Effect of Service Quality, Service Price and Infrastructural Provision on Customers’ Satisfaction and Patronage in Yankari Game Reserve Bauchi State
Keywords:Service quality, service price, infrastructural provision, customers’ satisfaction and patronage
The explore the effect of service quality, service price and infrastructural provision on customers’ satisfaction and how that is translated to customer patronage of a game reserve called Yankari, in Bauchi state, Nigeria. Survey strategy was used to collect data from 351 visitors of the game reserve using selfadministered questionnaire. The results indicated highest levels of service quality in water supply services, health and safety services, natural recreational services and swimming facilities services, while least service quality in response services and sales services respectively. There is weak relationship between services price and services quality, and negligible relationship between services price, visitors’ satisfaction, infrastructure provided, infrastructure preferred, and patronage. Infrastructural provision, services price, and services quality explained 7.3% small significant effect size on visitors’ patronage. Infrastructural Provision is making a significant negative unique effect to the visitors’ patronage. Services Price has the lowest insignificant contribution in explaining the visitors’ patronage. However, Infrastructural provision, service price, service quality explained 34.5% large significant effect on visitors’ satisfaction, but the services quality is making a statistically significant unique contribution on the visitors’ patronage, while services price has lowest and insignificant contribution. Infrastructural facilities in the park should give more emphasis on response services and sales services. The infrastructural provision in the area should be based on the basic requirements not visitor’s preference. There is need to conduct more extensive studies in other recreational/tourism centres to be able to generalize the results of this study to other game reserves, parks, and recreational/tourism centres.
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