luận văn thạc sĩ improving the service quality of cgv cinema in vietnam

Service quality measurement in the cinema industry 3 CHAPTER 3: DIMENTION TO MESURE SERVICE QUALITY OF CGV 3 3.1.. Dimension to measure quality of cinema service of CGV 3 CHAPTER 4: CGV

NATIONAL ECONOMICS UNIVERSITY

BUSINESS SCHOOL

~~~~~~*~~~~~~

NGUYEN THI VAN ANH

IMPROVING THE SERVICE QUALITY OF

CGV CINEMA IN VIETNAM

Hà Nội - 2015

NATIONAL ECONOMICS UNIVERSITY

~~~~~~*~~~~~~

NGUYEN THI VAN ANH

IMPROVING THE SERVICE QUALITY OF

CGV CINEMA IN VIETNAM

MASTER BUSINESS ADMINISTRATION THESIS

`

Hà Nội - 2015

Moving each step forward, I achieved the understanding as to thesweetness of endeavor to gain knowledge Research is one of difficult processbut the research results based on our effort is very great

First of all, I would like to express my thanks and appreciation to mysupervisor in National Economics University Doctor Nguyen Thanh Hieu,who instructed me to be more feedback to complete my thesis

I would also like to thank to all the lecture and professors of EMBA 12program of Business school at National Economic University with theirexperience and background knowledge who gave me foundation of researchachievement

Also I would like to thank Managers of Departments of CGV cinema fortheir continued supports and encourage me in conducting the survey to collectdata

Then I would like to give my deepest thank to colleagues in EMBA12Band friends who provide me guidance with their ideas and thoughts

Last but not least, I would like to express my highly appreciation anddeep gratitude to my loving family for their kind support

TABLE OF CONTENTACKNOWLEDGEMENT

1.4.2.1 Secondary Data collection 3

1.4.2.2 Primary Data collection 3

2.1.2 Customer expectations of service 3

2.1.3 Customer Perceptions of Service 3

2.1.4 .Service quality 3

2.1.5 Service Quality Measurement 3

2.2 Service quality in cinema industry 3

2.2.1 Cinema market 3

2.2.2 Service quality measurement in the cinema industry 3

CHAPTER 3: DIMENTION TO MESURE SERVICE QUALITY

OF CGV 3

3.1 Overview of CJ CGV 3

3.1.1 Foundation, Development history and Achivements of Cj CGV: 3

3.2 CGV’ services and its characteristic3

3.2.1 Basic services 3

3.3 Added value service 3

3.4 Dimension to measure quality of cinema service of CGV 3

CHAPTER 4: CGV ‘S SERVICE QUALITY ANALYSIS3

CHAPTER 5 – SOLUTION FOR CGV CINEMA 3

5.1 Oriented development on quality of CGV cinema: 3

5.2 Solutions to imrove quality of CGV cinema in Vietnam 3

5.2.1 Solutions for tangible dimension: 3

5.2.2 Solutions for reliability dimension: 3

5.2.3 Solutions for responsiveness dimension: 3

5.2.6 Solutions for Network aspect dimension: Error! Bookmark not defined.

5.2.7 Solutions for convinence dimension: 3

VII REFERENCES 3

SPSS Statistical Package for Social Sciences

3D Three dimensional

LIST OF TABLES

Table Annual earnings of Vietnamese sites (Wbn) 3

Table 3.3 Measurement tool at interview in the first time: 3

Table 3.4: Measurement tool of study (questionanaire body) 3

Table 3.5 Comparisons between Parasuraman Model and Thesis Model 3

Table 3.6: Section 1 of measurement tool (customer’s specifications) 3 Table 3.7: Section 2 of measurement tool for research (questionnaire body) 3

