A Comparative Study of Service Quality of Two Major Multiplexes in Rajkot: Application of Servqual Model

Abstract

The service quality plays a vital role in the success of any service organization. This research paper is to shed light on the services offered by multiplexes. People today don't go just for watching a movie in theatres, they want something extra with movie entertainment; which is fulfilled by multiplex; i.e.: entertainment with food and fun, at food court and game parlour. Thus, multiplexes provide many such services to the customers under a single roof. Hence, it becomes necessary for them to consider quality aspect.

Researchers in this study have used SERVQUAL model to measure service quality in multiplexes. A descriptive&comparative analysis is done between Cosmoplex and Big Cinemas on the five principle dimensions of service quality based on customer survey conducted in Rajkot city. Customer expectation, perception and gap scores have been measured and compared for both the multiplexes. The SERVQUAL gap model has been used for the collection of data and Z-test has been applied for analysis of data. The results of the study shows that both Cosmoplex and Big Cinemas fail to satisfy customers' expectations regarding quality aspects. But Big Cinemas is doing a better job as compared to Cosmoplex.