sheffield business school

i

Sheffield Business School

BSc (Honours) Events and Leisure

Management

Title

A study of customer satisfaction of Hong Kong Disneyland

Name

TO Ka Yi

Student No

91206600

Month Year April 2011

ii

Sheffield Hallam University

Sheffield Business School

Title

A study of customer satisfaction of Hong Kong Disneyland

FULL NAME

TO Ka Yi

STUDENT No

91206600

Supervisor: Mr. Calvin Ng

In partial fulfilment of the requirements for the degree of Bachelor of Science in

Events and Leisure Management.

Month Year April 2011

iii

Executive Summary

Hong Kong Disneyland needs to know how to measure customer satisfaction.

Customer satisfaction is an important factor in determining the success of business.

The literature shows the service quality, customer expectation and customer

perception are the factors to form the level of customer satisfaction. Hong Kong

Disneyland should know the characteristics of service. Measuring customer

satisfaction can encourage the company to improve their services and products. The

company should measure the customer satisfaction on a regular basis. They should

compare past satisfaction levels with present satisfaction levels to find out the changes

of customer satisfaction levels within the company. Questionnaires are an effective

way for measuring the customer satisfaction. Using a five point scales of design the

questionnaire can show that the level of customer satisfaction from strongly satisfied

to strongly dissatisfied. The findings of the questionnaire will be used for analyzing

the most satisfied and the most dissatisfied for the respondents in Hong Kong

Disneyland. This can provide the recommendations to Hong Kong Disneyland which

can improve their services and products to meet the customer expectation and

perception.

This dissertation is designed to measure the customer satisfaction of Hong Kong

Disneyland. This dissertation is divided into 5 Chapters. Chapter 1 is the introduction.

This part will talk about the background information of Hong Kong Disneyland and

the aims and objectives to be achieved by doing this dissertation.

Chapter 2 is the literature review. The literature review has three main parts which

include theme park, service quality and customer satisfaction.

Chapter 3 is the methodology. This part will talk about the methods that are used to

iv

find out the literature and collect data for analysis. The methodology includes

secondary data, primary data, quantitative research, data collection, questionnaire

design and limitation of research. .

Chapter 4 is the results and analysis of results. The results include demographic

profile, the reasons why respondents have never been to Hong Kong Disneyland,

frequency of visits to Hong Kong Disneyland, people who visit to Hong Kong

Disneyland with the respondents, satisfaction level and Overall satisfaction level of

Hong Kong Disneyland.

Chapter 5 is the conclusion and recommendation to provide advice of customer

satisfaction in Hong Kong Disneyland.

v

Acknowledgements

I would like to appreciate the people who have helped me to complete this

dissertation.

Mr. Calvin Ng is my supervisor for this dissertation. He was very helpful and

supported me throughout the entire dissertation. I thank him for spending his valuable

time to answer my questions for this dissertation. Without his help, my dissertation

would not have been completed successfully. I’m so glad to have him as my

supervisor.

My family always encouraged and supported me for working on this dissertation,

especially my sister. She borrowed books for me to do this dissertation. Thank you for

their understanding during the process for completing this dissertation.

My friends and cousins who provided their opinions and gave me support have

reflected on the successful completion of this dissertation.