Table 4.1 Descriptive Statistics3

Table 4.2 Repondents’ Gender3

Table 4.3 Respondets’s number of times of service usage 3

Table 4.4 Respondent’s Occupation 3

Table 4.5 Respondent’s salary 3

Table 4.6 Gap between customer’s expectation and CGV’s performance

Table 4.11 Gap between customer’s expectation and CGV’s performance

in Network aspect dimension 3

Table 4.11 Gap between customer’s expectation and CGV’s performance

in Convenience dimension 3

Table 4.13 Gap between customer’s expectation and CGV’s performance

at all service quality dimension at CGV 3

LIST OF FIGURES

Fig 1.1: Research process 3

Fig 2.2: Parasuraman ‘s model 5 gaps 3

Fig 4.1 Respondents’ Gender 3

Fig 4.2 Respondents’numbers of times usage 3 Fig 4.3 Respondent’ s Occupation 3

Fig 4.4 Respondents ‘ salary 3

EXECUTIVE SUMMARY

Service quality is one of important things for enterprises to survive anddevelop in competitive environment CGV is a leading cinema sector,established in 1990 so quality is very important for its existence anddevelopment perspective to meet: “3 targets – Cultural, Great and Vital”.Thus, it is necessary to determine the current status of quality of cinemaservice at 1980 since then propose solution to improve service quality here.Moreover, there are not results of research on service quality of cinema atCGV Therefore, this study would like “Improving service quality in CGV inVietnam” for finding quality service dimensions ands solutions for improvingquality of CGV cinema service at the leading cinema company

Aims of this study are to (1) discover the factors affecting service quality

of CGV cinema Clarify dimensions to measure quality of cinema service atCGV; (2) determine the current status of quality services of CGV and analyzethe causes of the current status; (3) Offer solutions to improve service quality

of CGV

There are 36 questions developed in the questionnaires All ofquestionnaires were sent directly and random to 300 CGV ’s customers (whenthey visited to CGV cinema in big cities in Vietnam or they visited to CGV ‘swebsite, social network) in different number of year usage, genders, salaryand occupation 259 (86,3%) questionnaires were collected After that, SPSS11.5 is used to analyze data for findings

With data collected analyzing, in this research, there are some results:

CGV’s performance are from 2 to 1) so quality of cinema at CGV is evaluatedquite high and at the positive sides However, if CGV has quality oriented, ithas to do many things to improve quality to satisfy customers.

In recommendations and conclusions, service quality dimensions atCGV are identified, including 7 dimensions: Tangible, Reliability,Responsiveness, Assurance, Empathy, and Network aspect, Convenience.Although, each dimension has mean and median higher than 4/6, impliespositive results, CGV should have clear strategy and detail plans to improveall of service quality dimensions for keeping quality oriented The mostimportant thing is that there should be singleness of mind about servicequality at CGV Based on this awareness, there should be each staff or eachmanager who in charge of quality assurance at each board and department toensure service quality internally Moreover, there should be comprehensivemeasures to solve quality problems at CGV

CGV is achieved many success so that managers and staffs could have

be psychological to sleep still on win Thus, CGV have change to understandcinema and improve service quality And if CGV keeps quality oriented well,

it will be successful in cinema market

1 CHAPTER I - INTRODUCTION

1.1 Rationale

Everybody knows which type of intense feeling you can get from anevening out As costumer you can get totally relaxed and you only do thethings you want to do There is even a whole industry build on this type ofentertainment feeling In the entertainment industry different types ofamusement are offered, every moment of the day a person can do what hewants to, to enjoy this passionate feeling So, it does not matter if the feeling

is caused by a romantic dinner, an evening in the theatre or watching a movie

it is about feeling the emotions: fun, fear or excitement The purpose of theentertainment industry is to let the consumer experience an intense feeling Intotal there are twelve different types of entertainment companies that try tofulfill this need of entertainment (Vogel, 2004) In the academic literature thistype of feeling is called experiential view (Holbrook and Hirschman 1982)and is associated with the characteristics: feelings, fun and fantasy In thispaper the focus will be on the topic of need for entertainment combinedtogether with the cinema market The cinema market is one the biggestmarkets in the entertainment industry and went through a change in consumerdecision-making process

The last few decades many things changed in the home cinematechnology, almost every person in Vietnam has a television in their livingroom with the possibilities to watch movies on a high quality level So the

paper will be the question, what the reasons for a consumer nowadays are to

go to the cinema The part need for entertainment will play an important role

in this paper By adding the existing academic literature to this phenomenon amodel will be made that predicates the consumer decision making processinside the cinema market

Compared with countries with strong cinema as United States, SouthKorea, China the ratio of viewers on a population of 4, it means that a personcan watch the movie 4 times per year While that figure is about 0.2 inVietnam, Vietnam should be evaluated in the industry is very potentialmarket

