The one , and many more. These

The theme park industry sometimes known as tourism product for some countries has been growing rapid and globally. The development of the theme park in the last three decades has affected the size, capacity, products and entertainment offerings. Theme park attraction are able to improve destination image, enhance tourism, benefit the economy and provide education, recreation and entertainment opportunity for people. Other than that, theme park offering employability opportunity for local residence to sustain the country and economic growth.The concept of theme park is not only as extension to tourism sector but it is considered as a new tourism destination and it complement to the tourism pattern (Wang Qian and Sun Qiang, 2013). For example, in recent articles (Zoltak,1998) it has been argued that many of the Asian countries such as China, Thailand and Malaysia are developing theme parks in order to increase revenue. The growth of economy of theme park as tourist destination would increase economy, provide2leisure and recreational activities to people. There are many theme parks in the market which include large scale theme park with thrilling rides, historical features, art galleries, museums, botanical gardens, zoos, and wildlife parks. Meanwhile, Malaysia is an ideal place for people to enjoy theme park as the country fortunate for having green environment and suitable climate and weather.There are many theme park has been built in Malaysia such as Genting Highlands Theme Park, LEGOLAND Theme Park, Sunway Lagoon Theme Park, A’ Famosa Theme Park, MAPS Theme park the latest one , and many more. These growing rate and sustainability of the theme park industry is affected by the attendance of the visitor.1.2 Research BackgroundAccording to (McClung.C.W,2000) many visitors come to the park because of the desire of the children. The parents are willing to please the children by going to the theme park, as discussed at (Johns and Gyimothy,2002;Bakir and Baxter,2011). They enjoyed watching the children having fun. For the children, the preference of different age group is different. For example, from the (Pearce,1988), the children aged 13-16 are interested in thrills than the others. Even though children’s desire is the main consideration, adults’ interest elements should not be ignored. It could make the park more fun by increasing the adults’ involvement.Many visitors like revisit the theme park very often because they are willing to try something new and the service is satisfy. Frequent visitors have high satisfaction to the park and purchase the annual pass. The annual pass allow them to revisit anytime within a period of time. This group of visit are relative less intention to switch to another brand or theme park. From (Cheng.Q,2014), the variety seeking of products by visitors means the visitors need different product categories or different brands of the same category to meet their different needs. Many visitors are conscious of the perceived value of the theme park. The visitors tend to stick with the brand of theme park that always have something new and exciting.31.3 Statement Of The ProblemEvery organization that interacts with customers will be dealing with issues of customer satisfaction. In daily life, customers wait for service in a variety of settings, including manufacturing and service business, profit and non-profit organizations, as well as private and public agencies (Davis & Heineke, 1994).1.4 Research ObjectivesThe objectives of this study is to determine the customer satisfaction in KidZania Theme Park located in Petaling Jaya and the intention that leading in a result on customer’s revisit in the future is affected by the service quality, queue management and the safety and security that impact to repeat customer. The study will address the following objectives:i. To identify the effectiveness of queue management toward customer’s satisfacation in KZKL.ii.To identify the importance brand image toward customer’s satisfaction in KZKL.iii.To determine the level of safety and security toward customer’s satisfaction in KZKL.iv.To determine the relationship between queue management, safety and security and brand image toward customer satisfaction in KZKL.41.5 Significance Of The StudyThroughout this study, the exppected outcomes of this study will provide valuable information to the organization and further improve their management system and increasing its efficiencies, thus maximize their profitability and the effectiveness of their service system (James Harper, 2013). Hopefully the findings of this study will provide some relevant explanations of customer’s satisfaction in KidZania Kuala Lumpur (KZKL). Thus, this information will provide the management team on a better perception and understanding of customer satisfaction with the evaluation of service quality, queue management and safety and security.1.6 Purpose Of The StudyThe purpose of this study is to determine the factor of customer satisfaction that leading to repeat visitor. Apart from that, the factor of customer satisfaction is being evaluated base on queue management, safety and security also the brand image that its impact towards customer’s intention to revisit. These factors, might help the theme park to attract plenty of customers and eventually provide entertainment and satisfaction to them.5CHAPTER 22.0 LITERATURE REVIEW2.1 Background Of The