Application of Quality Function Deployment to Service Quality of Theme Park---A Case Study of Janfusun Fancyworld

[[abstract]]In recent years, with the government?s supporting of tourism industry and the gradual popularity in leisure of Taiwanese, people have been taking advantage of two days off policy to demand more diverse activities. Therefore, it is important to improve the service quality of leisure and recreation areas. Taking Janfusun Fancy World as an example, we induct Quality Function Deployment(QFD) to understand customers? needs and develop better service skills. We apply QFD to determine key elements of customer satisfaction, prioritize quality techniques, and discuss the strategies of the service quality improvement to satisfy tourists? demands in Janfusun Fancy World. In this research, we study the service quality of the theme park and it shows certain gaps between expectative and actual services. We found that service quality infects customer value positively, customer value infects overall service satisfaction and customer loyalty positively. Furthermore, the overall service satisfaction infects tourists? loyalty positively. After executing QFD model, we learned the top five quality scopes; they are staff education training, food and drink management, consumer protection, personnel management and promotion of new facilities development. Customer satisfaction can be enhanced by improving the five dimensions and an attractive theme park future can be expected