ENHANCE MOVIE-GOERS’ CINEMA EXPERIENCE · Servicescape dimension is a cue and user-centered...

Malaysian Journal of Creative Media, Design and Technology. Vol.1 No.4 2017

ENHANCEMOVIE-GOERS’CINEMAEXPERIENCEHafeezurRahmaanMohdYassin1

[email protected]

[email protected]

AhmadZuhairiAbdulMajid3UniversitiSainsMalaysia3zuhairi.majid@usm.myMohamadOmarBidin4UniversitiSainsMalaysia

3omar_bidin@hotmail.comABSTRACTThepurposeofthispaperistoinvestigatetheproblemfacedbywalkinmovie-goersandproposeasolution to enhance movie-goers cinema experience meanwhile, improve the service provider’s(cinema)management&service.Thisresearchemployedprimaryresearchthatinvolvedobservation,interviewandquestionnaire.Onsiteobservationshasbeendonetoinvestigatetheproblemfacedbywalkinmovie-goersandunderstandtheoverallflowofcinema.Interviewhasbeendonewithwalkinmovie-goersandserviceproviders.Questionnairehasbeendistributedto100walkinmovie-goersinthecinema.Thisstudyhadresultedinproposingtwosolutions.Inoption1,therearetwowaysforwalk-in movie-goers to purchase movie-ticket which is through box office counter or self-serviceticketingkiosk.Thisoptionisproposedtoreducequeueattheboxofficecounter.InOption2,walk-inmoviegoerscanpurchasemovieticket,food&beveragesattheBoxOfficeCounter.Beforeenterthecinema,theycancollecttheirorderedfood&beveragesattheconcessionsbyscanningthe2DbarcodeorshowingtheredemptionIDtothecashier.Thisoptionisproposedtosolvethequeuefortwiceissue.Researcheralsoproposedtoaddonno.ofseatsleftandmovieticketpriceontheshowtimedisplayscreen.Lastly,validationhasbeendoneonalltheproposedsolutionsfromthemovie-goersandserviceproviderwhichistheCinemaManager.Thisresearchwillhelpwalkinmovie-goersto reduce waiting time when purchasing movie ticket, food and beverages. Brand loyalty iseverything.Thisresearchwilloffercompetitiveandcreativeloyaltyschemesthatmakemovie-goerschoose thecinemaoveranother. Itwill also improve theefficiencyof cinemaoperationsandhelpthemmanageandconfigurePointofSaleworkstation.KeyWordsWalk-inMovie-goers,Servicedesign,Servicescape,CustomerBehavior,QueueINTRODUCTION“Avisittoacinemaisalittleoutingitself.Itbreaksthemonotonyofanafternoonorevening;itgivesa change from the surroundings of home, however pleasant,” quoted from Ivor Novello, aWelshcomposerandactorwhobecameoneofthemostpopularBritishentertainersofthefirsthalfofthe20th. It’s the fact that watching movie in Cinema is one of the best ways of recreation in thiselectronic era modernized world. Cinema nowadays provided so much entertainment that fewpeoplefailtovisititanditispartofmovie-goers’dailylife.Movieshavealwaysbeenaboutthesocialexperienceof“goingout”tothemoviesandhavingagoodtime.Justaspeoplestillgoouttoeatatrestaurantseventhoughtheycaneatformuchlessathome,peoplewillalwaysgoforcinemaiftheexperienceisenjoyable.Therefore,cinemamanagementplaysanimportantroletoprovideabettercinemaexperienceforallages,differentcultureandbackgroundmoviegoers.


This topic is about research on ticketing, food and beverages counter reflected towalk inmovie-goers at the cinema in Penang. The purpose of this research is to evaluate the effectiveness ofexisting ticketing, food and beverages counter services and after that to propose a solution toimprove interactionbetweencustomerandCinemaManagement.Corevalueof this research is toidentifytheuser’sneedandprovideabettercinemaexperienceforwalkinmoviegoers.Aspirationof the proposed solutionswill bemore efficient and service encounterwill be useful, usable, anddesirable from the walk-in movie goer’s perspective. Servicescape dimension is a cue and user-centered design is considered. This aspiration is important so that walk in movie-goers will havebettercinemaexperience.Besides, theyshouldabletopurchasetickets, foodandbeverageseasilyandenjoy theirmoment inside the cinema. Itwill beable tominimize learning curve forboth thewalk inmovie-goers and the cinemamanagement staff to understand - how product and systemworks.Toachieveaneffectiveoutcome,preliminaryresearchsuchasliteraturereviewwillbedonetosetupaproblemstatement.Surveyandinterviewswillbeconductedtowardswalkinmovie-goers.Observationalsowillbeimplementedtoidentifytheproblemfacingbywalkinmovie-goersthroughscenario.Italsohelpstounderstandtheoverallcinemaflow.Allthedataandinformationcollectedcould be used to analyse the strength andweakness of the existing ticketing, food and beveragecounter.Thegoalofthisstudyistoproposeahighlyintuitiveandeasyinteractionproductorservicethat allow walk in movie-goers make an easy task in purchasing ticket and create immersiveexperiencesthathelpthemfeeltheconnectionwiththecinema,whilefacilitatingabettercustomerexperience.Both, thecinema industryandmovie-goerscangainbenefitsby improvingtheexistingservicesape.LITERATUREREVIEWS

