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Assignment Cover Sheet
Please print clearly and attach to the front cover of your assignment
Dr Nick Danenberg
Assignment Number Assignment Due Date
I declare the following to be my own work and that to the best of my knowledge
and belief does not contain any material published or written by another person
except where due reference is made in the text.
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MR Asg 2 Cora Lee
Amicably, Ocean Park is known theme park in Hong Kong as many people 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 comprises establishments, known as
amusement parks, primarily engaged in operating variety of attractions, such as
mechanical rides, water rides, games, shows, theme exhibits, refreshment stands and
picnic grounds. These establishments may lease space to others on a concession basis.
Ocean Park 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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MR Asg 2 Cora Lee
Sample Question:
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MR Asg 2 Cora Lee
The best timing for measuring customer satisfaction and building customer satisfaction
surveys depends on the kind of service provided, the kinds of 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, Homburg, Workman and Krohmer,
1999; Woodruff, 1997). The continuous Satisfaction Tracking Satisfaction feedback is
obtained from the individual 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 from, Rea and Parker, 1992).
The advantages of the survey can involve the flexibility in sequencing the questions,
details and explanation with such opportunity to administer complex questions as well as
the improved ability to contact respondents sample with higher response rates and
increased confidence that data collection instructions are being followed. There are
some disadvantages that includes higher cost of the survey also researcher bias as well
as some respondent’s reluctance to 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)
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MR Asg 2 Cora Lee
Response rates can be increased considerably when subsequent follow-up are being
applied: (Cited from, Lambert and Harrington, 1990)
There can be sample customer satisfaction survey as a method that can be used by
Ocean Park in Hong Kong as illustrated below.
3. Are you satisfied with the park’s customer services, attractions and prices?
Very Satisfied
Satisfied
Neutral
Slightly Dissatisfied
Not Satisfied
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MR Asg 2 Cora Lee
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
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MR Asg 2 Cora Lee
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
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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