Services Management Assignment

On

PVR Cinemas
Submitted By:
Aman Singh (19RM904)
Avantika Tripathi (19RM911)
Gaurab Mishra (19RM917)
Pranav Jain (19RM931)
Sakshi Sharma (19RM945)
Sidhant Bhardwaj (19RM954)
 Company Overview

India’s
Largest PAT(18-19):
Inception in
Cinema Rs 47.75
1997 100+ Million
Chain
Guests
Annually

821 Screens 70 Cities INR

172 Theaters
3118.7 Cr.
Revenue
Vision:
“To Provide the highest quality of cinema viewing
experience in the country while constantly engaging with their
customers and redefining cinema viewing in India.”
 Technology & Softwares Use:
• For Service Providing:
i. D-Box
ii. ScreenX
• For Billing Purpose:
i. NFC Technology
ii. NEC G series POS
• For Customer Retention:
i. Mobile and Tab App
ii. Loyalty Programs on website.
 SERVQUAL MODEL
• The SERVQUAL Model is an empiric model by Zeithaml, Parasuraman and Berry to
compare service quality performance with customer service quality needs.

• There are five core components of service quality:

A) Tangible
B) Reliability
C) Responsiveness
D) Assurance
E) Empathy
• Tangibles: PVR Cinemas provide luxury at every economic level. They try to
manage and provide luxury and services according to the target market of the
locality. They have various type of PVR Cinemas as- PVR LUXE, PVR Privilege,
PVR P[XL], PVR SUPERPLEX, PVR IMAX, PVR Director`s cut.
• Reliability: PVR Cinemas always tries to stand on the customer`s expectations.
Movies get started on time, snacks served are of good quality and quantity. Hygiene
has been always maintained. They always maintain their bar for service provided
through online and offline.
• Responsiveness: PVR Cinemas is the first movie theatre that has customer
feedback system. They have complaint book where customer can write their
complaints if they have any. PVR Cinemas staff are always prompt to help their
customers.
• Assurance: PVR Cinemas are luxury cinema theatre. They are customer centric
cinema theatre. They have turn around time to resolve any query or complaint of
the customer and which is 48 hours. They assure customers that they have good time
for that they provide online booking of snacks which they can serve while sitting on
their seat or while booking their tickets online. They have one of the best sound
system and good seating management.
• Empathy: PVR Cinemas are very handicap friendly cinema theatre. They have
ramps in their entire cinema theatre across India. They either open their cinema
theatre on the ground floor or in case if they open in any other floor then they make
sure that every kind of customer does not face any problem in reaching their cinema
theatre.
 The Customer Gap: The Gap between
Customer Expectations and Customer
Perceptions
• The customer gap is the difference between customer expectations
and customer perceptions.
• Customer expectation is what the customer expects according to
available resources and is influenced by cultural background, family
lifestyle, personality, demographics, advertising, experience with
similar products and information available online.
• Customer perception is totally subjective and is based on the
customer’s interaction with the product or service.
 The Customer Gap: The Gap between
Customer Expectations and Customer
Perceptions
• Gap Closed
• Entertainment industry is been flourishing from past few years and PVR has
been the pioneer in this industry because of the quality of services it
provides. PVR has been the trend setter and because of which it has helped
its customers to build up a perception about this industry by their offerings
and kind of services.
 The Knowledge Gap: The Gap between
Consumer Expectation and Management
Perception
• The knowledge gap is the difference between the customer’s expectations of
the service provided and the company’s provision of the service.
• In this case, managers are not aware or have not correctly interpreted the
customer’s expectation in relation to the company’s services or products.
• If a knowledge gap exists, it may mean companies are trying to meet wrong
or non-existing consumer needs.
The Knowledge Gap: The Gap between Consumer Expectation and
Management Perception
In Case of PVR cinemas:
Gap Closed

PVR in recent times have been involved on so many

activities because of which they successfully were able to
connect with the customers. Following are some of the
activities:
 Social media communication
 Good CRM practices
 Good market research
The Policy Gap: The Gap between Management
Perception and Service Quality Specification

• This gap reflects management’s incorrect translation of the service policy into rules
and guidelines for employees.
• Some companies experience difficulties translating consumer expectation into
specific service quality delivery.
• This can include poor service design, failure to maintain and continually update
their provision of good customer service or simply a lack of standardisation.
• This gap may see consumers seek a similar product with better service elsewhere.
The Policy Gap: The Gap between
Management Perception and Service
Quality Specification
• In Case of PVR cinemas:
• Gap Closed
• Following are the efforts made to close the policy gap:
• Well defined blue print of services
• Customer oriented service design
• Good ambience
• Cleanliness
• Physical evidence
 The Delivery Gap: The Gap between
Service Quality Specification and Service
Delivery

• This gap exposes the weakness in employee performance.

• Organisations with a Delivery Gap may specify the service required to
support consumers but have subsequently failed to train their employees, put
good processes and guidelines in action.
 The Delivery Gap: The Gap between
Service Quality Specification and Service
Delivery
• In Case of PVR cinemas:
• Gap Exists
• Generally customers are satisfied with the kind of service PVR has provided to them. But there
have been few instances where customers were not satisfied with the services provided but the
quick and prompt responsiveness of PVR management has taken proper care of all the
grievances.
• Following are some of the initiatives those have been taken to improve their services:
• Improving HR policies
• Directly connecting with the customer in case of any grievance.
• Customer centric services
The Communication Gap: The Gap between Service
Delivery and External Communications

• In some cases, promises made by companies through advertising media and

communication raise customer expectations.
• When over-promising in advertising does not match the actual service
delivery, it creates a communication gap
The Communication Gap: The Gap
between Service Delivery and External
Communications
In Case of PVR cinemas:
Gap Exists
Following are the reasons for the same:

 Lack of education for customer

 Lack of internal marketing

Lack of standardisation of services at all multiplexes
 Service Recovery

• PVR have complaints mostly about the cleanliness, technical disturbance during shows etc.
• It tracks customer complaints through a complaint register and tries to solve it within 48
hours.
• Complaints through online forums are resolved within 7 days,
• PVR takes customer feedback randomly from its customers on a daily basis
• It cultivates relationship with its customers through a Loyalty program.
• Regular customers are retained by its loyalty program where they get points and its
completely free.
• Customers are compensated through refunds or offers in case of a genuine complaint .
 Literature Review

• Services have different definitions but the main theme are intangibility and
simultaneous consumption. A service is a combination of intangible experience
which is time perishable where customers participate as a co-creator during the
production of service. Most authorities reflect service business to comprise all
economic happenings where yield is not a physical goods, is simultaneously
delivered and utilized at the time it is produced, and provides added significance in
forms of ease, delight, correctness, luxury which is intangible to the customer. The
intangible and perishable nature of the services makes it challenging to design,
measure and control.
• Satisfaction of a costumer is a response by the consumer in reaction to an
experience with a product or service which denotes the service quality. The matter
of the inconsistency between service quality and satisfaction is still debatable.
Researchers tend to practice these two notions alternatively. Satisfaction is largely
viewed as a wider concept while service quality calculation emphases specifically on
all the diverse dimensions of service that are offered. In common, researchers agree
that these two concepts are practically unique, and service quality is a forerunner of
satisfaction. However, consideration has been compensated to the impact of every
dimension of service quality on customer satisfaction.