Services Marketing Report: Electric Cinema Service Quality Analysis

This report provides a comprehensive analysis of service quality within the context of the Electric Cinema, a Birmingham-based cinema. It begins with an introduction to services marketing, differentiating between B2C and B2B services and outlining the report's structure. The formative task, a PPT presentation, sets the stage for the summative task, which involves a detailed analysis of service quality using the SERVQUAL model to identify gaps between customer expectations and actual service delivery. The report examines knowledge, policy, delivery, communication, and customer gaps. Subsequently, the report offers recommendations for improving service quality, leveraging the 7Ps marketing mix: product, price, place, promotion, people, process, and physical evidence. The recommendations aim to enhance customer experience and address the identified service gaps. The report concludes by summarizing the key findings and recommendations, emphasizing the importance of service quality in the industry. It references several books and journals to support its analysis and recommendations, covering topics such as marketing mix, service quality, and customer satisfaction.

Services Marketing

Table of Contents
INTRODUCTION...........................................................................................................................2
FORMATIVE TASK.......................................................................................................................2
SUMMATIVE TASK......................................................................................................................2
Analysis of service quality..........................................................................................................2
Recommendations.......................................................................................................................3
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................5
1

INTRODUCTION
Service Marketing refers to providing services to both business to consumers (B2C) and
business to business (B2B). It also includes the marketing of services as well as financial
services and telecommunication services. The report is based on Electric Cinema; which is one
of the oldest cinema in Birmingham. Report is divided into two parts i.e. in formative task; it
describe background research of the company, its competitors, market in which the quoted firm
operates and some challenges which is faced by the firm. In second part the report will analysis
the service quality and then provide recommendations of the service quality by using Marketing
mix
FORMATIVE TASK
Enclosed in PPT
SUMMATIVE TASK
Analysis of service quality
For analysing the service quality, SERVQUAL model is used. It is a tool that is basically
used by product manager to determine the gap in service quality. The main aim of this model is
to identify the gap between customer expectations and the actual service which is provided by
the company (SERVQUAL model, 2017).
Knowledge gap: It is the difference between customer expectation and company's
provision of that service. In context of Electric Cinema, this gap arises because management
doesn't know exactly the needs of the customers and this is due to lack of communication,
insufficient focused on relationship and failure to use of advance techniques (Saleh and Ryan,
2019).
Policy Gap: It is the difference between management's understanding for the customer
needs and translation of that to policy standards. For instance, the Electric Cinemas suffer this
because it offer all shows, but the quality level is not high enough, this shows that people has to
find supplement services as well.
Delivery gap: It is the difference between service delivery policies- standard and actual
delivery of a services (Barroso, Carrión and Roldán, 2018). In the same way, the Electric Cinema
is also suffering the same such that it fails to match the supply of demand and due to lack of
2

knowledge of a product, the company is not able to provide the same services even after realising
the needs.
Communication Gap: This is arise due to lack of promotional activities such that
Electric Cinema noxt properly uses advertising, promotional activities (Ravichandran and et.al.,
2018). As a result, due to lack of communication it is also leads to creates negative impact upon
the company and as a result, it has been analysed that Electric Cinema also provide the services
such as offered best service attributes.
Customer gap: It is the difference between customer expectation and customer
perception. Sometimes, even the organization is also not understand the recent trend and as a
result, the service industry is not able to provide the best services to them (Williams, 2019).
further, it has been analysed that also core services and uses advance promotional techniques in
order to adopt brand image.
Recommendations
In order to enhance customer experience, it is recommended to use, Marketing mix of 7P
that entirely focus on enhancing the service quality and this is as mentioned below:
Product: The service industry basically provide all the services that are needed by the
customer such as Electric Cinema provide timely shows so that people can enjoy for the same.
While on the other side, the service industry also includes hospitality, travel and tourism etc.
Such that if the company offer best quality of product then it will help to enhance company's
brand image.
Price: To enhance the customer service, the company should use competitive pricing
strategy and also use discount pricing strategy that helps to attract wide range of customers
towards them (Borden, 2016). it will help to enjoy people because the service industry provided
services by analysing the needs of their customers.
Place: Electric Cinema is in UK, the company also provide best customer service and
wants to establish its global presence as well. It has been analysed that the place also affect the
service quality because if the people has high income, then they are ready to spend on services as
well. Thus it is beneficial for the company to raise its financial services.
Promotion: The company should use modern promotional activities which includes
social media, e- brochures and advertisement etc. this promotional tool will helps the company to
enhance the customer services and it also helps to draw attention of many customers as well.
3

People: People are those who make the services in better quality and also provide better
customer experience as well (McCarthy, Shapiro and Perreault, 2019). For Electric Cinema, the
people are employees, customers and owners who support the system to run effectively and also
providing better quality of services.
Process: the process should be simple such that it will help to provide better customer
experience and for this reason, the Electric Cinema should have different rows in their
auditorium with ranges. Further the booking system should also be simple and digitalised so that
it will be adopted by every age group people (Cravens and Piercy, 2016).
Physical Evidence: the company have its own building, logos and advertising in the
form of physical evidence.
CONCLUSION
By summing up above report it has been concluded that service industry is one of the
biggest industry that helps in the growth of the economy. As report concludes the market size, its
customers and the competitive challenges which the company faces, further it also concluded
the nature of the Electric Cinema and the observation of an industry as well. Apart from this, in
the summative task, report concluded that the service quality of Electric Cinema by using
SERVQUAL model in which the gap are identified. Lastly by using marketing Mix, the report
further concluded some recommendations.
4

REFERENCES
Books and Journals
Barroso, C., Carrión, G. C. and Roldán, J. L., 2018. Applying maximum likelihood and PLS on
different sample sizes: studies on SERVQUAL model and employee behavior model.
In Handbook of partial least squares (pp. 427-447). Springer, Berlin, Heidelberg.
Borden, N. H., 2016. The concept of the marketing mix. Journal of advertising research.4(2).
pp.2-7.
Cravens, D. W. and Piercy, N., 2016. Strategic marketing(Vol. 6). New York: McGraw-Hill.
McCarthy, E. J., Shapiro, S. J. and Perreault, W. D., 2019. Basic marketing (pp. 29-33). Irwin-
Dorsey.
Ravichandran, K. and et. al., 2018. Influence of service quality on customer satisfaction
application of servqual model. International journal of business and management.5(4).
p.117.
Saleh, F. and Ryan, C., 2019. Analysing service quality in the hospitality industry using the
SERVQUAL model. Service Industries Journal.11(3). pp.324-345.
Williams, C., 2019. Is the SERVQUAL model an appropriate management tool for measuring
service delivery quality in the UK leisure industry?. Managing Leisure.3(2). pp.98-110.
Online Q
SERVQUAL model. 2017. [Online]. Available through
<https://brainmates.com.au/brainrants/the-customer-service-gap-model/.>.
5