Asian Theatre: Report on Customer Satisfaction, Tech, and Servicescape

This report provides a comprehensive analysis of service quality within the context of Asian Theatre, focusing on customer satisfaction as a key performance indicator. It explores various methods for measuring customer satisfaction, including SERVQUAL, and defines its meaning within the theatre's operations, emphasizing the importance of customer loyalty and positive word-of-mouth. The report also investigates the benefits of technology adoption, highlighting how innovations can enhance customer experiences, improve security, and streamline operations. Furthermore, it examines the impact of servicescape on the business, detailing how the physical environment influences customer behavior and perception, and how Asian Theatre can leverage it for differentiation and improved service delivery. The report concludes by summarizing the key findings, emphasizing the interconnectedness of customer satisfaction, technological advancements, and the strategic use of servicescape for achieving long-term business success.

PORTFOLIO

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
3.1 APPLICATION OF SERVICE THEMES................................................................................1
Measuring service quality via customer satisfaction..............................................................1
What does customer satisfaction mean to Asian Theatre?.....................................................2
3.3 BENEFITS FROM THE USE OF TECHNOLOGY.................................................................2
3.4 USE OF WEBSITE....................................................................................................................3
3.7 SERVICESCAPE......................................................................................................................4
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
This report will help in understanding service quality of an organisation through
customers’ satisfaction. Benefits to company through technology is being considered and also
use of various internet mediums such as firm's websites has been studied. Impact of servicescape
on business is also been determined and how company can use it for retaining their business.
3.1 APPLICATION OF SERVICE THEMES
Measuring service quality via customer satisfaction
In order to stay competitive and for long term survival, company needs to focus on
improving and enhancing their customers’ satisfaction and level of services to them, in an
intense competitive and continuous changing global environment (Blut, Frennea and
Mothersbaugh, 2015). Asian theatre use customer satisfaction as criteria for determining the
quality of services that is actually provided to clients. For sustaining their existing customers’, it
consumes more money, time and resources as compared to attracting new customers. Knowing
about consumer's requirements and expectations, helps to understand how they specify service
quality. Satisfaction of customers’ can be one of the economical means for promoting Asian
theatre services. There are various ways for measuring customers’ satisfaction and service
quality by soft or subjective quality measures, through which perception or attitude of customers
are focused instead of other verifiable measures.
One of the major goals of company in today's competitive environment is to satisfy and
sustain their past and existing customers by entertaining them through Asian arts. It is
determined that only customer oriented organisations can retain their businesses and attain their
goals.
There are several methods for measuring customer satisfaction and service quality, which have
been listed below:
 SERVQUAL
 Post Service Ranking
 Customer Effort Score (CES)
 Follow up survey
 Social Media Monitoring
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What does customer satisfaction mean to Asian Theatre?
Consumer satisfaction refers to measuring customer's expectations through one’s
products or services. Customer satisfaction for Asian theatre has been determined by consumer's
behaviour or intention such as repurchasing and being loyal towards them. Behaviour like
loyalty, commitment, willingness to pay premium price and positive word of mouth can be used
to predict actual fulfilment. Prior to client's contentment, reliable information is needed by Asian
theatre for performing various acts. Based on expectations from outcome or process, their
satisfaction can be defined by company (Hill and Brierley, 2017).
Same experience from a hospitality service cannot satisfy everyone equally on same
basis. Expectations of customers can differ due to contradictions in their objectives, needs and
experiences. With their experience, expectations can change against outcomes or in perception
of actual quality that may result in change of customer satisfaction.
3.3 BENEFITS FROM THE USE OF TECHNOLOGY
With technological development, new innovations have been adopted or implemented by
service or hospitality sector. In hospitality industry, expectations of customers are changing. Due
to which new technology have been developed to help business to save money and time, stay
competitive and relevant to increase their customers’ satisfaction (Saeidi, Sofian and Saaeidi,
2015). Innovations are made by Asian Theatres for enhancing their customer's satisfaction.
Within four dimensions of novelty, service innovation can be considered:
 Customer interface: Changes in service design in which customers are involved.
 Service concept: New service or act to their particular market.
 Technology: Use in delivery and process innovation.
 Service delivery system: Changes in ways by which employees perform while service
delivery.
Following are some benefits of using technology at Asian theatre:
 Security: With use of technology, company can protect personal data of their customers
such as contact information, addresses, credit card numbers, etc., to build trust with them.
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 Relevance: Asian theatre uses technology for making their customers up-to-date about
their services like their next act, next event, special performances, etc. which would help
them to retain their customers and attract new ones.
 Sustainability: Using latest technology within company can help them to save money
and energy. Using energy saving equipment can help them to save electricity and their
cost.
 Simplicity: Technological usage in organisation can help them to have better and simple
services to their customers such as use of integrated smartphone tools that could provide
convenience by providing necessary resources at one place.
 Scalability: Customer Relation Management (CRM) programs help Asian Theatre to
consolidate data related to guests, aid in management of accounts, reporting, automate
payment systems, etc. Through this, company can scale their business practices which
help them to produce the highest revenues and ratings.
 Efficiency: With usage of technology in company can help them to increase their
efficiency in service providing. This would satisfy the expectations or needs of their
