Scheduled for Poster Session: The Study and Assessment of Activity and Performance Across Disciplines, Friday, April 11, 2008, 8:45 AM - 10:15 AM, Convention Center: Exhibit Hall, Reseach Consortium Poster Sessions


Consumer Satisfaction and Service Quality for a Mid-Atlantic Resort

D. Floyd Jones, West Virginia University, Morgantown, WV and Jennifer Yuen-ming Mak, Marshall University, Huntington, WV

The purpose of this study was to evaluate the consumer satisfaction and service quality of a resort in Mid-Atlantic area. Stratified random sampling and survey methodology were adopted for data collection. Data were collected from 99 customers in a Mid-Atlantic Resort. Descriptive statistics and ANOVA was used for data analysis. Result showed that the majority of the respondents (93.9%) were from the United States, (79.8%) currently married (76.8%), (37.4%) with an age ranged between 35-44, lived within 5 hours driving distances from the Resort and (49.0%) with an annual household income between $60,000-$84,000. The majority of the respondents stayed in the house (67.3%), followed by staying in the cabin (15.3%), Cottage (11.2%) and lodge room (6.1%) for their visits respectively. Regarding to service quality and consumer satisfaction, married couple had higher satisfaction than non-married couple in staff service (t=2.117, p<.05) in cleanness (t=2.610, p<.05) and facility (t=2.113, p<.05) but not in safety issue (t=-.036, p>.05). In conclusion, this study findings support the notion that with a high satisfaction of service quality will lead to a high chance for returned customer.
Keyword(s): administration/mgmt, facilities/equipment, recreation

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