Servqual Audit of Movie: Miss Peregrine’s Home for Peculiar Children

Lim, Jung Woo                                                                   October 4, 2016

11302372

Servqual Audit of Movie: Miss Peregrine’s Home for Peculiar Children

1. Product Elements – Before the movie starts, the lighting was bright enough to see the vacant seats however it became useless because the seat number and label was not clear enough to see to check whether my seat is right or wrong. There was someone seating on my seat because that person was also confused. The cushion of the seat was thin. I could feel my butt getting numb. Place is air-conditioned.
2. Price and other cost considerations - Ticket P 210.00

*Average movie ticket price ranges from P 200 ~ P 300 at regular digital 2D cinema

1. Place, Time and Cyberspace - Place: Cinema is located at the top of the mall near fast food restaurant like Jollibee which made customer convenient to eat meals but at the same time lowering the chance of people buying snacks like popcorn from the store in the cinema. Time: Since I bought the ticket 2 hours ago, there was no foot traffic but before I entered the cinema, the ticket lines and entrance line was long. Cyberspace: Their website “Robinsons Movieworld” is not functioning well because the important information like showing time, advance ticket reservations, MTRCB rating, genre, director and casts are missing.
2. Promotions and Education – The posters of the movies are displayed along the hall way and each floor of the mall with showing time and age restrictions. However online promotions need improvement because important information that customers should know is missing in “Robinsons Movieworld” website.
3. Process - Home (Vito Cruz) -> Robinsons Manila Cinema (Old) – No one was selling ticket and there was no notification saying that customers should buy tickets at the new cinema which is opposite side of building and customers’ complain was rising -> Robinsons Manila Cinema (New) -> Cinema No.3 -> Seat number at the seat was not clear. Someone was seating on my spot.
4. Productivity and Quality – Their official receipt is with the ticket and it says “This serves as official receipt” which has price, tax, seat number and other details that official receipt should have. However, they said they do not have customer feedback form even the customers were requesting for it. Website’s design fits the mall’s image and color but without having proper information it seems useless to use it.
5. Physical Evidence -
6. People - Ticket Seller is supposed to be in both old cinema and new innovated cinema but only at new innovated cinema was present and at the old cinema there was no one manning the cashier without notice saying that customers should buy tickets other side. Security Guard is present at every cinema. There was no usher guiding customers. People had to use their phone flashlight to check their seats every time. Janitor was cleaning the cinema within short span of time. When I entered, there was no trash that I can see.