Service Quality, Visitor Satisfaction, and Revisit Intention at Merci Theme Park and Resto

Abstract

This study examines the associations of service quality and visitor satisfaction with revisit intention at Merci Theme Park and Resto in Deli Serdang, North Sumatra. A quantitative, cross-sectional survey was conducted in November 2025. Data collection comprised observation, documentation, and a structured questionnaire with a five-point Likert scale. The analysis included 72 respondents recruited through convenience sampling and used partial least squares structural equation modeling in SmartPLS. The reported service-quality path was positive (β = 0.284, t = 2.415, p = .016), as was the visitor-satisfaction path (β = 0.512, t = 4.822, p < .001). Satisfaction had the larger reported coefficient, although the difference between coefficients was not tested. The reported R² of .685 could not be reconciled with the accompanying correlation and path-coefficient tables. Incomplete indicator information and possible overlap between satisfaction and revisit-intention measures further limit interpretation. The results therefore suggest positive associations within this sample but do not establish causality, mediation, or subsequent repeat visits. Service quality and satisfaction warrant joint attention in visitor feedback and service planning, while stronger managerial conclusions require verification of the measurement and structural model outputs.