Service Excellence In The Disney's Parks Case

The Offering “Service Excellence can be defined as what business chooses not to do well” – (Frei, 2008).
In other words, the company cannot be good at everything. Moreover, to achieve Service Excellence it is needed to compromise some of the service attributes, mainly by reducing the ones that the targeted group of customers values less, in order to focus on the improvement of the service’s qualities that the customers want most.
In the Disney’s Parks case, nothing is really unique, since people can go to other parks with the same type of products/attractions, like Universal Studios, so what Disney is focusing is on selling 10% product and 90% service. In fact, 65% of Disney’s guests (customers) are repeated visitors, therefore it is really

An example of how the attention to detail is present in the parks is the experience of queuing. It is true that no one likes waiting lines for attractions, mainly when the line is snaking ever onward, but in Disney queuing for the ride it is a ride itself, the guest feels transported to the world of the attraction and a key player in the adventures that await. Another example of this attribute is the cleanliness of the park, cast-members are reminded that it is everyone’s job to keep the park clean and if they see a piece of trash they pick it up immediately. Regarding the friendliness of the service, it can be seen when it’s the birthday of a guess it is offered a badge so every cast member knows that must treat the guest with even greater attention, or when a free pass is offered to a child that looks disappointed to end a ride. The cast members are trained to identify when someone needs a little “Disney magic”. Undoubtedly, friendliness stands out for the attributes of the service of Disney’s

In contrast, the company in order to achieve Service Excellence has to choose which service’s attributes to lower their performance. It is clear that Disney’s Parks compromise prices, setting the admissions to the parks’ prices very high. Therefore, the average regular price of the ticket is $105 per one regular day for one park or $170 per one regular day for the 4 theme parks.
Summing up, the Disney Parks’ service matches up by means of excellence the fun, the details, the wide range of attractions and the friendliness attributes with the targeted guests priorities. However, the price dimension is poorly performed by the company. – See Appendix