the reputation of the park.
The study will identify the essential safety factors, which will enhance the quality of service
and the shortcomings on the part of the organization. The study will conclude by providing
necessary factors for influencing and improving the quality of service, they are providing to
the consumers.
1.3 Theoretical framework
Independent variables Dependent variables
1.4 Research Hypothesis
H0- Safety Service quality has no impact on customer satisfaction and revisit intention in
Universal Studios Singapore
H1- Safety Service quality has impact on customer satisfaction in Universal Studios
Singapore
H2- Safety Service quality has impact on revisit intention in Universal Studios Singapore
H3- Risk management has impact on safety service quality in Universal Studios Singapore
Safety measures
Service quality
Customer Satisfaction
and revisit intention

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H4- Reliability has impact on safety service quality in Universal Studios Singapore
2.0 Aims and objectives
2.1 Objectives
 To evaluate the impact of Safety service quality on customer satisfaction and revisit
intention in Universal Studios Singapore
 To identify the various safety issues in Universal Studios Singapore
 To identify the factors affecting customer satisfaction in Universal Studios Singapore
 To identify the impact of safety service quality on revisit intention in Universal
Studios Singapore
 To critically analyse the significance of safety service quality on customer satisfaction
and revisit intention in Universal Studios Singapore
 To identify the factors affecting revisit intention in Universal Studios Singapore
2.1 Research question
 What is the impact of Safety service quality on customer satisfaction in Universal
Studios Singapore?
 What is the impact of Safety service quality on revisit intention in Universal Studios
Singapore?
 What are factors for developing an effective safety service quality?
 What are the critical factors affecting customer satisfaction and revisit intention in
Universal Studios Singapore?

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3.0 Literature review
This research will consist of various factors such as safety, service quality and revisit
intention. Safety and service quality are two independent factors, which may have an impact
on customer satisfaction and revisit intention of the consumers. Customer satisfaction is
important for maintaining sustainability of any organization as it increases the chances of
repeat purchasing.
Service quality
Relationship marketing is the key component of any business organization and it is
more important in-service industry where service is a factor. As stated by Cheng, Guo and
Ling (2016), service is intangible so it is difficult to replicate quality of service provided.
However, four key factors for providing excellent service quality are tangibility, assurance,
reliability, responsiveness and empathy. These dimensions of service quality will influence
the satisfaction of the consumers. As opined by Lee (2015), reliability is the ability of
performing and delivering the given task as promised. High degree of reliability will ensure
that error is zero in service and it has to be maintained from the very beginning of the study.
Thus, having a good impression on the customer at the very first level will have a positive
influence on service quality. In Amusement park sector, reliability will have to be high as
majority of the target consumers are kids and safety procedures have to maintained by
providing good quality of service. Reliability and safety go hand in hand which means that
fulfilling all the safety measures will increase reliability and vice versa.
As stated by Amir, Ismail and See (2015), assurance can be defined as courtesy and
knowledge of the employees and staffs working in the organization. It is essential to provide
the parents with assurance that safety procedures have been maintained. In theme parks,
safety of the kids is top priority and the organization will have to provide assurance to

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improve quality of service. Assurance will have a deep impact on the overall customer
experience and has to be high in order to retain the existing customers.
According to Solmaz and Turgut (2014), tangibility comprises of the physical
facilities provided by the organization. The products offered by universal studios Singapore
have to be good condition and visibility should be high. This means that if the consumers do
not feel safe before entering a ride and their opinion does not change even after the ride, then
there are less chances of repeat purchasing. Thus, the organization will have to use
sophisticated instruments having high visibility, reliability and accessibility.
Risk Assessment
As stated by Hopkin (2017), he number of extreme rides in amusement parks have
increased significantly and anything could go wrong in such rides. Thus, the possibility of
adverse events due to technical error and human error are high. Thus, it is essential to identify
the risk factors using a risk register so the risk factors can be prioritized. The extreme rides
have physical impact on the consumers and some feel nausea and headaches. However, these
are minor injuries but injuries of larger scale can end one’s life. Thus, risk assessment will
enable the organization to identify the risk factors having maximum damage so that risk can
be mitigated.
As stated by Huang et al. (2014), theme parks are provided with safety guidelines that
they must follow. However, there are regulatory and there are non-regulatory measures; the
governing bodies prescribe the regulatory measures as they are standardized. However, the
non-regulatory measures will be personalized and will be based on special rides in an
amusement park. There are safety aspects to design and installation of equipment. Moreover,
there are safety aspects of operation procedure of equipments.

