Expectations Important? Managing and Exceeding Term Paper

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Disney manages a wide variety of expectations that not only vary by demographics but also by culture by managing the desired services through rapid new service delivery coupled with a high-touch service strategy. Disney excels at expectations management by working very hard to make sure there are few adequate service moments in their parks, instead concentrating on how to set and achieve expectations across a very wide demographic and cultural customer base. In effect the managing of desired expectations (Zeithami and Bitner, 2005) is strategically defined for the long-term, supported with marketing campaigns and strategies, and launched to specific customer segments, in effect setting their expectations and then fulfilling or exceeding them.

Reference:

Zeithami, V, & Bitner, M (2005).

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