Question
Event Hospitality and Entertainment Limited Case Analysis
The Research Report
To complete this 1,200-word (excluding cover
page, contents page, references, and appendices) report, you will engage in
both primary and secondary research.
Primary Research
In terms of primary research, you will conduct at least five in-depth interviews with consumers about the client company, Event Hospitality & Entertainment Limited. The people you interview should be familiar with the client company but do not necessarily need to be a recent customer. Interviewing friends and family is allowed. Do not approach strangers inside the client company. If you are going to intercept strangers, then this should be done on public property. It will be beneficial to interview a diverse range of people. Your goal in the interview is to discover consumers’ attitudes and experiences with the client and its competitors. This will be a great way to understand the general state of the industry whilst also providing a platform to enable you to generate possible new ideas.Your research report should include an appendix that details each question you asked during the interview and the response your interviewee gave. You may like to record the interview and then later transcribe the interviewees’ responses. Alternatively, as you conduct the interview, you can take notes and then use those notes to later reconstruct the interviewees’ full answer. It is also permissible to conduct the interview through software such as Google Forms; if you do this, be sure to also capture qualitative data in the form of open-ended questions where participants type in their response. Links to the video interviews will not be allowed; you need to provide transcribed text of the interviewee’s responses.The quality of insights one can gain from an interview is contingent on the quality of the questions asked. To assist you with your interviews, an interview guide is provided in Appendix A. These questions are a starting point; you should ask questions beyond those in the interview guide. You are recommended to probe consumers with “why” questions in order to drill deeper into underlying perceptions, attitudes, beliefs, and motivations. You are encouraged to supplement the insights you gain from conducting interviews with other sources of primary data, such as online consumer reviews.Once you have completed your interviews, you should summarise the insights you have gained. In particular, you must describe what you think are the client’s core marketing problems and opportunities. A marketing problem is something that the company is currently doing that is “bad” in some way and should be stopped or changed. By contrast, a marketing “opportunity” is something that the company is currently not doing but would be “good” in some way if they did. The marketing problems/opportunities you discuss should provideinsights into why the client does not have a larger market share and/or more sales. In describing the marketing problems/opportunities, you should also highlight any relevant consumer behaviour concepts and/or theories. Common marketing problems/opportunities include:
1. Targeting the wrong segment/s.
2.Poor customer perceptions (of relative price, quality, value for money, etc.).
3.Inappropriate brand image.
4.Confusing or ineffective past marketing campaigns.
5. Poor brand differentiation from competitors.
Secondary Research
In terms of secondary research, you will need to locate one marketing research paper that was published in the previous calendar year that relates to a consumer behaviour concept and/or theory. This paper must have been published in 2021 in one of the approved academic journals (see Appendix B). Be sure to provide the full reference to your article so that its suitability can be confirmed by your marker after submission.Once you have identified a suitable academic paper, you should briefly summarise it so that someone who has never read it before would understand the most important aspects of it. Finally, you should describe how that research, and/or the concept/theory described in it, is potentially useful in understanding and/or addressing the marketing problem/opportunity you have identified in the Primary Research section.Please note that you are unlikely to find a research article that has been conducted in Australia in the same industry as the client. This is not a problem. You are looking for insights that may have been learned from other industries and other countries that could nonetheless be usefully applied to the client company.You may, if you like, cite other research papers (published in any year and any journal), but this is unnecessary (and may actually reduce your marks if it results in insufficient discussion of your main research paper). Any additional research paper you reference should be done so briefly and only to support your main research paper and central insights.Please refer to Appendix C for the suggested structure for the research report and further details. You may deviate from this structure if you would like to.
l Please also attach a
screenshot of the first page of your target article as an appendix.
l
10-mark deduction for focusing on an article
that is not published in 2021 from one of the journals listed in the
approved journal list (see Appendix B).
l
20-mark deduction for focusing on a company
that is not the client company.
Appendix A – Consumer Interview Guide
You should ask your interviewees all of the following questions. Please note that these questions are only a starting point. In addition to these questions, you should also ask additional questions to gain further insights.
1. What is your gender?
2.What is your age?
3.How many years have you lived in Australia?
4.Do you live in an urban, suburban, or rural area?
5.How often do you watch movies (e.g., at home, cinema, on a flight, etc.)?
