Assessing the satisfaction of customers about quality service system at CGV cinema in ho chi minh city

2009 Figure 2.3 - research model is proposed in theory Figure 3.1 - Research Process Figure 3.2 - Research Proposal Method Figure 4.1 – General research model Table 3.1 - The scale of se

RESEARCH PROJECT

(BMBR5103)

ASSESSING THE SATISFACTION OF CUSTOMERS ABOUT QUALITY

SERVICE SYSTEM AT CGV CINEMA

IN HO CHI MINH CITY

Advisor’s assessment

Advisor’s signature

REASSURANCES

I swear thesis with topic “ASSESSING THE SATISFACTION OF CUSTOMERS ABOUT QUALITY SERVICE SYSTEM AT CGV CINEMA IN HO CHI MINH CITY”purely research findings of myself and has not been published in any work

of others During the implementation process thesis, I have taken seriously the research ethics rules; the results presented in the thesis is the research and personal survey children, all references used in my thesis are the explicit instructions, in accordance with regulations

CONTENTS

CHAPTER 1:OVERVIEW OF THESIS 9

1.1 REASONS OF CHOOSING TOPIC 9

1.2 OBJECTIVES 10

1.3 RESEARCH SUBJECT 10

1.4 RESEARCH SCOPE 10

1.5 THE METHODOLOGY 10

1.5.1 DATA 11

1.5.2 VARIABLE 11

1.5.3 HYPOTHESIS 12

1.5.4 MODEL 14

CHAPTER 2:LITERATURE REVIEW 16

2.1 THE CONCEPT OF SERVICE 16

2.2 QUALITY OF SERVICE 16

2.2.1 The basic characteristics of service 17

2.2.1.1 Invisibility 18

2.2.1.2 Heterogeneity 18

2.2.1.3 As of inseparable 18

2.2.1.4 As of not preserved 19

2.2.2 Quality of Service Measurement 19

2.2.3 Service quality model – SERVPERF MODEL 21

2.2.4 Price 24

2.2.5 Customer satisfaction 24

2.2.6 The difference between service quality and customer satisfaction 25

2.3 RESEARCHING OF TOPICS MODEL 26

2.4 SUMMARY 27

CHAPTER 3:METHODOLOGICAL 28

3.1 INTRODUCE 28

3.2 COURSE OF RESEARCHING 28

3.2.1 Description of the research process 28

3.2.2 Diagram of the research 31

32

3.3 RESEARCH PROPOSAL METHOD 33

3.3.1 RESEARCH MODEL 33

3.3.2 RESEARCH HYPOTHESIS 34

3.3.2.1 Reliability and satisfaction customer 34

3.3.2.2 Response and customer satisfaction 34

3.3.2.3 Assurance and customer satisfaction 34

3.3.2.4 Empathy and customer satisfaction 35

3.3.2.5 Tangible and customer satisfaction 35

3.3.2.6 Price and customer satisfaction 35

3.4 MEASUREMENT SCALE CONTRUCTION 36

3.4.1 SERVICE QUALITY SCALE 36

3.4.2 THE SCALE OF PRICE 39

3.4.3 Customer satisfaction scale about service quality of CGV cinemas 40 3.4.4 Determining the accuracy and reliability of data 40

