Village cinemas service report PDF

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Summary

service quality first assignment completed
- the aim was to focus on a service and discuss about it
- all models mentioned...

Description

Service experience report Gold class Village Cinemas, Werribee Village cinemas gold class provides carries out to 17 locations across Victoria. the setting is primarily to provide customers with a luxurious setting and also a first class experience for film, food and beverages. My encounter with Village cinemas, Gold class occurred on a Friday evening at Werribee, commencing at 8pm. The service experience was a reasonable duration, lasting roughly two and a half hours; considering lining up, ticketing, seating and the viewing of suicide squad (2 hours and 10mins movie duration). A service experienced made by an individual can be classified into the three stage process to purchase service consumption model. The model portrays and evaluates consumers thought processes involved through the progression beginning at a pre-purchase stage, service encounter stage, and then eventually to a post encounter stage (Wirtz, Chew and Lovelock. 2012). Through this experience I have analysed and elaborated my service encounter with gold class at village cinemas Pre Purchase Stage 1: The pre purchase stage can be described as awareness which proceeds through the information search and then evaluating the options to decide whether an individual will buy a service (Wirtz et al. 2012)

Need

Awareness: This is triggered by recognising the desire or “need” for a specific service known as need awareness (Wirtz et al. 2012). The pre-purchase stage of Gold class cinemas began through a desire to watch hit film with a lot of hype, through a prestigious and a luxury setting based in Melbourne’s humble Western Suburbs. When the need of awareness has been fulfilled and principles have been achieved, the successive information phase has begun to be applied. Information Search: Seeking information is essential before coming to any services, in order to gather information on any desired service such as location, price, time etc. The information gathered for Gold class was via search engines and online services (particularly google and the village cinemas website) which had conclusive information about the cinema itself. The village cinemas website provided valid information such as an insight of what to expect in

gold class, the pricings, movies available, time sessions, food and drink menu and a few other extras (Village cinemas Australia. 2016) A range of external websites provided reviews, ratings of the experience and also ratings of the movie itself. Service Attributes: When the extensive research has been applied for Gold class, I was able to seek out the option of having replacements. The evoked set is a mix of possible services that a customer may consider in the decision process (Wirtz et al. 2012). This evaluation was primarily based on my suggested options. The evoked sets available was Hoyts Lux, but it was not within the same area. However, this gold class experience is what differentiates between an ordinary cinema and a luxurious top of the class one. the competitors providing their service attribute (Hoyts) was not a comparable nature. The affordability and the location (local) of gold class village cinemas down casted the idea to conduct further research. The exceptional level of service depicted that there was no reason to be substituted by any competition, unless I was willing to downgrade to the standard class; although it is still under “village cinemas”. therefore, there was no alternations to be evaluated. Perceived Risks: When committing to a purchase, a consumer is required to take into account all the perceived risks that are affiliated with the purchase. A perceived risk tends to be an unexpected or a negative outcome which any consumer fears make occur if the decision is wrong (Wirtz et al. 2012). The perceived risks associated with Gold class village cinemas were based on Financial, functional and temporal. The perceived financial risk of a loss in monetary value; questioning whether may service may not meet the expectations of the price and any additional costs required in order to soak up everything gold class has to offer, costing at ninety-eight dollars. The perceived risk was whether it may have been ideal to save money and watch the movie in a standard theatre room or pay extra for a “gold class experience”. The following concern was a risk of unsatisfactory performance outcomes (functional). The anticipated level of gold class cinema was always expected to be extremely high. With having no experience of gold class or a similar level of service, insights through vast amounts of information, images, reviews and videos provided an outline of what to expect, thus, clarifying the level of service of functional expectations were at a precise and achievable level. The final perceived risk analysed before the purchase was the temporal risk of delays, time wasting which could lead to problems (Wirtz et al. 2012) The temporal risk was associated with the issues of parking close to the cinemas within Pacific Werribee, as well as lining up prior before the movie starts in order to be satisfied where individuals are

seated. Although, succinct instructions were provided by gold class to arrive half an hour early in order to avoid delays or having the risk of missing parts of the movie. Service Expectations: the formatting of these expectations was due to the availability of online websites, which helped shaped the formation of expectations, with assistance from Facebook, Instagram and trip advisor (receiving 4/5 stars) highlighted an immediate high standard expectation. A detailed review had described the experience saying “All up the experience was wonderful and very enjoyable. Worth the extra money to have this privilege” and “would come again” (Trip advisor. 2015) Already having an extremely high desired service level, the adequate service was also high as people are paying more money and expect more. This was purely based of a lack in similar service experience. Service Encounter stage 2: A service encounter stage refers to when a customer makes direct interaction with a service (Wirtz et al. 2012). Moment of truth: When a customer comes in contact with a firm, which gives the customer an opportunity to change their impressions or form about the firm (the changing face of marketing, 2016) The moment of truth with Gold class cinemas occurred immediately once arriving at the venue. The physical environment of the venue caught my eye, creating the gold class feel. From there on I was greeted by very friendly staff who showed me the seating arrangements, meeting the waiters etc. Eventually the crucial part of my service was the environment of the theatre room and level of treatment received, having my expectations fulfilled evidently, immediately I felt the vibe of a luxurious an extravagant vibe of a first class cinema feeling. Contact Level: This experience was under high contact experience, having all servicing provided on sight (eg the personal waiter). The contact between the staff and I occurred at the ticketing area; which allowed for entry and also the allocation of my seats. Once inside, the personal waiter had made contact with me offering meals, beverages and alcohol. This established a sense of deluxe; having the physical environment of relaxation tied in with a personal waiter to provide consumers with their wants. The physical layout of the cinema provided reclining, comfortable chairs with state of the art cinema technology. The theatrical metaphor: At Gold class cinemas, the metaphorical stage is ought to be the luxury of the environment and providing customers with top of the range cinema technology, which aided in creating the core of a first class feel whilst watching the desired movie. The front stage can be distinguished with the actors/actresses involved in the movie. The backstage personnel can be affiliated with the village cinemas staff who prepare the lighting,

sound check and providing personal waiters, coordinating and serving customers and maintain the cinema room. Staff had an immense role to play in order to provide customers a gold class standard approach, maintaining a happy, deluxe, relaxed environment who carry a positive attitude. Post Purchase stage 3: In this last stage, the overall service is assessed and compared against prior expectations (Wirtz et al. 2012). Confirmation/disconfirmation of expectations: This model refers to the overall level of satisfaction based on performance expectations as opposed against a perceived performance (Wirtz et al. 2012). During the gold class experience the perceived performance were met, and the performance expectations went above and beyond what was actually expected. Thus, the service was outside the zone of tolerance and was within the desired service section, creating customer satisfaction. Dissatisfaction/Satisfaction/Delight: Customer satisfaction is divided into three sections, unexpectedly high performance levels, arousal and positive effect (Wirtz et al. 2012) This overall experience went above the expected performance, which met the criteria and therefore it created a reaction of satisfactions and happiness. This is an experience that would be recommended and most likely repeated again. References: J, Wirtz, Chew, P, Lovelock (2012). Essentials of Services Marketing. 2nd ed. Singapore: Pearson. 36-57 Village Cinemas 2016, Australia, , accessed 10/8/2016 Trip Advisor, 2016, A night in gold class at village in Werribee- Village cinemas, Melbourne Traveller, accessed 9/8/2016 Management study guide, 2016, The changing face of services marketing, http://www.managementstudyguide.com/changing-face-of-services-marketing.htm> accessed 9/8/2016...