BPMM 3083 SERVICE SERVICE MARKETING 3.1 INTRODU INT RODUCTIO CTION N 3.2 BACKGROUND OF THE COMPANY COMPANY
Gold Golden en Scree Screen n Cine Cinema ma (GSC (GSC)) was was foun founde ded d by Ms. Ms. Koh Koh Mei Mei Lee Lee in 1981 1981 but but re!iously is "nown as Golden Communications Circuit. #y the way$ Cathay is one of the oldest cinemas in Malaysia until 1998. Golden Screen Cinemas was founded in 1998 as a mer%er of Golden Communications (GC) Circuit and Cathay Cinemas. &n '$ Cathay Cinemas was re!i!ed in Malaysia as Cathay Cinele*es. &t was formerly "nown as Me%a +a!ilion Cinemas. &n Setember of '$ Me%a +a!ilion Cinemas was renamed as Cathay Cinele*es Sdn #hd and became an inte%ral art of Cathay Cinele*es. &n addition$ Golden Screen Cinema is the leadin% cinema e*hibitor and it is also the lar%est cinema in Malaysia. GSC is a subsidiary of ++# Grou or called as a member of Kuo" Grou. ++# Grou is aearin% on mar"et the stoc" e*chan%e of Malaysia. &t is a %rou %rou with with benefi benefits ts in food food indust industries ries$$ en!iro en!ironme nmenta ntall en%ine en%ineeri erin%$ n%$ utiliti utilities es and waste waste mana%ement$ roerty and entertainment. 3.3 COMPAN COMPANY Y PROFILE
Golden Screen Cinemas (GSC) is the lar%est chain of cinemas in Malaysia. ,he bi%%est cinema is located locat ed at Mid -alley -alley Me%amall. &t houses 18 screen cinemas and has '899 seats which is the lar%est in Malaysia. ,he lar%est cometitor of the cinema is ,G- Cinemas. ccordin% the data in 11 ril '1/$ GSC has a total of '// screens in '0 locations nationwide$ which include Kuala Lumur$ +ulau +enan%$ Kedah$ +era"$ e%eri Sembilan$ Sabah$ Sarawa"$ Selan%or$ Mela"a$ 2ohor$ +ahan% dan +utra3aya. GSC mana%es the lar%est di%ital hall in Malaysia which is located at 1th floor of #er3aya ,imes S4uare$ Kuala Lumur. &t is a 555 seater GSC Ma**.
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BPMM 3083 SERVICE SERVICE MARKETING GSC also oerates Malaysia6s first7e!er bouti4ue cinema with only Gold Class and +remiere Class halls in ,he Gardens Mall$ Kuala Lumur. &t is called as GSC Si%nature. GSC Si%nature is combined with three # outlets (+aradiso$ Cafe Caro and :essert #ar). GSC Si%nature will ro!ide an enrichin% e*erience !ia the sacious interiors$ thic" lush caret$ lu*urious surroundin%s and attenti!e staff for customers. Moreo!er$ the first GSC cinema oerate in Malaysia was oened in Kota Kinabalu on 1 2uly 1981. &n ''$ GSC cinema was oenin% a 8 screen cinema in man3aya Mala$ Sun%ai +etani. &t is "nown as GSC Lite which embodies GSC6s entertainment ma%ic in a li%h li%hte ter$ r$ mode modest st and and acces accessi sibl blee mann manner er to ente enterr into into small smaller er mar" mar"et et centr centres es with withou outt comromisin% bi% screens and di%ital sound. ,his aroach enable GSC6s customers to en3oy the cinema %oin% e*erience at cometiti!e ricin%. Meanwhile$ the GSC in Gurney +la;a is the first multile* outside the Klan% -alley and the first to house a +remiere Class screen followed by #er3aya ,imes S4uare and 5 GSC Si%nature at ,he Garden in Kuala Lumur. ,here are also international mo!ies shown in selected GSC cinemas. Currently$ there are only &nternational Screens in Malaysia which are located in Mid -alley$ 1
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BPMM 3083 SERVICE MARKETING 3.4 ORGANIZATIONAL STRUCTURE
&n 1980$ ++# Grou and Golden >ar!est (&nt.) Ltd of >on% Kon% 3ointly established Golden Communications (M) Sdn #hd to oerate a chain of cinemas in Malaysia which were leased from Shaw #rothers (M) Sdn #hd ? a ioneer in Malaysian film industry. &n 1990$ Golden Communications (M) Sdn #hd mer%ed with Cathay @r%anisation (M) Sdn #hd to become the bi%%est comany in the Malaysian cinema entertainment business. Golden Screen Cinemas Sdn #hd (GSC) was established as a result of this mer%er. @r%ani;ation structure can be defined as the framewor" in which the or%anisation defines how tas"s are di!ided$ resources are deloyed and deartments are coordinated. ,he board of director is fully resonsible for the effecti!e control of GSC cinema. ,his includes resonsibility for determinin% the GSC cinema6s strate%ic direction$ financial erformance$ allocation of