3.5 SUMMARY 43

CHAPTER 4:SITUATION OF GORUP ENTERTAINMENT CJ CGVAND ANALYZE RESEARCH RESULTS 45

4.1 OVERVIEW OF THE COMPANY 45

4.1.1 Company profile 45

4.1.2 The process of constitute and development of CGV 45

4.1.3 The organization structure 47

47

4.1.4 Functions and duties of the corporate structure 48

4.1.5 Career and mission of the company 50

4.1.6 Development orientation of the company in the future 50

4.2 OVERVIEW OF THE BUSINESS OPERATIONS OF CGV CINEMA IN HO CHI MINH BRANCH 51

4.2.1 Results of business activities 51

4.2.2 Some activities to enhance customer satisfaction by CGV Cinema 53 4.3 SURVEY DATA ANALYSIS 56

4.3.1 Introduction 56

4.3.2 Characteristics information of the survey sample 56

4.3.3 Statistics descriptive the average value (MEAN) 60

4.4 MEASUREMENT INSPECTION OF MODELS 65

4.4.1 Cronbach's Alpha inspection for the scales 66

4.4.2 Exploratory Factor Analysis (EFA) 67

4.4.3 General research model 70

4.4.4 Pearson Correlation coefficients analysis 70

4.4.5 Regression analysis and testing the suitability of the model 72

4.4.6 Analysis of ANOVA variance 77

4.5 CONCLUSION 79

CHAPTER 5:SOLUTIONS AND RECOMEMDATIONS TO IMPROVE QUALITY OF SERVICE IN GROUP ENTERTAINMENT MULTIMEDIA CJ CGV VIETNAM 80

5.1 SOLUTIONS FOR BUSINESS OPERATIONS OF GROUP ENTERTAIMENT MULTIMEDIA CJ CGV VIETNAM 80

5.2 SOLUTIONS TO IMPROVE SERVICES SYSTEM AT CGV CINEMA 81 5.2.1 For tangible media elements (TAN) 81

5.2.2 For service pricing factors (PRI) 82

5.2.3 For reliability factor (REL) 84

5.2.4 For responsiveness factor (RES) 85

5.2.5 For empathy factor (EMP) 86

CONCLUSION 88

CUSTOMERS SURVEYS SAMPLE 89

QUESTIONNAIRE SURVEYS 89

ADDENDUM 2 STATISTICAL DESCRIPTION AND "MEAN" AVERAGE VALUE 93

REFERENCES 120

LIST OF TABLES – FIGURES

Figure 2.1 - Model of service quality SERVPERF

Figure 2.2 - Model of customer satisfaction Zeithaml and CTG (2009)

Figure 2.3 - research model is proposed in theory

Figure 3.1 - Research Process

Figure 3.2 - Research Proposal Method

Figure 4.1 – General research model

Table 3.1 - The scale of service quality components Megastar cinema CGV

Table 3.2 – Service pricing scale

Table 3.3 - Customer satisfaction scale about service quality

Table 4.1 - Report business operations of CGV Cinema - Ho Chi Minh City

Table 4.2 - Assess the level expectations of customers when they come cinema

CGV Cinemas

Table 4.3 – Mean values survey of "Reliability factor"

Table 4.4 – Mean values survey of "Response factor"

Table 4.5 – Mean values survey of "Assurance factor"

Table 4.6 – Mean values survey of "Empathy factor"

Table 4.7 – Mean values survey of "Tangible factor"

Table 4.8 – Mean values survey of "Price factor"

Table 4.9 – Mean values survey of "Satisfaction factor"

Table 4.10 – Cronbach 's Alpha of factors

Table 4.11 – The last results of EFA analysis

Table 4.12 – Summary of coefficients when factor analysis EFA

Table 4.13 – The table of corresponding factor analysis with the observed variables

Table 4.14 –Pearson Correlationcoefficients analysis result

Table 4.15 – Summary results of the first regression analysis

Table 4.16 – Summary results of the second regression analysis

Table 4.17 – Summary of the necessary elements to test the suitability of the model

Table 4:18 - Table testing variances customer groups surveyed by gender, age

group

and level of going to the cinema

Table 4:19 - Score Sig comparing differences in satisfaction of the customer

groups surveyed by gender, age group and level going to the cinema

Chart 4.1 - The first cinema choice when going to the movies

Chart 4.2 - How often does customers go to the cinema

These enterprises wants to hold market share in Vietnam entertainment will have to invest a lot in infrastructure, branding, product quality and service quality And the majority of businesses in this field not too skewed on infrastructure investment initially Which service quality and customer satisfaction, and one of the vital elements of any enterprise?

