Purpose: The objective of this research is to determine the service improvement priority based on tourist judgements and experiences on service quality in a zoological park. Design/methodology/approach: A powerful integrated model was developed to acquire accurate critical service attributes and...

Customer variability is a problem for service providers because it can have a significant adverse affect on service quality, and hence on customer loyalty. Drawing on the work of Frei [Breaking the trade-off between efficiency and service. <italic>Harvard Business Review</italic>, <italic>84</italic>(11), 92--101 (2006)] and...