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SERVQUAL Model in Measuring Service Quality of Sunwheel - Da Nang City
( Cao Thi Cam Huong ),( Le Thai Phuong ),( Ho Su Minh Tai ),( Le Huu Luat ) 세계문화관광학회 2016 International Journal of Culture and tourism Resea Vol.9 No.1
The purpose of the study is to measure the quality of Sun Wheel service using SERQUAL model. Sunwheel is the world`s fourth largest ferris wheel in Danang. SERVQUAL model is used to measure the gaps between Sunwheel visitor`s expectation and perceived quality in terms of tangibility, reliability, responsiveness, assurance, and empathy. Factor and multiple regression analyses were conducted on the sample of 684 customers in 2015. Findings indicate that appearance, assurance, fast service, consistency and motivation are key factors help Sunwheel increasing service quality and visitor return rate.