EnvironmentintheCinemaCinemaisknownasfilmsormovies.Itisalsoknownascinematograph.Cinemaisaspacedefinedbyexcess: big screen, big speakers, and big food. On offer aremassive sodas, tubs of popcorn, andenoughsnacks tokeepmoviegoershyper through themovie.BoxOffice is theplaceata theatre,cinema/movie theatre, etc.where the tickets are sold. Customer can purchase tickets, select seatand perform the transaction through the counter served by ushers. BoxOffice is one of the coremodulesthatmakeupacinema.Concessionstandisrefertoaplaceoracounterwherecustomerscanpurchasejunkfoodorbeverageatacinema,theatre,conventionalcenters,zoostadium,themepark or other entertainment venue. In America, people named it as concession stand while inEnglanditisnamedassnackkioskorsnackbar.InformationTechnologyAccordingtoBehan&Holmes,(1990)“Informationtechnologyreferstothetechnologythatinvolvesin record, store, process, create, manipulate, retrieve, secure, send, and receive data…Itencompasses modern technologies such as computers, facsimile transmission micrographics,telecommunicationsandmicroelectronics”.InformationTechnologyknownasITisthestudyanduseof any computers, storage, networking andotherphysical devices, infrastructure andprocesses tostore,sendinformationofallkinds,includingwords,picturesandnumbersandexchangeallformsofelectronic data. Information Technology (IT) as any other technology can be also defined as theinteractionbetweenartifacts(hardware,software,andnetworks)andthepracticesorpossibilities–praxis–toberealizedthroughtheseartifacts.(RaquelB.,2002)InteractiveKiosksInteractivekiosksareself-containedcomputingterminalsaswellasfree-standingpavilionsfeaturingspecialized hardware and software designed that provide access to on-demand information andtransactions within a public exhibit. They are typically placed in high-foot traffic settings such asairport self-check-in site, retails, and parking lots. Interactive kiosks integrated the advance


technologythatutilizeatouchscreenHDdisplay,alongwithamultitouchon-screenkeyboardandother peripherals, such as card readers, bill acceptors and barcode scanners. The most commonoutput device is the thermal printer and money retrieval. Nowadays, kiosk is an engagingtouchscreen device that sets a new standard for customer self-service ticketing in some of thecinema.Kioskstreamlinesticketpurchaseandcollection,andprovidesmoviegoersawiderangeofoptions for engaging to the cinema. Most of the kiosk will be placed around the box office.Customers can buy tickets, collect tickets that have been pre-purchased, order concessions, viewtrailers,andchoosefromarangeofseatingoptions—allwithouthavingtolineupatastaffedpointofsale.UserInterfaceIn the field of human-technology interaction, the user interface (UI) is visual part of computerapplicationoroperatingsystemdesignedintoaninformationdevicewhichausermayinteractwith.Itdetermineshowcommandsinviteinteraction,howinformationisdisplayedonthescreenandhowuserrespondsto it. Inearlytechnology,theuser interfacewasmostly intheformofpunchedcardinputandreportoutwithonlyalittleuser interfacesonit.Later,theuserinterfacewasdevelopedbasedonknowledgeofcomputersciencewithacommand line,keyboard,andasetofcommandsandcomputerresponsesthatwereexchangedonanearlyblankdisplayscreen.Thiscommandlineinterfacecometooneinwhichmenuswithlistofchoiceswrittenintextpredominated.Finally,theexpressionofgraphicaluser interface (GUI) forhuman–machine interfacearrived.Thegoalofuserinterface design is to enhance the visual, usability (user-friendly) and technological qualities of aninterface.Itfocusesonensuringtheelementontheinterfaceeasytoaccess,understandandbringssatisfactiontotheuserwhenoperatingonit.InteractionDesignAccordingtoEdwinSchlossberg,2002,trueinteractivityisnotaboutcreatingengaginginterface,it’sabout encouraging communication. The Interaction Design Association (IxDA) mentioned that“Interaction Design (IxD) defined as the structure and well thought out behavior of interactivesystems.Interactiondesignersstrivehardtocreateconnectionbetweenpeopleanddigitalproductsand services that they use, from desktop computers to phone to appliances and beyond. Thispractices are evolving with the world.” Interaction design (IxD) aims to define and facilitatecommunicationbetweenhumansthroughproductsorservices.ServiceDesignService design is the art of coordinate and organizing people, infrastructure, communication andhospitalityinordertoimproveitsservicestrategiesandtheinteractionbetweenserviceproviderandcustomers.Thepurposeofservicedesignmethodologies istodesignaccordingtocustomerneeds,so that the service is user-friendly, competitive and relevant to the customers. It is also designaccording the competencies and capabilities of service providers. Service design is a design sub-disciplineapplyingahuman-centered,creativeandcollaborativeapproachtoserviceinnovation.Itisa first step process of bringing new services ‘online’ (within an overall New Service Developmentprocess).Itisanapproachthatahuman-centered,creative,iterativeapproachtothecreationofnewservices that incorporates multiple contributions from service marketing, operations, andinformation technology. The service design concept was born in the 90’s (Manzini, 1993; Mager,1994;Erlhoff,1997;Pacenti,1998)startingfromtheawarenessoftherebeinglackofanorganicandautonomous servicedesign culture in contrastwith thedominanceof aneconomyof servicesandthe consequent demand for more conscious design shapes. Service design pioneers demonstratetheirrelevancethroughspecificcontributionsintheareaofintervention.Accordingto(Mager,1997;Hollins,1991)serviceswereunderstoodtobe‘products’intheirownrights.Theyfocusonthedesignprocess/designmanagement.


