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2.4 Zoo’s Management

If a consumer has a terrible experience, management becomes one thing to consider, and most businesses
will pay special attention to their management. As the first person to deal with and engage with guests,
management is in charge. In the tourist industry, a service should be prepared for a management catastrophe
and have a recovery strategy in place if one of its services fails (Ritchie et al., 2019). As a result, the
management of one company should play the most important function in ensuring that the services are
properly prepared. Moreover, management that could be divided into few elements that are related with Zoo’s
services such as services and facilities, issues on the financial problem, and location of one service whether
it is strategic to be located or vice versa.

2.5 Visitor Expectations towards one service

There will be comments or complaints from consumers in any service given, which may be utilised in both
good and bad ways. One of the feedback components is the expectation that a user has for the service they
will receive. As an example, each user will have their own set of criteria that will suit their needs, and we will
assess if the business has provided the advantages that the consumers desire. As in this section, Zoo Negara's
visitors are anticipating more from what they've seen thus far, with expectations ranging from the Zoo Negara
brand name, which brings the name of Malaysia to mind, to their anticipation of competent management in
the future.

■ 3.0 RESEARCH METHODOLOGY
This chapter discusses the study's research design, methodologies, and procedures. Include information
on the study design, in-depth interviews, population and sampling, data analysis, and theme analysis.

3.1 Research Design

There are three sorts of research designs: qualitative, quantitative, and mixed method research based by
John W. (2014). Qualitative research is used to investigate and comprehend a certain scenario, and it will be
used in this study. A quantitative technique to testing ideas by identifying the connection between variables,
on the other hand. The strategy of gathering both quantitative and qualitative data is known as mixed method
research. The procedures of collecting, analysing, interpreting, and publishing the study's results are all part
of quantitative methodology.

A research design may be characterised as a framework or plan for executing a marketing research study,
as well as the procedures for gathering the information required. To develop or address any marketing
research challenges or problems that are currently being encountered. Where from this study, will be
following by the quantitative research design, which also this study used social media complaints in collecting
data from prospect respondents in different social media platform from Facebook, Instagram, Twitter,
TripAdvisor, Klook, Youtube, Reddit, and Traveloka.

3.2 Population and Sampling

Population refers to the total number of people or residents in a nation or territory, as well as a collection
of people or groups, events, or themes with common qualities or characteristics that serve as study subjects.
The researcher used complaints from several social media platforms, including websites, Instagram,
Facebook, and Twitter that are used to study the customer complaint. Total of 30 content or complaints from
different social media, from the year 2019 until 2021. To discover the customer complaints elements of Zoo
Negara Malaysia. The data collected are saturated after the 30 complaints of data, it was found that the same
inputs and theme emerged. As for that total of 30 complaints collected from different social media platform
are enough to continue this study of managing customer complaint at social media platforms of Zoo Negara
Malaysia.

This study adopted simple random sampling (SRS), as done by (Cavazos-Rehg et al., 2016; Takahashi et
al., 2015). By using simple random sampling (SRS) as the sampling method on collecting complaints at
different social media platforms. As example from the previous case study from Takashi et al. (2015) where
they collected social media content data from twitter with the tweets from people regarding Typhoon Haiyan,
th
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where the data collected from the date of 8 until 13 November 2013.

3.3 Thematic Analysis
The data in this study is analysed using thematic analysis approaches. There are various ways for
identifying, analysing, and illustrating patterns in data. The benefit of employing this strategy is that it
provides the value of vital information while being flexible. This method has the advantage of being dynamic

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