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BPMM 3083 SERVICE MARKETING resources$ rincial ris"s and imlementin% aroriate stes to mana%e these ris"s$ ensurin% the systems of internal control are in lace and are effecti!e. &n fact$ business functionaries such as a mana%in% director$ mar"etin% director or financial director$ who wor" closely with the artistic staff on fundin% for a roduction. fter that$ the or%ani;ational structure of GSC cinema will continue with a %eneral mana%er. ,hen$ the middle run% of the comanyAs or%ani;ation is balanced with maintenance mana%er$ sales and mar"etin% mana%er and human resources mana%er.
3.5 BUSINESS ACTIVITY
Golden Screen Cinema (GSC) is considered as artial B7commerce. irst at all$ GSC cinemas ro!ides hysical roduct such as mo!ie tic"et and food and be!era%e (#). &n order to watch a mo!ie in GSC cinema$ we are re4uired to show the articular mo!ie tic"et to the oerator. ithout the mo!ie tic"et or ro!e ro!ided by cinema$ you ha!e not allow to enter into the cinema halls. GSC cinema also sellin% food and be!era%e (#) li"e ocorn$ soft drin"s and other snac"s. Consumers can urchase the food and drin" under the GSC brand and ta"e in cinema hall to en3oy when watchin% the mo!ie. Secondly$ GSC cinema is counted as artial business rocess. owadays$ consumers can reser!e or boo" their mo!ie tic"ets throu%h online and urchase mo!ie tic"ets in credit. or instance$ consumers can urchase mo!ie tic"ets by usin% >on% Leon% Credit Card$ then they can en3oy the offer and romotion. #esides that$ consumers can easily obtain the mo!ie tic"ets that they desired throu%h mobile alication.
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BPMM 3083 SERVICE MARKETING Dm'u mobileE$ D+ay+al accountE or DF># owE on their smart hones. Customers may en3oy the facility of Dtic"etlessE otion by scannin% the ': barcode on the screen of their smart hones at the selected cinema chec"oints. >owe!er$ consumers can also urchase the mo!ie tic"ets throu%h the counters of the cinema. urthermore$ consumers can also urchace the mo!ie tic"et !ia GSC e7+ayment.
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BPMM 3083 SERVICE MARKETING 4.1 SITUATION ANALYSIS 4.2 STRENGTH
@ne of the rimary stren%th of Gold Screen Cinema(GSC) is the techni4ue to catch the attention of customers to use credit card is when they started to aly a credit card. #esides that$ GSC launched a customised co7branded credit card in '9$ the GSC7>on% Leon% Credit Card which is the first to offer discounts for mo!ie tic"ets (for adult tic"ets)$ concessions and # in7dinin% ser!ice. ,he discounts will be %i!en to those customers who urchase more tic"ets$ which is more uni4ue than other cinemas. Moreo!er$ GSC was the first in the industry to searhead online tic"etin% in Malaysia !ia GSC e7+ayment tic"etin% which is a!ailable at ' locations whereby customers can choose to rint their own tic"ets with ': barcode to be !alidated at the entrance chec"oint. ,his ma"es the customer more con!enience with the on7line tic"et6s urchase which is ' hours ser!ice and customers are not restricted to time constraint. #esides mo!ies$ GSC halls also cater for e!ents li"e %ala remieres$ ress conferences$ roduct launches and seminars. GSC cinemas ro!ide comfortable seatin% with facilities such as wide screen ro3ection$ :i%ital and LC: ro3ector for full audio7!isual resentation for e!ent or%ani;ers. ,herefore$ GSC is not only tar%etin% at customer for the urose of entertainment but also for other customer bases such as business$ education and etc.
