| dc.description.abstract | From the very first beginning study of Cardozo in 1965 about customer effort, expectation and satisfaction, the term “Customer satisfaction” became well-known in the market practice and academic research. Since then, studies on the importance of customer satisfaction have been continuously done by researchers and academicians. According to Hoyer and MacInnis (2001), satisfaction forms the foundation of any successful business as customer satisfaction leads to repeat purchase, brand loyalty, and positive word of mouth. Luo and Homburg (2007) concluded that Customer satisfaction affecting positively to the business profitability. In fact, Coldwell (2001) through over 20,000 customer surveys conducted in 40 countries by InfoQuest found that
a Totally Satisfied Customer contributes 2.6 times as much revenue to a company as a Somewhat Satisfied Customer, as well as 17 times as much revenue as a Somewhat Dissatisfied Customer. Hence, to be successful, organizations or administrator see customer satisfaction as the key to survival and profit, and request their staff to seriously do study about customer satisfaction and operationalize the concept in order to measure it, so that they work to make customer happy.
In this thesis, the researcher wants to conduct a market survey about the customer satisfaction
for a specific business unit, which is BHD cinema due to its private domestic investor in Ho Chi
Minh City cinema. The purpose of this study is to understand a current real situation of the BHD
cinema performance and give some recommendations to achieve higher customer satisfaction. | en_US |
