The measurement of customer satisfaction on the amusement market on the example of the interactive cinema "FunnyLand" ltd in Bryansk
Student: Gmboyan Artur
Supervisor: Galina Polinskaya
Faculty: Faculty of Management
Educational Programme: Bachelor
Year of Graduation: 2014
<p>The subject of graduate qualification work is "The measurement of customer satisfaction on the amusement market on the example of the interactive cinema "FunnyLand" ltd in Bryansk".</p><p>The volume of the graduate qualification work is 92 pages. It contains 25 pictures, 7 tables, 53 literature sources.</p><p>Keywords: customer satisfaction, measurement of customer satisfaction.</p><p>In today’s high competitive world it is crucial for companies to be client-oriented. Customers over time are becoming more demanding for quality and functionality of goods, as well as service quality. Moreover, there has been a tendency towards decreasing the effectiveness of the standard methods of promotion of the products and services. Thereby the need for alternative methods of promotion is increasing and one of them is people’s recommendations. Nowadays the influence of reference groups is significant. Thus, under the current circumstances it is vital to know the level of customer satisfaction with goods and services and their attributes.</p><p>The object of the research is the audience of the Interactive cinema.</p><p>The subject of the research is the level of satisfaction of the audience.</p><p>The objective of the research is to measure the satisfaction of the audience of the Interactive cinema and elaborate recommendations on how to increase the level of satisfaction. According to the aim, it is necessary to:</p><ol><li>Analyze the theoretical literature on customer satisfaction;</li><li>Scrutinize the methods used to measure the level of customer satisfaction;</li><li>Evaluate the level of satisfaction of the Interactive cinema’s audience;</li><li>Elaborate some recommendations on how to increase the level of satisfaction basing oh the results obtained.</li></ol><p>Graduate qualification work consists of the introduction, three chapters, conclusion and bibliography.</p><p>The first chapter contains theoretical material on the different approaches to the definition of "satisfaction". Also in the first chapter the role of satisfaction in the company’s business and the methods used to measure the level of satisfaction are discussed.</p><p>The second chapter is concentrated on the analysis of the level of satisfaction of Interactive cinema’s audience. It contains a brief description of the company “FunnyLand” Ltd., the description of the Interactive cinema, the survey of the amusement market in Russia and in Bryansk. The main attention is paid to the level of satisfaction with the Interactive cinema and its attributes. And finally, the third chapter reflects recommendations on how to increase the level of satisfaction.</p><p>The data was collected through a survey of the Interactive cinema‘s audience passing from 5 to 15 April 2014 in Bryansk. The sample is random and consists of the audience over 14 years.</p><p>The main result of the empirical study of the customer satisfaction is that the level of satisfaction with Interactive cinema is average. The most significant attributes of the Interactive cinema, which influence the level of satisfaction, are:</p><ul><li>Quality of 3D vision;</li><li>Quality of special effects;</li><li>Dynamic of the platform;</li><li>Diversity of the content;</li><li>Frequency of the content updates;</li><li>Cost-duration ratio;</li><li>System of discounts and bonuses.</li></ul><p>Basing on the results obtained, some recommendations, which are aimed to increase the level of satisfaction, were elaborated by the author of this work. The main recommendation is further, deeper investigation of customer satisfaction, customer loyalty and the relationship between them. Other recommendations include updating and expanding the content, creating a system of cumulative discounts, bonus system “5+1”, organizing the holidays together with amusement center and creating an electronic database of the clients.</p>
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