vi

Content

Executive Summary………………………………………………………...………….i

Acknowledgements….……………………………………………………………......iii

Content……………….……….……………………………………………………...iv

List of Figures…………...…..………………………………….………...……….....vii

List of Tables…………...…..………………………………….…...…………….......vii

Chapter 1-Introduction………………………………………………………………...1

1.1 Introduction……………………………………….…………………………….1

1.2Background of Hong Kong Disneyland..........…………………………………..1

1.3Aims and Objectives……………….……………………………………………2

Chapter 2- Literature Review...………………………………………………………..3

2.1 Introduction…...……………………………………….……..………………....3

2.2 Theme Park…………………………………………….……..………………....3

2.2.1 Definition of theme park……………………...……………………………3

2.3 Service Quality………………………………………………………………….4

2.3.1 Characteristics of Service...…………………...……………………………4

2.3.2 Definition of service quality...………………...……………………………4

2.3.3 Dimensions of service quality………………...……………………………5

2.3.4 The importance of service quality...…...……...……………………………5

2.4 Customer satisfaction…..…………..……………………………….…………..6

2.4.1Definition of Satisfaction……………..………………………...…………..6

2.4.2Definition of customer satisfaction ………………………….……………..7

2.4.3 Customer Expectation……………………………………………………...7

2.4.4 Customer Perception..……………………………………………………...8

vii

2.4.5The importance of customer satisfaction…...…………..…………………...8

2.4.6Customer satisfaction and service quality..…………….…………………...8

Chapter 3- Methodology………..……………………………………………………10

3.1 Introduction……………………………………………………………………10

3.2 Secondary research…………………………………………………….……....10

3.3 Primary research……………………………………………………………….10

3.4 Quantitative research…………………………………………………………..11

3.5 Sampling………………………………………..………...……………………11

3.6 Data Collection……………………………………..………………….………11

3.7 Questionnaire Design...………………………………..………………………12

3.8 Limitation of research……………………………………..…………………..12

Chapter 4- Results……………………………………………………………………13

4.1 Introduction……………………………………………………………………13

4.2Demographic Profile of Respondents Detail Information………………..…….13

4.3 The reasons of respondents who have not participated in special events……..15

4.4Frequency of respondents to visit Hong Kong Disneyland…………..………...16

4.5People who visit Hong Kong Disneyland with the respondents……………….17

4.6 Satisfaction level of Hong Kong Disneyland……………………….…………18

4.6.1 Satisfaction level on services and facilities of Hong Kong Disneyland…....18

4.6.2 Satisfaction level on special event and entertainment of Hong Kong

Disneyland……………………………………..……………………..……..20

4.7 Overall satisfaction of Hong Kong Disneyland…………………..…………...23

viii

Chapter 5- Conclusions and Recommendation………...…………………………….24

5.1 Introduction……………………………………………………………………24

5.2 Conclusions………………………………………………………………….…24

5.3 Recommendation……………………………………………...………………26

References……………………………………………………………………………28

Appendix 1- Questionnaire of Hong Kong Disneyland

Appendix 2-The TEA/ AECOM G Global Parks Report

ix

List of Figures

4.1 Gender of the respondents…………………………………………………………9

4.2 Age of the respondents……………………………………………….……………9

4.3 Occupation of the respondents………………...…………………………………..9

4.4 Marital Status of the respondents………………………………………………….9

4.5 Income of the respondents…………………………………………………………9

4.6 Reasons of the respondents who have not even been Hong Kong Disneyland…….

4.7 Frequency of respondents to visit Hong Kong Disneyland………………………..

4.8 People who visit to Hong Kong Disneyland with the respondents………………..

4.9 Overall satisfaction of Hong Kong Disneyland…………………………………….

List of Tables

4.1 Satisfaction on services and facilities of Hong Kong Disneyland……………….

4.2 Satisfaction on entertainment and special event of Hong Kong Disneyland.............

1

Chapter 1‐Introduction

1.1 Introduction

Hong Kong Disneyland is a famous travel attraction for local and oversea tourists in

Hong Kong. According to Press Release (2007), Hong Kong Disneyland is Hong

Kong’s Governments’ strategic initiatives for reinvigorating tourism, and for

positioning of Hong Kong as an ideal destination for family travel.

1.2Background of Hong Kong Disneyland

Hong Kong Disneyland was opened on 12th September 2005 and is the fifth

Disneyland in the world. It is owned by Hong Kong International Theme Parks

Limited and the stakeholders of Hong Kong Disneyland are the Hong Kong

Government and The Walt Disney Company. The location of Hong Kong Disneyland

is located on reclaimed land in Penny’s Bay, Lantau Island.

The vision of Hong Kong Disneyland is Asia's premier resort destination creating

magical memories for the guests, cast and community. The mission of Hong Kong

Disneyland Resort inspires happiness and delivers a world-class experience through

creativity, great leadership and a passionate Cast.

The area of Hong Kong Disneyland is 22.4 hectares and the park has four themed

areas, Main Street. U. S. A., Fantasyland, Adventureland and Tomorrowland. For the

future expansion plan, Hong Kong Disneyland will develop three new themed areas.

The three new themed lands are called Toy Story Land, Grizzly Gulch and Mystic

Point. When three new themed areas are completed, the area of theme park will be

expanded to 27.4 hectares. After the expansion, the park is expected to handle

2

7.92 million to 8.92 million visitors annually. The park capacity will increase to

handle up to 10 million visitors annually over a 15 year expansion period.

Hong Kong Disneyland is bringing the magic of a world-class entertainment

experience and creates a variety of unique entertainment for people of all age groups.

According to Hong Kong Tourism Board, Hong Kong Disneyland is one of the most

popular travel attractions in Outlying Islands.

According to the TEA / AECOM Global Parks Report (2010), Hong Kong Disneyland

is one of the top 16 Amusement Parks or Theme Parks Worldwide in 2009 and top 7

of Asian Amusement or Theme Parks. The attendance of Hong Kong Disneyland in

2009 is 4,600,000 which show an increase of a 2% change than before. (Appendix 2)

1.3 Aims and objectives

The aims of this dissertation is a study the level of customer satisfaction in Hong

Kong Disneyland and finds out which part in Hong Kong Disneyland can lead the

customer has high satisfaction and low satisfaction.

The objectives of a study of customer satisfaction are:

1) To assess the performance of customer satisfaction

2) To investigate the customer service of Hong Kong Disneyland

3) To provide the recommendation for Hong Kong Disneyland improve their service

and satisfaction

3

Chapter 2-Literature Review

2.1 Introduction

Literature review is information used to obtain facts and ideas that can be used for this

dissertation. The information of literature came from books. This part includes the

characteristics of service, the definition of customer satisfaction and the importance of

customer satisfaction.

2.2 Theme Park

2.2.1 Definition of theme park

There are many definitions of theme park, Tucholka and Weese (2006) defined that a

Theme Park is an amusement park that has central theme attractions. They are located

in an outside area and charge a substantial admission fee. According to the

International Association Amusement Parks and Attractions (IAAPA), theme parks

provide F&B services, rides, souvenir shops and entertainment in the park. Dove

(2004) mentioned that theme park is a leisure complex which occupies a large area

and offer a range of activities including rides, performances and exhibitions. They are

designed in delimited areas of parks as a setting for entertainment. Coltier (1985)

stated that Theme park as a closed universe whose purpose is to succeed in the

encounter between the dreamy atmospheres it creates and the visitor’s desires. Heron

and Stevens (1990) mentioned that theme parks produce a fun and pleasurable

experience, developed to realize the potential. It is managed as an attraction to

provide satisfaction to its customers. Hong Kong Disneyland provides F&B service,

rides, souvenir shops and entertainment in the park. It also provides the leisure

opportunities for local residents and tourists.

