An Implementation of Online Marketing in Movie Theatre: A Case Study in Thailand
An Implementation of Online Marketing in Movie Theatre: A Case Study in Thailand
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2016-01
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eng
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application/pdf
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11 pages
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The XV International Business and Economy Conference, IBEC 2016, held in Nurtingen, Stuttgart Metropolitan Region, Germany in Jan. 6-9, 2016
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Abstract
Movie theaters in Thailand have been expanded their ticket selling channels from
offline to online. Therefore, customers can purchase movie tickets via online (website and
mobile application). Some customers do not want to wait in a long queue. Some of them
would like to make sure that when they arrive the movie theatre they are able to see the
movie on the schedule time as they planned. Therefore, they decided to make reservation as
well as purchase the tickets via online. This paper, therefore, is developed to be a
practitioner-oriented case study which is substantiated by primary research conducted before.
From the in-depth interview, we came up with twenty five attributes that respondents
suggested for improving e-satisfaction and e-loyalty of the movie theatre. These twenty five
attributes were developed from theoretical grounds of e-SERVQUAL (such as Reliability,
Website/App Design, and Personalization), TAM (Perceived Ease of Use and Perceived
Usefulness), and online offers. By applying Kano's model of customer satisfaction on these
twenty five attributes, we can classify the attributes into four main categories that are
'expected', 'one-dimensional', 'attractive', and 'indifference'. Expected attributes (such as 'No
need to use student ID with the student loyalty card', 'Discount on snacks for loyalty card
holders') can result in dissatisfaction when they are not fulfilled. One-dimensional attributes
(such as 'No expired date for the loyalty card', 'Discount on movie ticket for loyalty card
holders') can produce both satisfaction and dissatisfaction. Attractive attributes (such as
'Promotion on special events/occasions') produce satisfaction when delivered, but cause no
dissatisfaction if not delivered.