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
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