6.In the last 10 years, how often have you watched a movie at the cinema?1
7. Which cinemas have you previously watched a movie at?
8.What makes one cinema brand stand out from the others in a good way?
9.Why do you think some consumers prefer Event Cinemas over its competitors?
10.Why do you think some consumers do not prefer Event Cinemas over its competitors?
11. What is your overall impression of Event Cinemas in terms of prices?
12.What is your overall impression of Event Cinemas in terms of quality?
13.Please identify which of the following cinemas – Event, Hoyts, Village Roadshow,and Reading – are the relative best and worst on each of the following dimensions. Where possible, please also provide some reason for why.
1.Value for money
2.Locations
3.Movie selection
4. Food and drink
5.Customer service
6. Ambiance and facilities
7.Loyalty reward program and promotions
8.Website and mobile application?
Appendix B – Approved Marketing Journals
For the purposes of your individual Research report, you must focus on one article that was published in 2021 in one of the following academic journals:
·Journal of Marketing
· Journal of Marketing Research
· Journal of Consumer Research
· Marketing Science
· International Journal of Research in Marketing
· Journal of Retailing
·Journal of Service Research
·Journal of the Academy of Marketing Science
· European Journal of Marketing
·Journal of Consumer Psychology
·Journal of Interactive Marketing
·Marketing Letters
· Marketing Theory
·Psychology & Marketing
· Journal of Macromarketing
·Journal of Marketing Management
·Journal of Public Policy & Marketing
·Journal of Business Research
· Journal of Consumer Affairs
· Journal of Advertising
·Journal of Advertising Research
· Journal of Brand Management
·Journal of Consumer Behaviour
Warning: Some journals have taken the name of one of the prestigious journals listed above and simply added an extra word or abbreviation. For example, the “Journal of Marketing Management” is different from the “IUP Journal of Marketing Management”. Whereas the “Journal of Marketing Management” is approved the “IUP Journal of Marketing Management” is not approved. Please be very careful in your selection.
Appendix C – Suggested Structure for Individual Research Report
Your report should be written from the third
person perspective. Below is the suggested structure of your research report.
Note that there is no need for an executive summary or abstract or introduction
or conclusion section.
• Cover page:
o Create your own cover page. Include the name of the subject (“24202
Consumer Behaviour”)
o Include the word count (excluding cover page, table of contents, references, and appendices).
l Contents page.
l Primary Research:
o Describe how many people you interviewed and their basic demographic profile.
o Briefly describe any clear brand strengths or competitive advantages you uncovered from your interviews that was possessed by the client company.
o Describe the core marketing problems/opportunities faced by the client with reference to the interviews that you conducted. You should focus on the most important marketing problems/opportunities. This part will often make a comparison between the interviewee’s perceptions of the client relative to the client’s close competitors.
o Make links between the marketing problems/opportunities you have identified and consumer theories and concepts mentioned in the lectures, tutorials, and the textbook.
o Avoid directly quoting interviewees or even describing the thoughts of specific individuals. You are trying to build a holistic picture based on all of the primary research you have done.
• Secondary Research:
o Explicitly name the article you are focusing on. You should also provide the
full reference details in the References section.
o Describe the overall goal/s of the article.
o Briefly mention how the research was carried out (e.g., interviews, focus groups, surveys, experiments, big data analysis, meta-analysis, simulation, etc.).
o Make links between the theory or conclusions discussed in the paper and the marketing problems/opportunities you have identified.
o Describe how the theories discussed or conclusion drawn in the article are relevant to understanding or addressing the marketing problems/opportunities you have identified.
l References:
o Start this section on a new page.
o Use the APA reference style.
l Appendix:
o Put the record/transcript of each interview in this section. Handwritten notes are not acceptable. Do not state the interviewee’s full name.
o Number each interview question that you asked your interviewees.
o Highlight (e.g., in a different colour) the unique questions that you askedduring the interview that were not taken from Appendix A.o Screenshot the first page of your chosen academic article so that itspublication details can be seen
Expert Solution
Primary Research
In the research intended to
determine the consumer experiences and attitudes in action in the operational
environment of Event Hospitality & Entertainment Limited and its
competitors, including Hoyts, Village Roadshow, and Reading, a predominantly
young demographic was chosen. Five interviews were conducted with subjects
ranging from 23 to 43 years, with a mean age of 28.2 years. To avoid a
gender-based bias in the responses, the respondents alternated between male and
female, with the number of male respondents exceeding the female ones by one. In
addition, respondents from each geographical region (urban, suburban, and rural)
were represented, with two being from a suburban region, two from an urban
region, and one from a rural area.
