luận văn thạc sĩ improving the service quality of cgv cinema in vietnam

NATIONAL ECONOMICS UNIVERSITY BUSINESS SCHOOL ~~~~~~*~~~~~~ NGUYEN THI VAN ANH IMPROVING THE SERVICE QUALITY OF CGV CINEMA IN VIETNAM MASTER BUSINESS ADMINISTRATION THESIS Hà Nội - 2015 NATIONAL ECONOMICS UNIVERSITY ~~~~~~*~~~~~~ NGUYEN THI VAN ANH IMPROVING THE SERVICE QUALITY OF CGV CINEMA IN VIETNAM MASTER BUSINESS ADMINISTRATION THESIS ` Supervisor: DR NGUYEN THANH HIEU Hà Nội - 2015 ACKNOWLEDGEMENT Moving each step forward, I achieved the understanding as to the sweetness of endeavor to gain knowledge Research is one of difficult process but the research results based on our effort is very great First of all, I would like to express my thanks and appreciation to my supervisor in National Economics University Doctor Nguyen Thanh Hieu, who instructed me to be more feedback to complete my thesis I would also like to thank to all the lecture and professors of EMBA 12 program of Business school at National Economic University with their experience and background knowledge who gave me foundation of research achievement Also I would like to thank Managers of Departments of CGV cinema for their continued supports and encourage me in conducting the survey to collect data Then I would like to give my deepest thank to colleagues in EMBA12B and friends who provide me guidance with their ideas and thoughts Last but not least, I would like to express my highly appreciation and deep gratitude to my loving family for their kind support Hanoi, August 2015 Nguyen Thi Van Anh TABLE OF CONTENT ACKNOWLEDGEMENT ABBREVIATION LIST OF TABLES LIST OF FIGURES EXECUTIVE SUMMARY CHAPTER I - INTRODUCTION 1.1 Rationale 1.2 Research objectives 1.3 Research question 1.4 Research methodology 1.4.1 Research process 1.4.2 Data Collection 1.4.2.1 Secondary Data collection 1.4.2.2 Primary Data collection 1.4.3 Methods of analysis 1.5 Scope of research: 1.6 Thesis structure CHAPTER 2: THEORICAL BACKGROUND ON SERVICE QUALITY3 2.1 Theory of service quality 2.1.1 Definition of service 2.1.2 Customer expectations of service 2.1.3 Customer Perceptions of Service 2.1.4 .Service quality 2.1.5 Service Quality Measurement 2.2 Service quality in cinema industry 2.2.1 Cinema market 2.2.2 Service quality measurement in the cinema industry CHAPTER 3: DIMENTION TO MESURE SERVICE QUALITY OF CGV 3.1 Overview of CJ CGV 3.1.1 Foundation, Development history and Achivements of Cj CGV: 3.2 CGV’ services and its characteristic 3.2.1 Basic services 3.3 Added value service 3.4 Dimension to measure quality of cinema service of CGV CHAPTER 4: CGV ‘S SERVICE QUALITY ANALYSIS3 4.1.1 Tangible3 4.1.2 Reliability 4.1.3 Responsiveness 4.1.4 Assurance 4.1.5 Empathy 4.1.6 Network aspect 4.1.7 Convenience CHAPTER – SOLUTION FOR CGV CINEMA 5.1 Oriented development on quality of CGV cinema: 5.2 Solutions to imrove quality of CGV cinema in Vietnam 5.2.1 Solutions for tangible dimension: 5.2.2 Solutions for reliability dimension: 5.2.3 Solutions for responsiveness dimension: 5.2.4 Solutions for assurance dimention: 5.2.5 Solutions for empathy dimention: 5.2.6 Solutions for Network aspect dimension: Error! Bookmark not defined 5.2.7 Solutions for convinence dimension: VII REFERENCES 3 ABBREVIATION SPSS 2D 3D Statistical Package for Social Sciences Two dimensions Three dimensional LIST OF TABLES Table Annual earnings of Vietnamese sites (Wbn) Table 3.3 Measurement tool at interview in the first time: Table 3.4: Measurement tool of study (questionanaire body) Table 3.5 Comparisons between Parasuraman Model and Thesis Model Table 3.6: Section of measurement tool (customer’s specifications) Table 3.7: Section of measurement tool for research (questionnaire body) Table 4.1 Descriptive Statistics3 Table 4.2 Repondents’ Gender3 Table 4.3 Respondets’s number of times of service usage Table 4.4 Respondent’s Occupation Table 4.5 Respondent’s salary Table 4.6 Gap between customer’s expectation and CGV’s performance in tangible dimension Table 4.7 Gap between customer’s expectation and CGV’s performance in Reliability dimension Table 4.8 Gap between customer’s expectation and CGV’s performance in Responsiveness dimension Table 4.9 Gap between customer’s expectation and CGV’s performance in assurance dimension Table 4.10 Gap between customer’s expectation and CGV’s performance in Empathy dimension