4.3 WEAKNESSES 6
BPMM 3083 SERVICE MARKETING ea" in ser!ice encounter. rom customerAs oint of !iew$ they %et the !i!id imression of ser!ice in the ser!ice encounter when they interact with the ser!ice firm. ,hey recei!e a snashot of or%ani;ationAs ser!ice 4uality and each encounter will contribute to the o!erall satisfaction. ,he first sta%e of ser!ice encounter$ that is the tic"et office$ is the articular sta%e for customer to determine the ser!ice 4uality of the Golden Screen Cinema. ea" ser!ice encounter in the first sta%e will lead to ne%ati!e o!erall e!aluation and brin% bad reutation to Golden Screen Cinema (GSC). >owe!er$ the frontline emloyees$ the tic"et sellers usually are the untrained wor"er. ,he ine*erience and imroer beha!iour of the frontline wor"ers will affect the ima%e of the comany. ail to build stron% relationshi between the comany and the customer. Customer relationshi can be built throu%h creatin% an intimate relation between the ser!ice ro!ider and the customer$ in order to build u the customerAs loyalty and retention. >owe!er$ the untrained$ unrofessional$ hi%hly turno!er frontline emloyees ha!e no a %ood interaction s"ill with the customer$ and sometime the bad attitude e!en irritate the customer. ,he oor ser!ice ro!ider7customer relationshi cannot hel the Golden Screen Cinema to retain their customer effecti!ely. Caacity is infle*ible. hen there is !ery hi%h demand in the container of the cinema$ the insufficient of the caacity will result in the customer ercei!e the Golden Screen Cinema as a firm which is lac" of reliability. ,his will reduce the ossibility of the customer to return in the ne*t time. #eside$ broadcastin% mo!ie is a "ind of erishable ser!ices$ the sace which is not used or urchased cannot be reclaimed and used or resold at a later time. So$ the limitation of the caacity is a barrier to handle the roblem of fluctuation in customer6s demand. 4.4 OPPORTUNITIES 7
BPMM 3083 SERVICE MARKETING ,he cultural mo!ie can be ad!ocated in the Golden Screen Cinema. Malaysia is a multi7racial country$ is rich in different cultural custom and this brin% sueriority to the industry. ,he %olden cinema can %rab this chance$ broadcastin% more about this "ind of cultural mo!ie in order to fulfill the customer need and create more re!enue. or an e*amle$ the latest mo!ie H,he 3ourneyH$ which was roduced by the local director$ has brou%ht a %reat symathetic resond from the local mo!ie7!iewer and create a lot of re!enue to the industry. Faidly %rowin% of the networ" %i!es the Golden Screen Cinema a %ood chance to tar%et a wider mar"et$ includin% the youn%ster$ %eneration I. ,he %eneration I$ a si;able mar"et$ is the first %eneration that %rew u with the internet. ,hey are li"ely to share anythin% in the social networ" li"e the faceboo"$ and twitter. ,he Golden Screen Cinema established a secial weba%e to communicate$ udatin% the latest mo!ie in the weba%e$ allowin% them to "now the information within a few clic". urthermore$ the %rowin% of the networ" allow them to communicate %lobally$ this can further increase the world of mouth about the cinema. ,he ad!anced technolo%y ma"es more desirable imro!ements to the mo!ie ser!ice in the cinema. ,he three dimensions mo!ie (/: mo!ie)$ or e!en the four dimensions mo!ie (: mo!ie)$ are a!ailable in the cinema now. ,his "ind of brand new en3oyment has attracted substantial ortion of the mar"et to watch the mo!ie in the cinema. ,his is because of this "ind of satisfaction cannot be dulicated easily by the customer themsel!es.
