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Case 2.

2 Walt Disney
Has Disney Developed a Theory of Quality Guest Services Management

Walt Disney Company Profile


The Walt Disney was founded on October 16, 1923, by brothers Walt and Roy Disney as animation studio, it has become one of the biggest Hollywood studios and owner of eleven theme parks and several television networks, including ABS and ESPN Disneys corporate headquarters and primary production facilities are located at The Walt Disney Studios in Burbank, California The company has been a component of the Dow Jones Industrial Average since May 6 ,1991 Mickey mouse serves as the official mascot of The Walt Disney Company

Parks and Resorts


1. Disneyland Resort, Anaheim, California 2. Walt Disney World Resort, Lake Buena Vista, Florida 3. Tokyo Disney Resort, Urayasu, Chiba 4. Disneyland Resort Paris, Marne La Valle, France 5. Hongkong Disneyland, Pennys Bay, Lantau Island

QUESTION 1
Is Disneys level of emphasis on anticipating the behavior of its guest appropriate, or does the company expend too much effort on this area? Explain your answer?

Waiting line are designed snake back rather than straight line

QUESTION 2
Is it appropriate to think in terms of developing a theory of how guests will behave in a theme park or any other setting? If so, why?

What Disney Do?


The directions are simple and clear Souvenir shops are on their right Drinking fountain
Come in pairs One high and one low Directed each other

What Disney Do?


Setting stage for good quality experiences
For example : Polynesian Hotel near Seven Seas Lagoon Can hear Hawaiian Music playing directly

Surprise by Disney when


A lot of pine needles But there no pine trees

What Disney Do?

Yes, you must know what your customers behavior. Why? -Because they will buy our product according their needs
1. Customer s culture according to their region Example : Pine needles Christmas Day Customer s Personality Example : The direction simple and clear, make it easy to moves from one place to another Customer s Feelings Example: The Hawaiian music- They enjoyed and feel welcomed by Disney Example : Surprise your customer Categories your customers into demographic Example: Age, Gender, Race and Ethnicity HK Disneyland People in Hong Kong obsess with their FengShui. All buildings are built by an architect who are master in Feng-Shui Different festivals for Hong Kong customer Panda vs Hallowen

2.

3.

4.

Juran Quality Trilogy


Quality planning process of preparing to meet quality goals Determine the customers Identify customers needs Develop products/services that respond to customer needs Develop systems and processes Deploy plans to operational levels

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Dimension of Service Quality


Tangibles- physical facilities, equipment, and appearance of
personnel.

Reliability - ability to perform promised service dependably


and accurately.

Responsiveness - willingness to help customers and provide


prompt service.

Assurance - knowledge and courtesy of employees and their ability to inspire trust and confidence. Empathy - caring, individualised attention firm provides its customers. (Parasuraman, Zeithmal and Berry )

QUESTION 3
Think about the last time that you visited a theme park. Were your expectation met? Did you have a sense that the operator of the park attempts to anticipate the behavior of the guests? If so, provide some examples.