4

2.3 Service Quality

2.3.1 Characteristics of Service

Williams and Buswell (2003) identified that the characteristics of service are tangibles

and intangibles. The intangible of service are inseparability, perishability and

heterogeneity. Inseparability of service is the time when the service is being

performed, the greater and lesser extent to be presented to the customer. This is the

requirement. Perishability of service is service that cannot be stored and lack of

transferable ownership. Heterogeneity of service is the moment of customer and

frontline staffs’ interaction. These are important aspects when managing the service

delivery process. Hong Kong Disneyland needs to know more about the

characteristics of service.

2.3.2 Definition of service quality

Crosby (1984) stated that the meaning between service quality and product quality is

not the same. Service quality is complicated by the highly transitory and intangible

nature of services. According to Palmer, O’Neill, and Beggs (1998), service quality

has been defined as “conforming to requirements”. The organizations must establish

requirements and specifications. Also, to comply strictly with these specifications is

the quality goal. Where quality can be defined only by customers and occurs where an

organization supplies goods and services to a specification that satisfies their needs.

Crosby (1979), Parasuraman et al. (1985) and Peters (1987) defined that service

quality considered that relevant to the service industry all place the customer, both

internal and external to the organization, centrally in the appraisal of the service or

products being delivered. Hong Kong Disneyland’s products and services are

important to identify their service quality through delivery to the customers.

5

2.3.3 Dimensions of service quality

Service quality has several dimensions. A variety of factors have been identified for

service quality. Parasuraman, Zeithaml, and Benny (1988) developed and refined the

SERVQUAL model which has been produced to measure service quality through

examination and considered that the five dimensions of service quality are tangibles,

reliability, responsiveness, assurance, and empathy come from SERVQUAL. These

five dimensions are the most consistent measure of service quality.

SERVQUAL Dimensions

(1) Reliability: Delivering the promised performance dependably and accurately

(2) Tangibles: Appearance of the organization’s facilities, employees, equipment, and

communication materials

(3) Responsiveness: Willingness of the organization to provide prompt service and

help customers

(4) Assurance: Ability of the organization’s employees to inspire trust and confidence

in the organization through their knowledge and courtesy

(5) Empathy: Personalized attention given to a customer

2.3.4 The importance of service quality

Boone, Kurtz, MacKenzie and Snow (2009) mentioned that Service quality is the

expected and perceived quality of a service offering. It has a big effect on the

competitiveness of a company. Valarie, Zeithaml, Parasuraman, Leonard and Berry

(1990) stated that service quality for establishing goals or standards to guide the

employees in providing the service quality. The importance of service quality is the

goals by company are based on customer’s requirements and expectations rather than

company standards. Kandampully, Mok and Sparks (2001) said that service quality

6

are ways to increase competition that the customer assesses the quality of service

competing firms can provide. Hong Kong Disneyland needs to provide the quality

service to increase competitiveness.

2.4 Customer satisfaction

2.4.1 Definition of Satisfaction

The definition of satisfaction is not the same as customer satisfaction. We should

understand the definition of satisfaction before trying to understand customer

satisfaction.

Oliver (1980) mentioned that satisfaction is rooted in social psychology, such as

consumer behavior theory, specifically adaptation theory and opponent-process theory.

Hunt (1977) said that ‘Satisfaction is a post-consumption evaluative judgment and is

considered to be attitude-like’. Oliver (1981) proposed that expectancy

disconfirmation was a more appropriate paradigm in which to understand satisfaction,

and stated that satisfaction was the complex emotional response following the

consumption experience. Also, satisfaction cannot be formed vicariously. Oliver

(1996) and Bitner (1997) suggested that overall satisfaction is more likely to be an

aggregated impression of a number of events based on multiple expectancy

disconfirmations, rather than of a single occurrence. The visitors feel satisfaction

level of Hong Kong Disneyland though their complex emotional response following

the experience.

7

2.4.2 Definition of customer satisfaction

Customer satisfaction is a complex concept. Richard F Gerson (1993) defined that a

customer is satisfied when their needs, real or perceived, are met or exceeded. In

addition, Hill, Brierley and MacDougall (2003) mentioned that customer satisfaction

is a measure of how your organization’s ‘total product’ performs in relation to set of

customer requirements.

According to Crompton and McKay (1989), customer satisfaction is a psychological

outcome emerging from an experience. Richard F Gerson (1993) customer

satisfaction is the customer’s perception that their expectations have been met.

Nigel Hill, Bill Self, Greg Roche (2002) defines customer satisfaction as customer’s

perception of the degree to which the customer’s requirements have been fulfilled.

Produce the customer satisfaction is according to customer perception and their

expectation.

2.4.3 Customer Expectation

Zeithaml et al. (1990) considered that customer expectation are the factors that

influence customers’ formulation of their expectations are word of mouth, personal

needs, external communications and past experience.

Gummesson and Gronroos (1987) also considered that the image of the organization

plays a part in the formulation of this judgment. In addition, Johnson and Mathews

(1997) stated that the expectations of a frequent user of a facility would rely more on

the influence of past experiences than on other sources of information like

advertisements. Christine Williams and John Buswell(2003) said that ‘failing to meet

customer expectation, means that they were dissatisfied’ Hong Kong Disneyland has

no way to know what a first- time user’s expectations are based.

8

2.4.4 Customer Perception

Oliver (1997) stated that customer perceptions as a comparison to excellence in

service by the customer. It has already been stated how difficult it is for practitioners

to know what ‘excellent’ is in the minds of individual customers and whether or not it

is appropriate to judge a particular facility at that standard. Christine Williams and

John Buswell (2003) defined that customer perception of a service is at the end of the

experience but modified by a range of factors including customers mood, importance

of the encounter, perceived risk and cost involved. The satisfaction level of Hong

Kong Disneyland is not easy to generate through customer perception.

