Case 2.2 Walt DisneyHas 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

• Disney’s 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, Chiba4. Disneyland Resort Paris, Marne La

Valle, France5. Hongkong Disneyland, Penny’s Bay,

Lantau Island

QUESTION 1

Is Disney’s 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 Day2. Customer s Personality

Example : The direction simple and clear, make it easy to moves from one place to another3. Customer s Feelings

Example: The Hawaiian music- They enjoyed and feel welcomed by Disney

Example : Surprise your customer4. Categories your customers into demographic

Example: Age, Gender, Race and EthnicityHK Disneyland – People in Hong Kong obsess with their Feng-

Shui. All buildings are built by an architect who are master in Feng-Shui

Different festivals for Hong Kong customer “Panda vs Hallowen”

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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

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.