EXECUTIVE SUMMARY
 

•  In general Silver City customers are satisfied with customer service, reaction to concessions, and friendliness of customer service representatives.
•  Females attend any movie theatre more often compared with males, however males attend Silver City more often than females, and are more dissatisfied with customer service offerings.
•  Enough parking and convenient location are areas in which both females and males are dissatisfied with.
•  Customers between the ages of 16-26 purchased the most of food.
•  The most popular types of food were soft drinks and popcorn from the concession stand.
•  Following came pizza from Pizza Hut, and French-fries from New York fries consecutively.
•  There is a difference between the food purchased by customers aged 27 and older, due to the fact that they do not attend movies as often as customers of ages 16-26 do.
• Representatives who have an income level less than 29,000 spend the most money on food, and go to Silver City more than those with higher incomes do.
•  The money spent on food is in the $ 1-9 range.

PERCENTAGE OF CUSTOMERS WHO ARE SATISFIED WITH SILVER CITY CUSTOMER SERVICE

TYPES OF CUSTOMER SERVICE PERCENTAGE OF CUSTOMER SERIVCE 
  
Friendliness of ticket sales representative 
MALES                      67% 
FEMALES                  74%

Speed of ticket sales representative 
MALES                      75% 
FEMALES                  86%

Friendliness of concession representatives 
MALES                      64% 
FEMALES                  80%
 
Speed of food purchase 
MALES                      57% 
FEMALES                 70%

Food quality 
MALES                      56% 
FEMALES                  69%
 

From this chart we can conclude that females are more satisfied with all customer service levels at Silver City.

TABLE OF CONTENTS
 

Introduction…………………………………………………………………………      1.0

Statement of Research Objectives………………………………………………      2.0

Research Methodology……………………………………………………………      3-3.8

Findings…………………………………………………………………………….       4.0

Summary……………………………………………………………………………       5.0

Marketing Recommendations……………………………………………………      6.0

Methodological Limitations……………………………………………………..      7.0

Appendix……………………………………………………………………………      8.0
 
 
 
 

1.0  Introduction

Based on the study of consumer evaluations of Silver City that was conducted for different types of attributes: friendliness of customer service representatives, convenience of offerings, variety and quality of food.  The purpose of the study evaluates overall performance of Silver City theater located at 8771 Yonge street, Richmond Hill, Ontario and looked at various level of service provided for their clientele, ensuring customer satisfaction.  This Silver City location is open and running for over a year and the problems are not evident.  Our market research objectives will determine wheather Silver City have superior level of service or potential problems on the rise in their core business. 

2.0 Statement of Research Objectives

Primary Objectives:

Determine satisfaction levels among current customers including:
- friendliness of customer service representatives
- variety of offerings at Silver City
- convenience of offerings 
- target market

Secondary Objectives:

Evaluate customer reaction to concessions including:
- quality of food
- food preference

3.0 Research Methodology

Based on our samples of 210 people, we have used descriptive, usage attitude study and quantitative research.  The sources of secondary data that we have used in the research were previous information collected by Famous Players, newspaper articles about Famous Players, previous customer satisfaction data, Internet press releases, Famous Players’ web site,  Famous Players’ annual reports and trade publications.  This sample was conveyed on non-probability basis and the surveys were self-administered.

3.1
The types of research designs used in the study were descriptive studies, usage and attitude study and quantitative research.  These types of design were used because it best fit our objectives and helped us to adequately evaluate the sample.

3.2
The collection method we have used in the process was primary research in the form of self-administred surveys.

3.3
Questionnaires were used as the collection device to determine customers needs, likes and dislikes.  This type of collection method was appropriate, because of the large population at Silver City, and the sample selected of 210 people.  We had limited resources and therefore questionnaires provided us with lower processing costs and gave as the opportunity to precisely work out our pre-interview plan and distribute it to the sample of 210 people and at the same time keep the results highly confidential.
 