2.4.5 The importance of customer satisfaction

Customer satisfaction can retain the customer of the organization. Satisfying

customers is likely to achieve higher levels of profitability. Anderson and Mittal (2000)

and Keiningham, Goddard, Vavra and Laci (1999) Link between satisfaction and

positive word of mouth have dated back decades. Yvette Reisinger and Lindsay W

Turner (2003) stated that measuring the customer satisfaction with components of

service is important. This measurement has impact on customer satisfaction with

service. Cronin and Taylor (1992) concluded that customer satisfaction affected

repurchase intent significantly. Hong Kong Disneyland should increase the customer

satisfaction can retain the customer.

2.4.6 Customer satisfaction and service quality

Customer satisfaction and service quality are a complex series of judgments.

Randall and Senior (1996) mentioned that the customer could judge the quality of the

service delivered as goods but they may not have had satisfaction from the experience.

Olive (1997) stated the customer how they judge the customer satisfaction and service

9

quality. The customer judges the service quality by evaluated using, based on

perceptions of excellent and cognate. In addition, the customer judges customer

satisfaction by evaluation more holistic, based on needs and emotional. It show that

the different of judgment between customer satisfaction and service quality. The

service quality is related to customer satisfaction decided on the customers.

10

Chapter 3-Methodology

3.1 Introduction

Methodology is one of the necessary parts in the dissertation. It can lead to gaining

information which is useful for writing this dissertation and support the points about

the satisfaction levels in Hong Kong Disneyland.

3.2 Secondary Data

Secondary data is information that already exists such as data the company has

accumulated over the years, government reports, company websites and books. The

advantages of secondary data are that they provide both cost and time economies. It is

usually free to use. Secondary data is a useful methodology for providing the

information of Hong Kong Disneyland including company background and their

future plans of development. To identify the definition of customer satisfaction and

the elements leads customer satisfaction through service quality, customer expectation

and customer perception.

3.3 Primary Data

Primary data is information that you collect yourself. The measurement of customer

satisfaction can be done by using surveys, questionnaires and interviews. In this study,

questionnaires were used to collect primary data through a number of means. It shows

that to determine customer satisfaction level in each part of Hong Kong Disneyland

such as F&B service, souvenir shop, special events and park entertainment. In

addition, to classify customers into demographic including gender, age group, income,

occupation and marital status. Having primary data will lead the dissertation to be

more meaningful and valuable.

11

3.4 Quantitative Research

Quantitative research is objective and measurable. In this study, measuring customer

satisfaction level in Hong Kong Disneyland is done using questionnaires. The results

from the questionnaires were analyzed and determine the customer satisfaction ratings

and customers’ ratings of service quality.

3.5 Sampling

Sampling is a determination of how much customers you will research in order to get

the information you are seeking. There is no ideal sample size for a given research

project. Richard F Gerson (1993). In this dissertation, it is collect 124 forms of the

research in customer satisfaction finally. To use this capacity of forms and have a

representative samples for analysis the results.

3.6 Data Collection

Online survey is a common method for collecting data which you want. It is more

efficient and easier to obtain the data. To select the suitable questionnaire website first

and post the questionnaire to share with people. The target interviewees of this survey

are local residents who have visited Hong Kong Disneyland. Organize an event on

Facebook to let people know about the website which hosts the questionnaire on the

internet and collect the data from the people who have visited Hong Kong Disneyland.

It can measure their satisfaction level of Hong Kong Disneyland directly. The online

survey started from February and ended on the last day of March in 2011.

12

3.7 Questionnaire design

The questionnaire has been designed into three parts. (Appendix 1) The first part of

the questionnaire is designed to obtain the information, what the frequency of visits to

Hong Kong Disneyland is and the interviewees who visited with other people. The

second part of questionnaire is designed to obtain the customer satisfaction levels of

each part of the park. It uses the five point scales to choose the customer satisfaction

level for the interviewees. The third part of questionnaire is the interviewees’ personal

information. The items of personal information include gender, age, occupation,

marital status and income.

3.8 Limitation of research

For the limitation of research, time is the limit for this dissertation. Quantitative

research used is questionnaires and surveys. From designing the questionnaire, to

creating the questionnaire and collecting the data from the respondents required a lot

of time to do. By the end of the quantitative research, 124 questionnaires were

collected from the online survey.

13

Chapter 4- Results

4.1 Introduction

By the end of survey, we have received 124 forms of questionnaires; amongst 24

forms of questionnaires that are respondents who had not been Hong Kong

Disneyland. These will not be used to analyze the satisfaction levels in Hong Kong

Disneyland. The other 100 forms of questionnaires will be used for analysis for

research purposes. The data collected from the questionnaires will be used to create

charts and tables to identify the results of the research.

4.2 Demographic Profile of Respondents Detail Information

Demographic Profile is important data for analysis. It must be used when designing

questionnaires or surveys. 37% of respondents are male and 63% of respondents are

female. (Figure 4.1) In addition, the majority of the respondents fall into the 18-25

age groups (84%) because most of the respondents are students. 13% of respondents

are 26-35 years old. They are work in service industry, clerk and professionals. Only

3% of respondents are 36 or above. (Figure 2) For the occupation of respondents

(Figure 4.3), 52% of respondents are full-time and part-time students. 24% of

respondents are work in the service industry. The minority of respondents are

unemployed or retired (2%). Regarding the marital status (Figure 4.4), the majority of

respondents are not married (94%). Only 6 % of respondents are married. They are

housewife. The income of respondents (Figure 4.5), there are 49% of respondents

have $5000 or below per month. Half of respondents are students so they have low

income per month. The 30% of respondents have $5001 to $10000 per month and

others 3% of respondents have $20000 or above.

