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predicted that the open of Disneyland would be a threat to Ocean Park. However,
the attendance has an increase even through Disneyland opened. One of the
reasons is Ocean Park doing very well on its public relations. The industry
Hong Kong, opening hours from 10am to 6pm, and after hours for special events,
social functions or parties. Thus, admission costs HK$ 140 for adults and HK$ 70
for children between 3 to 11 years old and inclusive of admission to all rides,
exhibits and shows. Since it opened in 1977, Ocean Park had been pretty much
the only game in town for parents who wanted a day out with their kids. Ocean
Park edge: It knew the local market better than Disney did. During its 30-year
anniversary celebrations, for instance, Ocean Park featured its animated sea lion
mascot Whiskers with bamboo basket filled with traditional buns symbolizing
longevity.
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Moreover, in measuring satisfaction and building such satisfaction survey
surveys to be given at the entrance gate of Ocean Park as true that, customer
satisfaction is the most common of all marketing surveys and is part of crucial
studies in marketing that include market segmentation and concept testing and
measures how well the parks product services meet and or exceed customer
activities including actual product, service and the business nature and how the
Park operates within the global environment (Cited from, Athanassopoulos, 2000;
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An overall satisfaction measure (emotional)
How satisfied are you with the regular price rates of Ocean Park?
other parks?
defined by the researcher (Cited from, Homburg, Workman and Krohmer, 1999;
Woodruff, 1997). Then, it is important to address what are the specific customer
involves the relationship between the customer and service provider. Person to
require support for proper use and functioning (Cited from, Homburg, Workman
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and Krohmer, 1999; Woodruff, 1997). Expectations for interpersonal support
- Fulfillment of Expectations
The best timing for measuring customer satisfaction and building customer
customers served, how many customers are served, the longevity and frequency
of customer interactions and what you intend to do with the results (Cited from,
customer at the time of service delivery. Satisfaction tracking surveys are often
part of a management initiative to assure quality is at high levels over time (Cited
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The advantages of the survey can involve the flexibility in sequencing the
higher response rates and increased confidence that data collection instructions
are being followed. There are some disadvantages that includes higher cost of
cooperate having greater stress for the respondents and researcher and with
possible less anonymity (Cited from, Fowler, 1993; Goulding, 1999). The non-
respondent problem can be addressed in two ways: (Cited from, Lambert and
Harrington, 1990)
- after three weeks letter and replacement surveys are sent only to non-
respondents
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There can be sample customer satisfaction survey as a method that can be used
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4. Compared to other Hong Kong amusement parks, how well did
Ocean Park perform in satisfying your wants?
Very Satisfied
Satisfied
Neutral
Slightly Dissatisfied
Not Satisfied
5. As a loyal visitor to the park, how satisfied are you in speaking of its
overall impact to you and your family?
Very Satisfied
Satisfied
Neutral
Slightly Dissatisfied
Not Satisfied
References:
Fowler, F.J. (1993), Survey Research Methods, Sage Publications, New York, NY
Homburg, C., Workman, J.P. Jr, Krohmer, H. (1999), Marketing’s influence within
the firm, Journal of Marketing, Vol. 63 No.2, pp.1-17
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Lambert, D.M., Harrington, T.C. (1990), Measuring nonresponse bias in customer
service mail surveys, Journal of Business Logistics, Vol. 11 No.2, pp.5-
25
Rea, L.M., Parker, R.A. (1992), Designing and Conducting Survey Research,
Jossey-Bass, San Francisco, CA
Woodruff, R.B. (1997), Customer value: the next source for competitive
advantage, Journal of the Academy of Marketing Science, pp.139-53.
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