This study focuses on customer perceptions toward service quality in theCGV cinema in Vietnam

Founded in 2005 by the investors Vietnam and overseas, Megastar haslaunched the first Megastar Cineplex in Hanoi in 2006 and then in the city in

2007 The company has been rapidly gaining on 50% of the market andcurrently is the system where the number of theaters and theater in Vietnam in

7 provinces with 13 Cineplex

CJ CGV Group took over Megastar Group in 2011 and is currentlyimplementing a comprehensive reform plan and elevates your homeentertainment system The objective of CGV in Vietnam is maintaining thecurrent market leader and become combinatorial movies, entertainment No.1

in Vietnam To accomplish this goal, the company said it will expand itsnetwork in Vietnam reached 20 cinemas this year and will increase to 30cinemas in 2017 CGV has opened a unique concept about cinema with theidea of culture where the audience not only watch movies at internationalstandards cinemas, but also can enjoy culinary diversity, buy products related

to entertainment & culture, experience the CGV “Beyond Movies” concept

CGV has plans to be a long-term contributor to the development ofVietnam’s cinema industry not only through the daily activities at the cinema,but also through CGV community-outreach programs: Movies for Everyone,Toto’s Filmmaking Class, Vietnam Film Festival in Korea, and YXineff Besides, the trend that people go to the luxury cinema increases theseyears CGV, the brand quite well known in the market, now has to face withthe high competition because of launching of series luxury cinema

There have already been many researches interest in perceived servicequality of customers the field of cinema or entertainment industry However,there were not any attempts have been made to measure service quality ofcinema in Vietnam before So this limitation will become problems for CGVcinema in the way of developing and improve its competitiveness to adaptcustomers ‘s need Because of above reasons, I decide to choose the topic:

“IMPROVING SERVICE QUALITY OF CGV CINEMA IN VIETNAM”with the hope of finding solutions to help CGV cinema in particular and othercinema in general become more attractive in Vietnam service industryenvironment

1.2 Research objectives

This research focuses on:

To review service quality of CGV cinema

To investigate the service quality of CGV cinema

To suggest results of research to enhance service quality of CGVcinema

1.3 Research question

CJ CGV Group Megastar Group took over in 2011 and is currently

current market leader and become combinatorial movies, entertainment No.1

in Vietnam However, based on the results of customers’ survey, there aresome problems in implementation and quality management Thus there is agap between customer expectations and perceptions of cinema service.Therefore, this study focuses to solve these problems to improve the quality

of service of CGV These questions should be answered:

How is the service quality of CGV cinema?

How well does the service quality meet the customer’s satisfaction?

How to enhance service quality of CGV cinema?

1.4 Research methodology

1.4.1 Research process

Literature Review

Choose the appropriate model

1.4.2 Data Collection

1.4.2.1 Secondary Data collection

Secondary data was collected mainly from the reviews of CGV cinema,collected from newspaper, internet, magazine, etc… to find out the actualfeelings of customers in many aspects of service quality in CGV cinema afterexperienced

1.4.2.2 Primary Data collection

To understand about CGV cinema customer perceptions of servicequality, the empirical research was conducted using primary data Thequestionnaire was developed based on the extensive literature review It wasdivided into three parts First, the respondents’ expectations regarding servicequality cinema in general were measured The second part examined therespondents’ perceptions of CGV cinema ‘s service quality The third part ofquestionnaire consisted of demographic questions and in-depth interview tothe manager of cinema The questionnaire was prepared Vietnamese Theseresults will be the main information for the author to give out the findings ofthe research

* Customer survey

A questionnaire was constructed based on an adapted InnovativeSERQUAL, The items to measure use in questionnaire defined by the authorbased on 5 dimensions of service qualities as the annex attached survey

Respondents were asked to rate their expectations and perceptions ofeach measurement item on a seven-point Likert scale ranging from 1=strongly disagree to 5= strongly agree

* Choosing sample for survey

300 questionnaires were distributed in CGV cinema system Theresearch was conducted only with customers who agreed to participate in thestudy Data were collected during a four-week period in July.

