Customer Satisfaction Survey Report

Survey Abstract
AGS Cinemas has been in film exhibition business since three
years, opening multiplexes at two areas: OMR and Villivakkam.
This is the first time AGS is conducting a survey to gauge
customer satisfaction at AGS Cinemas.
The survey was conducted from 22nd May to 26th June, 2013. 150
patrons participated in the survey – 75 for AGS OMR and 75 for
AGS Villivakkam.
.

Over the last two months, I have been living in Chennai, knowing no one
except a few relatives I barely knew until I landed at the airport. Over
the next few days, during my internship, I met a number of people
who, like my relatives knew nothing much about me except my name,
but supported me throughout this wonderful stay.
I am grateful to Mr. Sharada for giving me the independence I so love, to
conduct a survey for AGS Cinemas. This work would not had been
possible had AGS CEO Ms. Archana Kalpathi not given her consent, so
I’m truly grateful to her. There are a couple of others who have helped
me get to AGS and all throughout my project. Here are the names:
Ms. Poorni, Ms, Sangeetha, Mr. Saravanan, Mr. Joyson, Mr. Dinesh, The
AGS Staff, Vanaja Aunty, Ms. Aditi (UTV) and Mr. Sailesh.

Survey Abstract – Part 2
Highlighted in the following slides are key areas of customer
response, along with recommendations which AGS could adopt
in order to improve level of customer satisfaction

Contents
i) Demographic Results:
a) Gender Based Distribution
b) Age Based Distribution
c) Area Based Distribution:
1) Competitive Analysis –
Booking Schedule
2) Current Situation and
Recommendations for Booking
ii)

Contents
ii) Psychographic Results and Recommendations
a) Visit Frequency To AGS
b) Telephone Inquiry at AGS :
1) Online Responses
2) Current Situation and
Recommendations
c) Response Towards AGS Website
1) Recommendations

Contents
d) Response To AGS Picture Quality
1) Recommendations
e) Response To AGS Seating Comfort
1) Online Responses
1) Recommendations
f) Response To AGS Lobby Ambience
1) Recommendations

Contents
g) Response For AGS Menu Variety
1) Suggestions
h) Response To AGS Serving Quantity and Refreshment Quality
1) Online Responses
1) Recommendations
i) Response To AGS Parking

Contents
j) Washroom Maintenance
k) Communication Problem at AGS

Gender Based Distribution
Place
Gender
Navallur Villivakkam Navallur
%
Villivakkam
%
Total Total
%
Female 40 29 53% 39% 69 46.00%
Male 35 46 47% 61% 81 54.00%
Grand
Total 75 75 100% 100% 150 100.00%

Gender Based Distribution
61% male respondents at AGS Villivakkam
Lesser female patrons at AGS Villivakkam (observed from survey and security
guard response)
A number of female patrons at AGS Villivakkam hesitant to respond to
questionnaire, and asking the accompanying male member to answer
Consider:
• Largely, male members make purchase decisions at AGS Villivakkam ?
• Are security arrangements adequate at AGS Villivakkam?
• Is female safety a concern at AGS Villivakkam?

Age Based Distribution – OMR
• Largest respondents in AGS OMR in 19-25 age bracket.
• Food court on the floor below AGS OMR a meeting hub for young
couples
• Variety of food also an attraction for youngsters in AGS OMR
0
5
10
15
20
25
30
35
40
45
14 – 18 years 19 – 25 years 26 – 35 years 36 – 45 years 46 and above

Age Based Distribution –Villivakkam
Relatively even distribution of age groups at AGS Villivakkam
No food court and lack of seating space in mall; only for movie viewing
Presence of ‘Vasanta Bhavan’ multi-cuisine family restaurant
0
5
10
15
20
25
30
35
14 – 18 years 19 – 25 years 26 – 35 years 36 – 45 years 46 and above

Area Based Distribution
Velachery: Although 18 kms away, AGS
location advantage due to nearness to
workplace. May lose patrons when LUXE
cinemas opens in Velachery
6
Best Location Advantage. Also Better
Facilities than Maayajaal.
5
5
5
Location advantage.
Nearness to respondents 'workplace.
Location advantage.
The numbers in boxes represent the number of
respondents from these locations.