14

Figure 4.1 Gender of the respondents

Sex

37%

63%

Male

Female

Figure 4.2 Age of the respondents

Age

84%

13%

1%

1%

1%

0%

18-25

26-35

36-45

46-55

56-65

66 or above

Figure 4.3 Occupation of the respondents

Occupation

4%

52%

24%

6%

2%

1%

1%

10%Administrative staff

Professionals

Full time and part-time student

Service industry

Clerk

Housewife

Unemployed

Retired

15

Figure 4.4 Marital Status of the respondents

Marital Status

Single

94%

Married

6%

Single

Married

Figure 4.5 Income of the respondents

Income

49%

30%

18%

3%

0%

Below$5000

$5001-$10000

$10001-$20000

$20001-25000

4.3 The reasons for respondents who have not visited Hong Kong Disneyland

The majority of respondents think the facilities are unattractive (36%). (Figure 4.6)

Leung (2005) said that Hong Kong Disneyland does not have many exciting rides, the

area of Hong Kong Disneyland is small and the entertainment of Hong Kong

Disneyland is just suitable for kids. It shows that the exciting level of attraction and

entertainment is important and necessary in the park. It affects people who like to

experience more exciting forms of entertainment and will result in non recurring visits

to Hong Kong Disneyland. 32% of respondents think poor impressions of park. Hong

Kong Disneyland has a lot of negative reports. Leung (2005) said that the visitors had

16

to wait more than two hours for rides and some could not get a seat in any of the nine

restaurants in the public following Sunday's trial run which drew almost 30,000

visitors. Salvador Anton Clavé (2007) said that Long queues affect the customer

satisfaction of visitor. Visitors had to wait in the rain for hours for the rides. 26% of

respondents think high entrance fee is too expensive. Swarbrooke (2002) for the

financial viability, entrance charges are the revenue in attractions. Hong Kong

Disneyland set a high entrance fee to gain high revenue to cover the expenses of Hong

Kong Disneyland. Others reason is the respondents are not interested in Hong Kong

Disneyland (6%). Thus, Hong Kong Disneyland still has deficiencies.

Figure 4.6 Reasons of the respondents who have not even been Hong Kong

Disneyland

Reasons

0%

36%

26%

32%

6%Lack of promotion

Unattractive facilities

High entrance free

Poor impression

Others

4.4 Frequency of respondents to visit Hong Kong Disneyland

For the frequency of respondents who has visited Hong Kong Disneyland (Figure 4.7),

52% of respondents visit Hong Kong Disneyland once a year. 23% of respondents

visit Hong Kong Disneyland once every 2 to 3 months. 16% of respondents visit the

park once every 6 months. Only 4% of respondents visit Hong Kong Disneyland

around once every 1-2 weeks. On average, most of the respondents like to visit Hong

Kong Disneyland about once a year.

17

Figure 4.7 Frequency of respondents to visit Hong Kong Disneyland

Fequency

4% 5%

23%

16%

52%

1-2 weeks

3-4 weeks

2-3 months

6 months

1 year of above

4.5 People who visit Hong Kong Disneyland with the respondents

Around 49% of respondents went to Hong Kong Disneyland with their friends.

Most respondents are teenagers and young adults. Swarbrooke (2002) determine

teenagers and young adults like to visit theme park with others teenagers and young

adults. It shows that theme park is not based on family group. Visit attraction with

friends and members to visit in groups. 25% of respondents went with their lovers and

20% of respondents went with their family. (Figure 4.8) Thus, many

respondents prefer to visit Hong Kong Disneyland with their closest person.

Figure 4.8 People who visit to Hong Kong Disneyland with the respondents

People

20%

25%49%

6% 0%Family

Lovers

Friends

Colleagues

Others

18

4.6 Satisfaction level of Hong Kong Disneyland

4.6.1 Satisfaction level on services and facilities of Hong Kong Disneyland

There are 43 questions on the questionnaire which use the five point scales for people

to choose the satisfaction level through their experience in Hong Kong Disneyland.

(1 = very dissatisfied, 2 = dissatisfied, 3 = normally, 4 = satisfied, 5 = very satisfied

and not available) To analyze the satisfaction level, the results are calculated based on

the average of each part. According to satisfaction level on services and facilities

(Table 4.1), the respondents think opening hours is acceptable for theme park (mean =

3.7). Level of price on tickets (mean = 2.68), souvenirs (mean = 2.89) and F&B

service (mean = 2.61) are very high because 52% of respondents are students and they

are not financially able to spend much money in Hong Kong Disneyland. Swarbrooke,

John. (2002) said that ability and willingness to pay to visit attraction and level of

willingness and desire to spend money at attraction on catering and merchandise are

the factors the visitors consider in attraction-visiting. Internal transportation is enough

for provide (mean = 3.15) and External transportation (mean = 3.77) are enough for

the respondents. It is easy come to the park. Also, car park (mean = 3.51) was provide

for visitors who drive to the park. The staff attitude (mean = 4.12) and Disney’s

characters (mean = 4.11) are more satisfaction. 52% of respondents are the students

and their age is 18-25 (84%). They like Disney’s characters and magical experience

from the staff. Hong Kong Disneyland is concerned more about the staff attitude.