Brand Strengths and Competitive Advantage
Event Hospitality and Entertainment Limited, one of the largest cinema network chains in Australia, New Zealand, and Germany, is characterized by various strengths which have granted it its competitive advantage. First, the company’s geographical locations grant customers cost advantages, making it an ideal option for many customers, including those on a budget. Event Cinemas are also easily accessible as they are mostly located in malls that offer ample customer parking. Additionally, the company has the strongest online presence relative to all its competitors, where its users can interact with its brand and inquire about the company’s services, a necessary venture in a world marked by the prevalent use of digital technology. By leveraging these online platforms, the company can acquire new customers and make the existing customers aware of its new offerings.
Despite the company having a significant market share in Australia, it has various marketing problems that affect its acquisition of new customers and retention of existing customers. These problems also adversely affect the company's brand value, which has a detrimental effect on its competitive advantage due to the significant impact of a positive brand image. Event Cinemas has poor customer service as evidenced by its ineffective handling of customer grievances, inconsistency, increased possibility for reduced quality offerings due to a low budget for quality control relative to its competitors, and disrespectful employees which results in negative word of mouth. The company also has a poor organizational culture, as evidenced by high employee turnover, lack of cultural diversity in its employees, lack of focus on quality, and the absence of innovation to keep up with evolving consumer trends and technology. With the modern consumer being health and environment conscious, Event is not an appealing option to these consumers as the company has taken no steps to improve its energy efficiency, reduce its impact on the environment, and keep its outlets hygienic to prevent the spread of associated diseases. Poor customer service results in poor customer perception of the company’s value for money, quality, and relative price.
Unlike Events, Hoyts has great food and drinks and customer service. The food served here is tasty, fresh, served fast, and contains great discounts such as free food and drinks on purchasing movie tickets at certain periods. The company's staff are also warm, engaging, and welcoming and quickly resolve any customer grievances. The environment here is also clean and hygienic. These features increase the customers’ satisfaction and make the experience valuable regardless of the ticket prices.
Secondary Research Marketing Paper: Campbell, M., & Price, L. (2021). Three themes for the future of brands in a changing consumer marketplace. Journal Of Consumer Research, 48(4), 517-526. https://doi.org/10.1093/jcr/ucab060
The relevance of brands in the shifting consumer environment has been the subject of debate, as some experts suggest they are losing relevance. In contrast, others claim they still retain marketplace importance (Campbell & Price, 2021). Research has also shown that brands strongly influence the market because consumers value them as they are valuable in consumer decision-making without exerting extra effort; they enable consumers to develop and signal self-concepts, are the medium through which consumers form relationships with companies, and enable consumers to connect emotionally with companies (Campbell & Price, 2021). Brands are currently relevant to consumers, which raises the question of whether and how they can continue to retain this relevance in the future.
In this regard, this research intended to offer original insights into brands and how they relate to consumers to forecast the direction, elements, and changes that companies should implement soon to retain their relevance. The researchers read over 100 manuscripts containing answers to questions regarding the future of brands as consumer needs evolve through research (Campbell & Price, 2021). From this analysis, they identified three themes: the prevalent brand influence in the consumer decision-making process, the continuous growth of consumer power in their relationship with the brands, and finally, the dynamic nature of brand management in the continuously evolving market. First, the prevalence of brands has resulted in developing a meta concept of brands in the consumers’ mindsets, with brands influencing their actions and response in the marketplace. The second theme is indicative of consumers' active role in shaping, contesting, and defining brands (Campbell & Price, 2021). Finally, the third theme indicates that brand owners should manage and react to the continuous change in the meaning of their brands which will come from shifting, empowered, and distributed networks of customers, and other players (Campbell & Price, 2021). From the preceding, this article offers insights into the future relationship between brands and consumers; hence it offers brand owners insights on how their brands can continue to influence consumer decisions.
