A multilevel analysis of the service marketing triangle in theme parks

ABSTRACT

This study explores multilevel relationships between employees and visitors within 25 theme parks in Taiwan. The adapted constructs with corresponding items of interactive, internal, and external marketing were developed based on the service marketing triangle theory and previous literature. The results show that interactive marketing influences visitor satisfaction and behavioral intentions; internal marketing influences interactive marketing, and moderates the effect of interactive marketing on satisfaction; external marketing influences satisfaction; and satisfaction affects behavioral intentions. This study demonstrates that examining the influence of cross-level service marketing on internal and external customer satisfaction is crucial to the operational success of theme parks.

KEYWORDS:

• Theme park
• service marketing
• interactive marketing
• internal marketing
• external marketing

Disclosure statement

No potential conflict of interest was reported by the author.

Additional information

Funding

This work was supported by the Ministry of Science and Technology, Taiwan [grant number MOST 2014-2410-H-259-055-].