Area Based Distribution
Nearest Multiplexes:
AGS- 3.6 Kms,
PVR – 4.5 Kms,
Fame – 7.7 Kms
Best Location Advantage
AGS within 5 Kms,
S2 Cinemas 7-10 kms
Fame Cinemas Has Location Advantage
AGS Villivakkam Closer Option
The numbers in boxes represent the number of
respondents from these locations.
17
14
8
5
4

Competitors’ Analysis – Booking Schedule
Day F S Su M Tu W Thu
Thu
Adv Bkg Y Y Y Y N N N
Schedule 1 1 1 1 2 2 2
Note: F, S, Su and M have same schedule. Tu, W, Thu
schedule opens on Saturday/Sunday
Adv Bkg Y Y Y Y N N N
Schedule 1 2 2 3 3 3 3
Note: S and Su have more shows (usually English and
Telugu films) than F. M, Tu, W, Thu schedule opens on
Saturday/Sunday
1) PVR Cinemas
2) Fame Cinema

Competitors’ Analysis – Booking Schedule
Thu
Adv Bkg Y Y Y Y Y Y Y
Schedule 1 2 2 1 1 1 1
Note: Booking open for the entire week in advance. S and
Su have additional shows.
Adv Bkg Y Y Y N N N N
Schedule 1 1 1 2 2 2 2
Note: Generally last to open booking. Same schedule for
F, S, Su although S and Su could have additional shows,
especially at Navallur.
3) S2 Cinemas, Perambur
AGS
Cinemas

Current Situation and Recommendations
For Booking
8 of the 10 respondents who attempted telephone inquiry but found it was not
working had come to book tickets for English films (which have very few
shows at AGS Cinemas)
AGS Cinemas could make one schedule for Friday and another for Saturday and
Sunday (with additional evening shows for English, Hindi, Telugu films)
AGS should try keeping its schedule for Monday open in advance before PVR
can capture most patrons (both theatres close to Anna Nagar)
If possible, to open online booking for limited (& confirmed) show timings
before opening full schedule

Visit Frequency To AGS
Navallur
• Both ‘Frequent’ and ‘Occasional’ Patrons Dominate
• Mostly frequented by IT students and professionals from nearby campus, hostels and offices
• More evenly distributed than AGS Villivakkam.
0
5
10
15
20
25
30
35
40
Visit to AGS Cinema First time In a while Once in a while

Villivakkam
• Dominated by ‘Frequent’ Patrons
• Largely visited by localites from nearby areas (interiors)
0
5
10
15
20
25
30
35
40
45
First time In a while Once in a while
Visit Frequency To AGS

Telephone Inquiry at AGS
As slide 13 mentions, 8 out of 10 patrons who complained about
customer service wanted to inquire about ‘English’ films, as
there are only a few shows played at AGS OMR and AGS
Villivakkam
5 out of these 8 respondents used the booking counter for
booking, and most possibly saw ads in newspapers before
calling (as website show timings and ticket availability)
Chances of switching to other theatres with better telephone
inquiry services is high, as many would not want to spend
additional amount booking online

Recommendations
 Telephone inquiry and home delivery of tickets should
resume; AGS staff at Villivakkam inform that it was
discontinued due to staff shortage.
 Cloud services for booking inquiry and ticket delivery (limited
to certain areas which are easily accessible by road) should be
used so expenses of hiring new staff can be obviated.
 It is crucial for AGS Navallur to begin ticket delivery, and
establish relations with IT colleges and workplaces nearby for
bulk booking possibility, especially with LUXE cinemas opening
soon

Response Towards AGS Website
21
22
31 1
AGS
Visited
Tickets
Booked
Navalur
Using AGS
Website
15
11
49
AGS Visited
Booked
tickets
Villivakkam
Using AGS
Website
Villivakkam
Using Other
Websites
(e.g. Book
My Show)
Villivakkam
Box Office
Counter
AGS VILLIVAKKAM AGS OMR

At AGS Villivakkam, 65% of respondents booked using BO
counter (charged Rs 120 for a 2D film)
At AGS OMR, 28% respondents used AGS website and 29%
Book My Show website (charged Rs 120 + commission
rate)
It could be assumed from the chart given in the previous
slide that more patrons at AGS OMR are willing to spend
more on getting tickets easily

