Theme Park Customer Value

The Theme Park Customer Value by Irene. Zhang

Customer Value

Customer value means the companies treating the value of products and services in the customer’s point of view. The kernel of that is the balance of perceived benefits and perceived sacrifices. Perceived benefits including state factors, service factors and quality factors; Perceived sacrifices including the cost when the customer are purchasing, such as purchasing price, acquisition costs, transportation, installation, order processing, maintenance, and the risk of failure or poor performance.

To a successful theme park, attractive recreational facilities and trustworthy maintainer are the perceived benefits. And perceived sacrifices are incarnate in tickets, shuttles and other parts.

There are three key points about customer value:

Firstly, the value will change by different customers. It is quite diversity and difficult to be defined, unless the company can provide a product or service which will be suitable for everyone’s common value. According to this, the company should understand how to choose their target customer. Different theme parks also have different customer orientations. For example, the Disneyland is focus on the children under the age of 12 who still cherish and have fantasy with cartoon; but the universal studios is more attract people who like exciting entertainment and movie lovers.

Secondly, customer requirements are becoming more and more diversified. Even if already locked the target customer, the enterprise still cannot completely satisfy their needs. So they need to decide what part should be satisfied and what part should be ignored in the customer’s requirements. The theme parks also need to face this satiation. Happy Valley is a famous theme park company in china, which owns 5 parks in different cities. At first, they wanted to build a large food plaza with international delicacies food in order to attract customer staying in the park to have dinner. But they found...