Employee morale and its impact on service: what companies do to create a positive service experience

States that people are vital to the success or failure of services. Companies are now becoming people‐oriented, not profit‐centred,providing training and technology and investing in people. Examines three amusement parks, including Disney, and considers several common practices and some unique ones. Covers recruitment, orientation,customer service strategies, employee programmes, morale and motivation. Concludes that although companies perceive customer service as being vital, most copy Disney’s models, including those of staff motivation and employee morale.