With brands being a tool for consumer thinking, Event’s negative brand image will adversely impact how consumers interact with it. When deciding which brand they prefer for their entertainment, they are likelier to choose a brand that also attracts other consumers hence the importance of customer satisfaction. With brands being a critical part of the marketplace future, Event needs to rebrand itself to restore its negative brand image and increase its profitability and market share (Campbell & Price, 2021). Additionally, the article emphasizes the emotional connection between the consumer and brands. Consumers can articulate the brand's meaning in particular situations giving it a reflexive, multiple, negotiated, and contested meaning and making the brand identity dynamic. With consumers being active managers of their relationships with brands, Events must have a positive brand image as consumers can hijack its negative image and adversely affect the company's profitability, leading to its demise. Finally, Event needs to invest in brand management in the fluid consumer environment. The company can implement brand contestation strategies where it exploits negative consumer contestation into brand growth (Campbell & Price, 2021). The brand managers should embrace the consumer’s brand perspective, emphasize the brand's continuity, and interact with critics and supporters to embrace their diverse views and take steps towards social change.
References
Campbell, M., & Price, L. (2021). Three themes for the future of brands in a changing consumer marketplace. Journal Of Consumer Research, 48(4), 517-526. https://doi.org/10.1093/jcr/ucab060
Interviewee 1
1. What is your gender?
Mary Jane
Female
2.What is your age?
26 years old
3. How many years have you lived in Australia?
26 years
4. Do you live in an urban, suburban, or rural area?
Suburban
5.How often do you watch movies (e.g., at home, cinema, on a flight, etc.)?
Regularly. Approximately twice a week. At home.
6. In the last 10 years, how often have you watched a movie at the cinema?
Infrequently. I have been to the cinema only five times in the last 10 years.
7.Which cinemas have you previously watched a movie at?
Village Roadshow
Hoyts Cinema
Reading Cinemas
Events
8. What makes one cinema brand stand out from the others in a good way?
Customer service. The company should have kind and enthusiastic staff members.
9. Why do you think some consumers prefer Event Cinemas over its competitors?
Its location and geography usually provide them with cost advantages in adequately serving its customers compared with the competition.
10.Why do you think some consumers do not prefer Event Cinemas over its competitors?
Ineffective customer grievance handling, which causes the negative word of mouth.
11.What is your overall impression of Event Cinemas in terms of prices?
Low cost. Reasonable for anyone on a budget.
12. What is your overall impression of Event Cinemas in terms of quality?
13.Please identify which of the following cinemas – Event, Hoyts, Village Roadshow, and Reading – are the relatively best and worst on each of the following dimensions. Where possible, please also provide some reason for why.
1.Value for moneyBest. Reading. Low-cost movie tickets
Worst. Event Cinemas. Overpriced movie tickets with a poor experience.
2.Locations
Best. Event Cinemas. Accessible location with ample parking.
Worst. Hoyts. The place was not very wheelchair friendly, where one has to go up an incline to access the theatre seats.
3. Movie selection
Best. Reading. Wide movie variety.
Worst. Event Cinema. Poor movie selection due to the use of old technologies.
4.Food and drink
Best. Hoyts. Tasty fresh food was served fast and great discounts.
Worst. Event Cinemas. The food options were limited and cold.
5. Customer service
Best. Hoyts. Warm and welcoming personnel on the various stations.
Worst. Village Roadshow. Rude staff members when requested to help.
6. Ambiance and facilities
Best. Reading. Their seats and audio quality were superb.
Worst. Event Cinema. The equipment used was back-dated, resulting in poor audio and video quality.
7. Loyalty reward program and promotions
Best. Hoyts. Discounted movie tickets included free drinks and meals on certain days.
Worst. Event Cinema. No discounts or promotions were offered.
8.Website and mobile application?
Best. Event Cinema. An interactive user interface was incorporated
Worst. Reading. The company's sites and apps were non-user friendly and kept crashing.
14. What is your overall impression of Event Cinemas’ online presence? Why?
The company has a strong online presence, with its ads frequently appearing on my social media pages.
15.What is your perception of Event Cinemas’ company culture? Why?
Low company culture. High employee turnover is evident compared to its competitors.
16.Do you perceive Event Cinemas as sustainable, and why?\
No.Their low budget for development causes inconsistent quality across several of their outlets.
17.What are your perceptions of diversity, equality, and inclusivity in Event Cinema? Why?
Low diversity, equality, and inclusivity. Workforce concentration is mostly local, and low amounts of staff are from different racial backgrounds.