All of questionnaires were sent directly and random to 300 differentcustomers at many sectors: bankers, students, pupils, officers, …by way viaemail attach charge notice, Cinema theatre, social media 259 questionnaireswere collected, equivalent 86,3%

* Implementing employee survey

The cinema’ staff helped to distribute a collect the survey sheets fromthe participating customers A convenience sampling method was utilized tocollect data Questionnaires were distributed to the customers who werewilling to participate in the research, after finishing the film

1.4.3 Methods of analysis

The data was analyzed using SPSS

Descriptive statistics were used to assess the cinema customer’sexpectations, perceptions The paired sample t-test was performed todetermine the significance of differences between perceived and expectedscores of service quality The principal component analysis was conducted toreduce the defined service quality items into a set of simplified dimensionsthat should be emphasized in improving service delivery strategies

1.5 Scope of research:

Research Object: The thesis focus on customer perceptions of servicequality in CGV cinema in Vietnam

Chapter 2: Theoretical background on service quality

Chapter 3: Dimension to measure service quality of CGV cinema

Chapter 4: CGV cinema analysis

Chapter 5: Solutions for CGV cinema

2 CHAPTER 2: THEORICAL BACKGROUND

There are four major attributes distinguishing between services fromgoods; they are intangibility, variability, and inseparability and perish ability

- Intangibility of services indicates that services cannot be tested,measured before being sold, as they are performances and experience ratherthan objects

- Variability of services vary amongst different providers, and even forthe same provider, they are various towards different moments of time

- Inseparability of services means that services are a series of process,where production and consumption cannot be totally separated This processalso involves interactions between customers and service providers, thusfront-line employees significantly impact on customers’ perceptions ofservice quality

- Perishability of services indicates that services cannot be stored orsaved for latter consumption or selling, therefore they are said to beperishable

2.1.2 Customer expectations of service

Customer expectations are beliefs of an individual about serviceperformance before they receives the actual service delivery (Zeithaml et al.,

2006, P 81) Before customers purchase a service, they have an expectationabout service quality which is based on individual needs, past experiences, theadvertisements of the restaurants, and recommendations (Lovelock & Wright:

1999, P 92; Mill, 2001, P.173)

2.1.3 Customer Perceptions of Service

Perception is an individual’s attitudes after they have received services(Reid & Bojanic, 2001, P 73) Customers perceive a service in both terms ofthe quality of service and satisfaction, and perceptions of customers alwaysrelate to their expectations and experiences (Zeithaml et al., 2006, P 106)

2.1.4 .Service quality

The success of a service firm comes from respect to service quality thatlead to satisfaction of customers (Bateson, 1995, P 581) Service quality is animportant factor in customer evaluation and determining customer satisfaction(Zeithaml et al.2006, P 116)

In evaluating service quality, it is a comparison of customer’sexpectation with the actual performance of service, and the different betweencustomer expectations and perceptions of service is the “customer gap” inwhich a firm needs to close that gap (Bateson, 1995, P 559; Zeithaml et al.,

2006, P 33) Moreover, the expectations and perceptions of customers aredynamic and constantly change over the time, so a firm must be continuouslyexamining any changes to make an improvement quickly (Palmer & Cole,

1995, P 152; Zeithaml et al., 2006, P 33)

In organizations providing the service always have the gaps: Gap 1 –

“Not knowing what customers expect”, Gap 2 – “Not selecting the right

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service designs and standards”, Gap 3 – “Not delivering to service design andstandards”, Gap 4 – “Not matching performance to promise” (Zeithaml et al.,

2006, P 34) The different between customer expectations and perceptions ofservice is Gap 5 in which a firm needs to close that gap, or reduce it as much

as possible (Bateson, 1995, P 559; Zeithaml et al., 2006, P 33)

Fig 2.2: Parasuraman ‘s model 5 gaps

2.1.5 Service Quality Measurement

Several authors concurred that service quality can be measured bycomparing the expectations of customers with their perception of the actualservice performance (Grönroos 1982; Lehtinen and Lehtinen 1982;Parasuraman et al 1985, 1988; Barrington and Olsen 1987)

One of the well-tested instruments available to measure service qualityfrom the customer’s perspective is the SERVQUAL instrument It wasdeveloped by Parasuraman et al in 1985 and was later refined Theinstrument contains two sections One section consists of 22 items thatmeasure consumers’ expectations The other section includes 22corresponding items that measure consumers’ perceptions of the service theyreceived The 22 statements represent the five service dimensions thatconsumers use to evaluate service quality: tangibles, reliability,responsiveness, assurance and empathy:

Reliability: the ability to perform the promised service accurately withconsistency of performance, such as commit the service right the first time,and give a service as its promises, for example accuracy in billing, performingthe service at the designated time

Assurance: the courtesy (i.e politeness, respect, friendliness) ofemployees and competence - skill and knowledge to perform the service ofemployees, as well as their ability to obtain trust and confidence

Tangibles: the factors such as physical environment, the décor of therestaurant, facilities, and the appearance of the employees in neat, equipmentand materials used to provide the service

Empathy: employees’ willingness to go beyond customer needs and theycan delivery some extra services such as providing personal caring, individualattention, and recognizing the regular customers

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Responsiveness: providing prompt service to customers withwillingness, promptness in dealing with customers’ requests, questions,complaints and problems.

In the SERVQUAL instrument the service quality measurement is based

on the comparison of customers’ expectations and their perceptions ofdelivered service The difference between expectations and perceptions scores

is called the SERVQUAL gap A negative gap indicates that received servicedid not met customers’ expectations On the contrary, a positive gap indicatesthat customers perceived that service delivery exceeded their expectations

2.2 Service quality in cinema industry

2.2.1 Cinema market

The cinema market is has been discussed and reviewed often in theacademic literature For instance, there are two different studies with cinemamarket as main subject (McKenzie, 2010; Hadida, 2009) This means that thecinema market is an interesting topic to research; a lot of factors areinfluencing the outcome The cinema market is part of the entertainmentindustry; the main purpose of this industry is to fulfil the need “experience”

To this fast growing industry belong movies, music, television, casino,gambling and wagering, publishing performing arts, sports, theme parks, toysand games (Vogel, 2004) A characteristic of the entertainment industry is

that it is a service-orientated industry, which means that there is no materialistic product involved (Vogel, 2004) The service market is fast

growing and is getting more important in the advanced economies In theadvanced economies the production of service becomes higher and morepeople are employed in these sectors (Riddle, 1986; Shugan, 1994) When theconsumers of the entertainment industry are buying a ticket, they are lookingfor a period of fantasy, feelings and fun (Holbrook and Hirschman 1982)

2.2.2 Service quality measurement in the cinema industry

Parasuraman & CTG (1991) asserted that the SERVQUAL scale iscompletely service quality, worth and reliability, and can be applied to alltypes of different services However, each specific service sectors have theirown characteristics Many other researchers have also tested this scale forvarious types of services as well as in many other countries The resultsshowed that the components of service quality is not consistent with eachother in service industries and different markets (Bojanic, 1991; Cronin &Taylor, 1992; Dabholkar & CTG, 1996; Lassar & CTG, 2000 ; Mehta &CTG, 2000; Nguyen & CTG, 2003)

Dabholka & CTG (1996) is based on qualitative research, theoryservices, and SERVQUAL, offers five basic components of retail servicequality: (1) a tangible medium, (2) the reliability, (3) service personnel, (4)Assure, and (5) empathy Scale quality of retail services Dabholka & CTG(1996) is considered the ladder Measurements can be used appropriately inthe retail market for business form is the form of mixed medium businessproducts and services Therefore, this study used an elevator measure quality

of retail service (Dabholka & CTG, 1996)

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3 CHAPTER 3: DIMENTION TO MESURE

SERVICE QUALITY OF CGV

3.1 Overview of CJ CGV

CJ CGV is a unit under CJ Group - one of the largest diversifiedeconomy groups of South Korea, which is present in 21 countries around theworld Its headquarters located in Seoul which is currently the largestCineplex in Korea with largest M/S about 50 % and 7 consecutive years beenrecognized as best movie theaters brand by consumers It has opened a uniqueconcept about cinema with the idea of cultureplex where the audience notonly watch movies at international standards cinemas, but also can enjoyculinary diversity, buy products related to entertainment & culture, xperiencethe CGV “Beyond Movies” concept

CGV has developed advanced cinema technology such as:

• 4DX: World’s First Five Senses Cinema Screen;

• ScreenX: first 270-degree movie theater in the world;

• Starium: World’s Biggest Screen Officially Recognized by Guinness

CJ CGV has been present in many countries with developing filmindustries in the world, such as South Korea, the U.S and China In Vietnam,after acquiring a majority share in MegaStar Cineplex, CGV is the number 1cinema brand with 13 movie theaters across the country