4.5 THREATS 8
BPMM 3083 SERVICE MARKETING
4.6 COMPARING THE COMPANYS STRATEGY WITH COMPETITORS
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BPMM 3083 SERVICE MARKETING Golden Screen Cinema has cooerated with the C&M# ban" in order to offer the customer a better and easy way to boo" the mo!ie tic"et in a more con!enient way. ,he GSC encoura%es the customer to buy the tic"et !ia online by ro!idin% discount if the customer ays the bill by usin% the C&M# credit card. ,he C&M# ban" emloyees also will romote this benefit to their otential customer so as to ersuade their customer to choose their ban" card. ,his is a mutual7relationshi for both of the GS and C&M# ban". @ther than that$ the customer will ercei!es this transaction is more worthy for them because of they can %et an e*tra benefit from choosin% the GSC rather than to choose to buy the tic"et from other comany. ,his win7win situation amon% these three arties has become a owerful strate%y for the Golden Screen Cinema to comete with other cometitors. Golden Screen Cinema raises the customerAs e*ectation by renewin% the latest and hottest mo!ie in the web a%e that they ha!e established. ,he GSC has established a web a%e on the networ" lace and "ees notifyin% the customers about the ucomin% mo!ie. &n order to better attract the customers$ the GCS always broadcastin% the mo!ie trailer on their web a%e. ,his can arouse the imulsi!e desire of urchasin% the mo!ie tic"et !ia the online ser!ice.
4.! COMPETITORS ANALYSIS
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BPMM 3083 SERVICE MARKETING ,he ,G- cinema has been ublicly acceted as the lar%est cometitor to the Golden Screen Cinema in this industry. ,he bi%%est cinema is located at the Sunway +yramid$ with 1' screens and '598 seats. ,he latest ,G- cinema has been officially oened at 1' 2uly '1'. ,he bi%%est charateristic of the latest ,G- cinema is$ it consists of a three dimension (/:) di%ital hall. ,he ,G- cinemaAs main ob3ecti!e is to ro!ide the mo!ie%oers a lu*ury ser!ice when watchin% their fa!ourite mo!ies. So$ the ,G- cinema achie!ed this ob3ecti!e by launchin% the Hbean ba% hallH in se!eral outlets$ that is$ all of the seats inside the mo!ie hall were been relaced my the bean ba% cushion.
5." SERVICE OFFERED BY GSC
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BPMM 3083 SERVICE MARKETING GSC is the leadin% film e*hibitor and distributor in Malaysia. ,hey ha!e mission to ro!ide total mo!ie entertainment in the best halls with the best customer ser!ice to %enerate a healthy return to their sta"eholders. GSC currently oerates a total of '51 fully di%ital screens in /1 locations across Malaysia and -ietnam. ,hen$ in order to carry out their mission$ GSC ro!ides se!eral ser!ices$ such as J 1. COMMON SERVICE
,he consumers can urchase the mo!ie tic"ets directly throu%h the cinema counters and consumers also can buy food and be!era%e there under the GSC brand. 2. GSC E#PAYMENT
B7+ayment facility was launched for online tic"etin% sales. Known as Dselfrint tic"etsE$ customers can rint their own tic"ets with ': barcode to be !alidated at the entrance chec"oint. ,hey can boo" the mo!ie tic"ets throu%h online but still need to be !alidated at the entrance chec"oint. 3. GSC$S CREDIT CARD
co7branded credit card with B@ #an" ? GSC B@ #an" Credit Card (now "nown as GSC >on% Leon% Credit Card) ? also ositioned as the Don% Leon% Credit Card which is the first to offer discounts for mo!ie tic"ets (for adult tic"ets)$ concessions and # in7dinin% ser!ice. ,his is the first Credit Card that %i!es to customers u to 5 discount on mo!ie tic"ets$ concession urchases and # outlets in GSC. ,his means %reater sa!in%s for re%ular mo!ie7%oers in the lon% term. urthermore$ customers can also en3oy all the benefits features of an >on% Leon% Credit Card. ,his inno!ati!e facilities and ser!ices are art of GSC6s on7%oin% commitment to enhance the cinema %oin% e*erience. 12
BPMM 3083 SERVICE MARKETING 4. GSC E#VOUCHER
,his is a facility to cater for cororate loyalty ro%rammers and romotions. ,his e7 solution eliminates manual distribution of hysical !ouchers and allows customers to redeem their e7-oucher !ia e7+ayment on GSC6s website. ,his ser!ice could be a new con!enience for consumers and become a new inno!ation in order to ro!ide the best ser!ice. 5. GSC E#COMBO
,his new online ser!ice enables mo!ie fans to con!eniently urchase ocorn and drin"s to%ether with their mo!ie tic"ets online while s"iin% the 4ueue in the cinemas. So$ for the customers who donAt li"e to 4ueue$ they can use this facility and %et more comfortably. 6. GSC MOBILE APP %IPHONE & ANDROID'
,he alication enables mobile tic"etin% to mo!ie7%oers to urchase tic"ets across all ,elco6s and ayment %ateway throu%h Mayban"6s m'u mobile$ +ay+al and F>#6s DF># owE on their smart hones. Consumers en3oy the con!enient Dtic"etlessE otion by scannin% the ': barcode on their smart hone screens at the selected cinema chec"oints.