3.4
The population was defined as all the people that came to Silver City at the time and date of questionnaire distribution.  We have selected a random sample of 210 people who were 16 years of age or older in GTA.  The surveys were self-administred and distributed  during the week of March 31. Incentives were also provided to encourage higher response rate. 
3.5
The sampling units were customers at Silver City.  These people were randomly selected by self-administred surveys.  These were individuals 16years of age or older, selected on a non-probability basis.
3.6
The sampling plan employed was “non probability”.  We chose non probability, because the probability of the population’s element’s was unknown.  The sample was actually selected by a random sample and it was a sample size of 210 representatives.  This sample was chosen, because it properly represented the population or Silver City customers.
3.7
We had no trouble finding moviegoers who were of ages 16 & older.   The fieldwork was conducted during the Easter holiday through Friday, Sat, Sunday at 3.00Pm.  We gave out the surveys while people were seated in the movie theatre, just before movie began, and collected them after the movie was done.
3.8 
No pretest of the questionnaire was completed. 
 
 

4.0 Findings

“Variety of offerings versus gender"
 

• Women are more satisfied with variety of offerings than men are. 
• We found that women are 85% satisfied with variety of offerings, and men are 81% satisfied with the variety of offerings. 
• The most satisfied variety of offerings is the movie variety by both male and female. 
• Parking spaces and the convenience in location for Silver City is where male and female feel less satisfied.

“Income versus amount of money spent on food”
 

• People who have income levels of less than $29,000 spend the most money on food. 
• These representatives also go to Silver City more often than those with income levels higher than $29,000. 
• The range of money spent by the representatives with income levels of less than $29,000, spent $1-9 dollars on food.

“Age versus the number of times customers visit the theatre”
 

• Customers aged 16-26 go to the movies most often (on an average of 2+ times a week).
• Customers aged 27 or over usually go to a theatre once or less each month.
• Age plays a big role in determining the frequency of customers visiting the theatres.
• This indicates that people aged 16-26 are our target market
• These patrons come to the movies most often and spend most money on food.
• Their income is low, but their discretionary income is high.

“Food preference vs. Age”
 

• Customers between the ages of 16-26 purchased the most amount of food at Silver City. 
• The most popular type of is soft drinks and popcorn.  The following top two were pizza and french fries consecutively. 
• There is a difference between the food purchased by customer’s aged 27 and older, due to the fact that they do not attend movies as often as customers do as ages of 16-26 do.
• All other foods rank below 10%.

“Customer service versus gender”
 

• Only 67% of the males surveyed are satisfied with the friendliness of the ticket salesperson, and 75% satisfied with the speed of the ticket salesperson.  Speed of food and males and females ranked food quality the lowest.
• Friendliness of food concession salesperson ranks somewhat lower at 64% with males
• Speed of service at concession stands and the quality of food are not at all satisfied with our male patrons.

• Overall female satisfaction is extremely higher than males.
• 74% of females are very satisfied with the friendliness of the ticket sales person, and 86% with the speed of the ticket salesperson. 
• Friendliness of concession stand salesperson is still very high.
• The satisfaction with speed of concession stand salesperson and the quality of food is somewhat lower, but still much higher than males satisfaction

5.0 Summary

Objective # 1: “Friendliness of customer service representatives”
 

• Generally females are more satisfied with friendliness of ticket salespeople and speed of service than males (74% of females and 67% of males are satisfied).
• For friendliness of concession stand representatives the overall satisfaction is higher than for friendliness of ticket salespeople.
• According to our research, the ticket representatives at Silver City lack customer service skills, and are not fully satisfying our target consumers.

Objective # 2: “Variety of offerings ate Silver City”
 

• In general women are more satisfied with offerings than males are.
• Yet we find that males come to Silver City more often than females.
• Level of satisfaction with variety of offerings is extremely high.
• The only one that falls below 80% is the convenience of location with males.
• Since males are repeat customers, this conclusion is very important for Silver City.
• Both males and females are extremely satisfied with movie offerings.
• Enough parking and food variety are both above 80% satisfaction.

Objective # 3: “Income vs. Amount of money spent on food”
 

• Patrons with income levels of less than $29,000 spend most money on food. 
• On average people spend $1-9 on food 
• Customers who spend most money on food also go to Silver City most often.
• The conclusion is that this is our target market.