18. What ongoing trends would you love to see Event Cinemas implement
Improved technological development may lead to reduced costs and better service.
Interviewee 2
1. What is your gender?
Mark White
Male
2.What is your age?
28 years old.
3. How many years have you lived in Australia?
For the past 12 years.
4.Do you live in an urban, suburban, or rural area?
Urban.
5.How often do you watch movies (e.g., at home, cinema, on a flight, etc.)?
Frequently. Every day at home.
6.In the last 10 years, how often have you watched a movie at the cinema?
Frequently. More than twenty times.
7. Which cinemas have you previously watched a movie at?
Events Cinema
Hoyts Cinema
Reading Cinema
Village Roadshow Cinema
8.What makes one cinema brand stand out from the others in a good way?
Presence of good infrastructure and technology.
9.Why do you think some consumers prefer Event Cinemas over its competitors?
Vast distribution and reach. The company has numerous outlets all over the state
10.Why do you think some consumers do not prefer Event Cinemas over its competitors?
Little to no discounts on movie tickets.
11.What is your overall impression of Event Cinemas in terms of prices?
Elevated prices. High prices for anyone surviving on a minimum wage.
12. What is your overall impression of Event Cinemas in terms of quality?
Moderate quality in regards to infrastructure. Standard seats, audio systems, and service.
13. Please identify which of the following cinemas – Event, Hoyts, Village Roadshow, and Reading – are the relatively best and worst on each of the following dimensions. Where possible, please also provide some reason for why.
1.Value for money
Best. Reading. Low-cost movie tickets which may include various promotions on drinks and meals.
Worst. Event Cinemas. The ticket prices are relatively high given the customer service offered.
2.Locations
Best. Event Cinemas. The company is broadly situated in most parts of the state.
Hoyt. The company is only situated in areas that are highly developed.
3.Movie selection
Best. Hoyts. The cinema service offers a wide range of movie options.
Worst. Reading.
4. Food and drink
Worst. Event Cinema. Elevated food and drink prices.
5. Customer service
Best. Hoyts. Very engaging staff members when issues are raised.\
6.Ambiance and facilities
Best. Village Roadshow. Bigger screens and tuned audio quality improve the customer experience.
Worst. Reading. Poor lighting and seat allocation for an improved experience.
7.Loyalty reward program and promotions
Best. Hoyts. Gift cards and free member access for loyal customers.Worst. Event Cinemas. Reduced employee reward system for those trying to improve the company.
8.Website and mobile application?
Best. Event Cinema. Great digital marketing using social media platforms, websites, and applications.
Worst. Hoyts. Little to no online outreach through ads on my social media platforms.
14. What is your overall impression of Event Cinemas’ online presence? Why?
Interactive. Their layout and social media presence are major on the major social media platforms.
15. What is your perception of Event Cinemas’ company culture? Why?
Sub-standard. Lack of cultural diversity among the staff members.
16. Do you perceive Event Cinemas as sustainable,
and why?
No. Their infrastructure has stagnated
and is not advancing with the current entertainment trends.
17. What are your perceptions of diversity,
equality, and inclusivity in Event Cinema? Why?
18.What ongoing trends would you love to see Event Cinemas implement?
More diversity in the staff regarding gender and racial background.
Interviewee 3
1.What is your gender?
Brenda Pischke
Female
2.What is your age?
21 years old
3.
How many years have you lived in Australia?
11 years.
4. Do you live in an urban, suburban, or rural area?\
Urban.
5. How often do you watch movies (e.g., at home, cinema, on a flight, etc.)?
Infrequently. Approximately once or twice a month. In cinema.
6.In the last 10 years, how often have you watched a movie at the cinema?
Approximately 20 times.
7.Which cinemas have you previously watched a movie at?
Hoyts Cinema.
Event Cinema.
Reading Cinema.
8. What makes one cinema brand stand out from the others in a good way?
Accessibility to common amenities such as parking, restroom, and restaurants.
9. Why do you think some consumers prefer Event Cinemas over its competitors?
The company has various a strong social media presence.
10. Why do you think some consumers do not prefer Event Cinemas over its competitors?
High ticket cost without discount vouchers.
11.What is your overall impression of Event Cinemas in terms of prices?
Elevated. The ticket prices are too high for movies to be a regular venture.
