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To date, most published work concerning effective Web site design has been based on personal opinion or experience, not on research. Uses 50 in‐depth interviews with Web site designers to identify key design considerations and online customer conversion and relationship strategies. A proposed model illustrates a direct relationship between Web site design and the online customer conversion process. Relationship marketing, integrated marketing communications, and segmenting, targeting, and positioning should guide both Web site design and customer conversion. Ultimately, a Web site should help to establish, build, and maintain long‐term customer relations. Managerial implications are introduced and discussed.

The theme park industry has experienced steady growth for many years, and it has developed into a global phenomenon. Monitoring visitor satisfaction is critical to help ensure a satisfying overall experience, customer value, and repeat visits. Here, we examine ten years of customer satisfaction tracking data collected at a major US theme park. The study focuses on identifying significant factors influencing customer evaluation of and satisfaction with the overall theme park experience. The key findings reveal that visitors evaluate the theme park primarily on overall park experience and value, park food quality, value, and variety, and park cleanliness and atmosphere. Satisfaction with the total cost of the park visit is primarily predicted by perceptions of the admission price/value, general enjoyment, and customer expectations of the experience. Additional findings concerning the important role of expectations and prior park experiences in visitor satisfaction are detailed.