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As stated by Lai, Chu and Petrick (2016), maintenance and inspection of equipments
is crucial in implementing safety measures. There are factors such as daily checks, inspection
by third party and regular maintenance are essential activities for improving the service
quality.
Customer satisfaction
The business of theme parks is based on satisfaction of consumers, as the cost of
acquiring new consumers is more. As stated by Lai, Chu and Petrick (2016), service quality is
necessary for enhancing customer satisfaction. Customers have a perceived value of the
product they buy and if it does not meet their requirement then they are unlikely to make
same purchase. On the contrary, if the experienced value is more than the perceived value
then the consumers is expected to maintain repeat purchase. As stated by Sik and Hwan
(2014), value is an essential factor for influencing the buying behavior of the consumers. The
recent trend suggests that needs and wants of the consumers are changing rapidly. Moreover,
with the advent of globalization, safety procedures are necessary for improving revisit
intention.
Revisit intention
The experience of the customer will determine their revisit intention, it is seen that
satisfied consumers are expected to come back more often than the dissatisfied consumers do.
The rides in these amusement parks are dangerous so repeat purchasing can only be increased
by ensuring safety to the consumers (Raffai 2013). The technical issues and accidents will
definite have an adverse effect on the mindset of the consumers, which will reduce the
consumer base.

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Literature gap
The journals that have been discussed in the study have not been able to provide a
clear impact of safety measures of customer satisfaction. Moreover, the perspective of revisit
intention has not been addressed in most of these literatures. Thus, this study will link and
analyze the impact of safety measure of service quality, on the other hand, the impact of
service quality of customer satisfaction and revisit intention will be addressed.
4.0 Research methodology
4.1 Scope of research
Research is an activity of systematically finding out the activities one is willing to
find out. There are different types of methods used in research philosophy such as
observational method, survey method, case study method, quasi-experimental method,
correlation method and experimental method (Taylor, Bogdan and DeVault 2015). In this
current study, experimental method will be used which will allow behaviour description,
support prediction from the independent variable to the dependent variable and explain the
causality and effect of the phenomenon.
4.2 Research Strategy
In this currents study, applied research will be used which highlight a current problem
faced by the society. Applied research is used to solve different issues where the goals and
objectives of the research have been predefined (Flick 2015). Thus, it will facilitate in
addressing and improving a specific issue faced by Universal Studios Singapore.
4.3 Research Philosophy
Research philosophy will determine the ways the data will be collected in a particular
study. The philosophies used in business and academic research are positivism, realism,

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interpretivism, post positivism and pragmatism (Silverman 2016). Assumptions and beliefs
of the researchers are portrayed with the help of the research philosophy. Positivism is a
structured method, which is used in large sample size, and quantitative analysis is used.
However, qualitative analysis can also be used in positivism philosophy. Positivism
philosophy is based on the observation scope of the study and will identify the hidden factors
within the research. Realism philosophy is based on the idea of distinct reality form the
human mind. Realism consists of direct and critical realism where one perceives the world
based on human senses and the other uses scientific approach (Panneerselvam 2014).
Interpretivism is used to identify the different element and integration of human element is
done in an effective way. This philosophy will focus on qualitative analysis and quantitative
analysis is not included. Pragmatism is a philosophy that uses mixed method and accepts all
the doctrines many by other philosophies. It will include both qualitative an d quantitative
analysis of data. Post positivism philosophy will reject the doctrines of positivism and take its
own sets of assumption to observe and deduce a positive result. In this current study,
pragmatism philosophy will be used for conducting the study as it enables to include both
qualitative and quantitative analysis of data.
4.4 Research Approach
There two research approaches, one is deductive approach and other is inductive
approach (Palinkas et al. 2015). Deductive approach states that if the premises of the
research are true then the conclusion drawn from it is also true. Deductive approach will
validate the existing theories made in the introduction of the study. Deductive approach
assists in gathering specific results from the study. The observational scope of the current
study can be improved by using deductive approach. In inductive approach, the premises are
known and unknown conclusions are drawn from it. Thus, inductive approach is descriptive
approach and provides generalized conclusion. Thus, new theories and generalizations are