6." PROBLEM AND SOLUTIONS FACED FROM THE SERVICE OFFER 6.1 PROBLEM
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BPMM 3083 SERVICE MARKETING Bach cinema must ha!e its own roblem that need to face. ,here are three roblems faced by the Golden Screen Cinema which is 4ueue u roblem$ e7ayment roblem$ and outlets ser!ice roblem.
6.1.1
(UEUE UP PROBLEM
t the ea" hours$ esecially durin% ublic holidays or showin% a new mo!ie$ cinema must be crowded by eole. Many eole line u to buy the mo!ie tic"et ma"es the 4ueue u lines !ery lon%. t this time$ some of the customers will feel an*iety and frustration. ,hey consider that it is so wastin% their recious time. &n addition$ the crowds ma"e the sace narrower and the atmoshere becomes hot and stuffy.
6.1.2
E#PAYMENT PROBLEM
B7ayment ser!ice is a ayment for any %oods urchased accordin% to terms must be made by debit or credit card durin% the time of lacin% the order and rior to deli!ery. &t is !ery con!enient to consumer esecially teena%ers and office wor"ers who are roficient in technolo%y. >owe!er$ e7ayment sometimes will temorary been disabled due to some technical issues. or instant$ Mayban" conduct certificate renewal caused temorary disabled m'u ayment mode for e7ayment and mobile as (i+hone ndroid) for certain time. &t will lead to incon!enient for those who want urchase mo!ie tic"et !ia online.
6.1.3
OUTLETS SERVICE PROBLEM
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BPMM 3083 SERVICE MARKETING Sometimes staff didn6t show their rofessional in front of customers. ,hey didn6t show their %enial smile and tal"in% a hea!y tone to customer. #ad mood of the staff will create bad e*erience to the customers. So$ customers will feel that they are not been ta"en seriously and uncomfortable due to their imolite ser!ice. hen customers are disaointed with the ser!ice$ they may attribute their dissatisfaction throu%h word of mouth. ,hen it will affect comany6s brand name.
