エンターテインメント・ビジネスにおける顧客ロイヤルティマネジメント

概要

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"Entertainment businesses", such as Disney's theme parks, Harley-Davidson, and Club Med rank high both in the "depth of brand" in customer loyalty. This article compares them on basis of the newly developed framework for these businesses. The framework has the key concepts such as interactions among employees, those between employees and customers, and those among customers, and has the viewpoint of strategic management and organization theory. Disney's theme parks are high in interactions among employees, low in those between employees and customers, and low in those among customers. In this case, the stories which the customers keep in them are different from those the employees do. But both empower the culture of Disney. Harley-Davidson is extremely high in interactions in customers. The community called Harley Owners Group effects these interactions. Club Med is high in all interactions. In the vacation villages, the positions of employees and those of customers are at the same level. The customers have a variety of stories on every visit. The article also presents some practical implications, which help other types of businesses.
北海道情報大学の論文