BIG CINEMAS CUSTOMER SATISFACTION SURVEY 2010

MARKET SURVEY ON CON

CONSUMER
ER
SATISFACTION

SUBMITTED TO: SUBMITTED BY:

KAM K. NGAIHTE MUNINDRA PANDEY
RAJ SHEKHAR
EKHAR SINGH

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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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CONTENTS TABLE

Description Page number

Executive summary 4

Big Cinemas a profile 5-6

Research objective 6

Research methodology 6

Outcomes from the questionnaire 7-8

Data representation 9-12

Data analysis 13-17

• Based on graph
• Based on ANOVA
• Based on correlation

Conclusion 17

Recommendation and action plan 18

Bibliography 19

Annexure 20-21

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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

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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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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OUTCOMES FROM QUESTIONNAIE

Ticket counter

COURTESY OF STAFF SPEED OF RESPONSE STAFF GROOMING

SATISFIED 90 50 45
NEUTRAL 61 81 85
DISSATISFIED 38 58 59
TOTAL 189 189 189

Security

COURTESY OF STAFF
SATISFIED 62
NEUTRAL 71
DISSATISFIED 56
TOTAL 189

Audi experience

ON SCREEN SOUND COMFORT OF CLEANLINESS

PRESENT. SEAT
SATISFIED 69 77 67 61
NEUTRAL 65 59 64 65
DISSATISFIED 55 53 58 63
TOTAL 189 189 189 189

Snack counter

CHOICE OF TASTE SPEED OF COURTESY OF OVERALL

NEW MENU SERVI. STAFF EATING EXPE.
SATISFIED 62 53 63 70 58
NEUTRAL 64 71 71 71 80
DISSATISFIED 63 65 55 48 51
TOTAL 189 189 189 189 189

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Experience at Big Cinemas

SERVICE CLEANLINESS OF EASE OF BOOKING OVERALL EXPE.

STANDARDS WASHROOM TICKET
SATISFIED 69 75 65 63
NEUTRAL 72 60 66 77
DISSATISFIED 48 54 58 49
TOTAL 189 189 189 189

Service delighted

YES NO TOTAL
133 56 189

Will you visit again?

YES NO TOTAL
138 51 189

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DATA REPRESENTATION
Ticket counter

90
80
70
60
50 SATISFIED
40 NEUTRAL
30 DISSATISFIED
20
10
0
COURTESY OF SPEED OF STAFF
STAFF RESPONSE GROOMING

Security

COURTESY OF STAFF

80
70
60
50
40 COURTESY OF STAFF
30
20
10
0
SATISFIED NEUTRAL DISSATISFIED

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Audi experience

80
70
60
50
40
30 SATISFIED
20
10 NEUTRAL
0 DISSATISFIED

Snack counter

80
70
60
50
40 SATISFIED
30 NEUTRAL
20 DISSATISFIED
10
0
CHOICE OF TASTE SPEED OF COURTESY OVERALL
NEW SERVI. OF STAFF EATING
MENU EXPE.

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Experience at Big Cinemas

80
70
60
50
40
SATISFIED
30
20 NEUTRAL
10 DISSATISFIED
0
STANDARDS WASHROOM TICKET

SERVICE CLEANLINESS EASE OF OVERALL EXPE.

OF BOOKING

Service delighted

140
120
100
80
60 Series1
40
20
0
YES NO

SERVICE DELIGHTE

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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

0
TC1

TC2

TC3

SC1

SC2

SC3

SC4

SC5

EB1

EB2

EB3

EB4
AUDI1

AUDI2

AUDI3

AUDI4
SEC1

TICKET COUNTER
SECURITYA
AUDI
UDI EXPERIENCE SNACKS COUNTEREXPERIENCE AT BIG CINEMAS

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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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Ticket counter

Anova: Single
Factor

SUMMARY
Groups Count Sum Average Variance
COURTESY OF
STAFF 189 326 1.724868 0.604751
SPEED OF
RESPONSE 189 386 2.042328 0.572667
STAFF GROOMING 189 392 2.074074 0.547675

ANOVA
Source of Variation SS df MS F P-value F crit
6.16E-
Between Groups 14.0952381 2 7.047619 12.25607 06 3.011701
Within Groups 324.3174603 564 0.575031

Total 338.4126984 566

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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Audi experience

Anova: Single Factor

SUMMARY
Groups Count Sum Average Variance
ON SCREEN
PRESENT. 189 364 1.925926 0.654058
SOUND 189 354 1.873016 0.675279
COMFORT OF SEAT 189 369 1.952381 0.662614
CLEANLINESS 189 380 2.010582 0.659462

ANOVA
Source of Variation SS df MS F P-value F crit
Between Groups 1.85582 3 0.618607 0.933248 0.424092 2.616745
Within Groups 498.4656 752 0.662853

Total 500.3214 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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Snack counter

Anova: Single Factor

SUMMARY
Groups Count Sum Average Variance
CHOICE OF NEW
MENU 189 379 2.005291 0.664865
TASTE 189 390 2.063492 0.623607
SPEED OF SERVI. 189 370 1.957672 0.625858
COURTESY OF STAFF 189 356 1.883598 0.614038
OVERALL EATING
EXPE. 189 371 1.962963 0.578408

ANOVA
Source of Variation SS Df MS F P-value F crit
Between Groups 3.316402 4 0.829101 1.334342 0.255274 2.3814
Within Groups 584.0741 940 0.621355

Total 587.3905 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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Experience at Big Cinemas

SUMMARY
Groups Count Sum Average Variance
SERVICE STANDARD 189 357 1.888889 0.609929
CLEAN OF
WASHROOM 189 357 1.888889 0.673759
EASE OF BOOKING 189 371 1.962963 0.652876
OVERALL EXP 189 364 1.925926 0.590229

ANOVA
Source of Variation SS df MS F P-value F crit
Between Groups 0.712963 3 0.237654 0.376215 0.770187 2.616745
Within Groups 475.037 752 0.631698

Total 475.75 755

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 EXP AT BIG CINEMAS

OVERALL EATING EXPE. 1
OVERALL EXP AT BIG
CINEMAS 0.131834121 1

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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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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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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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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

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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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