Theme Park IndustryThe selected theme park for this research study is in KidZania Theme Park Kuala Lumpur (KZKL) and has just started their operations on 2012. KZKL is no exception from facing the same problems related to customer satisfaction as the other theme parks such as LEGOLAND Theme Park, World’s Theme Park, Sunway Lagoon Theme Park and etc. KidZania Theme park is located in Mutiara Damansara of Petaling Jaya. KidZania Theme Park has located strategically with surrounded attraction such as The Curve, Royal Chulan hotel and the famous Meatball The Ikea and IPC shopping centre. The theme park also can be access easily by many public transportation especially MRT station and public bus also reachable by nearby city such as Kuala Lumpur also has free shuttle bus from Kelana Jaya to IPC shopping centre.Futhermore, to increase this positive growth, the aspect of maintenance of games site, cleanliness, facilities and services has to be up grade and keep in a tip top condition for the use of the employees and tourist. As KidZania Theme Park has been locate strategically at the Petaling Jaya city with surrounded by other place of attraction such as Royal Chulan Hotel, THE IKEA and also IPC Shopping Mall. With the attraction along the theme park, indirectly can influence the visitor overall satisfaction when visiting the theme park and nearby attraction.6According to (Kotler.P,1994), theme park have a layer of product which is the core product, the most important product, is the excitement and or atmosphere of the theme park that creates for the visitors. The tangible product contains the safety, attractions, shows, brand name, quality of service and sharing the park with other people.2.2 Customer RetentionCustomer retention is considered a very important goal and a competitive component in any business environment in the present (Oliver, 1999). As globalization proceeded in the world economy, the products and services changed and the competition between the firms started to increase and be more complicated. (Raghda Climis,2016) indicated that a firm’s most important asset is its existing customer base. Therefore, it is essential for companies to keep current clients and to make sure those customers do not go to competitors.He also states that from a financial view, there are two assumptions to fully appreciate customer retention.First, obtaining new customers requires new expenses for promotion and advertising. Thus, new clients cost more than keeping existing ones (Reichheld and Sasser, 1990). Second, there was overall agreement among researchers that customer retention indicates long-term relationships. Oliver (1999) determined a customer retention definition as an extreme commitment to re-buy a favorite service or product continuously in the future. (Raghda Climis,2016) also stated that many researchers tried to distinguish the factors affecting customer retention and concluded that there is a connection between customer satisfaction and customer.72.3 Queue ManagementEfficient queue management is very essential anywhere in order to keep the people to be on the move. As (Maister, n.d.) stated from Levitt, “Products are consumed, services are experienced.” Accordingly, if managers are to concern themselves with how long their customers or clients wait in line for service, then they must pay attention not only to the readily measurable, objective, reality of waiting times, but also how those waits are experienced. It is a common experience that a two minute wait can feel like nothing at all, or can feel like forever. In addition, (Wilson, 2014) indicated that the customer arrival rate is the way in which a customer arrives and enters the system for service. Whenever customers arrive at a rate that exceeds the processing system rate, a line or queue will form and the arrivals may come in singly or in batches and they may come in consistently spaced or in a completely random manner.(Wilson, 2014) mentioned that the rule for determining the formation of the line or queue and the order in which jobs are processed. There may only be one line and jobs are processed First-In, First- Out or FIFO. Others may have more than one line to give certain customers priority such as express lanes in grocery stores. Also, the service mechanism describes how the customer is served. It includes the number of servers and the duration of the service time spend in the queue and the actual amount of time the customer has to wait, but also the customer’s perceptions of that wait (Davis and Heineke, 1994). The efforts need to be made to understand the waiting process and to reduce the potential negative impact of waits on customer’s evaluations (Kostecki 1996).2.4 Safety And SecurityMeticulous attention to the detail, especially in the area of maintenance, is extremely important to ensure safety and a high quality experience. According to Jim Reid-Anderson, President and CEO of Six Flags, At Six Flags, nothing is more8important than your safety. It is our absolute highest priority (Six Flags, 2014). In particular, parents will prefer taking their children to theme parks having a good record of park’s safety and security. Therefore, theme park needs to have a safety programme to ensure it has a safe environment where customers can enjoy the experience and staff can be satisfied with their workplaces.