21 respondents in total complained about or made
recommendations for the AGS website:
AGS
VISITED
AGE NO OF
COMPLAI
NTS/SUG
GESTION
S
OMR 19 – 25 Years 4
26 – 35 Years 9
VILLIVAKKAM 14 – 18 Years 1
19 – 25 Years 3
26 – 35 Years 4
Criticized website look and cited login
problems.
Criticized Difficulty of Website Use
and Accessibility, Recommended GUI
changes
Criticized look, speed and difficulty of
use of website, suggested internet
banking and payback reward facility
Criticized ease of website use and
response of website
Criticized ease of website use, speed of
website and working of website on
tablets

Recommendations
 Option to load HTML version for slow internet connection
 Look into website login process (esp. on mobile devices)
 25 Frames iCard Facility coming up; include payback point reward
facility
 Enhance look of website; reduce image size and include further movie
information
 Regularly update website; clear old information, activities, contests
 Active contests should pop up while opening page; link should direct us
to contest page

3D Experience at AGS Cinemas has been roundly criticized
by respondents.
× Screen becomes too dark and blurry
× Process of getting 3D glass too long
× Dissatisfaction with 3D glass being non-refundable
× 3D glasses smudged and scratched
× 3D glasses tinted

ossible solution offered by AGS Villivakkam respondent, Colin
“3D glasses are way too tinted, which darkens screen. If tint can be
reduced or non-tinted glasses can be available, 3D experience would b
great”
 Process of buying 3D Glass (Rs 30) shifted to screen entrance.
Concessions counter gets crowded and many end up either i) getting
late for the 3D film or ii) not getting concessions quickly. Slip would be
provided by usher.
 Operating staff should handle 3D glasses (Rs 2000 each) carefully.
Improper care on part of staff leads to deterioration in glass quality.

Response Towards AGS Seating Comfort
0
5
10
15
20
25
30
35
Movie
Experience
- Seat
Comfort
Very Poor Poor Average Good Great (blank)
AGS
Visited
Navalur
AGS OMR Seat Comfort Common complaints: Torn,
shaky and damaged seats,
uncomfortable hand-rest.
Some patrons complained
of headache.
50% (6 out of 12) of ‘First
Time’ Patrons rated
‘Average’; bad impression
of AGS
2 out of 3 respondents
rating Very Low ‘Frequent’
Patrons. One observes
‘General maintenance has
deteriorated over the year’

0
10
20
30
40
50
60
Movie
Experience -
Seat
Comfort
Very Poor Poor Average Good Great
AGS Visited Villivakkam
AGS VILLIVAKKAM SEAT COMFORT More comfortable seats have
been selected for AGS OMR.
Yet, seats are AGS
Villivakkam got a much better
response due to better
maintenance.
A few AGS respondents who
rated AGS Villivakkam seat
comfort as either ‘poor’ or
‘very poor’ complained about
“seats being narrow” and
“seats could have better
recliners”

(Online Responses – AGS OMR)
The
Positives
‘Most comfortable seats in the
country’
‘it is a nice place where you can sit comfortably
and watch a movie’
‘…seating is really very
comfortable’

The
Negatives
‘Seats are
worst,, All seats
are damaged..’
‘the place is awfully
maintained and super
dirty...’
‘Its sad to see that so
many seats r torn. Plz
do replace thm’

 Implied dissatisfaction among customers
 First Time Patrons Remarks More Critical
 Frequent Patrons Disappointment
 Increasing Maintenance Expenses Over Time
 Delay in Fulfillment of Promise – Further Dissatisfaction

Current Situation and Recommendations
 ‘Renovation work to be completed by September’ promises Ms.
Archana Kalpathi, AGS CEO on Twitter
 Regular Inspection (by operating staff) and Periodical
Maintenance
 Setting Quantitative Standards for measuring the extent of torn
and damaged seats in theatre hall, through regular inspection. In
case condition exceeds minimum standards, maintenance work
should begin
 Periodical maintenance increases customer satisfaction about
maintenance at AGS

Response Towards Lobby Ambience
Taking the weighted average of lobby ambience response based on gender scale (Very Poor = 1, Poor = 2,
Average = 3, Good = 4, Great = 5)
AGS VISITED GENDER WEIGHTED AVERAGE
AND STANDARD
DEVIATION
Villivakkam Male 3.88 with standard
deviation 0.604510822
Female 3.82 with standard
OMR Male 4.02 with standard
Female 3.89 with standard