3.1.1 Foundation, Development history and Achivements of Cj CGV:

1995: CGV started as Theater Business Team inside CJ CheilJedang 1998: CGV opened the first multiplex in Gangbyeon in 1998 It merged

CJ Golden Village and renamed the company to CJ CGV

12/2004: CGV became the first theater chain listed on the Korea Stock

2004: CGV exceeded an aggregated total of 100 million viewers

2006: open first digital movies

2006: it opened eight sites in China and one in Los Angeles, and tookover major cinema chain in Vietnam

2008: SMART PLEX

2009: 4D PLEX in 2009

2011: Cine City

2013: CGV had 101 million visitors within one year

(It is the fifth cinema company achieving this mark, joining Regal,

AMC, Cinemark and Cinepolis)

Moreover, CGV is has recently been recognized by Anphabe andNielsen Vietnam as the number 1 entertainment brand of 100 BestWorkplaces in Vietnam

Korea’s top exhibitor CJ CGV, a subsidiary of the CJ Group, isincreasing its focus on the Vietnamese market by introducing special CGVArthouse screens in Hanoi and Ho Chi Minh City locations The new screenswill be dedicated to Korean and Vietnamese films and will be made available

at discounted prices

Already the top exhibitor in Vietnam, with 139 screens in 21multiplexes, CGV, along with fellow Korean exhibitor Lotte Cinemas, controlapproximately 75% of the Vietnamese cinema market In addition, sistercompany CJ Entertainment has begun producing films directly for the localmarket, with their first four titles to be released by Spring of this year CJaims to make 3-5 films a year in Vietnam, a country that producesapproximately 15-20 films per annum

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Table Annual earnings of Vietnamese sites (Wbn)

Note: Assumed US$/W of 1,080 Source: Company data, KDB Daewoo Securities Research

The Vietnamese film industry has been growing fast in recent years, withthe box office receipts from 150 cinema screens increasing at around 20% peryear

Unill now, the position of staff in CGV cinema is limited, as below:

3.2 CGV’ services and its characteristic

Cineplex international standards theater CGV are located in primelocations in the center and is now the rendezvous of stylish young people or

families in major cities wishing they enjoyed the film or in the country andabroad

CJ CGV’s service has 02 kinds: basic services and value added services

3.2.1 Basic services

a) Products - CGV Theaters focused primarily on film formats

screening 2D and 3D graphics

2D graphics is an image built on computer graphics programs Itcoordinate system of coordinate axes, it reflects a flat graphic style 2Dgraphics without the participation or it has but very little of the typical 3Deffects like lighting effects, reflections, shadows The images of the artists areshadows but it is drawn by hand or editing without the participation of thelight source The most easily identifiable characteristic of 2D drawingprogram that can not be rotated angles The next characteristic is thateverything is entirely in 2D from the background, the foreground object tocreate a cartoon-like shape paper cut, everything from drawings on a plane.Frame 3D & graphics 3D system is built on three-dimensional computergraphics (3 Dimentional), Contacts This network operator’s graphic 3D space

is horizontally - vertical - depth creates a different world shapes the world of2D flat 3D graphics make the most of 3D effects such as drop shadows,afternoon light, reflection, thanks to the light source system by drawingprocess images With 3D program we can capture multiple images at differentangles from one 3D image

In particular, CGV often show the following genres:

Action film: Usually involves confrontation between "the good" and

"evil" with many fierce fight with their bare hands or weapons, fast-paced andhigh-level special effects

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Adventure Movie: Includes the adventurous journey contains manydangers or lucky, sometimes with mythological elements.

Mystery Movie: Usually the process of investigating a mysteriousunexplored

Thriller film is often considered the most popular films in feature films,including the tale of criminal investigation, espionage, counter-intelligence,and military intelligence very attentive Movies give top priority to actrather than judgmental thinking inside the characters and storyline to be moreactive, efficient cause fierce screen, more physical, sometimes sacrificingmovies females surprise appearance at the end of the story exciting to go intoaction in the struggle parallel or death between military and space detective.Comedy film: Contains more humor so amusing for viewers

Horror Movie: Contains many elements of horror and gore to cause fear

to the viewers

Fantasy film: context kg real, often involving supernatural phenomenon,imagine magic Film is considered far from Horror genre or movies ScienceFiction

Drama film: Usually's focus on life or a stage in the life of theprotagonist

Fantasy film: Similar Recent science fiction movies when talking aboutthings that do not exist in reality, the difference is that fiction is often based

when customers buy two movie tickets.

