The Effect of Service Quality and Health and Safety Practices on Visitors’ Return Intention: A Study Among Event Management Students
Abstract
Service quality assessments, together with health and safety standards, directly affect how often visitors return to event facilities. Research on these factors has not been sufficiently explored among students studying event management at UiTM Puncak Alam. This research examines the impact of service quality and health and safety protocols on visitor return behavior during student-run events. The study used a quantitative approach to survey 147 event management students who were selected through convenience sampling. The research investigates three essential variables, including employee behavior, site cleanliness, and emergency preparedness, to determine their effect on visitor retention. The research used Pearson correlation analysis to determine the direction and strength of relationships between the studied variables. The research shows that both service quality and health and safety practices directly affect visitors' willingness to return. The research demonstrates that better management systems should be implemented to improve operational performance and visitor satisfaction within event environments. The research provides actionable recommendations that enhance the quality and safety standards of student-led events to boost attendee loyalty and repeat attendance. Event organizers who actively work on service quality and safety matters will develop secure, efficient appealing environments that promote sustained visitor engagement.
Downloads
References
Bayang, M., Anuar, N. A. M., Mohi, Z., & Karim, S. A. (2022). Examining the Visitors’ Experience of Theme Park Services and its Influence on their Revisit Intention. International Journal of Academic Research in Business and Social Science. 962-984
Brown, L., & Green, P. (2020). Developing event management expertise: A practical guide. Event Management Review, 15(3), 122-140.
Clark, D., Anderson, J., & Taylor, S. (2020). Attendee behavior analysis: Understanding return intentions in event planning. Journal of Event Research, 19(4), 201-219.
Cvent. (July 24, 2023). Effective Crowd Management Tips for Safe and Successful Events. https://www.cvent.com/en/blog/events/crowd-management-events
?ura??vi?, M., Petrovi?, M., & Jovanovi?, T. (2022). Accessibility and its influence on event attendance and revisit intention. Journal of Event Tourism, 29(1), 45-60.
?ura??vi?, ?., Dimitrovski, D., & Seni?, V. (2022). Revisiting Revisit Intention Based on a Rafting Sporting Event. Activities in Physical Education and Sport, 7, 228–232
Ferran Calabuig-Moreno, Josep Crespo-Hervas, Vicente Prado-Gasco, & Núñez-Pomar, J. (2016). Quality of Sporting Events: Validation of the EVENTQUAL scale. Transformations in Business and Economics, Vol. 15, No. 2, 2016 (Calabuig-Moreno et al., 2016)
Hair, J.F., B. Black, B. Babin, R.E. Anderson, R.L. Tatham. (2006). Multivariate Data Analysis (6th Ed.). Upper Saddle River, New Jersey: Pearson Education, Inc.
Hasan, M. R., Islam, M. A., & Rahman, M. M. (2024). Mediating role of tourist satisfaction on the relationship between safety and revisit intention: Evidence from Bangladesh. The Journal of Management Theory and Practice (JMTP), 4(1), 80–85.
Hoffman, S. (2021). Communicating safety: The role of transparent messaging in visitor confidence and event participation. Journal of Hospitality and Tourism Communication, 11(3), 234-249.
Holistique Training. (October 4, 2024). How To Plan & Implement Crowd Management At Large Gatherings. https://holistiquetraining.com/en/news/crowd-managemen.
Jamaluddin Jasmis, Azlan Abdul Aziz, Mohd Nor Hajar Hasrol Jono, Zainal Fikri Zamzuri, Shamsul Jamel Elias. (2021). An Analysis Model for An Integrated Student Activities Management System for Higher Education during RMO/CMCO/PASCA COVID-19 Period in Malaysia. Procedia Computer Science, 179, 283-290.
Jasmis, J., Aziz, A. A., Jono, M. N. H. H., Jabar, M. A., Ali, H. M., & Talip, N. A. (2021). An Analysis Model for An Integrated Student Activities Management System for Higher Education during RMO/CMCO/PASCA COVID-19 Period in Malaysia. PalArch’s Journal of Archaeology of Egypt / Egyptology, 18, 334–348
Jiewanto, A., Laurens, C., & Nelloh, L. (2012). Influence of Service Quality, University Image, and Student Satisfaction toward WOM Intention: A Case Study on Universitas Pelita Harapan Surabaya. Procedia - Social and Behavioral Sciences, 40,16-23.
Johnson, M. (2023). Event safety and service excellence: Preparing students for the industry. Hospitality & Event Management Journal, 30(1), 99-115.
Jones, P., & Lee, K. (2019). Venue capacity and emergency planning in event management. Safety & Risk Management in Events, 26(1), 88-105.
Krejcie, R. V., & Morgan, D. W. (1970). Determining Sample Size for Research Activities. Educational and Psychological Measurement, 30, 607–610
Kim, J., & Lee, S. (2023). Service Quality Perceptions and Revisit Intentions in Hybrid Events: The Moderating Role of Health Safety Measures. Event Management, 27(2), 125-140.
Kim, J., Lee, S., & Lee, H. (2023). Service quality perceptions and revisit intentions in hybrid events: The moderating role of health safety measures. Event Management, 27(2), 125-140.
Kim, S., & Anderson, B. (2021). Customer satisfaction and service quality in live events: A practical framework. International Journal of Hospitality and Events, 22(3), 134-150.
