Key Success Factors in managing customer satisfaction with the quality of services delivered: A case of Kruger National Park

Abstract

Kruger National Park (KNP) is a major destination for domestic and international visitors and plays a significant role in tourism and nature conservation. However, KNP is increasingly facing stiff competition from local and regional players. Therefore, KNP needs to deliver quality services to ensure visitors’ satisfaction and remain competitive by comprehending factors influencing visitors’ satisfaction. If KNP is to develop effective strategies to improve visitors’ satisfaction, prioritising key success factors (KSFs) that determine customer satisfaction is a prerequisite. This study, therefore, aims to identify the KSFs that KNP needs to prioritise in managing customer satisfaction. In order to achieve this, data were collected from 227 KNP visitors using a questionnaire and analysed using logistic regression. Logistic regression analysis was used to estimate the KSFs in managing customer satisfaction with the quality of service delivered at KNP. This study identified eight KSFs that determine the visitor’s satisfaction with the services; safety, wildlife experience, availability of information, booking experience, guiding experience, accommodation, facilities, and direction and signage.