Based on the importance of service quality and level of customer satisfaction, as well as hope to gain a strong foothold at home to the competitors at home and abroad So I have decided to choose the topic “ASSESSING THE SATISFACTION OF CUSTOMERS ABOUT QUALITY SERVICE SYSTEM

AT CGV CINEMA IN HO CHI MINH CITY” To find out the weak points in the work of customer service as well as promote further strong points are available Analysis of the data has been to be able to make timely business strategy and the best fit for the business

1.2 OBJECTIVES

Define “ASSESSING THE SATISFACTION OF CUSTOMERS ABOUT QUALITY SERVICE SYSTEM AT CGV CINEMA IN HO CHI MINH CITY” through the following elements:

 Service approach

 Facilities

 The level of customer responsiveness

 Effective for results

 The level of empathy

From that, it makes recommendations and proposals for the cinema of Megastar Media Company Limited in the organization and reform of features and services to meet customer requirements

The object of the research study is the customer had been using the services

of CGV Cinema

- Ground for: The Cinema CGV Cinemas in HCMC

- Time: Surveys and research in 03 weeks

- Ground for: The Cinema CGV Cinemas in HCMC

- Time: Surveys and studies of three weeks

The research was done over two stages: a preliminary study using qualitative methods and formal research using quantitative methods

Preliminary research was done by collecting and analyzing relevant documents from many different sources Thereby, adjust and complement the scale of the service quality at the Megastar CGV Cinema

Look at the official use survey creation tool of Google The questionnaire was based on the basis of the model study of the subject in order to collect information for data analysis and test research hypotheses Method interview: to gather more input from customers before the official survey Mathematical Statistical Methods: Data processing obtained by SPSS software

Research will be done by informal methods of quantitative research carried out as soon as the scale has been built, this research conducted direct surveys and

an online survey to gather survey data

According to Hair and Ctg (2006) : The minimum sample size of 50, preferably at the rate of 100 and observed (observations) / measurement variables (items) is 5: 1, i.e one measurement variable minimum required 5 observed variables, it is best 10: 1 or more "

To achieve the above sample size, they have made an online survey (using the tool Google Docs) 50 sample and emit 180 questionnaires Questionnaire by the study subjects answered themselves as the main tool to collect data The questionnaire includes 31 statements, including statements about the quality of 27 services, 3 spoke about the price of services, 4 statements about customer satisfaction Each question is measured based on the 5-point ofLikert scale

There are 6 variables of the model of customer satisfaction below:

 Reliability

 Reliability and customer satisfaction

A good service should have high reliability for customers, especially in the first time precisely perform the service, not to make any mistakes, promise to do something at a certain time, it will do… Thus, the confidence of customers to the service of CGV Cinema also has an impact on customer satisfaction So the first research hypothesis is stated as follows:

H1: Comments of customers for the reliability of this service increase or

decrease the level of their satisfaction towards services which increase or decrease

 Responsiveness and customer satisfaction

The company's response to customer of CGV Cinema is expressed readiness to serve the company's offer in a timely manner and at the right time for our customers, including such criteria as always ready to help, when customers the need is there, never too busy to meet the needs of customers Obviously, the level

of satisfaction is an important factor affecting the quality of services and customer satisfaction when using its services The second hypothesis is stated as follows:

H2: Feeling of the customer’s level of satisfaction is increased or decreased

their level of satisfaction with services which increase or decrease

 Assurance and satisfaction

Served competence of companies providing services to clients Cinema demonstrate professionalism and respect for clients including the criteria for professionalism, courtesy, respect for customers and the ability to communicate Thus, the service capability is an important factor affecting the quality of service and customer satisfaction when using the service to watch movies The 3rd hypothesis is stated as follows:

H3: Comment of customers about increasing or decreasing assurance lead

to the level of their satisfaction towards services which increase or decrease

 Empathy and customer satisfaction

Empathy of providing services companies to clients also has an impact on customers, as they recognize the quality of higher screening service Empathy express customer care, listen and absorb customer reviews anytime, anywhere business of providing services This makes the company look more sympathetic in the eyes of clients, have an impact on customer satisfaction So, can speak 4th hypothesis is as follows:

H4: When the level of customer empathy were assessed raise or lower, the

customer satisfaction will increase or decrease, respectively

 Tangible means and customer satisfaction

Tangible means is one of the important issues especially in screening services This is one of the factors that customers are interested in making decisions using express services in more modern equipment than competitors, preliminary attractive facilities, staff uniform As thus, perceived by customers for tangible means of screening services also affects customer satisfaction So 5th hypotheses are stated as follows:

H5: Comments of customers on quality of service techniques the higher the

level of their satisfaction towards the higher service

 Prices and Customer Satisfaction

According to Zenithal and CTG (2009) suggest that the price of the services may affect the customer's perception of quality, satisfaction and service value, because the services have a high invisibility and difficulty in implementing judgments Thus, the price of the services that affect to customer satisfaction So the 6th hypotheses stated as follows:

H6: Comment of customers on the appropriateness service charges higher

as the level of their satisfaction towards the higher service

Using regression to analyze factors is affect to the level of satisfaction on service quality Using regression correlation: Establish regression equation to find out the extent of influence factors to the satisfaction of quality of system services CGV cinemas in the city From this analysis helps to detect the negative side, a positive for reasonable solutions improve service quality at CGV cinema system

The regression equation of the form:

Y = β0 + β1.X1 + β2.X2 + β3.X3 + β4.X4 + β5.X5 + β6.X6 + E

Where: Y: The degree of customer satisfaction on service quality of the system CGV cinemas in the city

CHAPTER 2

LITERATURE REVIEW

2.1 THE CONCEPT OF SERVICE

According to Vietnamese Dictionary, serviceis a work to direct service to the specific needs of large number organized and paid

According to Zeithaml&Britner (2000), the service is the act, process, how to perform a particular job in order to create value for customers to use to satisfy the needs and expectations of customers

According to ISO 8402, "Service is the result generated by the operations

of contact between the supplier and the customer and the internal operations of the suppliers to meet customers' needs."

From the above definition shows that the entertainment sector is also a type of direct services to the specific needs of customers and the majority are paid

In summary, there are many service concepts are stated under the same angle, but

in general, the hotel service activity is intended to meet the specific needs of people

2.2 QUALITY OF SERVICE

Quality of service is a problem is the managers are very interested in the current business period A product of good quality are not necessarily customers choose to purchase if the service comes with the product is assessed as low

Currently there are many different definitions of service quality, but it is generally defined quality of service is what customers perceive Each client has cognitive and different needs should feel about the quality of service is different

According to Juran (1988): "Quality is conformance to requirements" (Fitness for Purpose)

According to Feigenbaum (1991): "Quality is the customer's decision is based on practical experience with the product or service, measured based on customer requirements, these requirements may be raised or not yet, be conscious

or simply feel, entirely subjective or professional nature and has always represented the goal in a competitive market "

According Lehtinen&Lehtinen (1982) suggests that service quality must

be assessed on two aspects which are the service provider and the service results

According to Grönroos (1984) also suggested two areas of service quality, which is the technical quality and functional quality Technical quality concerning what is offered and the quality of voice functions they served like

However, when it comes to quality of service, we cannot fail to mention the great contribution of Parasuraman and CTG (1988, 1991) Parasuraman& CTG service quality definition is "different levels between the expectations of consumers about the services and their awareness of the results of the service"

2.2.1 The basic characteristics of service

Service is a special product, do not exist in the form of specific products (tangible) as goods directly but it serves certain needs of society

Services have many other characteristics with other commodities such as invisibility, heterogeneity, as inseparable and are not stored These characteristics make the service becomes difficult to quantify and cannot be identified with the naked eye

2.2.1.1 Invisibility

Services can only be realized by the mind or senses one cannot "touch" service products and services cannot be measured by the conventional method of measuring the volume, weight

A special form of existence of increasingly popular services such as information, particularly in the service sector brought modernity as consulting, legal, audiovisual services, telecommunications, computer the process of manufacturing and marketing associated with the operation of this service may take place not at the same time as commonly found in other common services such

as distribution, health care, transportation or tourism but which claim ask direct contact between service providers and consumers

2.2.1.2 Heterogeneity

Each customer has preferences, habits are not the same as the difference in the geographical area, the influence of different cultures to the lifestyle, the difference in psychological and physical, we experience the use many times they have the requirements, evaluation of the quality of different services From this we can see that it is difficult to give general criteria for the products and services (services often personalized) This forces the service to offer appropriate services to each audience in order to meet the highest demands from customers

2.2.1.3 As of inseparable

Calculate the integral of express service in the difficult split into two phase service is definitely the production phase and the use phase Services are typically created and used simultaneously For commodity products, customers use the product only in the final stage and for service, customer or partner during part of the service creation process