ServicescapeBoomsandBitnerdevelopedtheconceptofservicescape.Itemphasizeontheinfluenceandimpactof the ambience and physical environment in service based industry. It helps in analyzing thecustomerexperiencebetweenafast-foodrestaurantandafamilyrunsmallrestaurantprovidedthequalityoffoodavailableinboththeplacesaresamethecustomermayperceivehigherqualityinthefamilyrunrestaurantbasedontheenvironmentinwhichthefood(service)isprovided.Servicescapeisdeliberateasfuture’sformofintensecompetitioninphysicalsurroundingofserviceenvironmentfor a long run of any service provider as it influences customer satisfaction. Bitner (1992) coinedservicescapeas“thephysicalsurroundingsasfashionedbyserviceprovidertopromotetheprovisionof service offering to customers which consist of both tangible and intangible commodities”. Theservicescape included those intangible commodities such as scent, music, color and temperaturewhereastangibleaspects includedsignage,attractivedecorationsandbuildings(Hoffman&Turley,2002;Hoffman&Bateson,2006).Environmentandstyleofphysicalsurroundingswheresellerandcustomer interact with each other. Kotler and Armstrong (2010) defined servicescape as “theenvironmentinwhichtheserviceisassembled,audienceandsellerinteracteachotherwithtangiblecommoditiesintegratedwiththefacilitateperformanceorcommunicationoftheservicedelivering”.Researchfoundouttharservicescapeservesasapackagingofservicesofferedbyserviceprovider.(Nguyen,2006) Theevaluationandassessmentofservicecannotbeanalyzedwhileusingitas it isintangible in nature. (Pantouvakis& Lymperopoulos, 2008) It only canmeasure through customerexperiences and the service quality. (Ishaq, 2011a,b; 2012; Ishaq et al., 2014). Servicescape alsodefinedastotalityofambianceandphysicalenvironmentinwhichaserviceoccurs.Italsocalledasservicesetting.

ElementsofServicescapeElementsofservicescapecanbebothexteriorandinterior.Facilityexteriorincludedexteriordesignand layout, parking, signage, landscape and surrounding environment. Facility interior includedinteriordesign,artifacts/decorations,signage,symbols,designandlayout,airquality/temperature,music elements and lightings. For Example, a hospitals with its multiple levels, recovery rooms,waitingarea,dispensarycounter,patientcareroomandsophisticatedandmultifunctionofmedicalequipmentwithinthephysicalfacility.ServicescapeDimensionBitner (1992) identifies thephysicalenvironment into threeprimarydimensions.Thesedimensionsinfluence customers’ holistic perceptions of the servicescape and their internal responses such ascustomerexpectationandexternalresponsessuchasapproach/avoidance,spendingmoney,staying,repatronage).Thesestimuliare:

• AmbientconditionsAmbient conditions refer to the condition that can be sensed through the human five sensessuchasvoice,airquality,weather,temperature,noise,music,scents,odorsanetc.Forexample:Music tempo can affect pace of shopping and mood of spending money of a consumer insupermarketsandrestaurants.(Milliman1982,1986).• SpatiallayoutandfunctionalitySpatiallayoutandfunctionalityrefertotheseamlesslayoutoftheorganizationsuchasthewayin which equipment and furnishings are arranged, and the ability of these items achievemaximum productivity and facilitate consumers’ enjoyment. The effects of spatial layout andfunctionalityaremostnoticeableinself-servicesettings,whenthetasksarecomplex,andwheneithertheemployeeorcustomerisundertimepressure.


