BIG CINEMAS CUSTOMER SATISFACTION SURVEY 2010

BIG CINEMAS CUSTOMER SATISFACTION SURVEY 2010

MARKET SURVEY ON CON CONSUMER ER SATISFACTION

SUBMITTED TO: KAM K. NGAIHTE

SUBMITTED BY: MUNINDRA PANDEY RAJ SHEKHAR EKHAR SINGH

INDIAN BUSINESS ACADEMY

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BIG CINEMAS CUSTOMER SATISFACTION SURVEY 2010 ACKNOLEDGEMENT

My sincere thanks to Prof. S.K.Singh for guiding & advising me in the process of making the report. I thank him for the encouragement that he gave me while completing this project. I also wish to thank Mr. Kam Khansiam Ngaithe (Theater Manager) in Reliance Media Works Ltd., for his enthusiastic response and his interest in giving me such project. I thank our CEO Mr. Ritesh Jain for giving us the opportunity to explore the practical aspects of the subject and making themselves available for guidance

Munindra Pandey Raj Shekhar Singh

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BIG CINEMAS CUSTOMER SATISFACTION SURVEY 2010

CONTENTS TABLE

Description Executive summary Big Cinemas a profile

Page number 4 5-6

Research objective

6

Research methodology

6

Outcomes from the questionnaire Data representation Data analysis • • •

7-8 9-12 13-17

Based on graph Based on ANOVA Based on correlation

Conclusion

17

Recommendation and action plan

18

Bibliography

19

Annexure

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20-21

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BIG CINEMAS CUSTOMER SATISFACTION SURVEY 2010

EXECUTIVE SUMMARY

Big cinema is one of the largest entertainment conglomerates in India. It has one multiplex in Ansal Plaza at Greater Noida. Though it has competitive advantage that Ansal Plaza situated in Greater Noida Knowledge Park, Knowledge Park is a highly student populated place and there is no competitor of Big cinema, yet it is not able to utilize this opportunity. In this report I am try to find the level of consumer satisfaction with Big cinemas service. I am also try to find consumer satisfaction at different step starting from ticket counter to the audi. I will compare the level of satisfaction at every step. At the end I will analysis where customers are not satisfied and will suggest the strategy to improve the level of service

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BIG CINEMAS CUSTOMER SATISFACTION SURVEY 2010

BIG CINEMAS A PROFILE Big Cinemas, a division of Reliance MediaWorks Ltd and a member of Reliance ADA Group is India’s largest cinema chain with over 516 screens spread across India, US, Malaysia and Netherlands and caters to over 35 million consumers. BIG Cinemas has established leadership in film exhibition in India with 253 screens and accounts for 10 to 15% of box office contributions of large movies. BIG Cinemas has also successfully created a pan US footprint and the circuit accounts for 20-35% of Hindi features box office collections and over 70% of Tamil and Telegu box office collections from the US. In Malaysia, the company now has a strong presence of 72 screens that plays Hollywood features besides Chinese and Tamil films to cater to the 1.5 million Tamil populations. The company is also working towards establishing presence in Netherlands and has associated with Pathe Theatres to begin screening Indian movies. BIG Cinemas is committed to providing audiences across India overall economic strata, access to BIG Cinemas' world-class cinemas. This is being achieved through a strategy of not only setting up standalone properties and cinemas in malls, but also taking over current properties, renovating and operating them, taking advantage of their considerable existing infrastructure and brand value. Over the years, BIG Cinemas has created iconic destinations such as BIG-Cinema Park in Agra, a kilometer away from the Taj Mahal, which has pioneered the multi-sensory cinema experience in India through a six dimensional show. BIG Cinemas has also partnered with IMAX Corporation to install IMAX’s new world class digital projection system in BIG Cinemas’ flagship IMAX theatre in Mumbai. This new technology has marked the first digital IMAX location in India and enabled BIG Cinemas to take advantage of the growing slate of Hollywood releases in IMAX

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BIG CINEMAS CUSTOMER SATISFACTION SURVEY 2010 and IMAX® 3D. BIG Cinemas is thereby the only cinema in India which screens films in both 3D and 6D formats. BIG is the only cinema chain in India, which has launched the unique concept of Cine Diner at its flagship property at R City Mall (Ghatkopar) Mumbai. BIG Cinemas has been awarded the “Retailer of the Year” honor at the Reid & Taylor Awards for Retail Excellence for 2 consecutive years and has also been awarded ‘International Exhibitor of the Year 2008’ by CineAsia 2008 at Macau.

