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Testing the Difference in Service Quality at Cinestar Hue Cinemas According to the Characteristics of the Research Sample

Through the table above, we can see that the dependent variable F_CLDV and the independent variables F_HU, F_GC, F_NV, F_BH, F_TT are correlated with each other, the Sig value < 0.05 shows that this correlation is statistically significant, the correlation coefficient between the dependent variable "Service quality" and the remaining independent variables is quite high, these 5 variables will be included in the regression model to explain the service quality at Cinestar Hue cinema.

3.4.2. Regression analysis

After examining the correlation between variables, the theoretical model suitable for the study includes the observation variable and the general assessment of service quality at Cinestar Hue cinema. In which, Service quality “F_CLDV” is the dependent variable, the remaining variables are independent variables. The regression model is built as follows:

F_CLDV = β 1 + β 2 F_HU + β 3 F_GC + β 4 F_NV + β 5 F_BH + β 6 F_TT

In there:

β: Is the partial regression coefficient corresponding to the independent variables

F_CLDV: Value of dependent variable “Overall assessment of service quality at the theater”

Cinestar Hue movie screening”

F_HU: Value of independent variable “Brand image, reputation”

F_GC: Value of independent variable “Product price” F_NV: Value of independent variable “Customer service staff” F_BH : Value of independent variable “Sales activities”

F_TT: Value of independent variable “Product display, space design”

The hypotheses of the regression model are adjusted as follows:

- Hypothesis H 1 : The factor group "Brand image and reputation" has a positive influence

extremely to the quality of service at Cinestar Hue cinema.

- Hypothesis H 2 : The factor group "Product price" has a positive impact on service quality at Cinestar Hue cinema.

- Hypothesis H 3 : The factor group "Customer service staff" has a positive influence on service quality at Cinestar Hue cinema.

- Hypothesis H 4 : The factor group "Sales activities" has a positive influence on

Service quality at Cinestar Hue cinema.

- Hypothesis H 5 : The group of factors "Product display, space design" has a positive impact on service quality at Cinestar Hue cinema.

The multiple linear regression method with all independent variables entered at the same time (Enter Method) shows that the regression model is suitable for testing the theoretical model.

Table 2.20. Model summary


Summary model

Model


R factor

R2 coefficient

R2 coefficient


correction

Standard error of estimate


Durbin-Watson

1

0.790a

0.625

0.612

0.44302

1,896

a. Predictors: (Constant), F_TT, F_HU, F_GC, F_NV, F_BH

b. Dependent variable: F_CLDV

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Testing the Difference in Service Quality at Cinestar Hue Cinemas According to the Characteristics of the Research Sample

(Source: SPSS data processing survey results)

Table 2.21. ANOVA analysis of variance


ANOVA a


Model

Total average

direction


df

Mean square


F


Sig.


1

Regression

48,662

5

9,732


49,588


0.000 b

Remainder

29,243

149

0.196

Total

77,905

154


a. Dependent variable: F_CLDV

b. Predictors: (Constant), F_TT, F_HU, F_GC, F_NV, F_BH

(Source: SPSS data processing survey results)

The F test in the analysis of variance (ANOVA) table is used to test the hypothesis about the goodness of fit of the overall linear regression model.

When we finish building a linear regression model, we consider the model's suitability to the data set through the R square value (this suitability only shows between the model you built and the sample data set) to infer the real model of the population, the F test will help us do that.

After performing the regression, we see that the F test gives a p-value (Sig.) = 0.000 < 0.05, so the model is suitable and has a generalized meaning for the whole. Furthermore, the adjusted R 2 has a value of 0.612 = 61.2%. Thus, the independent variables put into the regression affect 61.2% of the change in the dependent variable. In other words, the regression model explains 61.2% of the variation in the dependent variable.

Thus, this model can be considered to have a high level of explanatory value.

Table 2.22. Regression analysis results



Model

Unstandardized coefficient

Standardization factor


Student statistics

Significance level Sig.