• Signs,symbolsandartifactsSigns,symbolsandartifactsrefertosymbols,signalsanddécorusedtocommunicateandamplifythemessagetodirectcustomerstodesireddestinations.Signagedisplayedontheexteriorandinteriorofa structure let customersknowtheservicescript.Theycanbeusedas logosuchascompanynameordepartmentname,fordirectionalpurposessuchastoilet,entrances,orexitsand to communicate rules of behavior such as no smoking, no littering or children must beaccompaniedbyanadult.Qualityofmaterialsusedinconstruction,flooringtexture,decorations,artwork and presence of certificates can all communicate symbolic meaning and forming anoverallaestheticimpression.CustomerBehaviorAccordingtoLarsPerner(1999-2010),consumerbehavioris"Thestudyofindividuals,groupsofpeople, or organizations and the processes they use to select, use, secure and dispose ofproducts,experiencesorideasandservicesaswellastangibleproductstosatisfyneedsandtheimpacts that theseprocessesundergoon the consumerand society."Kotler (1999)mentionedthat consumer behavior includes physical, emotional and mental activity that consumer useduring selection, purchase and theuse anddisposal of products and services that satisfy theirdesiresandneeds.TheAmericanMarketingAssociationhasdefinedconsumerbehavioras,“Thedynamic interaction of affect and cognition, behavior, and the environment by which humanbeingscarryouttheexchangeaspectsoftheirlives.”

FactorsInfluencingCustomerBehaviorThecustomerorconsumerbehaviorisinfluencedbyvariousfactorsorforces:• CulturalFactorsCultural is a part of external influences that deeply impact the customer. Cultural factorsconsistofcultural,subculturalandsocialclass.Basically,cultural isdefinedasthecomplexwhole which includes art, belief, knowledge, custom, morals, and other habits andcapabilities acquired by human as a particular member of a background. It is the part ofevery society and determines person’s desire and behavior. The influence of culture onbuyingbehaviorvariesfromcountrytocountrythereforemarketershavetoframemarketingstrategies in analyzing the culture of different category. Each culture consists of differentsubcultures such as nationalities, religions, racial groups, geographic regions, and etc.Subculturerefers toagroupofpeople thatsharesasetofbeliefsorvaluesbasedontheirlifestyle. For example marketers can design cosmetic products according to type of skinpigmentationofaparticulargeographicgroup.Customerbehaviorishighlyinfluencedbythesocialclasswhichtheybelong.Socialclassesaredefinedasgroupsthatrankedagainsteachother by sharing similar interest, value, lifestyle and behavior. It is important to themarketersasthebuyingbehaviorofpeopleissimilarinagivensocialclass.• SocialFactorsCustomerbehavior isalsodeeply influencesbysocialfactorsthat includereferencegroups,family,roleandstatus.Referencegroupsisagroupoftwoormorepeople,sharingasetofnorms and whose relationship makes their behavior interdependent. This groups havepotential in forming a person attitude values or behavior directly or indirectly. They arevariousreferencegroupssuchasmembershipgroups,aspirationalgroups,formalgroupsandetc. Customer behavior is highly influenced by the member of family. Family forms anenvironment of socialization in which a member of family is evolve, shape his or herpersonalities,evaluatecriteriaanddevelopattitudesandbehavior. It also influenceon thedecision-makingprocessinvolvedinthepurchaseofproductsandservices.


Rolesandstatusrefertothepositionofapersonwithingroups,clubs,family,organization,friends and etc. A social role is a set of activities and attitudes that a person supposed tohaveaccordinghisorhergender,positioninthefamilyandprofessioninthework.• PersonalFactorsPersonal factorscanaffect thecustomerbehavior.The importantpersonal factors includessuchvariablesasage,occupation,incomeandlifestyle.Ageorlifecyclehaspotentialimpacton customer behavior. Different ages have different hobbies, lifestyle, activities, values,habits and etc. A customer will change the purchase of products and services with thepassageoftime.Theirtaste,preference,valueandetc.alsochangewithchangeinlifecycle.Theoccupationofanindividualalsohassignificantimpactoncustomerbehavior.Thebuyingconsiderations and lifestyles differ widely according to the nature of the profession.Consumer income has great influence on customer behavior as income is an importantsourceofpurchasingpower.Consumerswillanalyzetheirpurchasingcapacitybeforemakingadecisiontopurchaseagoodsorservices.Lifestyleofcustomersisimportantfactoraffectingthe customer behavior. Lifestyle is refer to an individual’s pattern or way of living asexpressed in his or hers interests, hobbies, activity, andopinions that portrays the “wholeperson”interactingintheworld.Lifestylewillinfluenceaconsumerpurchasingdecisions.• PsychologicalFactorsTherearevariouspsychologicalfactorsthataffectthecustomerbehaviorsuchasmotivation,perception,learning,beliefsandattitudes.Motivationisaneedthatissufficientlypressingtodrivecustomertodevelopapurchasingbehavior.Itisaneedthatbecomeamotivethatleadthe consumer to seek for satisfaction. Each person has different types of needs such asbiogenic needs (e.g. thirst and hunger), psychogenic needs (e.g. recognition, esteem) andsocial needs. Perception is the process throughwhich an individual selects, organizes andinterprets information in a way to produce a meaningful experience of the world. Theperceptionofasituationatagiventimemaydecidehowapersonwillreact.Therearethreedifferent perceptual processeswhich are selective attention inwhichmarketerswill try toattract the customer attention, selective distortion that customers will interpret theinformation in a way that will support what the customers already believe and selectiveretentioninwhichmarketerswillretaininformationandstimulithattheyhavebeenexposeto.Consumer learnsfromaction.Aperson learnwhenheorsheact. It impliesachange inattitudesandbehaviorsresultingfromtheexperience.Learningwillchangetheattitudeandbehavior of an individual because he or she acquire experience and knowledge. Customerattitudesareacompositeofacustomer’sbelief.Beliefisaconvictionthatcustomerhasonsomething. Customer retains specific belief and attitude towards various products. Beliefsand attitudes will make up a brand image and affect customer behavior. Understanding,analyzingandkeeptrackingcustomerbehavior isvery importantforasuccessfulconsumerorientedmarket service provider to retain their position in themarket place and procurecustomers.

