The Research And Diagnosis About Service Level Of X Movie-theater Chains In China Market

With the quick-development of China film industry recently, we can witness thelarge-scale enlargement of chain-cinemas in China market. More and more cinemacompanies pay attention to the “soft power” of the cinema. At the same time, some ofthem have already devoted themselves into service differentiation strategy. By setting upcinema customer satisfaction analysis model, we fill in the blank of analysis in thisindustry. Meanwhile, we still summarize useful suggestion and thought of improvingcustomer satisfaction on the base of research. In some case, we promote branddevelopment of chain-cinemas industry and also enrich branding-analysis theory in thisindustry.In Such a big environment, we take the X cinema company as research object andestablish relevant measurement model to make the customer satisfaction survey to seethe whole service level of it in China market. By thoroughly survey, we find that Xcinema company’s service level is in the fair position. It has small weakness inhardware and feeble strengths in soft-service when compared with the other competitor.Based on the research result, we suggest that X cinema company should considermaking use of service differentiation strategy in its coming blueprint in order to becomethe first runner in China film industry.The thesis makes the deeply analysis and research of the relevant customersatisfaction theory and evaluation system. We select relevant supporting information toimprove the whole analysis. Combine with the actual development situation of Chinesefilm market, we lucubrate the Chinese film audience consume preference with the helpof qualitative FGI and deep interview with relevant store managers. After the design ofquestionnaire, we establish8steps assessment model and export the service level of theX cinema company in whole Chinese market. Meanwhile, we make the segmentation ofcustomers in east China, north China and north east areas. By mean of scientificresearch, we find the target market of each area and suggest the respective strategyaccordingly. Also, we select the driving factor which priority for improvement and competitiveadvantages of X cinema company that drive customer satisfaction by comparing withcompetitors by establishing the4dimensions matrix. According to the research result,we formulate the service index system and bravely raise the relevant recommendationof establishing X cinema company’s service brand in China market.