Multicollinearity

B

Standard deviation

Beta

T

VIF

Constant

-0.917

0.362


-2,534

0.012



F_HU

0.548

0.068

0.488

8,083

0.000

0.691

1,447

F_GC

0.162

0.057

0.146

2,842

0.005

0.959

1,043

F_NV

0.193

0.054

0.214

3,553

0.001

0.695

1,439

F_BH

0.184

0.063

0.186

2,934

0.004

0.627

1,595

F_TT

0.182

0.069

0.136

2,626

0.010

0.944

1,059

(Source: SPSS data processing survey results)


The regression has no factors removed because the t-test sig. of each independent variable is less than 0.05; proving that these independent variables are all statistically significant in the model.

The results of the regression analysis using the Enter method in the table show that the phenomenon of multicollinearity does not affect the results of the model explanation with the VIF variance magnification factors of each variable greater than 1,000 (<10). The rule is that when VIF exceeds 10, it is a sign of multicollinearity (Hoang Trong & Chu Nguyen Mong Ngoc, 2008, volume 1, page 252). In some other documents, the condition VIF < 4 is satisfied. Looking at the regression results, it shows that the VIF values ​​of the independent variables are all less than 2, so there is

It can be concluded that multicollinearity between independent variables does not occur.

Based on the standardized beta coefficient, the regression equation can be rewritten as follows:


F_CLDV = (-0.917) + 0.488 F_HU + 0.146 F_GC + 0.214 F_NV + 0.186 F_BH + 0.136 F_TT

Based on the regression model of factors affecting service quality at Cinestar Hue cinema, we can see the level of influence of 5 factors in the following order: "Brand image and reputation"; "Product price"; "Customer service staff"; "Sales activities"; "Display and space design".

The results of the regression test show that there are 5 factors that have a positive impact on the dependent variable "Overall assessment of service quality at Cinestar Hue cinema": "Brand image and reputation"; "Product price"; "Customer service staff"; "Sales activities"; "Product display, space design".

In which, "Image, brand reputation" is the factor with the strongest impact and "Product display, space design" is the factor with the weakest impact.

3.5. Testing the difference in service quality at Cinestar Hue cinema according to the characteristics of the research sample

3.5.1. Testing for gender differences

- Hypothesis:

H 0 : There is no difference in service quality by gender

H 1 : There is a difference in service quality by gender.

The results of the gender difference test are:

Table 2.23: ANOVA test results on service quality by gender


SQ

ANOVA


Total average

direction


df

Mean square


F


Sig.

Between groups

0.656

2

0.328

0.645

0.526

All samples

77,249

152

0.508



Total

77,905

154




(Source: SPSS data processing)

The ANOVA analysis results give Sig value = 0.526 > 0.05, we accept the hypothesis H 0 . Thus, with a significance level of 5%, it can be concluded that there is no difference in service quality at Cinestar cinema by gender.

3.5.2. Testing for age differences

- Hypothesis:

H 0 : There is no difference in service quality by age group.

H 1 : There is a difference in service quality by age group.

The results of testing the difference in service quality by age group are:


Table 2.24: ANOVA test results on service quality by age group


SQ

ANOVA


Total average

direction


df

Mean square


F


Sig.

Between groups

0.825

3

0.275

0.539

0.656

All samples

77,079

151

0.510



Total

77,905

154




(Source: SPSS data processing)

The ANOVA analysis results give Sig value = 0.656 > 0.05, we reject the hypothesis H 1. Thus, with a significance level of 5%, it can be concluded that there is no difference in service quality at Cinestar cinema according to age .

The results after analysis show that there are 5 factors that have a positive impact on the dependent variable "Overall assessment of service quality at Cinestar Hue cinema" which are "Brand image, reputation"; "Product price"; "Customer service staff"; "Sales activities"; "Product display, space design" with 28 observed variables that really affect the service quality at Cinestar Hue cinema. The results of the regression test show that there are 5 factors that have a positive impact on the dependent variable.

In which, “Image, brand reputation” is the factor with the strongest impact and “Product display, space design” is the factor with the weakest impact. This is consistent with the characteristics of the research sample.

All 5 factors above have an influence and any difference in those factors can also create a change in the quality of service at Cinestar Hue cinema. Therefore, measures to increase the same factors will help improve the quality of service at Cinestar Hue cinema. This is also the basis for the topic to propose solutions to improve the quality of service at Cinestar Hue cinema in the next chapter.