RESEARCH OBJECTIVES To find out why people are not going to Big Cinemas in spite of big brand name with it. To increase the number of customer at Big Cinemas. Improvement of service to suit the customers need.

RESEARCH METHODOLOGY Feedback: To collect data I have used Big Cinemas specific feedback from ask customers to rate their experience in different area in the scale of three satisfied, neutral and dissatisfied. Graphical analysis: Representation of data in the graphical form to analyze. ANOVA: To find the variation between the group and within the group. Correlation: to find the relation between some critical factor

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BIG CINEMAS CUSTOMER SATISFACTION SURVEY 2010

OUTCOMES FROM QUESTIONNAIE

Ticket counter

SATISFIED NEUTRAL DISSATISFIED TOTAL

COURTESY OF STAFF 90 61 38 189

SPEED OF RESPONSE 50 81 58 189

STAFF GROOMING 45 85 59 189

Security COURTESY OF STAFF SATISFIED NEUTRAL DISSATISFIED TOTAL

62 71 56 189

Audi experience ON SCREEN PRESENT. SATISFIED NEUTRAL DISSATISFIED TOTAL

SOUND

69 65 55 189

COMFORT OF SEAT 77 59 53 189

67 64 58 189

CLEANLINESS 61 65 63 189

Snack counter

SATISFIED NEUTRAL DISSATISFIED TOTAL

CHOICE OF NEW MENU 62 64 63 189

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TASTE

SPEED OF SERVI. 53 71 65 189

63 71 55 189

COURTESY OF STAFF 70 71 48 189

OVERALL EATING EXPE. 58 80 51 189 Page 7

BIG CINEMAS CUSTOMER SATISFACTION SURVEY 2010

Experience at Big Cinemas SERVICE STANDARDS SATISFIED NEUTRAL DISSATISFIED TOTAL

69 72 48 189

CLEANLINESS OF WASHROOM 75 60 54 189

EASE OF BOOKING TICKET 65 66 58 189

OVERALL EXPE. 63 77 49 189

Service delighted YES 133

NO 56

TOTAL 189

NO 51

TOTAL 189

Will you visit again? YES 138

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BIG CINEMAS CUSTOMER SATISFACTION SURVEY 2010

DATA REPRESENTATION Ticket counter

90 80 70 60 50

SATISFIED

40

NEUTRAL

30

DISSATISFIED

20 10 0 COURTESY OF STAFF

SPEED OF RESPONSE

STAFF GROOMING

Security

COURTESY OF STAFF 80 70 60 50 40

COURTESY OF STAFF

30 20 10 0 SATISFIED

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NEUTRAL

DISSATISFIED

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BIG CINEMAS CUSTOMER SATISFACTION SURVEY 2010

Audi experience

80 70 60 50 40 30 20 10 0

SATISFIED NEUTRAL DISSATISFIED

Snack counter 80 70 60 50 40

SATISFIED

30

NEUTRAL

20

DISSATISFIED

10 0 CHOICE OF NEW MENU

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TASTE

SPEED OF COURTESY OVERALL SERVI. OF STAFF EATING EXPE.

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BIG CINEMAS CUSTOMER SATISFACTION SURVEY 2010

Experience at Big Cinemas

80 70 60 50 40 30 20 10 0

SATISFIED NEUTRAL DISSATISFIED STANDARDS

WASHROOM

TICKET

SERVICE

CLEANLINESS OF

EASE OF BOOKING

OVERALL EXPE.

Service delighted

140 120 100 80 60

Series1

40 20 0 YES

NO SERVICE DELIGHTE

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BIG CINEMAS CUSTOMER SATISFACTION SURVEY 2010

Will you visit again?

