1. INTRODUCTION
1.1 Background
In 2005, Prime Minister Lee Hsian Loong called for improving the service culture in Singapore in his National Day Rally speech. The Standards, Productivity and Innovation Board (SPRING Singapore) thus highlighted that the new competition is to gmove from service quality to service excellenceh. To examine whether service levels have improved and how to achieve service excellence, several sub-committees were set up under Mr. Christopher Fernandezfs authorization to evaluate different industries. We are from one of the sub-committees that evaluate the customer service in entertainment industry, which includes cinemas, theme parks and museums.
Being in a small country with very limited natural and human resources, entertainment as a service industry plays an important role in spurring the economy of Singapore. The local media industry alone had an annual turnover of $10 billion, contributing 1.56 per cent to Singaporefs GDP and employing 38,000 people. Cinema industry is a significant component of it.
With four companies dominating the market, Cathay Cineplexes, Eng Wah Organization, Golden Village and Shaw Organization, there are nearly thirty cinemas in this small country. Besides, this small island state has the highest movie-going rate in the world, which is 8 times per person per year. It is therefore crucial for us to improve our customer service consistently in this sector so as to keep its competitiveness, and provide more value-added services to customers in the future.
1.2 Purpose
Our groupfs task is to focus on the customer service provided by cinemas in Singapore. This report aims to evaluate how well the service level in these cinemas meets customersf ...