Perceptions of services offered by a national park: customers of Nyanga National Park in Zimbabwe

The study reported in this paper assessed the perceptions of repeat visitors to Nyanga National Park (NNP) in Zimbabwe on the quality of service they received, including the range of products and facilities offered by the park. In particular, the study assessed whether the park met its customers’ expectations and if not, what areas needed improvement. The study used both quantitative and qualitative data collection instruments. The findings revealed that customers were highly satisfied with the service provided in the park. However, there were deficiencies in the physical infrastructure and the equipment provided by the park. These results are not a surprise because of the economic conditions prevailing in the country. The paper concludes by recommending that top management must have a strategic focus, and develop a strategic business plan with a marketing orientation, so that customers will not only be satisfied by the service delivered, but will also be prepared to pay more for it. Bibliogr., sum. [Journal abstract, edited]