There are so many different scales used to measure and assess the quality

of services, they suit each specific service, and all have one thing in common that

is shown is the level of satisfaction that customers feel receive when they use the service

However, Parasuraman& CTG (1985) who has conceptualized the components of service quality perceived by customers to be able to design a ladder measure it The researchers said that, any service, quality of service perceived by customers can describe the 10 components, namely:

‒ Trust (reliability) say the ability to perform appropriate service and on time

‒ Reach (access) involves creating conditions for customer ease of access to services such as shortening the waiting time of customers, service locations and opening hours convenient to the client

‒ Courtesy (courtesy) voice service affable personality, respect, and customer friendly

‒ Communication (communication) involves communicating; communicating to customers in a language they easily understand and listen to them on matters related to the interpretation services they like, cost, and handling complaints Inquiries complaints

‒ Trust (credibility) says the ability to create customer confidence, makes customers rely on the company This ability is reflected in the name and reputation of the company, the personality of the service personnel to communicate directly with customers

‒ Safety (security) related to the ability to ensure the safety of customers, expressed through physical safety, finance, and information security

‒ Understanding the customer reflected the ability of understanding the needs of customers through the understanding of customer requirements, individual attention to them and recognizes regular customers

‒ Tangible Media (tangibles) reflected looks, attire service personnel, equipment and service for the service

‒ Model 10 components of quality of such services have the advantage of covering almost every aspect of a service However, the model has the disadvantage of complexity in the measurement Therefore, researchers have repeatedly tested this model and come to the conclusion that service quality consists of 5 basic components, namely:

‒ Trust (reliability) says the ability to perform appropriate service and on time at first

‒ Response (responsiveness): speak the desire and willingness of staff providing services to customers

‒ Guaranteed (assurance): The qualities of employees will create confidence for clients: professionalism, courtesy, respect for customers, the ability to communicate

‒ Empathy (Empathy): showing care to each individual customer

‒ Tangible Media (tangibles): expressed through looks, attire service personnel, equipment and service for the service

‒ Model 5 component of quality basic services have also been used by researchers to measure the quality of services in many different areas as well as in many different markets The test results show that service quality

is not consistent with each other in various service sectors Another issue that arises is the importance of each component of quality of service for customer satisfaction Therefore, further research is needed in this area

Based on SERVQUAL model of Parasuraman, Cronin and Taylor (1992) were modified and modeling SERVPERF, a variant of SERVQUAL According SERVPERF model is: Quality Service = Level feel (instead of measuring the perceived quality and expected as SERVQUAL) The author argues that the quality of service is reflected best by the perceived quality without quality expectations, as well as evaluating the weight of the 5 components This conclusion has received sympathy by studies by Lee et al (2000), Brady et al (2002) From SERVQUAL, components and variations of scale SERVPERF observe this as SERVQUAL hold Measurement model is called model felt (Perception model)

Both the non-assertion model and models all have felt further research use It is noteworthy that the study results showed that hard to conclude which

model is improper or even more properly

SERVPERF Ministry scales also told 05 22 basic components similar to asking about the customer's perception of the model SERVQUAL, however, ignore the question of expectation, five basic components, namely:

- Trust (reliability): expressed by the ability to perform appropriate service and on time right from the first time

- Response (responsiveness) reflected the desire, willingness of service personnel provide timely service to customers

- Capacity serving (assurance) expressed qualifications and offering a polite, affable with customers

- Empathy (empathy) expressed concern and care to each individual customer

Figure 2.1 - Model of service quality SERVPERF

- Tangible means (tangibles): expressed through looks, attire of the staff, equipment and service for the service

In summary, two models of quality measurement services have pros and cons Two models SERVQUAL and SERVPERF often used to assess service quality assess customer satisfaction in the economic field

According to Cronin & Taylor (1992), the customer service is not necessarily buy the best quality they can buy services that give them more satisfaction Therefore, factors such as customer awareness about prices may affect their levels of satisfaction, although they do not affect the service quality

On the other hand, Zeithaml and CTG (2009) suggest that the price of the services may affect the customer's perception of quality, satisfaction and service value, because the services have a high invisibility and difficulty in implementing judgments

There are many definitions of customer satisfaction as:

According to Bachelet (1995) definition of customer satisfaction is an emotional reactions of customers responded with their experience with a product

or service

According to Oliver (1997) defined satisfaction is the reaction of consumers to the desires is met This definition implies that satisfaction is the satisfaction of consumers in the consumption of products or services that it meets their expectations, including on the level of response desired and below desired levels

According to Le World (2010) define satisfaction is pleasant or may be disappointed by the buyer arising from the comparison between the actual benefits

of the products and their expectations

2.2.6 The difference between service quality and customer satisfaction

Normally, the service business often do that quality of service is the level

of customer satisfaction However, many studies show that service quality and customer satisfaction are two distinct concepts (Zeithaml and CTG., 2009) Customer satisfaction is a general concept, said to their satisfaction as a service consumer Meanwhile, the quality of services focused on specific components of service In the debate about the difference between satisfaction and service quality, with some researchers suggest should consider satisfaction as a customer appreciation at the level of each individual transaction (e.g., eating a meal at McDonald's) in place of appreciation at all levels (such as the accumulation of individual personal experience with fast food chains) While the debate undecided, many researchers suggest should consider two concepts on both levels

Really in the services sector, both the concept of "customer satisfaction" and "quality of service" can differ substantially based on the analysis of the causal relationship between them Customer satisfaction is generally a broader concept of quality service With this view we can see the quality of services as factors that impact on customer satisfaction The model then will say this clearly:

(Customer satisfaction)

Figure 2.2 - Model of customer satisfaction

Thus, it is clear that customer satisfaction is a broad concept, including the factors affecting it, such as service quality, product quality, price, personal factors and factors circumstance

2.3 RESEARCHING OF TOPICS MODEL

In the business services sector, apart from the quality of service is a very important factor to impact customer satisfaction is also one few other factors that significantly influence customer satisfaction

According to Zeithaml and CTG (2009) Customer satisfaction is influenced by the following factors: quality of service (service quality), product quality (product quality), price (price), the situational factors (situational Factors) and personal factors (personal Factors)

One of the service quality scales is widely accepted that the scale SERVPERF was created in mid-1992 by Cronin and Taylor This is a measurement scale multi-pronged, consisting of 5 components as described above were: reliability; response; assure; empathetic; tangible medium

According to Cronin & Taylor (1992), the customer service is not necessarily buying the best quality they can buy services that give them more satisfaction Therefore, factors such as customer awareness about prices may affect their levels of satisfaction, although they do not affect the service quality

On the other hand, Zeithaml and CTG (2009) suggest that the price of the services may affect the customer's perception of quality, satisfaction and service value, because the services have a high invisibility and difficulty in implementing judgments

Therefore, based on the theory came up, they would offer theoretical model as follows:

Service Pricing

Figure 2.3 - Research model is proposed in theory

For a research process matching content to the study of the topic

“ASSESSING THE SATISFACTION OF CUSTOMERS ABOUT QUALITY SERVICE SYSTEM AT CGV CINEMA IN HO CHI MINH CITY” First, Review of key issues related to the quality of company services Also research all factors that affect the degree of customer satisfaction on service quality of the company

To the content of issues to research topics and material logic abstracts reliability, high precision From here to design the questions concerning the content of the subject should be studied, to survey relevant objects as the customer had been using the service companies In order to collect the opinions of the object

to be studied above, gives us the feedback on the content of the questions to investigate This is the foundation, is a database with high reliability for the adjustment of the contents, factors affecting the level of satisfaction about the quality of services and solutions to enhance service quality at CGV cinemas in the city system

Step 1: Preliminary Research (Building and adjust the scale

Scale is commonly used to measure the quality of service that scales SERVPERF They used SERVPERF scale as a basis for preliminary research However, each service sector in each market has its own characteristics and the service sector has its own characteristics Therefore, preliminary research were performed to adjust and supplement or augment a number of scales observed variables affect work quality entertainment services at CGV Cinema in HCMC

The purpose of qualitative research in order to discover the factors that affect the quality of service and customer satisfaction, to adjust the scale to suit the characteristics of the service

Step 2: Research formally

Research is done by informal methods of quantitative research carried out

as soon as the scale has been built, this study conducted direct surveys and an

online survey to gather survey data Study subjects who have been using the services of CGV Cinemas in HCMC

