EVERYMAN CINEMA

BAKER STREET

TABLE OF CONTENT

Everyman

Cinemas

2 Small

Rooms

RESEARCH AIM

To explore Everyman’s cinema services

1. To investigate Everyman's service consistency

2. To analyse customers perception of the cinema’s services

3. To understand the reason why students do not go there

SERVICE PERFORMANCE

Catering service

Private hiring

service

Movies

Online and off-line

services

METHODOLOGY

Research

Desk Research

Academic Non-Academic

Review Website

Company’s website

Field Research

Observation

OBSERVATIONAL

FINDINGS

Aspect Number of “like”

Choice of movies IIIIDécor/Comfort IIIIIIIIIBar IIIIIService IIIIII

PRIMARY RESEARCH:

MYSTERY SHOPPER

Mystery shopper

Focus 1: The audience

Focus 2: The customer service

Invisible

processes

Greet customers

Buy tickets

Relax at the

bar/lounge

Take a seat

Watch movie

Order a snack/drinks

Stage in

process

Waiting

time

(min)

Participants

Visible

evidence

“Line of

visibility”

Further order

1 102-5 2 25 100

Customer

service

Staff

Customer

service

Staff

Customer

service

Staff

Decor ,

Staff

appearance

Furniture,

Movie list,

Ticket

Furniture,

Menu card

Receipt

Furniture

Staff

training

Staff

training

Accounting

procedures

Cleaning, Or

dering

process,

Preparation

of food

Cleaning

SERVICE GAP MODEL

Everyman Cinema

recommendation

+

Entertainment

+

Pleasant

cinematic experience

=

gap1

gap 2

gap 3

gap 4

LIMITATIONS

Service availability (members of staff)

Limited choices (films)

Facilities (maintenance, facilities for disable)

Technology (soundproof system/ screen/ phone application)

Location (business people and students)

Feedback (website only)

LIMITATIONS ( P A R T 1 )

Limited choices of movies (Gap 2)

LIMITATIONS ( P A R T 2 )

Facilities maintenance (Gap 3)

Limited ways of evaluating customers’

satisfaction (FB, Twitter,website)

They depend on others to have

customers views (Tripadvisor, viewlondon)

Only one way of becoming a member

LIMITATIONS ( P A R T 3 )

Evaluation / feedbacks (gap 4)

Findings

Impact

CausesService

Gaps

Customers

DISCUSSION