EXPLORING ATTENDEES’ PERCEPTIONS ON SERVICE QUALITY PROVIDED AT THE VAAL RIVER CARNIVAL IN SOUTH AFRICA

Year 2017, Volume: 9 Issue: 2, 167 - 183, 01.06.2017

Phillemon Tlake Rachoene Bakae Aubrey Mokoena

Abstract

There is growing evidence globally that the majority of attendees’ at
carnival events complain about the service quality with regard to
management, planning and organisation of facilities utilised at these
events. South Africa is no exception and the complaints include the
environment, security, client services, parking space, food
accessibility and cultural activities. However, there is a lack of
evidence in studies examining this issue, especially in developing
countries like South Africa. Hence, the purpose of the study is to
explore attendees’ perceptions of the quality of services provided at
the Vaal River Carnival in South Africa. Considering the situational
factors and the event environment, a non-probability sampling
procedure was adopted. In this regard, a cross-sectional survey
approach for collecting data from a conveniently selected sample of
335 attendees at the festival was undertaken. An exploratory factor
procedure revealed seven factors namely facility access, location,
food service, information, visitors interaction, valence and
entertainment dimensions of carnival service quality construct. For
practitioners and academics, the study presents a list of factors they
may wish to consider in attempting to generate a greater degree of
service quality among carnival settings.

Keywords

Service quality, Carnival, Factor analysis, Attendees, Perceptions