Research Methods

Analyzing Customer Satisfaction

State of the art (in theory and research), measurement approaches, influencing factors and consequences

A Study on Theatre Guests

Vaibhav Agarwal Andrea Canedoli Apoorav Mahajan Mauricio Serrano Sadaf Shirdel

Research / Measurement Approaches

Systemic and comparative analysis of scientific literature; empirical research (conducted by many researchers) employing quantitative survey method Many researchers, analyzing the customer value concepts, treat Value Process as a cycle and define 4 stages of it as:
    Value Definition Value Creation Value Delivering Value Judgement

Concept of Extended Product is another Methodological approach which helps in revealing the contribution of value to customer relationships longevity 4 Main Theatre Product levels and their components distinguished:
    Core Benefit Basic Product Extended Product Whole Product

Ways of Measuring Satisfaction

Survey

Customers are asked to answer questions in a survey, made of closed ended questions with 1 indicating the lowest and 5 the highest agreement with a statement.

Regression

A regression is conducted on the data collected through the survey and the correlation of different variables to customers satisfaction is quantified.

Factors influencing the Satisfaction of Theatre Guests

Core Benefit
 Play (itself)

Basic Product
     Actor Performance Stage Direction Music Decorations Topics & actuality of Repertoire

Extended Product
       Price Relevance Theatre Location / atmosphere Cloakroom Service Tickets Availability Playtime / Parking Convenience Service personnel / Response to Requests & Complaints Theatre Coffee-bar

Whole Product
  Possibility to Communicate with Actors Subscription System

Linking the Product components with Customer Satisfaction

These components of different theatre product levels can be approached as being the theatre product customer value determinants Three types of customer behavioural intentions in the case of theatre industry were identified:  Intentions to visit once again  Intentions to recommend  Intentions to subscribe Assessing customer evaluations of the determinant and their relations to customer behavioural intentions allow identifying critical theatre activity areas for customer relationship development (i.e., the customer relationship longevity)

Evaluation of Product Attributes in Different Theatres

Testing the Dependence of Evaluations on Socio-Demographic Criteria & Empirical Findings

Females ranked all the attributes more positively Younger visitors appreciated many of the attributes (except of the convenience in buying tickets, theatre installation and the work of the caf) Conversely, the most critical evaluations were presented by the respondents older than 55 years of age Evaluation of the theatre products depends on the character of consumer involvement (considering the attendance frequency) in the relationships with the theatre Consumers who visit theatres seldom (once per year and less) rank the majority of the attributes mostly negatively The theatres investigated did not use any popular means to improve the relationships with their customers so far But, the high percentage of the customers, who plan on another visit to the theatre (87.8 per cent), indicates that theatre provides adequate value that helps to maintain relationship with recent customers On the other hand, the number of customers who will recommend is less (60.3 per cent)

Analyzing the Relations between Customer Value Determinants & Behavioural Intentions

The customer behavioural intentions reflect the Longevity of Relationships Findings - Attributes of Core & Basic Theatre Product levels:
Play, Stage direction, Decorations, Topics & actuality of repertoire, Music have strong statistically significant relations with the intentions to recommend Actor s performance significantly related to the intentions to visit again Subscription system, Price relevance, Response to requests & complaints significantly related to the intentions to Recommend, but have weak statistically significant relation with the intentions to visit again Tickets availability has significant relation with the intentions to visit again There exists no relation between Theatre coffee-bar & customer behavioural intentions, so it could be stated as a secondary attribute & does not influence customers judgements There is no correlation between variety of repertoire and the intentions to visit again, as there is no correlation between halls equipment, playtime and cloakroom service Also, the customers intention to subscribe was not detailed here as there were only weak statistically significant relations identified between intention to subscribe and theatre product attributes

Findings Attributes of Peripheral (Extended & Whole) Product levels:

Reflections

A basis for gaining a competitive advantage in today's market is an ability to offer value that any competitor cannot imitate (easily) Different concepts, which explain value creation and its delivering from customer perspective, are closely linked together, however, there is no any obvious criteria identified yet that might ensure the one best way of distinguishing customer value determinants Components that comprise different theatre product levels might be viewed as the theatre product customer value determinants, where integration of customer evaluation analysis from the components viewpoint allows identifying critical theatre activity areas with regard to customer relationship development, and taking adequate customer retention decisions Determinants, related to core benefit and basic product levels, were ranked higher in all the theatres than determinants related to the remaining two product levels. Also, the dependence of these rankings on socio-demographic factors, as well as on the character of consumers involvement in the relationships with the theatre was revealed Play itself and artistic attributes (core benefit and basic product levels) are more important for customer relationship longevity (expressed in terms of intentions to recommend the theatre and to visit it again) than the remaining ones

Hypotheses

1. Customers Satisfaction is affected by more than one factor 2. Customer satisfaction in movie theaters is a function of the perceived technical quality of the theater 3. Customer satisfaction in movie theaters is a function of the price of the ticket 4. Customer satisfaction in movie theaters is a function of the extended services.

Why Theatres?
Appeals to all demographical groups- old, young, male, female etc. An experience, a form of entertainment comparable across the globe A growing business Increased competition- consumers spoilt for choices. Hence, important to differentiate. Very limited studies Has been able to touch millions of lives!

The First ever Film

The Story of the Kelly Gang, an Australian film based on the infamous Ned Kelly In 1906, Dan Barry and Charles Tait of Melbourne produced and directed The Story of the Kelly Gang, a silent film that ran continuously for a breathtaking 80 minutes

Cinema Industry

The major business centers of film making are in the United States, India, Hong Kong and Nigeria

Silent Era:
In the silent era of film, marrying the image with synchronous sound was not possible for inventors and producers, since no practical method was devised until 1923. Thus, for the first thirty years of their history, films were silent, although accompanied by live musicians and sometimes sound effects and even commentary spoken by the showman or projectionist

Major Blockbusters
Rank Released Film Name Total Box Office 1 2009

Avatar

$2,783,556,202

2 3 4 5 6 7 8 9 10

1997 2003 2006 2010 2010 2008 2001 2007 2010

Titanic The Lord of the Rings: The Return of the King Pirates of the Caribbean: Dead Man's Chest Toy Story 3 Alice in Wonderland The Dark Knight Harry Potter and the Sorcerer's Stone Pirates of the Caribbean: At World's End Harry Potter and the Deathly Hallows: Part I

$1,842,879,955 $1,119,027,325 $1,065,659,812 $1,064,404,880 $1,024,391,110 $1,001,945,358 $974,775,550 $960,996,492 $952,241,070

U.S. Film Industry

The cinema of the United States has had a profound effect on cinema across the world since the early 20th century Its history is sometimes separated into four main periods: the silent film era, classical Hollywood cinema, New Hollywood, and the contemporary period Rise of Hollywood 1910-1920 Golden age of Hollywood 1920-1950 Since the 1920s, the American film industry has grossed more money every year than that of any other country Today, American film studios collectively generate several hundred movies every year, making the United States the third most prolific producer of films in the world the first being India and the second being Nigeria

U.S. Film Industry

U.S. Film industry (All values in billions) Year 1995 1996 1997 1998 1999 2000 2001 2005 2002 2006 2004 2003 2007 2008 2009 2010 Tickets 1.22 1.26 1.42 1.44 1.44 1.39 1.44 1.40 1.58 1.41 1.49 1.55 1.40 1.39 1.42 1.37 Revenue $5.29 $5.59 $6.51 $6.77 $7.30 $7.48 $8.13 $8.95 $9.19 $9.25 $9.27 $9.35 $9.63 $9.95 $10.65 $10.89

Mexican Film Industry

Comedy is the favorite gender Most important factor in choosing a movie is Recommendation

Some statistics about the year 2010: 55 film releases 400 short film releases Percentage of films premiered that go to DVD: 56% Most sold Mexican movie: El Estudiante 75% of the population watches at least one movie a week 30% of the population has access to movie theatres The Guadalajara Film Festival is the most prestigious Latin American film festival and is held annually In Guadalajara,Mexico Elena Snchez Valenzuela - First Mexican movie star Latest films: The Desert Within, Five Days Without Nora, Insignificant Things, Meet the Head of Juan Prez, Backyard:El Traspatio, El Estudiante