(Milman, Okumus, & Dickson, 2010) suggest that the industry should focus on the collective good and make an attempt to bring these various organizations and associations together; not out of financial necessity, but to develop a more cohesive approach to the safety of the industry. The combination of identifying trends through more accurate reporting of incident rates, with the closing of perceived or real gaps, and the adoption of meaningful nationally recognized standards, the amusement ride and device industry could significantly improve safety efforts. Without measures such as these, the amusement industry might be opening itself up to unwanted and ineffective regulations from external agencies.2.5 Brand ImageBrand image is basically what comes into the customers’ mind when a brand is placed in front of the customer. In other words, it means that when the customers assess a brand name, they spontaneously think of the features of a brand. Mohajerani and Miremadi (2012) explained that image is the overall impression made in the minds of the public about something. Recent views of hotel operators stated that a solid brand image has the capacity to improve corporate esteem, financial performance, occupancy, average price, revenue and degree of profitability (Fung So, King, Sparks, & Wang, 2013). Suhartanto and Kandampully (2003) stated that company image also can be an important element in the value equation. Company or brand image can support or undermine the value that customer’s feel they are getting, and therefore, image can affect loyalty. Brand image can be translated into what customer could benefit, the realization customer’s attributes and the customer’s personality traits (Maroofi, Nazaripour, & Maaznezhad, 2012).9Image is developed in the customer’s mind through the impacts of promotion, advertisement, public relations, word of mouth and customer’s encounter with the products and services (Suhartanto & Kandampully, 2003)2.6 Customer SatisfactionCustomer Satisfaction is a marketing term that measures how products or services supplied by a company meet or surpass a customer’s expectation.Customer satisfaction is now considered as the corporate level strategy (Rust & Zahorik, 1993). Research shows that customer satisfaction is the basis and source of success for an organization. As such, customer satisfaction is a base of relation between marketing and management departments (Claycomb & Martin, 2002), and a source of competitive edge (Anderson,1994).In general, total satisfaction is a total assessment that depends on consumption experience and total purchases of goods or services through the time (Anderson, 1994). Customer satisfaction has been defined as direct assessment after purchase (Oliver, 1999). Kottler (2000) defined it as a person’s sensing of liking or disliking that results from comparing the outcome of service or product perceived performance in relation to customer expectations.Furthermore, the satisfied customers will probably talk to others about their good experiences. This fact, especially in the Middle Eastern cultures, where the social life has been shaped in a way that social communication with other people enhances the society is more important (Jamal & Naser, 2002). Although satisfaction has been defined as the difference between expectation and performance, but there are differences between quality and satisfaction. For example, (Parasuraman, 1991) say that satisfaction is a decision made after experience while quality is not the same. On the other hand, in satisfaction literature, expectations for goods is would, while in service quality literature, expectations for goods is should. (E.Ibzan, 2016) stated that overall customer satisfaction has three principal components which is satisfaction with the product, the company, and the salesperson.102.7 Research QuestionsBased on research objectives, the following questionnaires were developed in order to understand the level of satisfaction.i. What is the level of queue management in KZKL?ii. What is the level of safety and security in KZKL?iii. What is the level of brand image of KZKL?iv. What is the relationship between the queue management, safety and security also the brand image towards customer’s satisfaction?112.8 Theoretical FrameworkThe theoretical framework being used to shows that the relationship between Independent Variables ( queue management, safety and security also the brand image) and Dependent Variable towards customer’s satisfaction that leading to repeat visitor.Hypothesis Figure 1 : Reveal The Theoretical FrameworkH1: There is a relationship between queue management and customer’s satisfaction.H2: There is a relationship between safety and security and customer’s satisfaction.H3: There is a relationship between brand image and customer’s satisfaction.12CHAPTER 33.0 RESEARCH METHODOLOGY3.1 IntroductionThis chapter will be state the process of collect information and the data. Also, the purpose of the collecting data and type of research technique that will be used in a systematic way to solve a problem. It is a science of studying how research is to be carried out. It is also defined as the study of methods by which knowledge is gained. Its aim is to give the work plan of research. Research methodology can be defined as the way or methods of conducting the report.It is a simple plan specifying the methods and procedures for collecting and analyzing the needed information and as a framework for the research plan action.In addition, in this chapter will