ServicescapeImpactonCustomerBehaviorAccordingtotheBitner’s(1992),customersrespondtodifferenttypesofdimensionofphysicalenvironment cognitively, emotionally and a physiologically. These responses influence theircustomerbehavior.• CognitiveresponseCognitiveresponseinfluencespeople’sbeliefaboutaplaceortheproductsinstore.Broadbent,BuntandJencks(1980)andRapoport(1982)mentionedthatservicescapecanbeseenasaformof non-verbal communication. For instance, specific décor or artifacts and interior design will


influencecustomer’sbeliefwhetherthethings intheshop isexpensiveorcheapand indirectlyinfluencecustomerbuyingbehavior.• EmotionalresponseTheperceived servicescapemayprovoke emotional response that in turn influences customerbehavior.Theyaretwodimensionalofemotionalresponsewhichispleasureordispleasureanddegree of arousal. (Bitner, 1992). For example, an environment with various factors such aslighting, music, décor, color will influence a customer’s mood. If they feel pleased in theenvironment,theyarewillingtospendmoneyandtimethere.• PhysiologyresponseThe perceived servicescape can trigger physiological responses as well. Noisy environment,inappropriatetemperatures,glarelightingandpoorairqualitywillcauseaphysicaldiscomfortinboth customers and employees, and result in a stress state (Kryter, 1971). It will influencecustomer behavior whether they want to stay and continue enjoy their activities in theenvironment.

PROBLEMSTATEMENTSProblemstatementisestablishedfrompreliminaryresearch(observation&interview)andliteraturereview.Issuesfoundoutasbelow:

3.1 ResearcherObservationLongqueuewhenpurchasingticket,foodandbeveragesinthecinema.

Fig.2Walkinmovie-goersqueueformovieticketsinGoldenScreenCinemaQueensbaymall,Penangduringweekend.

Fig.3ShowtimeonthedisplayscreenintheCinema.


Fig. 3 shows the show time display screen in the Cinema. There are color indicator showingwhetherthemovieticket isstillavailable,sellingfastandsoldout.Howeverwhenmovie-goersplanningforamoviewhichtheshowtimeindicatesellingfast,movieticketmightbealreadysoldoutafter theyqueueand reach the counter. Thiswill cause themneed to take some times todecidewhetherneedtogoforanothermovie,chooseanothertimeorcanceltheirmovieplan.Thiswillalsocausethemspendmuchtimeatthecounterandincreasethequeuewaitingtimefor othersmovie-goers. Besides, research also find out thatmovie-goers and cinemaoperatoralsotakemuchduringtransaction.Movie-goersspendmuchtimetopreparethecashastheydidnotknowhowmuchthoseticketcost.Thiswillaffecttheheavytrafficattheboxofficecounter.

3.2 InterviewInitial interview has been done with few walk in movie-goers regarding the situation in thecinemaboxofficeandconcessionarea.Manyofthemraisedoutthesamestatementsayingthattheyneedtoqueueduringthepeakseasontopurchasemovietickets,foodandbeverages.Itisreally frustration for them to queue for a long time but nomore seat for them. Some of theinterviewersdidmentioned that theyneed to go to the cinema fewhours earlier topurchasetheirmovietickettoavoidqueuingduringthepeakseason.

3.3 LiteratureReview“…SomecustomerstooktosocialnetworkingsitesFacebookandTwittertoexpresstheirdismayatwaitingtimestobuytickets.Onecustomersaid:"ThenewcinemaintheQuaysisdreadful.Istartedqueuingforticketsat3pm,thefilmstartedat3.30pmandIfinallygottothefrontofthequeueat3.40pmandalmostmissedthestart."Reallybadserviceintherewithslow,miserablestaff…”AccordingtoanarticlefromCineworldGroupPlconthe1stJuly2014,anewcinemainUShashitby long queue. Long queues at Gloucester's new Cineworld cinema have been blamed ontechnicalfaultswithtills.(CineworldGroupPlc,2014).ThereisanotherarticlebyElizabethLaw(TheNewPaper,2014)aboutpolicecalledinoverlongqueueformovietickets.“Itwastheforeignworkers'dayoffbecauseofDeepavaliandthequeueforahitmoviewassolong,thecopswerecalledinyesterday…”

METHODOLOGYObservationhasbeendoneinfivecinemasasbelow:

• GSCCinemainQueensbayPenang• GSCCinemainGurneyPenang• TGVCinemain1stAvenuePenang• GSCCinemainIpohParade• TGVcinemainKintaCityIpoh.