140 120 100 80 60

Series1

40 20 0 YES

NO

WILL YOU VISIT AGAIN

Combined graph 90 80 70 60 50 40

SATISFIED

30

NEUTRAL

20

DISSATISFIED

10

TICKET COUNTER SECURITYA AUDI UDI EXPERIENCE

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EB4

EB3

EB2

EB1

SC5

SC4

SC3

SC2

SC1

AUDI4

AUDI3

AUDI2

AUDI1

SEC1

TC3

TC2

TC1

0

SNACKS COUNTEREXPERIENCE AT BIG CINEMAS

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BIG CINEMAS CUSTOMER SATISFACTION SURVEY 2010

DATA ANALYSIS Based on graph: Bar graph shows that most of the respondent are neutral in respect to overall experience at big cinemas and won’t mind visiting again to spend a leisure time. Talking weather of ticket counter experience or security or any other prospect of the survey, the neutral customers exceeds in each case in respect to satisfied and dissatisfied customers. An observation is also made that there is no dissatisfaction among the customers regarding the Audi experience which means that the visitors enjoy watching the movie on wide screen. Most of the respondents are either satisfied or neutral in Audi experience which is a positive sign for Big Cinemas as they achieve a remarkable success in their core competency of movie showing. A major constraint that comes into light on the basis of the graph representation is that, there is bit dissatisfaction among the customers regarding snacks counter, and the reason is that there is very less variety in the choice of the menu offered at the centre. The visiting customers find it difficult to find a variety of menu to satisfy their belly when the feel hungry. Other than snacks counter Big Cinemas has achieved a remarkable achievement in pursuing their business in Ansal Plaza, Greater Noida. They have been able to satisfy the customers of every segment to a large extent and has also succeeded in retaining their customers.

Based on ANOVA The terms Single Factor Analysis of Variance, Single Factor ANOVA, One Way Analysis of Variance, and One Way ANOVA are used interchangeably to describe the situation where a continuous response is being described in terms of a single factor composed of two or more levels (categories). It is a generalization of Student's t test for independent samples to situations with more that two groups. ANOVA is used to test hypotheses about differences in the mean between two or more groups. •

ANOVA is used to compare multiple groups of observations.

•

ANOVA examines how independent variables affect a dependent variable.

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BIG CINEMAS CUSTOMER SATISFACTION SURVEY 2010

Ticket counter Anova: Single Factor SUMMARY Groups COURTESY OF STAFF SPEED OF RESPONSE STAFF GROOMING

Count

Sum

Average

Variance

189

326 1.724868 0.604751

189 189

386 2.042328 0.572667 392 2.074074 0.547675

ANOVA Source of Variation

SS

df

MS

F

Between Groups Within Groups

14.0952381 324.3174603

2 7.047619 12.25607 564 0.575031

Total

338.4126984

566

P-value F crit 6.16E06 3.011701

From the above data we can inculcate that courtesy off staff at the ticket counter is 1.72(average) which is tending towards satisfaction and is not subject of matter for the authority, were as other hand the criteria such as speed of response and staff grooming is matter to debate were the average is 2.04 and 2.07 respectively. All the variables are very close to 2 i.e neutral level. The variation in respect to the respondent in a particular group is very low that is 0.57 which is showing that the response is tending towards neutral.

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BIG CINEMAS CUSTOMER SATISFACTION SURVEY 2010

Audi experience Anova: Single Factor SUMMARY Groups ON SCREEN PRESENT. SOUND COMFORT OF SEAT CLEANLINESS

Count 189 189 189 189

ANOVA Source of Variation Between Groups Within Groups

SS 1.85582 498.4656

Total

500.3214

Sum 364 354 369 380

Average

Variance

1.925926 1.873016 1.952381 2.010582

0.654058 0.675279 0.662614 0.659462

df

MS F P-value F crit 3 0.618607 0.933248 0.424092 2.616745 752 0.662853 755

The average in all variables in this segment is less than two i.e. satisfactory. Only cleanliness is going a bit beyond neutral level i.e. dissatisfaction. The variation in the response of the customer in these four areas is very less and also the response of customer within the group i.e. on screen presentation, sound & comfort of seat is somehow similar.

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BIG CINEMAS CUSTOMER SATISFACTION SURVEY 2010

Snack counter Anova: Single Factor SUMMARY Groups CHOICE OF NEW MENU TASTE SPEED OF SERVI. COURTESY OF STAFF OVERALL EATING EXPE.

Count

Sum

Average

Variance

2.005291 2.063492 1.957672 1.883598

0.664865 0.623607 0.625858 0.614038

189 189 189 189

379 390 370 356

189

371 1.962963 0.578408

ANOVA Source of Variation Between Groups Within Groups

SS 3.316402 584.0741

Total

587.3905

Df

MS F P-value 4 0.829101 1.334342 0.255274 940 0.621355

F crit 2.3814

944

The average in choice of menu and taste i.e. 2.005 and 2.063 respectively is a matter of worry as it is tending towards the dissatisfaction level. The level of satisfaction between the group and is very high i.e. 0.82 in respect to within the group i.e. 0.62