6.2 SOLUTIONS
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BPMM 3083 SERVICE MARKETING ,here are some solutions for sol!e the roblem that Golden Screen Cinema facedJ 6.2.1
(UEUE UP SOLUTIONS
,o sol!e the lon% lines roblem$ Golden Screen Cinema should set u more counters to o!ercome. Some counters do not oen due to lac" of staff. So$ Golden Screen Cinema needs to rearran%e their staff schedule to a!oid this "ind of roblem. #esides that$ Golden Screen Cinema can ro!ide all the staff a trainin% ro%ram before startin% wor". ,he main urose of trainin% ro%ram is to enhance the efficiency of staff. &f all the staff e*clusi!ely in ser!in% customers$ it will sa!e time and can re!ent lon% lines roblem. 6.2.2
E#PAYMENT SOLUTIONS
B7ayment system is considered as a comle* system because it is connected between the counter ser!er$ e7tic"etin% system and database. ,o ma"e sure e7ayment system %o smoothly$ Golden Screen Cinema has to create an &nformation ,echnolo%y (&,) team. ,he technician in this team need ha!e a lot of "nowled%e$ s"ill and techni4ue to ro3ect acti!ities to meet the ro3ect re4uirements and sol!e ur%ent roblems. &n addition$ ma"e sure all of the incon!enience caused inform early to the ublic. ,herefore$ customers can ha!e attention on this announcement. 6.2.3
OUTLETS SERVICE SOLUTIONS
,o o!ercome the outlets ser!ice roblem$ all the staff must do the attitude test. ,his is !ery imortant to de!elo their rofessional s"ills toward customers. ,hey must learn how to face the customers$ how to ser!e customers$ and "now what their needs. hen confront the customers$ staff need show a olite and rofessional s"ills. ,his is a fundamental re4uirement in the ser!ice. !." THREE NEW SERVICES FOR GSC CINEMA TO BE OFFERED 16
BPMM 3083 SERVICE MARKETING
1. GSC KIOSK MACHINE
&n today6s world$ the use of "ios" machine has increasin% day by day. &t has become a oular ser!ice that ro!ide by few sectors such as food and be!era%e. Mall "ios"s and "ios" machines are %rowin% increasin%ly oular. owadays$ inte%ration of technolo%y allows "ios"s to erform a wide ran%e of functions$ includin% self7ser!ice "ios"s. ,here are few tyes of "ios"s. or e*amle tele"ios"$ internet "ios"$ tic"etin% "ios" and so on. @ne of the new ser!ices for GSC cinema to be offered is by imlement the use of "ios" machine. ,his "ind of new ser!ice is su%%ested to relace the buyin% tic"et counter and a!oid the 4ueue u time to buy food and be!era%e. ,he function of this self7ser!ice "ios" machine is customers can buy mo!ie tic"et as well as food and be!era%e at the same time. &t is a brand new ser!ice for Golden Screen Cinema to imly. Self7ser!ice "ios"s will be laced in the cinema and relace the mo!ie tic"et urchase counter. &n order to use the self7ser!ice "ios" machine$ first the customers ha!e to aly for a membershi card to ma"e any transaction on the followin% time. ,he membershi card is also considers as a reaid card. Customers ha!e to to u before they urchase mo!ie tic"et or food. &n other words$ this membershi card wor"s as money. hene!er customers urchase mo!ie tic"et and snac"s food$ the total amount of money will automatic deduct from the card. Customers can urchase anythin% in the cinema without usin% any money. ,he functions of self7ser!ice "ios" machine are urchase mo!ie tic"et and food and be!era%e. #y usin% this machine$ customers will do almost same rocess as urchase mo!ie tic"et at counter. ,he "ios" machine will show us the card balance before we urchase anythin%. &t is because to ensure that the amount of money that we ha!e are enou%h for us to do further transaction. &f customers ha!e not enou%h credit$ they can to7u on the sot with
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BPMM 3083 SERVICE MARKETING any amount of money. fter ma"e sure the amount of money is sufficient$ customers can select referable lan%ua%e to ma"e the followin% rocess easier. ,hrou%h the "ios" machine$ customers can start to select mo!ie title and suitable show time. fter decide mo!ie title and show time$ customers can roceed to the ne*t ste$ select seat. t that time if seat is not a!ailable$ customers ha!e to reeat the rocess to select other mo!ie or show time. #ut$ if the seat is still a!ailable$ customers can strai%ht buy the mo!ie tic"et throu%h the "ios" machine. Customers ma"e ayment and will recei!e rinted mo!ie tic"et. ,he rinted mo!ie tic"et shows title of mo!ie$ show time$ room number$ seat number and amount of money. nother function of the "ios" is urchase