"Lucky CGV" when customers come Cineplex CGV to enjoy movies,they will have the opportunity to meet "secret messenger" of the CGV in a

"random" After participating in the trial, if the client passes, they will receivefree movie tickets for any 2D movie Also, this interview will be posted onthe CGV website with pictures of customers To official broadcasts freemovie tickets with the singer, actor

Advertising program: In the brief leaflet movie content, the specificprojector performance helped power easily select movies and appropriatetime, Reward plastic cups, gift in "lucky money year" for some special combosection

To trailers civil events: advertising poster in the road movie has manypassersby

←c) Human

←The preparation of costumes, assigning tasks to specific employeesCGV Cinema attention and streamlined The uniform for staff are huggingblack skirt, orange shirt /black pants, white shirt with logo with logo Cinema

←Staff will contact considerate, welcoming customers and sell tickets tocustomers; clients receive a ticket to want to buy in bulk; selling food anddrinks to customers (Eg, popcorn, Pepsi, hotdog); cinema ticket at theentrance, leading visitors into the right seats on the ticket

style of Hollywood They are Located in Plaza commercial area with complexmodels complete, Dolby surround sound system and curved screen by USstandards The technical system of the theater is the professional advice ofexperts from Warner Bros.

Website or mobile application CGV designed very rich, easy to see andsearch for information about movies, ticket prices, movie content, genre,showtimes, can see the movie before the movie ticketing In addition, theCGV also allows you to book tickets online and get tickets before the movie

←Not so on the website/app also includes maps and directions theaterfurniture helps customers to choose the appropriate location and the space youwant

←The environment: the cinemas are cleaned after each film was shown.Space in cinematic movie theater and bar staff are careful hygiene, ensureenvironmental the fresh, cool

←Ticket booth: Arranged conspicuous place, professional space,spacious, without causing sudden yawn every time queuing to buy tickets onthe holiday, creating comfort for customers when booking and purchasingtickets

Attractive center of cinema is 3D screens in theaters with a capacity ofmore than 200 spectators Rooms are equipped with projection systems withsuperior slide projector systems using the latest technology in the world forsharp images and vivid sound Besides huge projection screen, CGV Cinema

is equipped with a series dedicated 3D glasses fashion will bring maximumcomfort to the viewer

The rooms of CGV 3D projection were based on the advice of theexperts of Warner Bros To increase the convenience for the audience, the 3Dcinema of CGV will receive online bookings

3.3 Added value service

Performance Process- P7

Parking: When the customer to any point of the CGV movie, the firstthing customers will easily find: large car park, located on the right whenentering the campus theater, but sending cars long and laborious and notcovered so if in midsummer sun will saddle fiery, but one advantage: theattitude of the staff dedicated to customer, except CGV Nguyen Trai, thecustomer must send the car in the alley and across the street into the theater Book tickets: Customers refer films have been released on the websiteand can preview one clip of the film to the more convenient option Fares arealso available on the website Customers can go to the theater to buy tickets inadvance or more convenient via website or phone book and get tickets beforeshowtimes While waiting to showtimes, customers can wait in a chair in thespace near the ticket counter or in a country of cinema

At the movies: After holding the ticket, customers can go to the theater

to wait or wait outside until the next movie showtimes First film projectionscreens is often late 5 - 10p awaiting guests in close enough to start the film.Purpose: customers not to take 1 minute of film that they wish to see

By the CGV Cinemas located, customers can relax with various types ofentertainment such as elegant cafés and airy dining canteen, games room,bookstore mini, or take advantage of shopping at supermarkets

In addition, there are CGV rental conference rooms for businesses to beable to organize seminars and events in the best way

3.4 Dimension to measure quality of cinema service of CGV

Quality of service is very important and is seen as competitive advantage

in the service sector SERPERF scale of Parasuraman tested ad evaluated forfull of quality of service However, depending on different markets,