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BIG CINEMAS CUSTOMER SATISFACTION SURVEY 2010

Experience at Big Cinemas

SUMMARY Groups SERVICE STANDARD CLEAN OF WASHROOM EASE OF BOOKING OVERALL EXP

Count 189

Sum Average Variance 357 1.888889 0.609929

189 189 189

357 1.888889 0.673759 371 1.962963 0.652876 364 1.925926 0.590229

ANOVA Source of Variation Between Groups Within Groups

SS 0.712963 475.037

Total

475.75

df

MS F P-value F crit 3 0.237654 0.376215 0.770187 2.616745 752 0.631698 755

All the variables in this segment i.e. ‘experience at big cinemas’ is fluctuating between 1-2 which shows that the customers visiting Big Cinema are lying between satisfied and neutral state. But the respondents within the group vary with an average of 0.63 were as the variation is very less in between the group i.e. 0.23 Based on correlation

Correlation b/w overall eating experience and overall experience at big cinema

OVERALL EATING EXPE. OVERALL EATING EXPE. OVERALL EXP AT BIG CINEMAS

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OVERALL EXP AT BIG CINEMAS 1

0.131834121

1

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BIG CINEMAS CUSTOMER SATISFACTION SURVEY 2010 There is a direct correlation between overall eating experience and overall experience at big cinema. It is reflecting that if level of satisfaction is not satisfactory at snacks counter, it will affect the level of overall satisfaction at Big Cinema though overall experience at Big Cinema is satisfactory.

CONCLUSION • • • •

Staff Grooming at Ticket Counter Cleanliness Choice of Menu Taste

In the above written area experience of customers is either neutral or dissatisfied. The level of dissatisfaction is high mainly at snacks counter regarding choice of menu and from the customer suggestion I come to know that Cost of food is also a critical factor which makes customer dissatisfy at snack counter. I also come to know that service at Audi is satisfactory for the customers. Most of the customers are delighted with Big Cinema’s service because it being their core service. In the context of visiting again, most of the customers have shown a positive response.

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BIG CINEMAS CUSTOMER SATISFACTION SURVEY 2010

RECOMMENDATIONS & ACTION PLAN Staff grooming at ticket counter: The staff member has to be more responsive and polite to the customers, for that it is needed that they should be more extrovert and communicative to the visitors.

Attractive Choice of Menu and taste: The authority can ask the vendors in the campus to come up with certain new munchies and can also allot the vacant space in the campus to new caterers. And cost should be within limit that fetches profit for the vendor and is also able to attract customers.

Cleanliness of wash room: Special attention should be given on cleanliness of the wash room area to provide the customers a hygienic environment.

Overall Eating Experience v/s Overall Experience at Big Cinema: From the core relation between these two it is clearly visible that overall eating experience is effecting overall experience at Big Cinema and at the ticket counter customers are not satisfied. So the focus should be at snacks counter to increase the overall satisfaction level.

Customer Relationship management: Customer relationship management is a critical factor to increase market share .For that Big Cinema has to collect the data base of the customer and it can be done at the ticket counter while booking ticket customer can be asked some basic information and this information can be used for mobile marketing.

Attractive Gift Ticket: To increase customer’s visiting frequency some attracting gifts ticket can arranged such as giving the 5th ticket free after 4th visit, but for the 5th visit administrator has to set s specific time during which the visit of customer is currently very less.

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BIG CINEMAS CUSTOMER SATISFACTION SURVEY 2010

BIBLIOGRAPHY • • • •

Statistics for management by Richard I. Levin and David S. Rubin published by pearson. www.bigcinemas.com Prof. S. K. Singh(Prof. marketing management and international business, Indian Business Academy, Greater Noida) Prof. D. Das(Prof. statistics and operation research Indian Business Academy, Greater Noida)

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BIG CINEMAS CUSTOMER SATISFACTION SURVEY 2010

ANNEXURE

Your Feedback We welcome your feedback. It well helps us to improve our service to suit your needs. Please rate your experience in the following areas: out of 3 Ticket Counter Courtesy of Staff Speed of Response Staff Grooming Security Courtesy of Staff Movie /Audi Experience On Screen Presentation Sound Comfort of Seats Cleanliness Snack Counter Choice of New Menu Test Speed of Service Courtesy of Staff INDIAN BUSINESS ACADEMY

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BIG CINEMAS CUSTOMER SATISFACTION SURVEY 2010 Overall Experience

Experience at Big Cinemas Service Standards Cleanliness of Washrooms Ease of booking Tickets Overall Experience Were you delighted with our service?

YES

NO

Will you visit us again?

YES

NO

Any Other Suggestions ……………………………………………………………………………………………………… ……………………………………………………………………………………………………… …………………………………………………………………………………… Name………………………..Age…………….Gender M/F……………….. Phone………………….Email………………………………………………. Birth Date……………..

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