Assessing the Experiential Service Quality, Perceived Image, Experiential Satisfaction, and Revisiting Intentions of Public Zoo Visitors

The role of zoos in wildlife management has been revolutionized from basic conservation sites into research institutions, public education, and recreational destinations for public visitors. Building upon this evolution, the present study delves into the intricate interrelationships between public zoo experiential service quality, the perceived image of these institutions, experiential satisfaction, and visitors' intentions to revisit. Questionnaires were administered to 330 visitors via purposive sampling at the Kuala Lumpur National Zoo. The study hypotheses were supported, highlighting the significant and positive inter-relationship between interaction quality, physical environment quality, enjoyment quality, educational quality, zoo image, experiential satisfaction, and visitor’s revisit intention. The study provides practical managerial implications for the public zoo in delivering superior services, essential in improving visitor satisfaction. Excellent service quality ensures visitor satisfaction, enabling zoo management to meet visitor's expectations and encourage return visits, thus enhancing the zoo’s sustainability. The study results urge public zoo management in developing and implementing out of the box market-orientated service strategies by enhancing the interaction, enjoyment, educational quality, and physical environment perceived by future visitors.