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- Title
On the Management Techniques of Persuasion and Negotiation in Highly Profitable Companies : The Case study of Tokyo Disneyland (TDL).
- Authors
YOKOTA, Joji
- Abstract
What are the characteristics of highly profitable companies? In order to investigate the necessary qualities in the service sector, we make a case study of Tokyo Disneyland (TDL). What we found was that after guests enter other major theme parks, there is little attention paid to their needs and wishes. At TDL, however, up until the guests leave the park they are systematically entertained by Mickey Mouse and other characters in order to ensure a high level of customer satisfaction. Theme park patrons, treated as guests, are moved and enthralled by escaping away from everyday life and into a "Magic Kingdom of Dreams". The large cast (involving all employees) utilizes TDL as a stage to achieve these effects. Over 400 manuals outlining standard operating procedures have been written to provide the management techniques of "Persuasion and Negotiation" so that employees strive to make even one more customer moved enough to return to TDL.
- Subjects
JAPAN; PERSUASION (Psychology); NEGOTIATION research; TOKYO Disneyland (Urayasu-shi, Japan); BUSINESS enterprises
- Publication
Japanese Journal of Persuasion & Negotiation, 2012, Vol 4, p1
- ISSN
1883-4310
- Publication type
Article