food and be!era%e. &f customers want to urchase any food or be!era%es$ customers can urchase af ter select seat. Customers can ta"e order on the shown menu. ,he order will be send to the food counter. Customers will ma"e ayment to%ether with mo!ie tic"et by usin% the membershi card. hile in the mo!ie tic"et$ it will also show the foods that you ha!e ordered. &t is because customers ha!e to ta"e this tic"et to food counter to collect their food. &f customers face any roblem in usin% the "ios" machine$ they can see" hel from the emloyees. Customers ha!e to use the tic"et to scan before they enter to the theater room. ,he scan machine can relace the emloyees to tear off the tic"et before customers enter. hen customers scan the tic"et$ the scan machine will %i!e the direction of the theater room. &t can ma"e customers easier to find the actual theater room. #y usin% the tic"et$ customers can also confirm what seat they are because when they choose the seat in the "ios" ser!ice by themsel!es. ,he tar%et mar"et of "ios" machine is the current mar"et that li"ely to urchase mo!ie tic"et and food throu%h a new way. &t is because the function of the "ios" machine is same with the rocesses that %o throu%h by customers. ,he customer se%ment can included all 18
BPMM 3083 SERVICE MARKETING %enerations and races. ,hrou%h the "ios" machine$ customers can select the referable lan%ua%e for the followin% rocess. ,herefore$ all the races can easily use this machine to urchase any thin%s. #esides that$ most of I and %eneration will not face any roblem when usin% "ios" machine because they %rew u with technolo%y. ,hey ha!e been shaed by the technolo%ical re!olution that occurred throu%hout their youth. >owe!er$ Gen N and baby boomer %eneration are startin% to follow u the trend and they are willin% to learn new thin%s. #esides from this mo!ie7tic"etin% "ios" machine$ they ha!e used many others "ios" machine li"e ,M. ,herefore it is not hard for them to urchase mo!ie tic"et or food throu%h this self7 ser!ice "ios" machine. ,here are se!eral ad!anta%es when imlement "ios" machine. #y usin% "ios" machine$ comany able to sa!e some cost such as emloyees6 salary. Kios" machine will relace the 3ob of emloyees who wor" in the mo!ie urchase counter. Golden Screen Cinema Comany will reduce the number of emloyees and remain the necessary. lthou%h it will be costly to set u "ios" machines in the be%innin%$ as it is used fre4uently$ it will e!entually become worth. Kios" machines will fre4uently use by customers because e!ery day will ha!e eole who want to watch mo!ie. Moreo!er$ "ios" machine is lon% term e4uiment. Comany will not necessary to ay out money for maintenance or chan%e the machine because it will only re4uire minimum maintenance for it to run the system. &f the system failure or machine brea"down$ there will be a technical suort system a!ailable to 4uic" reco!ery. urthermore$ customers can sa!e their time by a!oid line u in a lon% 4ueue to buy mo!ie tic"et and esecially food and be!era%es. ,here are only some simle rocesses for customers to urchase throu%h "ios" machine and comlete the rocess in one time. Customers only need to insert their membershi card and follow for few stes then they will
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BPMM 3083 SERVICE MARKETING be able to ma"e ayment and urchase mo!ie tic"et. #y the time they urchase mo!ie tic"et$ they will also earn some oints for them to redeem for free mo!ie tic"ets or foods. &f usin% the system now$ customers ha!e to %o for different counter when they need to urchase mo!ie tic"et and food. Customers ha!e to 4ueue u twice when they need to buy food and mo!ie tic"et. hen there are a lot of eole$ they ha!e to send a lot of time in linin% u. >owe!er$ when customers order food throu%h "ios" machine$ the food order will be sent to food counter. &f there are a lot of order from customers$ emloyees will reare the food once they recei!e food order. ,herefore$ emloyees can reare early and will not let customers wait for lon% time when they come and collect their foods.
2. SMS BOOKING
nother new ser!ice offer by cinema is tic"et boo"in% !ia SMS. ,his ser!ice is focus of the SMS ser!ice. ow throu%h online boo"in%$ customers can !iew the offers and romotions ro!ided by the cinema. #y usin% SMS ser!ice$ customers can boo" mo!ie tic"ets$ "now about mo!ie details$ articiate in mo!ie contest and download wallaer. Customers can !iew the details of a mo!ie that will be in lay at the cinema.