Response Towards Lobby Ambience
Although overall positive, the lowest mean rating and largest
deviation is visible among female AGS Villivakkam respondents.
× Lack of Space
× Lack of Comfort
AGS Villivakkam takes no advantage of the patrons waiting in the
box office counter (for a few minutes up to an hour) by providing
a paid service which can bring revenue

Recommendations
 A new facility can be installed near the box
office area or in the concessions zone. For
example, a fun photo-booth for patrons. This
would work better at AGS OMR, where the
demographic largely includes 19-25 years.
 In case of a fun photo-booth installation, AGS
would not require additional staff in case a
patron has to insert a coin, enter booth and get
his picture taken
 This can be used for AGS marketing if it is
possible to insert the AGS logo in the
background; it will have high chance of getting
uploaded on a social networking site

Response To AGS Menu Variety
0 5 10 15 20 25 30 35 40
Refreshment Area_Menu Variety
Average
High
Low
(blank)
AGS
VisitedNavalur
AGS OMR

Response To AGS Menu Variety
0 5 10 15 20 25 30 35 40
Average
High
Low
(blank)
Villivakkam
AGS Villivakkam

Suggestions For AGS Menu Variety
(Although AGS
 theatres are completely vegetarian,
no eggless cakes available on menu
Recommendation of at least 6 respondents.
Use egg as stuffing e.g. Egg puff

Plans to set up ice-cream counter at AGS OMR.
Since mall is empty and one ice-cream counter
in food-court, try differentiating in terms of
variety, flavor. Cones good option for couples
(many at AGS OMR) than ice-cream cups.
Favorite among women
respondents; Welcome addition to AGS
OMR as chocolate is an aphrodisiac –
couples’ favorite

Pastries common demand among female
respondents.
Currently limited in menu; only cream variety.
Dry cakes and pastries (cup cake, sponge cake)
Sweet bread varieties (chocolate croissants,
doughnuts) easier to consume, share and dispose
(less maintenance problem)

Favorite food item among at least six respondents.
Common complaint that stock gets over quickly.
Could increase variety of puff, with different stuffing.
Vada Pav could be introduced, considering the growing
North Indian population in Navallur and near Villivakkam.
Preparation time low,
Lesser Use of Concentrate,
Easier To Prepare Than Milkshake, Suggested by a Few
Respondents

Competitor PVR : Counter serving boiled
chana varieties.
Price range between Rs. 50-70
Success Rate: Good (11 patrons selected
boiled corn as favorite food item)
Serving Size Medium, Tasty,
Light and Healthy Alternative
Light on stomach, so may lead to further purchase at
concessions
(Similar effect of Chinese food – tasty and light, filling
only for a short time)

Response To AGS Serving Quality and
Refreshment Quality
0
10
20
30
40
Low Average High (blank)
Navalur
Refreshment Quality - AGS OMR
0
10
20
30
40
Navalur
Serving Quantity AGS OMR
0
5
10
15
20
25
30
35
Villivakkam
Serving Quantity - AGS Villivakkam
0
10
20
30
40
Villivakkam
Refreshment Quality - AGS
Villivakkam

Refreshment Quality
• A complementary opinion shared about refreshing quality
and quantity.
• 20 out of 29 AGS OMR respondents rated both serving
quantity and refreshment quality as average
• Similarly, out of 30 respondents, 22 rated both serving
quantity and refreshment quality as high.
• A correlation exists between these two variables, however,
its important to know which factor is more dependent: the
refreshment quality or serving quantity. There is another
influencing variable: the refreshment price.

Refreshment Quality
• Most of the respondents’ complaints focus on ‘Refreshment quality’
than ‘serving quantity’.
• Most respondents rating serving quantity as ‘average’ stated new items
that could be added in the menu.
• On the other hand, most respondents rating refreshment quality as low
had specific complaints, such as ‘Caramel popcorn has medicinal taste’
‘Paani puri not good’ etc
• Some of those above 46 do not take food at concessions (Villivakkam),
complaining that ‘the food is stale’ (Mr Kas) or ‘quality is not being
focused upon’ (Mr. Akbar)

