Service quality and customer satisfaction with a Cineplex in China | |
| Author | Li, Li |
| Call Number | AIT RSPR no.SM-04-118 |
| Subject(s) | Motion picture theaters--Customer services--China Consumer satisfaction--China |
| Note | A research study submitted in partial fulfillment of the requirements for the degree of Master of Business Administration, School of Management |
| Publisher | Asian Institute of Technology |
| Series Statement | Research studies project report ; no. SM-04-118 |
| Abstract | With the economic growth and ever-growing opportunities in service industry in China, the government is encouraging the renovation of the movie houses. The new facilities, imported movie and Cineplex have changed the marketing situation and audiences' behaviors. Currently, the motion picture marketers are talking about the movies' quality, the imported movies, and the ticket price; the movie house marketers are paying high attention on the promotion strategy. However, there is another way to enhance the competitiveness of Cineplex: to enhance its service quality. The research is a case study of 21 WIND Cineplex located in Guangzhou, China. 21 WIND was set up in 2001 and assessed as the first batch of "five-star" cinema in China, a market leader in Guangdong province. A customer satisfaction survey is carried out to understand both the employee and customer perception of the service performances delivered by 21 WIND. In this research, besides the objective to measure the service quality by applying the Gap model, a new Gap has been initially explored. The recommendations were given as directives to improve the service performance based on the data analysis results and findings. |
| Year | 2004 |
| Corresponding Series Added Entry | Asian Institute of Technology. Research studies project report ; no. SM-04-118 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management |
| Department | Other Field of Studies (No Department) |
| Chairperson(s) | Tang, John C. S.; |
| Examination Committee(s) | Zimmermann, Willi;Swierczek, Fredric W.; |
| Scholarship Donor(s) | Asian Institute of Technology Fellowship; |
| Degree | Research Studies project Report (MBA) - Asian Institute of Technology, 2004. |