Observation has been done in Ipoh is for comparison any different between Cinema in Penang&Ipoh.However,mainfocusisthosecinemainPenang.


Observationhasbeendoneatmostofthethreemainareasinthecinema:

BoxOfficeCinema

ConcessionsStand

CinemaEntrance

Fig.4ThreemainareasintheCinemaAninterviewhasbeendonewiththemanagerofGSCcinemainQueensbayMall,PulauPinangandsomeof thewalk-inmovie goers.During interviewwithmanager, fewquestions havebeen askedregardinghowtheyrunacinema,didtheyfacedanyproblemwhenrunningacinema,anysolutionsdidtheyproposedtosolvethequeuingproblemandetc.Interviewhasalsobeendonewithwalk-inmovie-goerstounderstandproblemsfacedbythem.RESULTS&DISCUSSIONAfterobservedonfivedifferentcinemasinPenangandIpoh,analysishasbeendoneandfloorplanofeachcinemahavebeendrawnout.Fromthefloorplanoftheentirecinema,researcherfoundoutthereisfourmainplacesineverycinemawhichisBoxOfficeCounter,Concessions,CinemaEntranceandinsidethecinema.

GSCCinema(Queensbay)GSCCinema(GurneyPlaza)TGVCinema(KintaCityIpoh)


TGVCinemas(1stAvenue)GSCCinema(IpohParade,Ipoh)Fig.5FloorplanlayoutofeachCinemathathadvisited

Differentmethodofadvertisinghasbeendonebythecinemamanagementtoattractmoviegoers.Theyalsoprovideddifferentmethodofpurchasingticketssuchase-ticketing,purchaseusingcreditcard,movieclubcardandsoon.Belowaresomeof thephotosthathavebeencapturedfromthecinema.

Fig.6ObservationonArtifactsinCinema

Duringtheweekendorpublicholiday,Cinemaswillbecrowdedwithmoviegoers.Moviegoersneedto queue for the movie tickets. These are the photo on a weekend which customer queued tilloutsidethecinematopurchaseticketattheBoxOfficeCounter.

Fig.7CrowdsinGSCQueensbayMall,Penang

During theweekdays, cinemasmay not be as crowd as theweekend or public holiday. However,walk-inmovie-goersstillneedtotakesometimesfortheirmovietickets.Somemovie-goerstendtoqueueformovieticketsastheircreditcardsprovidedbuyonefreeonemovieticketsbuttheyonly

This is the crowd movement where movie goers check on the movie show time while queuing for the ticket.

There are a lot of 2D and 3D poster displayed as advertisement to attract movie-goers

There are specific counters that are dedicated for e-ticketing, premier seat, movie club member and credit card privilege user.


havetogetattheboxofficecounter.Forexample:Citibankclearcarddidofferthebuyonefreeonepromo on every Friday. However this promotion only valid for purchases over the counter only.Movie-goersneedtoqueueiftheywanttogettheirfreeticket.Fig.8CrowdsduringtheweekdayinGSCCinema,Queensbay.Mostofthemovie-goersqueueastoredeem

thebuyonefreeonepromotionbypurchaseusingtheircreditcards.Besides queuing at the box office counter, there are also crowd in the concession stand.Walk-inmovie-goersneedtoqueuefortwiceiftheywanttohavesomepopcornanddrinksafterpurchasedtheirmovietickets.

Fig.9Crowdattheconcessionareawheremovie-goersqueuingforfoodandbeveragesbeforeenterthecinema.Ittakesmoretimeifcomparetopurchasingmovietickets.

Besides, interview has been done with the managers from GSC Cinema in Queensbay. From theinterviews, Imanaged to getmore information of the overall working flow of theworkers in thecinema. From the information, researcherhavedrawnout the communicationnetworkwithin thecinema.


Fig.10CommunicationNetworkWithintheCinemaAftercompletedandcompiledtheresearchdata,researcherwasembarkedonbrainstormingsession.FewtopicshadbeenbrainstormedforinstancePlanningaMovie,RootCauseofLongQueue,TypesofTicketingorPaymentMethod,BuyingTicketExperiences&Movietickets.Throughobservations,interview,qualitativeresearchandbrainstorming,someissueshavebeenfoundoutfromthat:

i. There is always long queue during the peak season such as newmovie release,weekend,publicholiday,festivalseasonandetc.

ii. Walk-inmovie-goershavetoqueuefortwicetopurchasemovieticket,foodandbeverages.Tocountertheseissues,researcherhasproposedtwooptionsofdesignsolutions.InOption1,therearetwowaysforwalk-inmovie-goerstopurchasemovie-ticketwhichisthroughboxofficecounterorself-serviceticketingkiosk.Thisoptionisproposedtoreducequeueattheboxofficecounter.InOption2,walk-inmoviegoerscanpurchasemovieticket,food&beveragescomboattheBoxOfficeCounter.Movieshowtimeandsomeala-carte food&beveragemenuwillbedisplayat thedisplayscreenatboxofficecounter.PaymentwillbedoneattheBoxOfficeCounter.Therearea2DbarcodeorredemptionIDonthemovietickets.Beforeenterthecinema,theycancollecttheirorderedfood& beverages at the specific counter in the concessions stand by scanning their 2D barcode orshowingtheirredemptionIDtotheconcessionoperator.Concessionoperatorwillprepareaccordingtheirorder.Thesecounteralsoprovideservicesforthosewholastminutespurchaseortopuptheirorder. This option is proposed to solve the queue for twice issue. The following scenario explainshowOption1andOption2works:

Manager • Communicate to all the staff in different department

within the cinema

Concessions • Sell foods and

beverages

Box Office • Sell

Cleaner • Clean up the

cinema when movie end. Only 10 minutes given to complete the task.

