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resources were used in the procedure (Zhang et al., 2018). According to UN data, as the internet platform
evolves, the number of customers climbs day by day, eventually reaching a peak of 4.66 billion people
worldwide (Johnson, 2021). Even in the tourist business, where research demonstrates that customers have
the most power (Rihova et al., 2015), tourism marketing literature is increasingly acknowledging that
customers actively co-create value. Therefore, every company may have a positive relationship with and
confidence in its valued clients. Zoo Negara should take exceptional care of its potential and current clients to
provide them with benefits rather than simply selling them goods and services.

Also, viral difficulties, which can be both good and damaging to any company, are an example of the
power of consumer growth that we may link to. Where the customer has the most capacity to share their
feelings about a firm, which may lead to the strongest word-of-mouth, but also to the biggest flop. Virality has
several definitions, one of which is "what stands out as uncommon in a sea of material" (Nahon & Hemsley,
2013), and the Oxford Dictionary defines it as "widely dispersed." New songs by well-known singers,
innovative production marketing, exciting articles, and much more are examples of items that should be
incorporated on a regular basis. The cause of the growing influence of customers, 'viral' behaviour has become
simple and easy for them to engage in, and as a result, some businesses are taking precautions to handle
customer complaint concerns on various social media platforms.

2.1.3 Negative Consumer Influence
Negative consumer behaviour is an important issue as it explores consumer behaviours that threaten a
brands image and financial stability. Negative consumer behaviour can be passive, such as boycotting a brand
or an active action such as spreading negative word‐of‐ mouth where it become one of the prior issues that
have been talked for few decades (NWOM; Grégoire, Tripp & Legoux, 2009; Klein et al., 2004). As stated
by Hollebeek and Chen (2014) define that negative customer engagement as consumer unfavourable brand-
related thoughts, feelings, and behaviours during the service process. This perspective postulates that negative
customer engagement and positive customer engagement are the opposite forms of the same construct of
customer engagement.

As a result, social media has become a venue for consumers with a bad attitude to express themselves.
Negative customer engagement is distinguished from positive customer engagement in that it distinguishes
between "negative customer engagement" and "engagement with negative valence" based on the
phenomenon's triggers and a customer's purpose to engage in that behaviour. Negative customer engagement,
on the other hand, refers to a customer's desire to harm a company or brand because of perceived self-threats,
whereas engagement with a negative valence does not want to harm the brand but still focuses on value co-
creation (Juric & colleagues, 2016).

2.2 Marketing Mix

The marketing mix has evolved into the most significant factor for both consumers and businesses, and it
may help businesses succeed by implementing effective ideas (Thabit & Raewf, 2018). The marketing mix
variables are used to emphasise the organization's objectives, which include not just selling and promoting
items, but also ensuring that customers benefit from them. The main reasons for the marketing mix, according
to (Grönroos, 1994), are to make marketing appear easy to handle, to require the detachment of marketing
from other organisational activities, to delegate job roles to experts, and to change a firm's competitiveness
by activating the marketing mix elements.

To add to that, knowing the marketing mix is critical in the tourist business, since tourism marketing will
be a key sector in many nations, and it must be handled flawlessly. As dealing with consumers in a larger
arena would be a great issue for some firms, excellent tactics that support behind every organisation are
necessary. However, for an organization who provides a service needed of the 7P’s as their service marketing
mix, where the first 4P’s as the core and other 3P’s as the extended marketing mix. As a result of this study,
a better knowledge of how to handle consumer complaints on social media platforms will be gained. Therefore,
any tourism industry would be successful in segmenting the service marketing mix and operating on the seven
segments listed below.

2.3 Animal’s Management

Animal management that places a strong priority on and pays close care to animals in every Zoo, where
animals are the main commodity on show for visitors. The management of animals is heavily reliant on how
numerous individual animal characteristics, such as genetics, species traits, and others, interact with
environmental influences (Sherwen & Hemsworth, 2019). Aside from that, the wellbeing of the animals is
paramount, as seen by their location as a home for the animals. As with these difficulties, it should be close
to their native environment so that they may get a sense of what their natural habitat is like. From what we
can experience, some of the issues from other Zoo who cannot meet up the standards of the animal’s
placement become an outrage issue to visitors.

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