Recommendations
 Lesser variety leads to overall negative or average response.
Introducing food items and beverages taking into consideration close
competitor PVR’s menu
 Fresh stock of food-items, especially puris for chaat items, caramel
popcorn
 With better quality food, serving quantity could reduce slightly without
making a negative effect on customer satisfaction

Recommendations
 Varsha, an AGS OMR respondent, suggests that AGS
‘serve less, charge less but give good’
Her complaint specificially deals with ‘popcorn’. She believes that the quantity of
popcorn served at AGS is too much.
In fact, a 97 out of 150 patrons chose popcorn as their favorite item. This item is less
elastic to change in price.
Therefore, the quantity served currently can be reduced slightly or the price
increased slightly without change in demand. Along with this, a cheaper option of
popcorn can be introduced for kids (this will need appropriate packaging so the target
audience is limited to children. Doing so will lead to higher sales, as kids would share
from one large tub.

Age
Mode of
transport
No. of
Respondent
s
14 – 18 years Private 3
Public 1
Public 21
(blank) 4
Public 6
(blank) 1
46 and above Private 3
Public 1
HIGHEST PUBLIC
TRANSPORT
RESPONDENTS
55% OF THE
RESPONDENTS USED
PRIVATE TRANSPORT

Age Mode of transport No. Of Respondents
Public 4
Public 11
(blank) 1
Public 2
(blank) 1
Public 1
46 and above Private 3
Public 2
71% OF THE
RESPONDENTS USED
PRIVATE TRANSPORT,
HIGHER THAN AGS OMR
THE QUESTION ARISES: IS
THE PARKING SPACE
ADEQUATE IN AGS
VILLIVAKKAM?

Booking process leads to parking difficulty and parking space
problem at AGS Villivakkam.
PARKING PROCESS (4 wheeler) :
HALT NEAR THEATRE PURCHASE TICKETS TAKE
VEHICLE TO BASEMENT REVEAL TICKET TO PARKING
EMPLOYEE PARK CAR AT ALLOTED SPOT WALK TO
BO WATCH FILM LEAVE THEATRE ENTER
BASEMENT PAY MONEY (Rs 40 FOR MOVIE HOURS + Rs
10 FOR EVERY EXTRA HOUR) LEAVE THE BASEMENT
WITH CAR

Similar process for two-wheeler (scooters and motorcycles)
except parking lot at three locations: i) left side of theatre
ii) Right side of theatre iii) Opposite theatre in AGS owned
parking lot
ADVANTAGES DISADVANTAGES
1) Only those who have booked tickets can
enter parking zone
1) Approach road to theatre narrow, so road
clogged during weekends
2) Parking rate fixed, irrespective of movie
duration
2) Entrance and exit of 4 wheeler is one and
the same. Vehicles blocking each other.
3) Parking Space allotted depending on movie
visited
3) Person booking tickets online may have to
wait unnecessarily to park car.
4) Movies with wider audience allotted more
space
4) Fixed rate for 1 ½hr (English) movie and 2 ¾
hr movie discriminatory
5) Locating Car easier 5) Process takes long when customer takes
time to book tickets.

• Only 10 out of 150 respondents rated washroom maintenance
as low: 8 were women (7 AGS Navalur respondents) , 2 men
× Insufficient Toilet Roll * Air Freshener in Washrooms
× Inadequate Water * Handwash in Men’s room
× Bad Odor ( not present in Villivakkam;
× Unclean Toilets bad impression of hygiene standards)

Mr. Gautam, an AGS Villivakkam respondent remarked ‘There should be propert communication so audience
get information about upcoming movies and attractions as soon as possible’.
Posters at AGS Villivakkam are not being regularly updated
Many posters displayed of films that have left the screens or which shan’t come in Indian theatres
No proper strategy regarding arragement of posters (put up in a random order)
e.g. Ghanchakkar, a Bollywood film running in screens placed near the washroom at the back; on the other
hand, posters of movies like ‘Saint Dracula 3D’ and ‘The Collector’ (not to release) prominently displayed.
e.g. Hollywood film ‘Hitchcock’ banner displayed for two months before being removed; movie had released
one year ago
Posters of films not playing at one AGS branch but at another can be placed in the first branch with a
message where interested patrons can catch it
Screens at concessions and BO display same information. One BO screen should display film promos while
one concessions screen should display beautifully photographed images of concessions

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Editor's Notes