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BPMM 3083 SERVICE MARKETING the cinema are limited$ customers can also order before 1' m but the deli!ery will be made the ne*t day. ,he ne*t function of this ser!ice is download mo!ie6s wallaer. Customers can download their fa!ourite mo!ie6s wallaer$ 3ust by sendin% an SMS to our oerators so customers can buy or free download mo!ie6s wallaer for their mobile hones. So customers can beauty the loo" of their cell hone with wallaers of their fa!ourite films.
3. CUSTOMERS ABLE TO BOOK THE SPECIAL CINEMA ROOM TO DO BIRTHDAY PARTY OR GATHERING.
&n todayAs modern era$ watch mo!ie in the cinema is no lon%er a lu*ury thin% li"e in the 198s7199s. atch mo!ie at the cinema in 19 century is included as somethin% e*ensi!e and not all eole %et to watch mo!ie in theatres. >owe!er$ watch mo!ie in cinema in this current era has become an affordable acti!ity for some eole as a means of entertainment that is consider chea and simle. ,he new ser!ice of this cinema that we offer is customers can rent theatre room for ersonal acti!ities$ such as birthday celebration$ meetin%s$ or family e!ents. #ecause this time they ha!e to be done 4uic"ly and easily as well as much of their ersonal need of the customer e!ent done in different laces than a re%ular e!ent. ,he main tar%et mar"et of this ser!ice is the youn% %eneration or family members to become customers. ,he lar%est number of customers in this cinema is youn% eole who send time to watch mo!ie in the cinema. So the e*istence of this ser!ice can let them to celebrate their birthday on the '1 st where it could be cinema. Customers can in!ite all their friends to come and share their hainess$ alon% with watchin% the mo!ie. Moreo!er$ GSC cinema will also ro!ide secial rates for the anni!ersary or birthday celebrations.
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BPMM 3083 SERVICE MARKETING nother tar%et mar"et of this ser!ice is family. amily is also one of the bi%%est %rous of customer because currently many families send their wee"ends by watchin% the mo!ies in cinema. ith this new ser!ice$ they could ma"e any family e!ent in the cinema and they will %et a different e*erience than e!er before. or e*amle$ bi% family can hold a %atherin% with all the family members in the cinema room. ,he ne*t tar%et mar"et is e*ecuti!e members. &t is because currently many e*ecuti!es held meetin%s are no lon%er in the office but outside the office room such as in the cafe$ restaurant$ hotel and now we offer this new ser!ice for them to ha!e one more choices to con!ene a meetin% in the cinema. ,his is one of the latest brea"throu%hs and will attract customers. &t will ro!ide them a new en!ironment to conduct a meetin% and ha!e some new e*eriences.
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BPMM 3083 SERVICE MARKETING )." CONCLUSION
,he ob3ecti!e of this study is to choose a comany and learn the concet of ser!ice mar"etin%. e ha!e chosen Golden Screen Cinema as our comany for our ser!ice mar"etin% assi%nment. GSC is a comany that %i!e many ser!ices to their customers to ma"e sure they are the customer are loyal to them. :urin% this ro3ects we ha!e learn the comany6s situation analysis on its stren%th$ wea"ness$ oortunities and threats. Later on GSC also has a cometitor in the same field which is ,G- Cinema. e learnt that ,G- Cinema has a three dimension (/:) di%ital hall comare to Golden Screen Cinema (GSC). Golden Screen Cinema (GSC) offered many ser!ice to retain their customers and ma"e a lon%er relationshi with them by %i!in% secial ser!ices to them. or e*amle$ GSC %i!es free mo!ie tic"et or !oucher on customer6s birthday. lthou%h GSC has a %ood reutation they also face some difficulties situation in handlin% their ser!ices. ,herefore$ GSC tries to sol!e this ser!ice roblem to ensure they will not lose their customers and ser!e better for them. Lastly$ GSC can brin% u some new ser!ices to their customer. ,his is to retain the customer loyalty toward the cinema. @ne of the new ser!ices that we decide was "ios"s tic"etin% in GSC cinema. e belie!e that this "ind of new ser!ices will ma"e customer !ery hay and it will be easier for customer to urchase tic"et in a short time. ,herefore the flow of the "ios" machine is much interestin% because it will be a new technolo%y for customer to try it.
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