Notesale: Turn your study into money

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I have chosen to discuss universal studios, in particular universal studios theme park based
in Orlando in the United States
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The theme park allows its customers so bring their favourite movies to life through a fully
immersive experience
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Universal does have many other major competitors within this sector, the main
competitor would be Disney land
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Universal describes it’s their resort as “more than a theme park
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Smilansky discusses how live brand experiences allow a customer to live, breath and fully
immerse themselves into a brand when the aid of activities is used
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And by reaching the correct target audiences the consumers
will feel more strongly linked to a brand
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This could be as simple as their favourite film has its own section within the theme
park
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Marketing has increased drastically over recent years
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“Experiential marketing not only raises a set of important strategic issues it
often also requires organisational changes
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Rather than just making a film and selling it they began creating theme parks
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This is why universal is a prime example of experiential marketing as their consumers can fully
experience these films for themselves through their five senses
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And this will improve the overall experiences of customers
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It will leave an imprint in
the customer’s mind
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These service encounter can help a
company to be better than its competitors
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In the journal article strategic
direction, it discusses how fiat’s show room in London has been completely redesigned around
customer interaction to give them a good experience and that they have had a good reaction from
this
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I feel that if the customers feel involved
and interacted with they are happier with the overall experience
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Service quality is a long
run evaluation of how a company performs and also covers how a company should perform
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He goes on to say “Quality has emerged
as and remained a dominant theme in management thinking over the past fifty years” (Beckford
2002) The quality of service is paramount to any company today; the quality of service is usually one
of the most memorable things for a customer
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Often the level and standard of leadership can lead to how

good the service quality is
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The better the leadership the better the quality of service provided
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Peluso in his book consumer satisfaction talks about the idea of service being
heterogeneous, which means the quality of service can vary due to factors such as the producer of
the service, the consumer or the service may even change over time
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It is not physically possible give out the exact same level of service every time
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This makes it impossible to give the same experience every time, especially with companies
such as universal who have thousands of customers experiencing their theme park at any one time
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Service profitability is also important to the overall experience a customer may gain
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If an employee enjoys their work and
feels some form of fulfilment, then they are more likely to provide a good quality service to
consumers
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“empowered staff are better equipped to meet customer
needs and more likely to find job satisfaction
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The happier the employee the better the service, the
better the service the more profitable the organisation will
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A happy customer is more likely to say good
things about the resort
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The more customer the higher the profits of universal
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For example, there was a time when if someone wanted to go to universal studios or even
get more information about it a travel agent would be the logical answer
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This means it is essential that the
website is easy to use whilst looking professional
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In the journal “shaping e-retailer’s website personality: the importance of experiential
marketing” it discusses how the internet can be used as a tool to improve a business’s performance
and how essential is it in today’s modern computer age
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“Past research shows that offering experiential benefits results in
several positive customer outcomes such as improvement in customer satisfaction” (Shobeiri 2013)
This supports my argument of the importance of websites and the internet, especially in experiential
marketing
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In conclusion I feel that universal studios are an excellent company in regards to getting
their customers fully immersed into the experience of their brand
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This means that their quality of service is vital to universal
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Bibliography
Beckford, J
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United Kingdom: Routledge
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24–26
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1108/02580540810907092
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Switzerland: Peter Lang AG, Internationaler Verlag der Wissenschaften
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(1999) Experiential marketing
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Informa UK
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, Laroche, M
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(2013) ‘Shaping e-retailer’s website personality: The
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jretconser
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Tracy, B
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Management Association
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universalorlando
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(2002) Quality: A critical introduction
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(Beckford, 2002)
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(Koyuncu et al
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M
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Switzerland: Peter Lang AG, Internationaler Verlag der Wissenschaften
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Informa UK
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, Laroche, M
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(2013) ‘Shaping e-retailer’s website personality: The
importance of experiential marketing’,Journal of Retailing and Consumer Services, 20(1), pp
...
doi: 10
...
jretconser
...
10
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(Shobeiri, Laroche, and Mazaheri, 2013)
Silvestro, R
...
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...
1108/01443570210412060
...
(2009) Experiential marketing: A practical guide to interactive brand experiences
...

(Smilansky, 2009)
Tracy, B
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New York: AMACOM/American
Management Association
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universalorlando
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uk/ (Accessed: 9
January 2016)

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