| dc.description.abstract | Vietnam is becoming one of the most fast-growing markets in the field of cinema.
The foreign cinema service providers joined and dominant Vietnamese domestic cinema
providers. However, when the demand of watching movies at cinema is becoming bigger,
the percentage of satisfied customers when using cinema service in Vietnam is low. Even
the most famed cinema service in Vietnam – CJ CGV still cannot satisfy half of their
total customers.
The research was conducted in order to explore the factors that would affect
customer satisfaction when using the cinema service provided by CJ CGV. From the
information of the previous studies, six factors: Reliability, Responsiveness, Assurance,
Convenience, Cinema Infrastructure and Price Affordability were chosen to test their
effects toward Customer Satisfaction through Service Quality.
Total 280 valid data were used for the analysis process using SPSS and
PROCESS SPSS programs. The results show that only Assurance, Convenience and
Price Affordability were proven to have effects pass on Customer Satisfaction through
Service Quality. Based on the conclusions, some recommendations were raised: CGV
should improve their employee training programs; adjust the payment system, mapping
system and reconsider their price strategy. | en_US |