Objective # 4: “Age vs. number of times customers visit the theatre”
 

• Our target market are people ages 16-26.
• This group goes to Silver City on an average of 2 or more times a month.
• Ages 27 or over attend Silver City once or less a month.
• Patrons aged 16-26 also purchase the most amount of food at Silver City. 
• Silver City’s image and service is not as attractive to people aged 27 and over, as it is to younger customers.

Objective # 5: “Quality of food”
 

• Females are more satisfied with the quality of food than males. 
• Only 55% of males are satisfied with the quality of food. 
• Females satisfaction ranks at 67%
• Level of food quality satisfaction is below expectations.

Objective # 6: “Food preference vs. Age”
 

• The most favorite foods are soft drinks (42%) and popcorn (29%), then following are pizza and french-fries (both at 20%).
• Other food items ranked below 10%.
• Our research indicates that popcorn and soft drinks are the traditional foods of cinemas and that is why they ranked the highest at Silver City.
• Other foods at the movies are a new thing and people somewhat are reluctant to change.

6.0 Marketing Recommendations
 

• From the research conducted on Silver City customers, it is recommended that Silver City target males since they are repeat customers.
• The majority of males who attend Silver City are unsatisfied with the customer service at the concession stand offerings. 
• In order to improve these areas, Silver City should uphold the quality and speed of their ticket and concession stands. 
• Future research that can be conducted to help improve ticket and concession service is to ask customers specifically why they are dissatisfied with service in these areas.
• Major area of improvement is quality of food at Silver City. Further research is needed to pinpoint the problem areas. 
• Silver City can then take action ie.hiring more employees to increase and turn over the rate per customer. 
• Most of Silver City’s customers are aged 16-26 who earn less than $29,000 per annum.  This indicates that they are Silver City’s Target Market. They should continue targeting this young age group, because even though they have the lowest income levels, they spend most money on foods and come to the theatres most often. 
• Another area, which Silver City can improve on, is the advertising of the different food available to Silver City customers.  Pizza Hut pizza, New York French fries, and popcorn at the concession stand are the most popular type of food that is purchased by customers. 
• To improve concession sales, Silver City should promote the other products offered at the concession stand such as, nachos or hot dogs.  Taco bell should also improve its advertising techniques to increase sales of their products. 

• Silver City should also target customers aged 27 years old and over since they purchase less food compared to customers between the ages of 16 and 26. 
• One other method in which Silver City can improve their speed of customer service is to introduce more automated services.  By increasing the number of automated ticket machines, Silver City will reduce customers waiting in line and overall traffic flow in the theatre.  If Silver City plans to introduce more automated machines, they can do more research to see what other services customers would like to see automated.  One suggestion would be to do automated ordering at the concessions, so customers’ just hand over a receipt of the food they purchased.  By automating concession ordering, Silver City concession staff will focus on their service and quality of food they offer.
• Male patrons indicate that they are dissatisfied with the number of locations Silver City has. More locations should be built in different areas of GTA.

7.0 Methodological Limitations

Modifications that would be made to the survey for the future are, to ask questions to find out what customers would like to see change about Silver City’s customer service and concession offerings.  This additional information would help Silver City plan specifically what areas they need improvement.

A source of non sampling errors that could have affected the survey would be that the respondents only represented Silver City’s population who attend the theatre on weekends.  Biases that need to be considered due to this sample, is it may not represent the population effectively since the demographics of more patrons during the week may differ from those on the weekend.  Another bias that needs to be considered is that the survey was administered during a long weekend, which means there was an increased number of younger customers at the theatre.

Readers should be aware that the research should be generalized, knowing that the sample was administered on the weekend.  Therefore the sample only represents those customers perceptions.

One factor that may limit the interpretation of the research is that some questions didn’t specifically state if the question included the individual only, or the entire group the respondent attended Silver City with.  This confusion may affect the study, because people may have checked off more than one area to include the entire party’s purchase. Therefore caution should be taken when concluding about what customers bought at Silver City, since it may seem a lot of food or tickets were purchased for one respondent.