customers. It also helps to save time and focus on improving their guest experiences,
through using technology at front desk for check in and check out process (Goldin and
Katz, 2018).
3.4 USE OF WEBSITE
Internet have become a major tool for developing business and for promoting their
products and services. For most service organisations, use of internet or website have become
beneficial for providing better services to their customers (Turkle, 2017). Asian theatre has
developed their website for having a connectivity with their customers. They use it to provide
appropriate information required by them such as list of acts to be performed, their ticket prices,
timings, etc. Company's website provides convenience and quick services to their customers for
booking tickets for particular show or act, that have been performed by or in theatre.
Following are rationale for design and content of webpage:
 Advertising: Through proper use of content and design while developing a website can
be more environment friendly regarding marketing and advertising. Use of appropriate
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materials and attractive design would help Asian Theatre to attract more customers
towards them. Sales and profits can be increased by boosting website's ranking through
good SEO service provider.
 Access to info: Asian theatre details and happenings can be tracked on their personal
website. They can access information such as how many people have visited their website
and availed which services. This will help company to know by which services customers
are more satisfied (Scope, Uttley and Sutton, 2017).
 Convenience and Quick service: Through websites, customers can have advantages of
booking online right from comfort of their homes which helps them to provide better
services (Why every business needs a website, 2017). They don't have to stand in queue
for booking tickets, which would save time and efforts of Asian theatre's workers.
Because of which, they can focus on customer satisfactions.
 Satisfaction: Having a website for Asian Theatre could be more convenient for them as
well as their customers. It would be easy for customers to know about various services
offered by company and book them through online.
 Accessibility: Websites can be more helpful in increasing their profits and customer
satisfaction as customers can visit them at any time in a day, without going directly to
theatre. Company have to post up to date information about their services for better or
quality services to customers (Lehmann and Joseph, 2015).
3.7 SERVICESCAPE
Servicescape refers to influence of physical environment on hospitality sector in which
service process takes place. This model was developed by Bitner and Booms. Main aim of this
model is to design environments for accomplishing organisational objectives by determining
behaviour of customers or employees within service environment (Servicescape, 2018).
Management of the physical setting typically is viewed as tangential in comparison with other
organizational variables that can motivate employees, such as pay scales, promotions, benefits,
and supervisory relationships (Batura, 2016).
Servicescape lays several roles in an organisation.
Below described are some of the roles that they play at Asian theatre:
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 Facilitator: Servicescape in an organisation can help to design various processes for
facilitating their customers and satisfying them according to their expectations.
 Socialiser: For building better relationships to help in conveying expected roles and
behaviour to their customers and employees that aid in socialisation.
 Package: It helps them to wrap their services and show their external image to their
customers on what's inside the firm. Asian theatre determines servicescape for conveying
what they have to offer to their customers or viewers. Physical surroundings of the
company offer opportunities to them for building an image for their company (Smith and
Wong, 2016).
 Differentiator: Company can differentiate them from their competitors in market
through designing physical facilities for them. Such as Dolby surround sound, world class
structure, etc. by Asian theatre for differentiate them from their competitors. New market
segments can be attracted and be repositioned through studying their physical
environment and being given the power of differentiator.
CONCLUSION
From this report, it has been determined that client satisfaction can be attained through
quality of services provided to consumers. In order to stay competitive and for long term
survival, company needs to focus on improving and enhancing their customers’ fulfilment and
level of services to them. New technology has been developed to help business to save money
and time, stay competitive and relevant to increase their clients’ contentment. Quality of services
can be provided by company through developing better websites that would be beneficial for
both for them and their customers. Servicescape can also be used in firm for better understanding
of physical environment and can take competitive measures to sustain in market and increase
profitability.
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REFERENCES
Books and Journals
Batura, O., 2016. Can a revision of the universal service scope result in substantive change? An
analysis of the EU׳ s universal service review mechanism. Telecommunications
Policy, 40(1), pp.14-21.
Blut, M., Frennea, C.M. and Mothersbaugh, D.L., 2015. How procedural, financial and relational
switching costs affect customer satisfaction, repurchase intentions, and repurchase
behavior: A meta-analysis. International Journal of Research in Marketing, 32(2),
pp.226-229.
Goldin, C. and Katz, L.F., 2018. The race between education and technology. In Inequality in the
21st Century (pp. 49-54). Routledge.
Hill, N. and Brierley, J., 2017. How to measure customer satisfaction? Routledge.
Lehmann, J. and Joseph, S. eds., 2015. Biochar for environmental management: science,
technology and implementation. Routledge.
Saeidi, S.P., Sofian, S. and Saaeidi, S.A., 2015. How does corporate social responsibility
contribute to firm financial performance? The mediating role of competitive advantage,
reputation, and customer satisfaction. Journal of business research, 68(2), pp.341-350.
Scope, A., Uttley, L. and Sutton, A., 2017. A qualitative systematic review of service user and
service provider perspectives on the acceptability, relative benefits, and potential harms
of art therapy for people with non‐psychotic mental health disorders. Psychology and
Psychotherapy: Theory, Research and Practice, 90(1), pp.25-43.
Smith, L.C. and Wong, M.A. eds., 2016. Reference and Information Services: An Introduction:
An Introduction. ABC-CLIO.
Turkle, S., 2017. Alone together: Why we expect more from technology and less from each other.
Hachette UK.
Online
Servicescape. 2018. [Online]. Available through: <https://www.servicescape.com/>
Why every business needs a website. 2017. [Online] Available through:
<https://www.sitepoint.com/why-every-business-needs-a-website/>
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