Service Quality
Executive Summary
This report presents the analysis and evaluation of service offerings at the Singapore Zoo. Areas of analysis include findings from observation and research on the current key service processes and supplementary services of the Singapore Zoo operations; basic focus strategy used by the management and positioning aspects of the Singapore Zoo; as well as comparison of competitors’ service offerings against the Singapore Zoo. Results of the evaluation of recent developments in the tourism industry that affects the Singapore Zoo as a tourist attraction is also used to design new service development that will improve the current service delivery processes.
1 Introduction to Singapore Zoo and Wildlife Reserves Singapore (WRS)
1.1 BRIEF BACKGROUND OF ORGANIZATION
Singapore Zoo (SZ) belongs to the Wildlife Reserves Singapore (WRS). The company has various attractions which includes SZ, Jurong Bird Park, Night Safari, and the upcoming River Safari (Wildlife Reserves Singapore, 2011). SZ is a recreational attraction that has both the locals and foreign visitors since its opening in June 1973. Through the years, SZ has evolved from just an attraction to visit for pleasure to a attraction that enhance learning of wildlife through experience. SZ provides an environment for visitors to learn more about animals (which includes endangered species) and their natural habitat through interactive and visual displays, as well as gaining awareness on the need for wildlife conservation (Singapore Zoo, 2011). The visitorship to SZ increased in 2011 by 40,000 to 1.67 millions from 1.63 millions visitors in 2010 (Singstat, 2011).
1.2 SERVICES PROVIDED BY SINGAPORE ZOO
1.2.1 People processing - Wildlife experience Customers have to be present at SZ to enjoy the experience of viewing the specimens, interacting with the animals during feeding times, partaking in the animal rides and performances on stage. 1.2.2 Mental Stimulus processing - Education Through the
This report presents the analysis and evaluation of service offerings at the Singapore Zoo. Areas of analysis include findings from observation and research on the current key service processes and supplementary services of the Singapore Zoo operations; basic focus strategy used by the management and positioning aspects of the Singapore Zoo; as well as comparison of competitors’ service offerings against the Singapore Zoo. Results of the evaluation of recent developments in the tourism industry that affects the Singapore Zoo as a tourist attraction is also used to design new service development that will improve the current service delivery processes.
1 Introduction to Singapore Zoo and Wildlife Reserves Singapore (WRS)
1.1 BRIEF BACKGROUND OF ORGANIZATION
Singapore Zoo (SZ) belongs to the Wildlife Reserves Singapore (WRS). The company has various attractions which includes SZ, Jurong Bird Park, Night Safari, and the upcoming River Safari (Wildlife Reserves Singapore, 2011). SZ is a recreational attraction that has both the locals and foreign visitors since its opening in June 1973. Through the years, SZ has evolved from just an attraction to visit for pleasure to a attraction that enhance learning of wildlife through experience. SZ provides an environment for visitors to learn more about animals (which includes endangered species) and their natural habitat through interactive and visual displays, as well as gaining awareness on the need for wildlife conservation (Singapore Zoo, 2011). The visitorship to SZ increased in 2011 by 40,000 to 1.67 millions from 1.63 millions visitors in 2010 (Singstat, 2011).
1.2 SERVICES PROVIDED BY SINGAPORE ZOO
1.2.1 People processing - Wildlife experience Customers have to be present at SZ to enjoy the experience of viewing the specimens, interacting with the animals during feeding times, partaking in the animal rides and performances on stage. 1.2.2 Mental Stimulus processing - Education Through the
References: Websites Wildlife Reserves Singapore, 2012, Singapore, viewed 2 February 2012,