They will provide the customer service training for their employees to keep the

customer satisfaction levels and provide the magical experience for them. It is unique

experience in Hong Kong Disneyland and Disney characters are the symbol of

Disneyland; People will be interested to see the Disney characters in Hong Kong

Disneyland. They are providing a service for customers to take photos with Disney

characters. It can lead the customer to keeping a memory in their mind. The types of

19

souvenir (mean = 7.3) and F&B service (mean = 3.15) can provide more different

types. The quality of souvenir (mean = 3.68), Food (mean = 3.25) and F&B service

(mean = 3.68) are not very well. Hong Kong Disneyland has more than eight

restaurants and different types of food located in Fantasyland, Tomorrowland,

Adventureland and Main Street, U.S.A. Atmosphere (mean = 4.08) is good in park

because the decoration and staff create the magical experience for them. Hygiene

(mean = 4.05) and Cleanliness (mean = 4.13) is also good in park. Hong Kong

Disneyland employs 5,000 staff in different departments. Hygiene and cleanliness of

park environment is the basic service for the customer to enjoy their visit in Hong

Kong Disneyland. All of respondents enjoy the good atmosphere, hygiene and

cleanliness in Hong Kong Disneyland. The high level of park environment is

necessary for each visitor. Hygiene and cleanliness also can protect the safety for the

visitors in the park.

Lockers (mean = 3.89), wheelchairs (mean = 3.57) and stroller rental (mean = 3.79)

and FASTPASS (mean = 3.97). FASTPASS is a unique service from Disneyland. It

can reduce waiting times at popular attractions. Most of respondents are think

FASTPASS service is good.

Table 4.1 Satisfaction on services and facilities of Hong Kong Disneyland

Items Minimum Maximum Mean

Opening hours 1 4 3.7

Ticket prices 5 3 2.68

Transportation (Internal) 1 4 3.15

Transportation (External) 1 4 3.77

Car Park 1 1 3.51

Staff attitude 1 4 4.12

Disney’s characters 2 4 4.11

Souvenirs

20

-Price 1 3 2.89

-Types 1 4 3.73

-Quality 1 4 3.68

F&B Service

-Price 1 2 2.61

-Types 5 3 3.16

-Food quality 5 3 3.25

-Service quality 1 4 3.68

Park environment

-Atmosphere 1 4 4.08

-Hygiene 1 4 4.05

-Cleanliness 1 4 4.13

Guest Services

-Lockers 1 3 3.89

-Wheelchairs rental 1 3 3.57

-Stroller rental 1 3 3.79

-FASTPASS 1 4 3.97

4.6.2 Satisfaction level on special event and entertainment of Hong Kong Disneyland

For the second part of satisfaction level on special event and entertainment (Table 4.2).

Attractiveness of theme in Tomorrowland (mean = 4.08), the attraction and

entertainment is more exciting than other themes such as Space Mountain (mean =

4.14) Swarbrooke (2002) determine teenager needs excitement at attraction. 25% of

respondents are students and like to play more exciting games. Fantasyland (mean =

3.92) is the second high satisfaction on attractiveness of theme. 63% of respondents

are Female who is satisfaction on Fantasyland. Most of female like fantasy, fairy tales

and the princesses in Hong Kong Disneyland. Christmas of special event (mean =

4.09), Halloween (mean = 3.73) are the popular festivals in Hong Kong. The

respondents have participated in the Christmas Events with lovers because the

atmosphere of Hong Kong Disneyland is really good and feels romantic. To celebrate

the Christmas day in Hong Kong Disneyland where lights sparkle and drifting snow

21

fills the air. There is no better place to celebrate a memorable Christmas. Also, the

respondents have participated in the Halloween Event with friends because teenagers

and adults like to visit with their friends. Firework (mean = 4.11) A firework display is

a selling point in Hong Kong Disneyland. It can also enhance customer satisfaction

level. Most of respondents like firework performance. Space Mountain (mean = 4.14)

is the most exciting rides in Hong Kong Disneyland. Mickey’s philharMagic (mean =

4.17) are the higher satisfaction scores. Wikipedia (2011) stated that Mickey’s

philharMagic is a 4D film attraction in Hong Kong Disneyland. The film was directed

by George Scribner who is best known for directing Disney's 1988 animated film,

Oliver and Company. Mickey's PhilharMagic is a 12-minute long show featuring 3D

effects, scents, and water as well as a number of characters from Disney movies. It

shows on the largest purpose-built 3D screen at 150 feet wide. 4D films are not

popular in Hong Kong so is not easy to find it. Mickey’s philharMagic is new

experience for local residents so it is the reason why local residents select Mickey’s

philharMagic as the most satisfaction of attraction and entertainment in Hong Kong

Disneyland. Most of respondents are more satisfaction of Mickey’s philharMagic

because new experience of 4D films more exciting.

Adventureland has the least attractions and entertainment, which is the reason for the

lower satisfaction levels (mean = 3.66). 63% of female and 52% of students are not

very interesting in Adventureland of theme because their preferences tend to fantasy

and excitement. Chinese New Year (mean = 3.52) is a big festival in Hong Kong.

Local residents are visit to Hong Kong Disneyland with family in Chinese New Year,

but the level of atmosphere in Chinese New Year is lower than Christmas event.

UFO Zone is the lower satisfaction scores. It is low level exciting entertainment and it

is a symbol of Tomorrowland. (mean = 3.45) Teenager and Young adults were not

22

satisfaction. Compared with other performances, street entertainment is lower

satisfaction than parades and fireworks because the parades and fireworks are the

bigger events. (mean = 3.81) The Staff will block the road to implement the

performance. It can draw more attention. On the other hand, street entertainment has

no specific time for implement. The respondents are satisfied of parade and firework

more than street entertainment. Combining the satisfaction level of total part in Hong

Kong Disneyland; The highest satisfaction part of Hong Kong Disneyland is park

environment, the entertainment of Mickey’s philharMagic (mean = 4.17) and Space

Mountain(mean = 4.14). The lowest dissatisfaction is price of entrance fee, F&B shop

and souvenir shop in Hong Kong Disneyland (mean=2.61) because most of

respondents are students and below $5000 of income per month.