• Contact each other to make sure the right movie is shown at the right time according to the

Projectionist • Film

Projection

Ushers • Ticket-taker • Contact each other using walkie-talkie :

< Usher in the cinema contacts ticket taker to allow customer coming into the cinema < Open the cinema’s door when movie almost end


Fig.11ScenariosoftwoproposedsolutionsFoodandbeveragesmenu showson thedisplay screenatboxoffice counter. It is theexampleoffoodandbeveragesmenushowsonthedisplayscreenatboxofficecounter.PriceinclusiveGSTwillbeattachedalongthefoodmenusothatcustomercanpreparemoneywhenpurchase.Thiscanhelptoshortenthetransactiontimeandeventuallyreducethequeue.


Fig.12Foodandbeveragesillustrationmenu

Anotherproposeddesignsolutionisaddingno.ofseatsleftandmovieticketpriceontheshowtimedisplayscreen.Walk-inmovie-goerscanknowtheno.ofseatleftanddecidedwhethertheyshouldbuy for the ticket. Price inclusive GST alsowill show out so that they can prepare the amount ofmoneywhentheypurchasemovieticketatboxofficecounterandindirectlyreducetransactiontime.

Fig.13Proposedshowtimedisplayscreen

Theproposed solutionsneed toget validation from themovie-goersand serviceproviderwhich isthe CinemaManager.Walk-inmovie-goers is the ‘target user’ for this study. Validation is neededfromthemastheymightberefinementforthedesignsolution.Also,validationfromserviceproviderisneededisbecauseresearchercanfindoutwhichoptioniseffectivefromthem.ValidationfromServiceProviderQuestion1:WhichoptionsdoyouthinkitcanhelpthequeuingproblemintheCinema?• CinemaManagerfromGSCCinema,Queensbay-Option2Reason:Therearealwaysqueuingproblemexistedattheconcessionstand.Options2canhelpthemtosolvetheproblemintheconcessionstand• Cinemamanager(Pn.Aini)fromTGVCinema,1stAvenue-Option2Reason: TGV Cinema is in the progress of implementing the ticketing kiosk in their cinema. Theticketing kiosk is only for walk-in movie goers to purchase movie ticket. The Options 2 thatresearcherproposedissomethingnewforthem.Question2:Doyouthinkitwillhelpifthemoviedisplayscreenshowoutno.ofseatsleftandticketsprice?• CinemaManagerfromGSCCinema,Queensbay-YesReason:Nowtheydidshowedtheticketprice.Previouslytheydidnotshowoutticketpriceastheirticketpriceissameforeveryseat.• Cinemamanager(Pn.Aini)fromTGVCinema,1stAvenue-YesReason:Pricesfortheirmovieticketisdifferentfromtwintostandardseat.Results


