London Zoo

Ressa Firmansyah
Munandar Hanafiah
London Zoo - Profile

• London Zoo is the UK’s premier zoological

collection
• Opened in 1828
• Present size of 36 acres
• Visitor grew up to 2 million per anum in 1950
 Problem faced

Since 1960 visitor decline, until reach only

1 million visitors per anum on 1995

What causing the decline ?

•Financial deficit
•Socio-economic changes
•Strong competition on animal attraction
•Public perception on animal rights
 Action to keep attendance level
high

1992 - 1994
• Reorganizing staff
• Reselecting Animal
• New exibit and infrastructure
• Restructuring organization
• Keep company profit in good condition
Attendance level still fall
 The Service Quality Research Project
1995
• Using questionnaire and statistic to develop
visitor satisfaction level
• Survey taken from various days and from
slowest to busiest.
• Result from this research will be used as
basis for strategic action by London Zoo
management
 Questions
1. 18 Determinants of service quality
a. Using the 18 determinants of service quality, devise your own
questionnaire for the zoo. Compare your questionnaire to the one
actually used.
b. Which determinants of service quality are investigated by which
question?
2. What do the various sets of figures tell you about the zoo’s performance
from the visitors’ perspective? In which are the zoo performing best of all,
and where are the areas of poor performance? Which areas and type of
the operational processes do they reflect? How and why do they vary?
3. Do the visitors’ priorities vary in a similar manner and why?
4. Derive a plan of action and priority list which will help the zoo decide
whichaspects of its service provision to tackle first. What factors may need
to be taken into account while formulating this order of action?
5. Evaluate the strengths and weaknesses of the questionnaire in its
objective of providing a priority agenda for improvement to operations.
18 Determinants Service Quality
10.Compentence
1. Access 11.Courtesy
2. Aestethics 12.Flexibility
3. Helpfulness 13.Friendliness
4. Availability 14.Functionality
5. Care 15.Integrity
6. Cleanliness 16.Reliability
7. Comfort 17.Responsiveness
8. Commitment 18.Security
9. Communication
 Performance
Best Performance:
- Comfort [4.39] and Communication
[3.58]
Poor Performance:
- Aesththics
The [1.96]
Zoo have been providing good infrastructure to
comfort visitor and visitor could see our commitment
to preserve animal.

The downside that visitor still hardly to contact our

staff when they need to ask something
 Priority
Top Priority:
- Happinest of Animal [4.39]
- Visibility of Animal [4.37]
Lowest Priority:
- Smartness & Tidyness of Staff [1.10]
Visitors nowadays are very consent with animal
Happiness, That's what The Zoo should improve first

Based on the survey, visitors not really care about

smartness and Tidyness of staff. This is due to The Zoo
has improved education of all staff
 Questionaires
Advantages :
• Time
• Cost
• Uniformity
• Address a large number of issues and questions
• Permit Anonymity

Disadvantages:
• Difficult to obtain a good response rate
• If badly design, can be misleading
• Can be misused
 Conclusion
London Zoo had been trying many ways in
respect to increase their attendance level.

One thing that they forgot is to get feedback

directly from their visitor.

Direct Feedback from customer are very

important in every business to keep the
business alive.
End of Slide