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 i 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 ii 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 iii 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. iv 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. v 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 vi 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 vii 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 viii 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............. ix 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 1 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.