IMDB s Top 10 Mexican Movies

Rank 1 2 3 4 5 6 7 8 9 10 Film Name El laberinto del fauno Amores perros Y tu mam tambin El mariachi Bandidas El ngel exterminador Sin Nombre Como agua para chocolate La montaa sagrada El crimen del padre Amaro Released 2006 2000 2001 1992 2006 1962 2009 1992 1973 2002

Indian Film Industry

The cinema of India consists of films produced across India, including the cinematic culture of Andhra Pradesh, Assam, Gujarat, Haryana, J & K, Karnataka, Kerala, Maharashtra, Orissa, Punjab, Tamil Nadu, and West Bengal Expatriates in countries such as the United Kingdom and the United States continue to give rise to international audiences for Indian films of various languages India is the world's largest producer of films. In 2009, India produced a total of 2961 films on celluloid, that include a staggering figure of 1288 feature films The provision of 100% foreign direct investment has made the Indian film market attractive for foreign enterprises such as 20th Century Fox, Sony Pictures, and Warner Bros Prominent Indian enterprises such as Zee, UTV, Suresh Productions, Adlabs and Sun Network's Sun Pictures also participate in producing and distributing films Tax incentives to multiplexes have aided the multiplex boom in India By 2003 as many as 30 film production companies had been listed in the National Stock Exchange of India, making the commercial presence of the medium felt

Indian Film Production (2009)

Rank Language No. of films

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24

Hindi Telugu Tamil Kannada Marathi Malayalam Bengali Bhojpuri Gujarati Oriya Punjabi English Assamese Rajasthani Konkani Santali Haryanvi Kodava Maithili Nagpuri Nepali Rajbanshi Sambalpuri Mishing Total

235 218 190 177 99 94 84 64 62 17 15 9 5 5 4 2 1 1 1 1 1 1 1 1 1288

Indian Film Industry

Film Institutes in India
AJK Mass Communication and Research Centre, Jamia Millia Islamia University, New Delhi Centre for Advanced Media Studies, Punjabi University, Patiala Film and Television Institute of India, Pune Satyajit Ray Film and Television Institute, Kolkata Whistling Woods International Asian Academy of Film & Television KIIT School of Film and Media Sciences, Orissa School of Media Sciences,Karunya University, Coimbatore

Popularity & Appeal

Africa, Asia, North America, Oceania, South America, Europe (UK., France,Germany, Netherlands. Scandinavian Countries)

Indian Film Industry

Ardeshir Irani released Alam Ara which was the first Indian talking film, on 14 March 1931 The first full-length motion picture in India was produced by Dadasaheb Phalke, a scholar on India's languages and culture, who brought together elements fromSanskrit epics to produce his Raja Harishchandra (1913), a silent film in Marathi (Interestingly, the female roles in the film were played by male actors)

A Comparison

Cust

ers Satisfacti
0.449 0.346

is affecte e fact r

re t a

Correlation with Overall Satisfaction

0.308 0.238

0.308

Hyge e

Tec ical Aspects

Price

Comfort

Ot er Services

All t e factors take i to account are positively correlate wit t e overall satisfaction, wit a significance of 99% to 95%

Eac of t e antece ents taken into account influences Customers Satisfaction

0.449 0.346 0.308 0.238 0.308

Correlation with Overall Satisfaction

Hygene

Tec nical Aspects

Price

Comfort

Ot er Services

T e fact t at no factor s ows extremely ig correlation wit t e overall satisfaction of customers proves t at eac of t em as an impact in etermining it.

Tec nical s ects are t e most influential antece ent of Customers Satisfaction
Decreasing Correlation
0.449 0.346 0.308 0.308 0.238

Correlation with Overall Satisfaction

Tec nical s ects

Hygene

Price

Ot er Services

Comfort

Backup

Customers Satisfaction is correlated with the number of times a customer went to a cinema in the near past

Each of the antecedents taken into account influences Customers Satisfaction

India Focus
0.566 0.516 Correlation with Overall Satisfaction

0.366 0.226

0.32

Hygene

Technical Aspects

Price

Comfort

Other Services

All the factors taken into account are positively correlated with the overall satisfaction, with a significance of 99% to 95%. The most influential antecedent of the overall satisfaction of customers are shown to be the Technical Aspects of a cinema.