Brand loyalty magic: Inside Disney’s customer experience

Pham Duong Hong Anh (2023) Brand loyalty magic: Inside Disney’s customer experience. Pénzügyi és Számviteli Kar.

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Absztrakt (kivonat)

This study aims to assess how different age and gender cohorts value their customer experience and satisfaction with Disney, and to determine what elements in Disney’s customer loyalty strategies evaluated success by those cohorts. A questionnaire with both open and closed questions was used as a method of research in order to collect data for analysis. Firstly, the pilot questionnaire was created and filled out by two participants, before conducting the final questionnaire that was filled out by 200 participants from a fan page on Facebook named “I Love Disney” which contains more than 290 thousand Vietnamese followers. The method proved to be useful for this research and resulted in significant findings and confirmation of some previous studies that were reviewed in this paper. The results of this study concluded that males are more likely to be satisfied overall with their customer experience at Disney theme parks than females and other genders, while females take into consideration multiple factors to evaluate the level of satisfaction when consuming Disney’s service. Additionally, participants from Generation Z and Millennials were both most motivated by Disney brand name, atmosphere, and core service, while on the other hand, they were least influenced by their pre-consumption mood when perceived the quality service of its theme parks. Besides, participants from Generation X were motivated the most by Disney's atmosphere and core service, which is good for family bonding times as mentioned by them. The research also provided suggestions for ideal improvements in the customer experience at the theme parks with several implications for the Walt Disney Company to consider.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Pénzügyi és Számviteli Kar

Tanszék

Menedzsment Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Gazdálkodási és menedzsment

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	age cohorts, customer experience, customer loyalty, customer satisfaction, Disney experience
SWORD Depositor:	Archive User
Felhasználói azonosító szám (ID):	Archive User
Rekord készítés dátuma:	2024. Jún. 28. 10:38
Utolsó módosítás:	2024. Jún. 28. 10:38

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