In this study used factor analysis to discover (EFA) In EFA, sample size

is usually determined based on (1) the minimum size and (2) measure the number

of variables included in the analysis Hair and CTG (2006) suggested that to use EFA, sample size must be at least 50, preferably at the rate of 100 and observed (observations) / measurement variables (items) is 5: 1, i.e one measurement variables need Minimum 5 observed variables, the best is 10: 1 or more "

To achieve the above sample size, they have made an online survey (using the tool Google Docs) 50 sample and emit 180 questionnaires Questionnaire by the research subjects answered they as the main tool to collect data The questionnaire includes 31 statements, including statements about the quality of 27 services, 3 spoke about the price of services, 4 statements about customer satisfaction Each question is measured based on the 5-point Likert scale

The survey was conducted from 01/12/2015 to 10/12/2015 After nearly

03 weeks of data collected, will select the most useful answer form to enter the program SPSS 20.0 and analyze data

Step 3: Data processing

Carry out data cleansing obtained Remove the blank sample or false 172 samples remaining provisions

Encryption and entered into SPSS 20.0 software

The study used multiple data analysis tools: inspection scale using Cronbach alpha coefficient reliability and eliminate the variables have a correlation coefficient of total small variations Using factor analysis to discover (EFA) remove the small variable parameters by testing load factor (Factor loading) and variance is deducted Then will check the fit of the model, build a multiple regression model to test the hypothesis

3.2.2 Diagram of the research

Figure 3.1 – Research Process

Topic

Theory SERVPERF scale and service Pricing

Draft scale

Discuss and change to adjust scale

Main scale

Main researching (n=180)

Analyze factors of EFA

- Excluded variables that have small total correlation coefficient

- Check coefficient alpha

- Excluded variable coefficient with small EFA

- Check the factors extracted

- Check variance extracted

3.3 RESEARCH PROPOSAL METHOD

3.3.1 RESEARCH MODEL

In five basic components in SERVPERF scale, according to research findings explore (through technical focus group discussions and seminars on-one) found that customer satisfaction is affected by pricing services sectors service, thus also brought into the research model of the project Because at this time of Megastar CGV fare can be said is the highest of the companies provide communications services as today, and this impact and significant impact on customer satisfaction

In summary, the model scales by Cronin and Taylor SERVPERF (1992) modified the model was chosen as the foundation; At the same time, combined with the research discoveries add components to model price for this component also affects satisfaction and begin to rebuild the model of the subject

Figure 3.2: Research Proposal Method

3.3.2 RESEARCH HYPOTHESIS

3.3.2.1 Reliability and satisfaction customer

A good service should have high reliability for customers especially from the start precisely perform the service, not to make any mistakes, promise to do something at a certain time, it will do Thus, the confidence of customers about service at CGV Cinema also has an impact on customer satisfaction So the first, research hypothesis is stated as follows:

H1: Comment customers about the reliability of services are increasing or

decreasing the level of their satisfaction towards services which increase or

decrease

3.3.2.2 Response and customer satisfaction

The company's response to customer of CGV Cinema expressed ready

to serve the company's offer in a timely manner and at the right time for our customers, including such criteria as always ready to help, when customers need is there, never too busy to meet the needs of customers Obviously, the level of satisfaction is an important factor affecting the quality of services and customer satisfaction when using its services 2nd hypothesis is stated as follows:

H2: Feel the customer's level of satisfaction of increasing or decreasing

the level of their satisfaction towards services which increase or decrease

3.3.2.3 Assurance and customer satisfaction

Service capacity of the company is providing service to customer movies shown professionalism and respect for clients including the criteria for professionalism, courtesy, respect for customers and the ability to communicate Thus, the ability to serve as an important factor is affecting the quality of service and customer satisfaction when using the service to watch movies 3rd hypothesis

is stated as follows:

H3: Feel the customer's guarantee growth or reduce the level of their

satisfaction towards services which increase or decrease

3.3.2.4 Empathy and customer satisfaction

Sympathy of companies providing services to clients also has an impact

on customers, as they recognize the quality of higher screening service Empathy express customer care, listen and absorb customer reviews anytime, anywhere business of providing services This makes the company look more favorably in the eyes of clients, have an impact on customer satisfaction So, can speak 4th hypothesis is as follows:

H4:When the level of customer empathy were assessed raise or lower the

customer satisfaction will increase or decrease, respectively

3.3.2.5 Tangible and customer satisfaction

Tangible is one of the important issues especially in screening services This is one of the factors that customers are interested in making decisions using express services in more modern equipment than competitors, preliminary attractive facilities, staff dress So that, perceived by customers for tangible means of screening services also affects customer satisfaction So 5th hypotheses are stated as follows:

H5: Experience of customers on quality of service techniques the higher the level

of their satisfaction towards the higher service

3.3.2.6 Price and customer satisfaction

According to Zeithaml and CTG (2009) said that the price of services may affect the customer's perception of quality, satisfaction and service value, because the services have a high invisibility and difficulty in implementing judgments Thus, the price of services affects customer satisfaction So the 6th hypotheses stated as follows:

H6: Comment on the appropriateness customer service charges higher the

level of their satisfaction towards the higher service

3.4 MEASUREMENT SCALE CONTRUCTION

As discussed in Chapter 2, service quality scale in this research was based

on the scale SERVPERF, but modified and supplemented based on a qualitative study to suit the type of service cinema movie Factors are affecting the quality of system services CGV cinemas in HCMC used in the study included five components: (1) Reliability, (2) Response; (3) Capacity in service; (4) At the Orange; (5) Tangible Media) After conducting qualitative research questionnaire given formal study with additional adjustments accordingly The questions were selected based on their relationship with each other in measuring the quality of service, is inextricably linked in the circumstances and conditions of the customer for the service of CGV cinemas A 5-point Likert scale was used to organize small

to large with the larger number is more agree (1: Totally disagree; 2: Disagree; 3: Normal; 4: Agree; 5: Completely agree)

From the scale of Cronin and Taylor SERVPERF (1992) and after preliminary studies, research and additional adjustments after:

- Component RELIABILITY including 5 observed variables, from variables observed RELIABILITY1 to RELIABILITY5 codes

- Composition RESPONSE including 5 observed variables, from variables observed RESPONSE1 to RESPONSE5 codes

- Composition ASSURANCE comprises 4 observed variables, from variables observed ASSURANCE 1 to ASSURANCE4 codes

- Composition EMPATHY including 5 observed variables, from variables observedEMPATHY1 to EMPATHY5 codes

- Tangible Facility Component including 5 observed variables, from variables observed TANGIBLE1 to TANGIBLE5 codes

Based on the customer's perspective and SERVPERF scale, service quality scale of cinema including components and observe the following variables:

Table 3.1 - The scale of service quality components Megastar cinema CGV

REL1 Perform the service right the first time

REL2 Keep promises

REL3 Provide their service as promised

REL4 Show sincere interest in solving customer

problems

REL5 Customers trust the security of information when

you use CGV member card

RES1 CGV employees are always willing to help

RES2 Inform when services will be performed

RES3 CGV employees give prompt service

RES4 Buying tickets at the counter, online booking or

phone dealing are always exactly

RES5 CGV employees are never too busy to respond to

ASS3 CGV employees are consistently courteous

ASS4 Customers feel safe in their transactions

EMP4 CGV are always concerned for your ideas

EMP5 Customers' best interests are at heart

TAN1 Modern-looking equipment

TAN2 Visually appealing physical facilities

TAN3 CGV employees are neat-appearing

TAN4 Visually appealing materials associated with the

service TAN5 CGV company have convenient parking for you

As described above in this research, component of ticket prices were assessed based on customer perception of the service suitable price their subjectively compared with prices of services of other vendors , known as the appropriate service charges, denoted PRICE This scale was developed based on focus group discussion and discusses bilaterally with industry experts about the characteristics of the service price cinemas

Components of service pricing are measured by three variables observed, from observed variables PRICE1 to PRICE3 codes

Table 3.2 – Service pricing scale

PRI1 Prices match the service you received

PRI2 Prices have influence in your choosing movie form (2D, 3D,

4DX )

PRI3 Price range for your needs (Movie combo, couple combo 1

popcorn 2 cups, hot dog, pizza, candy, snack…)