Table 4.2 Satisfaction on entertainment and special event of Hong Kong Disneyland

Items Minimum Maximum Mean

Attractiveness of theme

-Main Street, U.S.A 1 4 3.76

-Adventureland 1 3 3.64

-Fantasyland 1 4 3.92

-Tomorrowland 1 4 4.08

Seasonal Events

-Halloween 1 4 3.73

-Christmas 1 4 4.09

-Chinese New Year 1 3 3.52

Performances

-Parade 1 4 3.92

-Fireworks 1 4 4.11

-Street Entertainment 1 4 3.78

Entertainment

-Space Mountain 1 4 4.14

-Buzz Lightyear Astro Blasters 1 4 4.04

-Stitch Encounter 1 4 3.85

23

4.7 Overall satisfaction of Hong Kong Disneyland

To overall satisfaction of Hong Kong Disneyland, the overall satisfaction of special

event is 3.86 and the overall satisfaction of services and facilities is 3.78. It shows that

the services and facilities is low level to achieve the customer satisfaction. Hong

Kong Disneyland should monitor their services and facilities. Table 4.1 and Table 4.2

can shows that the average of each satisfaction level from the results in general views

in Hong Kong Disneyland.

Figure 4.9 Overall satisfaction of Hong Kong Disneyland

Overall satisfaction

3.78

3.86

3.74 3.76 3.78 3.8 3.82 3.84 3.86 3.88

Services and

facilities

Special event

and

entertainment

-UFO Zone 1 3 3.44

-The Many Adventures of Winnie the

Poor

1 4 3.7

-Dumbo the Flying Elephant 1 3 3.45

-Mad Hatter Tea Cups 1 4 3.77

-The Golden Mickeys 1 5 4

-Mickey’s PhilharMagic 1 5 4.17

-It’s a small world 1 3 3.66

-Jungle River Cruise 1 4 4.2

-Festival of the Lion King 1 5 3.98

24

Chapter 5-Conclusions and Recommendation

5.1 Introduction

This dissertation can be completed through use of literature, methods and results. In

order to meet the objectives of this dissertation, questionnaires were used to find out

the customer satisfaction from local residents in Hong Kong Disneyland. The results

can show which part has the highest level of satisfaction and dissatisfaction of Hong

Kong Disneyland. According to the results of research, provide the recommendations

for Hong Kong Disneyland for the most dissatisfaction part.

5.2 Conclusions

In conclusion, this dissertation is focused on a study of customer satisfaction. The

literature review carried out reveals more information about the definition of theme

park, customer satisfaction and service quality. Customer expectation and customer

prospection are the factors that will affect the customer satisfaction level. Also,

Literature review also leads to understanding the importance of customer satisfaction

of Hong Kong Disneyland The literature review gives the direction for me to do the

following parts of the dissertation.

Methodology is the ways to gain the information and results in the dissertation from

primary research, secondary research, sampling, quantitative research, data collection

and questionnaire design. Studies of customer satisfaction have been used using

quantitative research. After designing the questionnaire, the questionnaire was

uploaded onto the internet. The respondents can easily to find the questionnaire and

answer the questions. An online survey is a more efficient way to collect data.

In the surveys, we have received 124 forms of questionnaire and among 24 forms of

questionnaire are the respondents who have not been Hong Kong Disneyland. The

25

100 forms of the respondents who have visit to Hong Kong Disneyland have been

used in analysis the satisfaction level. In the questionnaire, there is one question

which has been used to try and reveal the reasons why respondents have not been

Hong Kong Disneyland before. The results are illustrated using charts and tables to

show that the customer satisfaction level of Hong Kong Disneyland for local

residents.

From the results, to find out the customer satisfaction and diversity of customer

service in Hong Kong Disneyland. The facilities are unattractive, poor impressions of

park and high entrance fee are the main reasons why the respondents have never

visited Hong Kong Disneyland before. The highest satisfaction part of Hong Kong

Disneyland is park environment, the entertainment of Mickey’s philharMagic and

Space Mountain. It is the reasons that attract people to visit Hong Kong Disneyland

and revisit Hong Kong Disneyland again.

On the other hand, the most dissatisfaction part of Hong Kong Disneyland is the price

of entrance fee, souvenir and F&B service, internal transportation and the types of

F&B service in Hong Kong Disneyland. Price of entrance fee, souvenir and F&B

service are the main incomes in theme park. High prices affect the customer

satisfaction and the attendance of Hong Kong Disneyland.

Finally, this dissertation, a study of customer satisfaction in Hong Kong Disneyland is

not the best results for analyzing the customer satisfaction level in Hong Kong

Disneyland. The main reason for this is the limited time for research and the data

collected from the questionnaire only represents a small fraction of the population in

Hong Kong. I’m hopeful in that other people can do the research better than me and

26

continue to research the customer satisfaction in Hong Kong Disneyland.

5.3 Recommendation

In my opinion, Hong Kong Disneyland needs to consider adjusting the prices in the

following areas: entrance fee, souvenir and F&B services. High level of price in Hong

Kong Disneyland is the main reason that leads to dissatisfaction of the respondents

and the respondents who have not been to Hong Kong Disneyland. To avoid this,

adjusting the price of entrance fee, souvenir and F&B service in the near future can

lead the customer satisfaction to improve gradually. Also, promoting cheaper entrance

fees for families and groups to visit Hong Kong Disneyland. Running promotions

such as special prices will result in customers thinking the entrance is acceptable and

willing to pay for that.