Options2thatprovidedpurchasingmovie-ticket,foodandbeveragesservicesatboxofficecounterhasbevalidatedasthefinalresultofthisstudy.Walkinmovie-goersandserviceproviderpreferthissolutions as this services’ are more focusing on customers’ psychological states. Servicescapeenvironment highly influenced movie-goers’ perception towards cinema as it considered ascommercial exchanges, embedded cues in movie-goers’ experience, and are created by takingcommunicationstagingintoconsideration.CONCLUSIONThe study is about research on ticketing, food and beverages counter reflected towalk inmovie-goersatthecinemainPenang.Thepurposeofthisstudyistoevaluatetheeffectivenessofexistingticketing, food and beverages counter services and after that to propose a solution to improveinteraction between customer and Cinema Management. Research has been done throughobservation,interviewandquestionnaire.Accordinganalysisandfinding,themainproblemfacedbywalk-inmovie-goers is longqueue.Walk-inmoviegoersneedtoqueueforpurchasingtickets,foodandbeverages.Therefore,outcomeorsolutionswillbeproposedtosolvethe longqueueproblemand improve the interaction between customer and CinemaManagement. After collecting all theinformation,adesignvalidationhasbeenappliedinordertogetbetterresults.Twooptionshasbeenproposed for walk-in movie-goers to choose. Option 1 is setting up ticketing kiosk in the cinemawhileoptions2iscombiningbothmovieticketandfoodandbeverageincombopurchaseafterthatmovie-goerscancollecttheirfoodandbeveragewithoutqueuing.Resultsofthisvalidationshowedthattherearemoreorlessthesamenumberofpeoplechoosingbothoptions.Ithighlydependsonthegeneration.Youngsterthatmoretotechnologysavvywillpreferticketingkiosk.Anotherdesignvalidationhasbeendoneandfoundoutthatmostofthewalk-inmovie-goerswillpurchasefoodandbeveragesbeforeenterthecinema.Mostofthemovie-goersprefertohavetheno.ofseatleftandpriceof the ticket tobeshowedon themovieshowtimescreenas fora reference to thembeforequeueforaticket.Duetoticketingkioskandinterpersonalservices(counterservicesthatpurchasingmovietickettogetherwithfoodandbeverages)havetheirowngroupofsupporter,SWOTanalysishas been work out in both ticketing kiosks and interpersonal services, compare and contrast thestrengthsandweaknessesinbothkindsofservicesandthenanalyzehoweachkindofserviceaffectsmovie-goers’ satisfaction.By comparing these twokindsof services, ticketing kiosk’s strengths aremorefocusingonphysicalconveniencewhileinterpersonalservices’strengthsaremorefocusingonwalk-in movie-goers’ psychological states. Each service has its unique benefits that other cannotreplace. Therefore, cinema management need to compare both services and understand theircinema conditions to solve the long queue problem and enhance walk-in movie-goers cinemaexperience. Service scape scenario need to take into consideration. The perceived quality of theservicescapewillhaveapositiveeffectonmovie-goers’satisfactionwiththeservicescape.Throughthisproject, researcherhas learnedonhowa lotofknowledgeonservicescape, interactivedesign,humanfactorsandetc.Italsomakesresearcherunderstandhowtodoresearchandrunaprojectinafixedtime.ResearcherhaslearnedalotthroughdesignvalidationandSWOTanalysis. REFERENCESBehan,K.&D.Holmes(1990).UnderstandingInformationTechnology.2ndedition.Sydney:Prentice HallofAustraliaPtyLtdBitner,M.J.(1992).Servicespaces:Theimpactofphysicalsurroundingsoncustomersandemployees. TheJournalofMarketing,P.57-71.DavidT.Kollat,RogerD.Blackwell,andJamesF.Engel(1990)CustomerBehaviorErlhoff,M.,Mager,B.andManzini,E.1997.DienstleistungbrauchtDesign,ProfessionellerProdukt- undMarkenauftrittfürServiceanbieter.Herausgeber:HermannLuchterhandVerlagGmbH.


Hoffman, K.D.,&Bateson, J. E.G. (2006). Servicesmarketing: concepts, strategies and cases (3rd ed.).Mason,Ohio:ThompsonSouth-WesternHoffman,K.D.,&Turley,L.(2002).Atmospherics,serviceencountersandcustomerdecisionmaking: Anintegrativeperspective.JournalofMarketingTheoryandPractice,33-47.Holmlid,(2007).Interactiondesignandservicedesign:Expandingacomparisonofdesigndisciplines.Nordes 2007. Interactive Kiosks. (2012) [Online], [Accessed 3rd June 2015]. Available fromWorldWildWeb:http://www.betterbuilt.com/interactive-kiosks.aspxIshaq,M. (2011a). A study on relationship between service quality and customer satisfaction: An empiricalevidencefromPakistantelecommunicationindustry.ManagementScienceLetters, 1(4).Kotler,Philip.(1999).GaryArmstrong"PrinciplesofMarketing"translatesAliParsaeian,Tehran,Press AdabestanKotler,P.J.,&Armstong,G.M.(2010).Principlesofmarketing:PearsonEducation.LarsPerner,(1999-2010)ConsumerBehavior:ThePsychologyofMarketing[Online],[Accessed2nd May2016].AvailablefromWorldWildWeb:http://www.consumerpsychologist.com/Milliman, Ronald E.: Using Background Music to Affect the Behavior of Supermarket Shoppers. JournalofMarketing46(Summer1982):86–91.Milliman, Ronald E.: The Influence of Background Music on the Behavior of Restaurant Patrons. JournalofConsumerResearch13(September1986):286–289.Nguyen,N.(2006).Thecollectiveimpactofserviceworkersandservicescapeonthecorporateimage formation.InternationalJournalofHospitalityManagement,25(2),227-244.Pacenti,E.1998. Ilprogettodell’ interazionenei servizi.Uncontributoal temadellaprogettazione deiservizi.Ph.D.thesisinindustrialdesign,PolitecnicodiMilan.Pantouvakis,A.,& Lymperopoulos,K. (2008).Customer satisfactionand loyalty in theeyesofnew andrepeatcustomers:Evidencefromthetransportsector.ManagingServiceQuality,18(6), 623-643.RaquelB.(2002).InformationTechnologyInOrganizations:ParadigmsAndMetaphors#CIS-2002-01

ENHANCE MOVIE-GOERS’ CINEMA EXPERIENCE · Servicescape dimension is a cue and user-centered...

Documents

Transcript of ENHANCE MOVIE-GOERS’ CINEMA EXPERIENCE · Servicescape dimension is a cue and user-centered...