4. General assessment of service quality at Cinestar cinema

4.1. Results achieved

From the results of analyzing the current status of service quality at Cinestar cinema

Hue in the recent period, we can draw some comments on the results achieved as follows:

- Cinestar Cinema has built the company's reputation and prestige, ensuring the company's commitments to customers, everyone can experience the feeling of watching movies at the theater.

- Leading sound system and movie quality with modern, advanced equipment

forward

- The number of customers increases over time, the number of transactions increases, the transaction value increases

The service also increased and overcame the limitations of counter transactions.

- The low price policy attracts a large number of customers to the theater, so there is always a large number of customers coming to the theater, especially during peak times, summer, festivals, Tet, etc.

- A team of highly qualified and professional staff. Young and dynamic staff, able to quickly absorb new things, with a polite, dedicated and thoughtful service attitude.

4.2. Limitations

Although the service at Cinestar has achieved many significant achievements, there are still some limitations as follows:

- There is no thorough customer care policy after using the service.

- Occasionally there are some screenings with movie errors (sound, lighting, movie quality)

photos, etc.) interrupt the viewer

- Communication and promotion programs to customers are not really strong.

CHAPTER 3: ORIENTATION AND SOLUTIONS TO IMPROVE QUALITY

SERVICE QUANTITY AT CINESTAR

1. Orientation

- Cinestar brand vision: “Cinestar becomes a leading brand in Southeast Asia, the most professional and dynamic film distribution and screening company in the Vietnamese market”

- Cinestar brand mission: “Cinestar strives to achieve outstanding quality from creative management and team spirit, Cinestar's efforts are always recognized through Excellence in service”.

- Cinestar brand development goal: Develop and maintain the strength of Cinestar brand as the leading brand in Vietnam in the field of film distribution and screening; along with expanding production, increasing the scale of screening rooms and developing new markets in the region and the world, while ensuring the interests of capital contributors and company employees.

2. Advantages and disadvantages

2.1. Advantages

- When entering the Hue market, Cinestar already had a brand, so building and positioning the brand in the market was less costly.

- Hue City's population is relatively large (over 1 million people), people's living standards are increasing and improving; besides, the number of tourists coming to Hue increases every year. This is a favorable condition for the company to develop its business and choose investment partners.

- Cinestar has a team of quality employees who are proud and creative in their work, from cleaning workers, part-time employees to company administrators, all have the common purpose and goal of developing Cinestar to become the leading company in Vietnam.

- There is always a large number of customers coming to the theater, especially during peak times,

summer, festival, Tet,...

- Cinestar's brand development strategy is thoroughly implemented from senior management to employees and workers.

2.2. Difficulties

- Cinestar Hue's customers are mainly concentrated on the South bank and the edge of the North bank. However, there are quite a few neighboring cinemas around here, so they still haven't attracted all the customers to the cinema.

- There is still no department or room specializing in marketing and market research.

- The company's budget allocated for communication and marketing programs is still available.

short.

3. Some solutions to improve the service quality of Cinestar cinema

3.1. Building a market penetration strategy - Cinestar brand positioning

- Cinestar brand is built according to the Company's business orientation.

Cinestar Entertainment and Sports LLC in the field of film distribution and screening.

- The Cinestar brand is built as a Vietnamese brand, leading the Vietnamese market in the field of entertainment, film distribution and screening business with the dynamic management of the management staff and is loved and trusted by customers for its excellent service quality. Considering the market conditions and target customers of Cinestar, the strategy to develop the Cinestar brand in the Hue City market in the coming time is "line expansion".

- Set up slogans: "Watching good movies is only available at Cinestar"; "Cinestar changes the world"

“The world of cinema in your eyes”; “Cinestar brings world cinema to every home”…

3.2. Product and service solutions

- Diversify products and services with added value.

- For office workers, students, and pupils, the company needs to have a promotional policy, watching movies with gifts to maintain this customer base, this is a large customer base.

- For the remaining groups such as those working in business or other professions, there are advertising and communication policies to attract them to watch more movies.

3.3. Pricing solutions

Rarely acting as a distributor and only showing movies, Cinestar's ticket prices are cheaper than its competitors, even the cheapest in Hue City with prices of only

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