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Services Marketing
- 1. EVERYMAN CINEMA BAKER STREET
- 4. RESEARCH AIM To explore Everyman’s cinema services 1. To investigate Everyman's service consistency 2. To analyse customers perception of the cinema’s services 3. To understand the reason why students do not go there
- 5. SERVICE PERFORMANCE Movies Catering service Online and off-line services Private hiring service
- 6. METHODOLOGY Research Desk Research Field Research Non-Academic Observation Academic Review Website Company’s website
- 7. OBSERVATIONAL FINDINGS Aspect Number of “like” Choice of movies IIII Décor/Comfort IIIIIIIII Bar IIIII Service IIIIII
- 8. PRIMARY RESEARCH: MYSTERY SHOPPER Mystery shopper Focus 1: The audience Focus 2: The customer service
- 9. Stage in Relax at Greet Buy Take a Watch process customers tickets the seat movie bar/lounge Order a Further snack/drinks order Waiting 1 2-5 10 2 25 100 time (min) Customer Customer Customer Participants service service service Staff Staff Staff Visible Decor , Furniture, Furniture, evidence Staff Movie list, Menu card Furniture appearance Ticket Receipt “Line of visibility” Staff Cleaning, Or Staff Cleaning Invisible training training dering processes Accounting process, procedures Preparation of food
- 10. SERVICE GAP MODEL gap1 Everyman Cinema recommendation + gap 2 Entertainment + Pleasant cinematic experience = gap 3 gap 4
- 11. LIMITATIONS Service availability (members of staff) Limited choices (films) Facilities (maintenance, facilities for disable) Technology (soundproof system/ screen/ phone application) Location (business people and students) Feedback (website only)
- 12. LIMITATIONS ( PA R T 1 ) Limited choices of movies (Gap 2)
- 13. LIMITATIONS ( PA R T 2 ) Facilities maintenance (Gap 3)
- 14. LIMITATIONS ( PA R T 3 ) Evaluation / feedbacks (gap 4) Limited ways of evaluating customers’ satisfaction (FB, Twitter,website) They depend on others to have customers views (Tripadvisor, viewlondon) Only one way of becoming a member
- 15. DISCUSSION Findings Service Gaps Causes Impact Customers
Editor's Notes
- The average ranking given to Everyman Baker Street is 4,4 stars over 5 which is a rather high ranking. Reviews go from 2007 to 2011. In the overall people are quite happy with the service provided in this cinema. Also the smallest ranking given is 3 stars, which is medium and over 15 reviews only one person gave a 3 stars, this person did not let a comment, so we could also assume that nothing in particular was good for him/her. What people really appreciate about Everyman Baker Street is mainly the fact that this cinema is very comfortable even if it only has two screens of less than 85 places. The décor is also important for them. Then comes the service which is appreciated by the consumers. The bar is also an important asset of this little cinema, consumers appreciate the fact that they can take the time to drink their coffee waiting for the movie to start and even taking it with them in the room. It is also précised that this cinema is perfect for the cinema lovers who do not come to see blockbusters. It is definitely the place to go if you want to watch a nice movie in a calm environment. Most of the reviews precise that they will return in this cinema, they note also that the price is also a bit more expensive that in big cinema but the experience totally worth it.
- Picture 1: Expected service of good standards with particular emphasis on comfort, warmth and friendly atmosphere Picture 2: Management assume that customers require a unique and memorable cinema experience that exceeds expectationsPicture 3:Management set target to reach the highest standards possible in quality, comfort and entertainment Picture 4: Excellent food and drink selection and fantastic customer servicePicture 5: Publicity and public reviews imply good quality food and entertainmentPicture 6: General perception of good quality service however no existing way of directly evaluating satisfaction