12.What is your overall impression of Event Cinemas in terms of quality?
Sub-standard. The service and infrastructure are of poor quality.
13. Please identify which of the following cinemas – Event, Hoyts, Village Roadshow, and Reading – are the relatively best and worst on each of the following dimensions. Where possible, please also provide some reason for why.
1. Value for money
Best. Hoyts. Movie ticket prices match the experience.
Worst. Village Roadshow. Poor service quality does not match the high-ticket price.
2.Locations
Best. Event Cinema. Accessibility to common amenities such as parking and restaurants.
Worst. Hoyts.
3.Movie selection
Best. Event cinema. A vast catalog of movies in the cinema outlets.
Worst. Village Roadshow. Low catalog of movies for an extended period.
4. Food and drink
Worst. Event Cinema. The area for getting food is relatively unhygienic in various outlets.
5.Customer service
Best. Hoyts. Engaging service at all service queues.
Worst. Reading. Poor customer-to-staff interaction in the service queues.
6.Ambiance and facilities
Best. Hoyts. Clean and nice environment.
Worst. Reading. Small and congested service areas.
7.Loyalty reward program and promotions
Best. Event Cinema. Progressive return on capital disbursement
Worst. Village Roadshow. Little to no discounts are provided to consumers.
8.Website and mobile application?
Best. Event Cinema. User-friendly interface.
Worst. Reading Cinemas.
14. What is your overall impression of Event Cinemas’ online presence? Why?
15. What is your perception of Event Cinemas’ company culture? Why?
Outdated systems and poor customer service reflect the poor company culture.
16. Do you
perceive Event Cinemas as sustainable, and why?
No.
The company is not energy efficient and its outlets have not banned the use of
plastic packaging.
17.What are your perceptions of diversity, equality, and inclusivity in Event Cinema? Why?
Low diversity, equality, and inclusivity. The staff is not diversified, even with the modern emphasis on gender and cultural equality. This results from the workforce being heavily inclined to white males only.
18.What ongoing trends would you love to see Event Cinemas implement?\
Increased promotions and discounts on ticket prices.
Interviewee
4
1. What is your gender?
James May.
Male.
2. What is your age?
43 years old.
3.How many years have you lived in Australia?
For the past 40 years.
4.Do you live in an urban, suburban, or rural
area?
Rural.
5.How often do you watch movies (e.g., at home,
cinema, on a flight, etc.)?
Infrequently. Approximately 10
times a year during flights.
6. In the last 10 years, how often have you watched a movie at the cinema?
Infrequently. 5 times.
7.Which cinemas have you previously watched a movie at?
Event Cinema.
Hoyts Cinema.
8. What makes one cinema brand stand out from the others in a good way?
Good customer service and ambiance.
9. Why do you think some consumers prefer Event Cinemas over its competitors?
Better location placement all over the state.
10. Why do you think some consumers do not prefer Event Cinemas over its competitors?
High movie ticket prices.
11. What is your overall impression of Event
Cinemas in terms of prices?
Not too bad. Reasonable for
anyone wanting the whole movie experience.
12. What is your overall impression of Event
Cinemas in terms of quality?
Moderate quality levels
regarding staff and infrastructure.
13. Please identify which of the following cinemas – Event, Hoyts, Village Roadshow, and Reading – are the relatively best and worst on each of the following dimensions. Where possible, please also provide some reason for why.
1. Value for money
Best. Reading. Low-cost tickets have been introduced.
Worst. Event Cinemas. Pricy tickets, irrespective of the poor service quality.
2Locations
Best. Event cinemas. The company's vast reach, thus offering its amenities in its various outlets.
Worst. Village Roadshow.
3.Movie selection
Best. Hoyts. Has a vast catalog of both old and latest movies.
Worst. Reading Cinema. It only offers the latest movies in its catalog.
4.Food and drink
Best. Hoyts. Offers on drinks are available.
Worst. Event Cinemas. Unhygienic handling of both food and drinks by staff.
5.Customer service
Best. Hoyts. Welcoming staff members.
Worst. Event Cinema. Cold service when issues are raised.
6.Ambiance and facilities
Best. Hoyts. Up-to-date facilities are used on the premises.
Worst. Event cinema. Unhygienic restrooms ruin the whole experience.
