Date of Award

Fall 2007

Project Type


Program or Major


Degree Name

Master of Arts

First Advisor

Sharyn J Potter


In recent years, financial companies have adopted "the Disney Way" in their approaches to customer service. Along with other organizations, financial companies place emphasis on the service they provide and are training associates to stage a "show" for their customers. Financial organizations increasingly look toward Disney as a model for customer "delight", and use Disney's methods of training to mold associates who are constantly smiling and friendly, use a company-written script, and "perform" as part of their job duties.

My study investigates the nature of performance-based customer service through a content analysis of bank teller employment advertisements and banking advertisements from the New York Times, spanning the years of 1975-2005. Results of my analysis, when combined with additional evidence of the "disneyization" phenomenon, show that there is an increasing emphasis on customer service within the banking industry.