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characteristics of each service sector, when studying about cinema service,this scale needs adjust to suit the characteristics of cinema service sector Inthe chapter 2, based on Parasuraman’s model and using SERVPEREF scale,the study designed questionnaires to collect information from customers aboutquality of cinema service These are 38 questions used in the questionnaires,

So quality of cinema service research of CGV is done through twostages:

Prelimanary study: identify main factors to affect customers’ satisfaction

as well as find more components of research what don’t have in the initialmodel This is an important step to adjust from the scale of service quality ofParasuraman to the CGV’s service quality scale, so that this study processestwo steps:

- Firstly, discuss with 3 experts of CGV This study was done on16/6/2015

- Secondly, discuss 10 customers of CGV This study was done on10/7/2015

Based on the result of chapter 2, the study adjusted and added variables

to SERPERF scale to suit the characteristics of cinema services sector andused modified SERPERF

Formal research: is done by quantitive research methods to measure thequality of cinema services This study is done through the implementation of

200 CGV interview in Vietnam Questionnaires have investigated in CGV’scustomers in Vietnam when they came to CGV from 10/7/2015

After studying, results are found below:

Tangibles: CGV will have up-to-date equipment, the facilities at CGV

will be visually appealing; Space in CGV will make the customer feelcomfortable; Space in CGV will make the customer feel comfortable, CGV is

clear; Watching film in CGV is healthy; film’s quality will be very good;

Reliability: When CGV commitment to creat an friendly and satisfied

environment, service provider will be willing to serv the customer withunderstanding and knowledge

Responsiveness: Service provider will support customers in everytime

and at everywhere; The number of employee in CGV is enough to adopt theneeds, Employees of CGV are always happy when implement their job,Employees of CGV are always confident when implement their job

Assurance: Facilities and machines in CGV will inspire the ; CGV

cinema will make to watch a film in theatre better than compared to watch it

in home; Trailer showed in CGV will inspire the customers; CGV alwaysleads the new trend

Empathy: The price in CGV will be accept; The service of CGV will

make customer feel that they are using luxury item; The price in CGV will becompetitive with the price of different entertainment; Price of snack and extrafood in CGV is expensive

Network aspect: CGV is interested in communication environment;

CGV concern much to culture value in the space and quality of film showed;CGV create the activities to attract the customers who are fond of art andproduct film as well as; CGV always encourages film products

Convenience: CGV will be address near more resident in the city;

Timeframe of CGV are suitable to the customer’s needs; 3D films are moreattracted than 2D ones; CGV often provide more Blockbuster film than artmovies; CGV creat the space to customer who do both watching movies anddifferent entertainment like eating, going out and shopping, etc; CGV are one

of priority options in weekend or evening; CGV provide booking online orapplication for mobile to support customers

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After colleting and synthesizing the opinion of experts, the study hastable:

Table 3.3 Measurement tool at interview in the first time:

Tangibles

2 The facilities at CGV will be visually

appealing;

3 Space in CGV will make the customer feel

comfortable;

Reliability

1 CGV will supply honest service to customer

and satisfied environment

knowledge

4 Service provider will be willing to help

5 Service provider will meet the expectation of

customers after watching films

Responsiveness

1 Service provider will support customers in

everytime and at everywhere

2 The number of employee in CGV is enough to

adopt the needs

3 Employees of CGV are always happy when

implement their job

implement their job

1 Facilities and machines in CGV will inspire the

2 CGV cinema will make to watch a film in theatre

better than compared to watch it in home

3 Trailer showed in CGV will inspire the customers

Empathy

2 The service of CGV will make customer feel that

they are using luxury item

3 The price in CGV will be competitive with the

price of different entertainment

4 Price of snack and extra food in CGV is expensive

Network aspect

1 CGV is interested in communication environment

2 CGV concern much to culture value in the space

and quality of film showed

3 CGV create the activities to attract the customers

who are fond of art and product film as well as

Convenience

1 CGV will be address near more resident in the city

2 Timeframe of CGV are suitable to the customer’s

needs

3 3D films are more attracted than 2D ones

4 CGV often provide more Blockbuster film than art

movies

5

CGV creat the space to customer who do bothwatching movies and different entertainment likeeating, going out and shopping, etc

6 CGV are one of priority options in weekend or

evening

7 CGV provide booking online or application for

mobile to support customers

18