Furthermore, the attractiveness of attraction and entertainment is weak. People think

the park area is small, the attraction and entertainment is not enough, and the level of

excited games is very low. According to Wikipedia (2011), Hong Kong Disneyland

has an extension project in 2011-2013. They will add three new themed lands in

different areas. The three new themed lands are called Toy Story Land, Grizzly Gulch

and Mystic Point. Hong Kong Disneyland can focus on increasing the high exciting

level of the new attractions and entertainment to fulfill the feedback of the

respondents.

Moreover, the poor impression of Hong Kong Disneyland is the second reason why

the respondents have not been Hong Kong Disneyland. Hong Kong Disneyland has

many negative reports until 2005. The public has read a report that shows the

deficiencies of Hong Kong Disneyland from the newspaper. Hong Kong Disneyland

27

should follow the case of report and find out the reason why this has happened in the

park, to avoid the problem will happen again. In the holiday and seasonal event, the

capacity of Hong Kong Disneyland will increase. Hong Kong Disneyland should

measure the bad situation in peak day and solve the problem. For example, to arrange

many staff to work in the peak day and show the signage for queue cleanly. When the

visitors wait for a long time, provide the show for them to decrease their

dissatisfaction levels. Hong Kong Disneyland should carry on developing the service

quality and customer satisfaction to decrease the negative reports.

For the company, the staff in Hong Kong Disneyland is very important to deliver the

magical experience and first image of Hong Kong Disneyland to the visitors. The

company of Hong Kong Disneyland should provide training for them regularly and

rewards for them to keep them satisfied about their job because they are the main

interaction points with the visitors and provide the service quality to enhance the

customer satisfaction of Hong Kong Disneyland.

28

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Appendix 2- Questionnaire of Hong Kong Disneyland

I am a final year student of BSc (Hons) Events and Leisure Management, Sheffield

Hallam University. I am now conducting a questionnaire about customer satisfaction

of Hong Kong Disneyland. Please kindly answer the questions below. All information

would keep secret. Thank you.

1. Have you ever been Hong Kong Disneyland？

□ Yes (Please go to question 3 ) □ No (Please go to question 2 )

2. The reason of have not ever been Hong Kong Disneyland.

(Please go to personal information when you finish this question.)

□ Lack of promotion □ Unattractive facilities □ High entrance fee

□ Poor impression □ Others: _________

3. How often would you go to Hong Kong Disneyland？

□ 1-2 weeks □ 3-4weeks □ 2-3months □ 6 months □1 year or above

4. Who would go to Hong Kong Disneyland with you?

□ Family □ Lovers □ Friends □ Colleagues □ Others:_______

5. The satisfaction of Hong Kong Disneyland (1 = very dissatisfied, 2 = dissatisfied,

3 = normally, 4 = satisfied, 5 =very satisfied and not available)

Opening hours 1 2 3 4 5

Ticket prices 1 2 3 4 5

Transportation (Internal) 1 2 3 4 5

Transportation (External) 1 2 3 4 5

Car Park 1 2 3 4 5

Disney’s characters 1 2 3 4 5

Staff attitude 1 2 3 4 5

Souvenirs 1 2 3 4 5

-Price 1 2 3 4 5

-Types 1 2 3 4 5

-Quality 1 2 3 4 5

F&B Service

-Price 1 2 3 4 5

-Types 1 2 3 4 5

-Food quality 1 2 3 4 5

-Service quality 1 2 3 4 5

Park environment 1 2 3 4 5

-Atmosphere 1 2 3 4 5

-Hygiene 1 2 3 4 5

33

*** If you attended the following events, please the questions below.

-Cleanliness 1 2 3 4 5

Attractiveness of theme 1 2 3 4 5

-Main Street, U.S.A 1 2 3 4 5

-Adventureland 1 2 3 4 5

-Fantasyland 1 2 3 4 5

-Tomorrowland 1 2 3 4 5

Performances 1 2 3 4 5

-Parade 1 2 3 4 5

-Fireworks 1 2 3 4 5

-Street Entertainment 1 2 3 4 5

Entertainment 1 2 3 4 5

-Space Mountain 1 2 3 4 5

-Buzz Lightyear Astro Blasters 1 2 3 4 5

-Stitch Encounter 1 2 3 4 5

-UFO Zone 1 2 3 4 5

-The Many Adventures of

Winnie the Poor

1 2 3 4 5

-Dumbo the Flying Elephant 1 2 3 4 5

-Mad Hatter Tea Cups 1 2 3 4 5

-The Golden Mickeys 1 2 3 4 5

-Mickey’s philharMagic 1 2 3 4 5

-It’s a small world 1 2 3 4 5

-Jungle River Cruise 1 2 3 4 5

-Festival of the Lion King 1 2 3 4 5

Guest Services 1 2 3 4 5

-Lockers 1 2 3 4 5

-Wheelchairs rental 1 2 3 4 5

-Stroller rental 1 2 3 4 5

-FASTPASS 1 2 3 4 5

Seasonal Events 1 2 3 4 5

-Halloween 1 2 3 4 5

-Christmas 1 2 3 4 5

-Chinese New Year 1 2 3 4 5

34

Personal Information

1. Gender

□ Male □ Female

2. Age

□ 18-25 □ 26-35 □ 36-45 □ 46-55 □ 56-65 □ 66 or above

3. Occupation

□Administrators □Professionals □Full-time student □Part-time student

□Service industry □Clerk □Housewife □Retired □ Unemployed

4. Marital status

□ Single □ Married

5. Income

□ Below $5000 □ $5001- $10000 □ $10001- $20000

□ $20001- 25000 □ $25001 or above

Survey is finished. Thank you.

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