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formed using this approach. Thus, as hypothesis testing is a key part of this currents study,
deductive approach is more appropriate.
4.5 Data Collection and Analysis
Data analysis will consist of primary data collection method where mixed method
will be used. In mixed method, both quantitative and qualitative analysis will be performed.
Therefore, survey and questionnaires will be used for collecting the data (Sekaran and Bougie
2016). The quantitative questionnaires will consist of close-ended questions, which will be
asked to the lower level employees working in the theme park. The qualitative analysis will
consist of open-ended questions, which will be asked to the management of the park. This
will consist of in depth answers in detail about various issues and policies. The quantitative
analysis will include descriptive statistics such as mean, median, mode and regression
analysis in MS Excel. MS Excel is the statistical tool, which will be used for analysing the
quantitative data collected in the study. The qualitative analysis will include identification of
patterns from the answers in the questions. The research design is sequential explanatory
where initially quantitative analysis is executed and then qualitative analysis will confirm the
finding in the quantitative analysis.
4.6 Research Sampling
Sampling is a method for selecting population sample from the whole population.
Non-probabilistic and probabilistic samplings are two methods used in sampling. In
probabilistic sampling randomization is the core of this method and provides equal
opportunity to the overall population of being selected. The different types of probabilistic
sampling are simple random sampling, systematic sampling, stratified sampling and cluster
sampling (Lu and Wang 2017). Simple random sampling randomly selects population from
the overall sample. In systematic sampling, every nth respondent will be selected for study. In
stratified sampling, the whole population is divided into non-overlapping groups and the

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samples are selected from each of the sample. Cluster sampling will cluster the significant
population in the study. The different method used in probabilistic sampling will provide high
degree of reliability and validity (Smith 2015). However, it is time consuming and have
higher cost than non-probabilistic sampling. In non-probabilistic sampling, sample size is
selected from known population and does not include randomization as a factor. It is used in
cases where there is time constraint and is used for pilot survey. The sample size in the study
is small and randomization is not required. The different types of non-probabilistic sampling
are extensive sampling, convenience sampling, quota sampling, snowball sampling and
judgement sampling (Humphries 2017). Moreover, non-probabilistic sampling is used when
there is less availability of data to identify the hidden population in the study. However, in
this study, simple random sampling has been used for choosing the sample size from the
overall data. The overall sample size for the quantitative analysis is 50 and for qualitative
analysis is 5.
4.7 Reliability and Validity
Reliability is the ability of the methods used by the study to generate similar results
when used by other researchers. Reliability is an issue associated with subjectivity and
subjective approach towards a study will compromise the overall result (LoBiondo-Wood and
Haber 2014.). Validity of a study will explain if t scientific approach has been followed in the
study or not. There are different types of validity and they are criterion validity, content
validity, internal validity, construct validity, external validity, face validity and concurrent
validity (Lichtenberg et al. 2017). In order to improve validity in a study, time scale should
be appropriate, methodology should be ideal and the data sample should be authentic.
4.8 Ethical Consideration
Ethical consideration is a crucial part in the study and it can be lead to the failure of
the study. The respondents in the study should be put under in any sort of harm. The data

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collected will not be disclosed or used in any other journal (Creswell and Poth 2017).
Preserving the privacy of the respondents should be a priority. In this study, none of the
participants has been forced to take part and they have participated of their own accord. Thus,
this study has focused on maintaining the anonymity of the participants in the study.

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5.0 Research plan
Activities
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Literature view
Organizing
questionnaires
Designing Interview
Questions
Pilot Tests on
Questionnaires
Data analysis on
Pilot Tests
Re-designing
questions
Sending out
questionnaires on survey
monkey
Data analysis and
cleaning

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Informing target
hotels
Preparing draft 1
Conducting
interview with hotel
staff
Conducting
interview with hotel
frequents
Data analysis with
SPSS
Further review of
literature
Preparing draft 2
Submitting for
turnitin 1
Preparing final draft
Submitting for
turnitin 2
Submitting final
paper

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Submitting to JIRA
Table 1: Gantt chart
(Source: as created by author)

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6.0 Recommendations
It is recommended that validity and reliability of the study will have to be kept high in
order to obtain suitable results. Moreover, data collection method is the most important part
in the study so all the necessary precautions have to be taken before collecting of primary
data.
7.0 Conclusion
Thus, from the above study it can be seen that safety measures are very important for
maintaining the sustainability and competitive advantage of organizations in the industry. The
factors that have been discussed in the literature review are essential components of the study
and will be linked with the objectives to identify valid findings. The methodologies that have
been discussed in the study if followed according to the requirement is expected to provide
positive result. The research has limitations that the objective of the study has been
predefined and other factors that may be important for sustainability will not be addressed in
the study. Thus, it can be concluded that if the reliability and validity of the study is high then
positive outcome can be obtained.

17RESEARCH PROPOSAL
References
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satisfaction for theme park: the case of Fantawild Adventure in Taiwan, China. Current
Issues in Tourism, 19(9), pp.895-912.
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