7. Loyalty reward program and promotions
Best. Hoyts. Offers on tickets are usually presented at various times of the day for loyal customers.
Worst. Reading. Little to no discounts or rewards for the customer.
8.Website and mobile application?
Best. Event Cinema. It simply made a user-friendly user interface.
Worst. Reading. Difficult to navigate the application and website.
14.What is your overall impression of Event
Cinemas’ online presence? Why?
Well placed. The use of the major social
platforms has increased its customer reach.
15. What is your perception of Event Cinemas’
company culture? Why?
Unstructured. The poor hygiene and
infrastructure indicate that the staff and managers are not following their
roles.
16. Do you perceive Event Cinemas as sustainable,
and why?
No. I am unaware of the
company's efforts toward using green energy and being energy efficient.
17.What are your perceptions of diversity,
equality, and inclusivity in Event Cinema? Why?
Lowered. Lack of racial diversity among the
staff members.
18.What ongoing trends would you love to see Event Cinemas implement?
Discounted movie tickets.
Interviewee
5
1.What
is your gender?
Margaret Johnson
Female
2.What
is your age?
23
3. How
many years have you lived in Australia?
23
4. Do you live in an urban, suburban, or rural
area?
Suburban
5.How often do you watch movies (e.g., at home, cinema, on a flight, etc.)?
Regularly. Four times a week. At home.
6.In the last 10 years, how often have you watched a movie at the cinema?
I have watched a movie at the cinema thrice a year in the past decade.
7. Which cinemas have you previously watched a movie at?
Event Cinemas
Reading Cinemas
Hoyts Cinemas
8. What makes one cinema brand stand out from the others in a good way?
Innovativeness, especially in terms of advertisements. For instance, cinemas could adopt brand films to exploit the use of narrative to reach customers with their message.
9.Why do you think some consumers prefer Event Cinemas over its competitors?
The company is cost-effective; hence it produces and distributes its products at relatively lower prices than its competitors. Customers, therefore, find the company more affordable.
10. Why do you think some consumers do not prefer Event Cinemas over its competitors?
11. What is your overall impression of Event Cinemas in terms of prices?
Low-cost structure. Suitable for young people.
12.What is your overall impression of Event
Cinemas in terms of quality?
13.Please identify which of the following cinemas – Event, Hoyts, Village Roadshow, and Reading – are the relatively best and worst on each of the following dimensions. Where possible, please also provide some reason for why.
1.Value for money
Best – Reading. The company introduced ten-dollar movie tickets.
Worst – Event Cinemas. The ticket is relatively expensive, and the service is poor compared to the other cinemas.
2.Locations
Best - Reading Cinemas. Has a central location in the town.
Worst – Hoyts.
3.Movie selection
Best – Reading Cinemas. Has the latest movies.
Worst – Event Cinemas. Limited movie selections.
4.Food and drink
Best – Hoyts. They have free drinks and popcorn.
Worst – Event Cinema. The area for getting snacks is often unclean, with snacks on the ground.
5.Customer service
Best – Hoyts. The staff is nice and welcoming.
Worst – Event Cinemas. The staff does not apologize after inconveniencing customers.
6.Ambiance and facilities
Best – Hoyts. I love their big recliners and the nice and clean environment.
Worst – Reading Cinemas. The facilities were unhygienic.
7.Loyalty reward program and promotions
Best – Hoyts. Free member tier with immediate access to offers for movie tickets.
Worst – Event Cinemas. Employees trying to improve the company are not promoted or rewarded.
8. Website and mobile application?
Best – Hoyts. Has the most user-friendly website and application.
Worst – Reading Cinemas. The website is relatively harder to navigate.
14. What is your overall impression of Event Cinemas’
online presence? Why?
Has a strong online presence. Has millions of
followers on Instagram and Twitter.
15. What is your perception of Event Cinemas’
company culture? Why?
The company’s culture is poor as employees are
not serving customers satisfactorily.
16.Do you perceive Event Cinemas as sustainable,
and why?
No. The concession stand does not offer
sustainable products.
17. What are your perceptions of diversity,
equality, and inclusivity in Event Cinema? Why?
The workforce mostly has local workers; hence
racial diversification is low.
18.What ongoing trends would you love to see Event
Cinemas implement?
The company should seek opportunities to be sustainable to
appeal to the increasing health-conscious customers.
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