Lamberz, J., & Litfin, T. (2021). Functional Quality of Service During Events: An Empirical Analysis. Informatics, 8, 54.
López-Catalán, B., Gómez-Carmona, D., & López-Guzmán, T. (2022). Do SARS-CoV-2 safety measures affect visitors’ experience of restaurants in the context of the COVID-19 outbreak? International Journal of Hospitality Management, 98, 103034.
Martinez, F., & White, C. (2023). Enhancing event experiences through service quality improvements. Journal of Business and Events, 32(2), 156-172.
Menezes, A., Lima, R. M., Aquere, A. L., & Amorim, M. (2020). An Adaptation of SERVQUAL for Events Evaluation: An Environmental Sustainability Addon. Sustainability, 12(18), 7408.
Mohamed Ali, S. A., & Ranjitha, R. (2023). Delivering Excellence: Enhancing Service Quality for Customer Satisfaction in Event Management Business in Tamil Nadu. EPRA International Journal of Multidisciplinary Research, 9 (4), 197-200.
Nguyen, H., & Taylor, J. (2018). Building event loyalty: Understanding community engagement strategies. Community & Events Journal, 17(3), 204-225.
Nguyen, T., Doan, Q., & Tran, M. (2023). Reliability and Visitor Return Intention: Evidence from International Sports Events. International Journal of Event and Festival Management, 14(3), 210-228.
Niharika, Y., & Rao, S. (2022). Service Quality Analysis of an Event Management Company In the Servqual Method Using Pandas. In International Research Journal of Modernization in Engineering Technology and Science, (2582–5208).
Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 17(4), 460-469.
Rashid, N. M., Ma’amor, H., Zamzuri, N. H., Alias, A., & Sahri, M. Assessing Event Volunteer Motivational Factors and Quality of Life among University Students. Information Management and Business Review, 15(4), 478-485.
Salkind, N. J. (2014). Statistics for People Who (Think They) Hate Statistics. 5th Ed. Thousand Oaks, CA, SAGE Publications, Inc.
Schönefeld, C., Wilmes, M., & Purves, R. (2024). Visitor safety and security compliance as a key component of event planning and implementation: Findings from a German research project on COVID-19. Frontiers in Communications and Networks.
Simasathiansophon, N. (2021). Running event quality: conceptualization and measurement scale. International Journal of Business and Management, 16, 1-10.
Smith, R., & Johnson, B. (2020). The role of event planning in university student engagement. Journal of Higher Education Events, 18(2), 75-90.
Talib, M. H. B. A., Zamzuri, N. H., & Nasir, H. M. (2024). A Conceptual Discussion Related to Festival Events in Malaysia. Environment-Behaviour Proceedings Journal, 6, 279–286.
Tarlow, P. E.. (2002). Health and safety protocols in event management. In Event risk management and safety.. J. Wiley.
Tsai, C. (2020). Enhancing visitor satisfaction through feedback mechanisms in event management. Event Management, 24(4), 495-509.
Tsai, L. L. (2020). Factors affecting intention to revisit an environmental event: The moderating role of enduring involvement. Journal of Policy Research in Tourism, Leisure and Events, 13, 61-90.
Wang, Y., Zhang, L., & Chen, H. (2024). Personalized Service Quality and Visitor Loyalty in Mega Events: An Empirical Analysis Using SERVQUAL. Journal of Convention & Event Tourism, 25(1), 45-63.
Wang, Y., Zhang, L., & Chen, H. (2024). Personalized service quality and visitor loyalty in mega events: An empirical analysis using SERVQUAL. Journal of Convention & Event Tourism, 25(1), 45-63.
Williams, T. (2022). Creating memorable event experiences: A guide to excellence in service quality. International Event Journal, 29(1), 45-60.
Yüksel, A., & Yüksel, F. (2001). The Role of Health and Safety in Shaping Customer Behavior in Tourism. Journal of Travel & Tourism Marketing, 10(4), 127-136.
Zhang, H., Wang, Y., & Li, J. (2024). Event motivation, subjective well-being, and revisit intentions during the COVID-19 pandemic: The moderating role of trust in safety protocols. Tourism Management Perspectives, 41, 100945.
Zolkifly, I. A., & Bade, A. (2020). Improving Dynamic Crowd Simulation using Visual Cues. Journal of Theoretical and Applied Information Technology, 95.
Copyright (c) 2025 Norhidayah Mohd Rashid, Masrur Mohd Khir, Nurakmal Ramli, Ayu Rohaidah Ghazali, Wan Soraya Wan Abdul Ghani, Shazril Saridan
This work is licensed under a Creative Commons Attribution 4.0 International License.
Author (s) should affirm that the material has not been published previously. It has not been submitted and it is not under consideration by any other journal. At the same time author (s) need to execute a publication permission agreement to assume the responsibility of the submitted content and any omissions and errors therein. After submission of revised paper in the light of suggestions of the reviewers, the editorial team edits and formats manuscripts to bring uniformity and standardization in published material.
This work will be licensed under Creative Commons Attribution 4.0 International (CC BY 4.0) and under condition of the license, users are free to read, copy, remix, transform, redistribute, download, print, search or link to the full texts of articles and even build upon their work as long as they credit the author for the original work. Moreover, as per journal policy author (s) hold and retain copyrights without any restrictions.
