Service quality has been an important topic in any business particularly
in recreation experience within ecotourism services due to its intangible products.
Outdoor recreation operators should look after their service quality because this will
contribute to the future growth and development of tourism industry in Malaysia.
Objective: To evaluate the effectiveness of ECOSERV model to determine perceived
service quality among tourist while participated in outdoor recreation program. Results:
Findings for overall alpha values were satisfactory as the alpha value is closer to the
high reliability value. The six dimensions identified in the questionnaire showed
medium to high reliability result, ranging from ?=0.79 to ?=0.94, which were consistent
with the range of reliability in the original ECOSERV reliability test by Khan (2003).
Conclusion: This ECOSERV instrument could be used and applicable as an assessment
tool to evaluate the level of service quality in outdoor recreation programs toward
outdoor recreation operators. This assessment would provide valuable information for
service providers to upgrade the service quality based on the six dimensions in
ECOSERV that most concerned by customer, participant or tourist.
Real Time Impact Factor:
Pending
Author Name: 1Mohd Noorazlan, 2Azlizam Aziz, 2Siti Suriawati Isa
URL: View PDF
Keywords: Service Quality, Expectation, Perception, Outdoor Recreation Program, ECOSERV.
ISSN: 2077-4486
EISSN:
EOI/DOI:
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