explain the design adopted to accomplish the study to ensure that the method for collecting information is properly gathered and appropriated to solve the research design, study areas, target population, sample size, data collection method and data analysis133.2 Research DesignThe primary data will be collect on site setting through observations and questionnaires instruments. A descriptive research design using a quantitative approach through cross sectional study is considered the most appropriate method to be used. Creswell (2007), noted that a quantitative approach is one in which the researcher primarily uses post positivist claims for developing knowledge and collecting data on predetermined instruments that yield statistical data with the ability to attain large number of respondents. Other than that, it involved the collection of quantitative data of satisfaction ratings and demographic dataFurthermore, Shaw and Wright (1967) stated that the self-reported survey is one of the best ways in collecting data on human feelings, perceptions, attitudes or any activity from the selected respondents. It is believed that this approach will give a significant meaningful result on the issue that will be investigated. This approach has been chosen as to ensure that the research would be based upon actual customer experience in KidZania Kuala Lumpur Theme Park.3.3 Data Collection MethodThe primary data will be collect on site setting through observations and questionnaires instruments.In addition, the research used the cross-sectional studies. This cross sectional studies will be carry out once, perhaps over a period of days or weeks or months in order to answer to research question. Moreover, location to distribute the questionnaire only at the workplace areas that suitable and comfortable to respondents answering. Each of respondents have to spend around 3 until 5 minutes to answer the questionnaire.143.3.1 Study AreaThe study area that being focus are at Kidzania Kuala Lumpur Theme Park. This place was chosen because as one of indoor family edutainment centre which offers an interactive learning and entertainment experience for kids in a kid sized city to deliver the first-of-its-kind edutainment fun. Kids able to experience about real life, empowering, inspiring and educating kids through roleplay. Moreover, the subject for the research are suitable to focus on this theme park.3.3.2 Primary DataThrough this study, 150 random respondents were selected to participate in the data collection. The respondent were briefed about the research intention and were given the Questionnaire Survey Form which included Section A, B, and C. While answering the questionnaire, the respondents were briefly explained on each of the section and there were no right or wrong answers.3.3.3 Secondary DataSecondary data is a data that already been collected for purpose other than primary data to strenghten the resources. There are two types of resources which is internal and external secondary data that the researcher collected. The internal data will be collected from the sources of human resource department of Kidzania Kuala Lumpur and external data will be acquired from the information of previous research such as thesis and journal.153.4 Research InstrumentData will be gathered through a survey form that presented in a paper version. The first part is demographic profile which will asked the questions of the demographic profile such as age, education, income, gender and many more. The second part will asked on the aspects and factors for this research study. The independent variables such queue management, services quality, and safety and security will be asked in this part in determining the dependent variable level which is customer’s satisfaction in the kidZania theme park. Before that, a pilot test will carry out before finalize the questionnaire structured by distribute to 20 students, BTH 7 from Bachelor Science (Hons) International Tourism and Hospitality Management to go through the questions, answer the questions and also give some of suggestion or recommendation about the structure of questionnaire.The Questionnaires that were developed are using 5-point Likert scales. The evaluation options in regard to the concepts of customer’s satisfaction are listed as follows: (1) definitely disagree, (2) disagree, (3) neither agree nor disagree, (4) agree, (5) definitely agree.3.5 Sampling Design3.5.1 Target PopulationThe respondents will be KZKL Theme Park’s customer and received no academic or monetary awards for their participation. We had categorized the respondents into two (2) age groups, respondents over 18 years and above act as a guardian and parents, while respondents under 13 to 17 years old were categorized as a child respondent.163.6 Data AnalysisThe data were calculated and entered into a computer system for analyses. The Statistical Packages of Social Sciences (SPSS) software will be use to analyses the data and interprets it. Descriptive statistics: Cross tabulation, Frequencies and Mean will be use to analyses the data. SPSS consists of an integrated series of computer programs which enable the user to read data from questionnaire surveys and other sources.3.7 ConclusionAs a conclusion this research will be conduct as the researcher want to know the relationship of service quality, queue management and safety and security that could indicate the customer’s satisfaction.