It’s common in the customer service business to be asked “how does service and customer satisfaction affect the bottom line of a business”. The answer is undoubtedly that it affects each business differently, but it certainly has an impact. Entertainment destinations such as theme parks and cinemas prove to be an interesting case study in the correlation between customer satisfaction and the bottom line.

Service is often overlooked in the world of entertainment destinations. A common afterthought when marketing, product delivery and maintenance take hold of most internal spending. Staff training is geared at getting people in and out, keeping lines to a minimum rather than bonding with guests. You rarely if ever hear of someone jumping from one attraction to another because of service or a particular staff member like you might see in a restaurant. However, staff training and service can still have an immense impact on the bottom line. To understand this we first need to get a grasp of customer satisfaction scores and what they mean in real terms.

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