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3.1 INTRODUCTION
3.2 BACKGROUND OF THE COMPANY
Golden Screen Cinema (GSC) was founded by Ms. Koh Mei Lee in 1981 but
previously is known as Golden Communications Circuit. By the way, Cathay is one of the
oldest cinemas in Malaysia until 1998. Golden Screen Cinemas was founded in 1998 as a
merger of Golden Communications (GC) Circuit and Cathay Cinemas. In 2004, Cathay
Cinemas was revived in Malaysia as Cathay Cineplexes. It was formerly known as Mega
Pavilion Cinemas. In September of 2004, Mega Pavilion Cinemas was renamed as Cathay
Cineplexes Sdn Bhd and became an integral part of Cathay Cineplexes.
In addition, Golden Screen Cinema is the leading cinema exhibitor and it is also the
largest cinema in Malaysia. GSC is a subsidiary of PPB Group or called as a member of
Kuok Group. PPB Group is appearing on market the stock exchange of Malaysia. It is a
group with benefits in food industries, environmental engineering, utilities and waste
management, property and entertainment.
3.3 COMPANY PROFILE
Golden Screen Cinemas (GSC) is the largest chain of cinemas in Malaysia. The
biggest cinema is located at Mid Valley Megamall. It houses 18 screen cinemas and has 2899
seats which is the largest in Malaysia. The largest competitor of the cinema is TGV Cinemas.
According the data in 11 April 2013, GSC has a total of 233 screens in 27 locations
nationwide, which include Kuala Lumpur, Pulau Penang, Kedah, Perak, Negeri Sembilan,
Sabah, Sarawak, Selangor, Melaka, Johor, Pahang dan Putrajaya. GSC manages the largest
digital hall in Malaysia which is located at 10th floor of Berjaya Times Square, Kuala Lumpur.
It is a 555 seater GSC Maxx.

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GSC also operates Malaysias first-ever boutique cinema with only Gold Class and
Premiere Class halls in The Gardens Mall, Kuala Lumpur. It is called as GSC Signature. GSC
Signature is combined with three F&B outlets (Paradiso, Cafe Caro and Dessert Bar). GSC
Signature will provide an enriching experience via the spacious interiors, thick plush carpet,
luxurious surroundings and attentive staff for customers.
Moreover, the first GSC cinema operate in Malaysia was opened in Kota Kinabalu on
14 July 1981. In 2002, GSC cinema was opening a 8 screen cinema in Amanjaya Mala,
Sungai Petani. It is known as GSC Lite which embodies GSCs entertainment magic in a
lighter, modest and accessible manner to enter into smaller market centres without
compromising big screens and digital sound. This approach enable GSCs customers to enjoy
the cinema going experience at competitive pricing. Meanwhile, the GSC in Gurney Plaza is
the first multiplex outside the Klang Valley and the first to house a Premiere Class screen
followed by Berjaya Times Square and 5 GSC Signature at The Garden in Kuala Lumpur.
There are also international movies shown in selected GSC cinemas. Currently, there are only
4 International Screens in Malaysia which are located in Mid Valley, 1 Utama, Gurney Plaza
and Pavilion.
Lastly, all GSC cinemas have concessions that sell popcorn, soft drinks and other
snacks. There are 3 Glitter cafs in Pavilion KL, 1 Utama and Gurney Plaza and 3 gift shops
in Mid Valley, 1 Utama and Gurney Plaza where one can purchase merchandise.

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3.4 ORGANIZATIONAL STRUCTURE

In 1987, PPB Group and Golden Harvest (Int.) Ltd of Hong Kong jointly established
Golden Communications (M) Sdn Bhd to operate a chain of cinemas in Malaysia which were
leased from Shaw Brothers (M) Sdn Bhd a pioneer in Malaysian film industry. In 1997,
Golden Communications (M) Sdn Bhd merged with Cathay Organisation (M) Sdn Bhd to
become the biggest company in the Malaysian cinema entertainment business. Golden Screen
Cinemas Sdn Bhd (GSC) was established as a result of this merger. Organization structure
can be defined as the framework in which the organisation defines how tasks are divided,
resources are deployed and departments are coordinated. The board of director is fully
responsible for the effective control of GSC cinema. This includes responsibility for
determining the GSC cinemas strategic direction, financial performance, allocation of

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resources, principal risks and implementing appropriate steps to manage these risks, ensuring
the systems of internal control are in place and are effective.
In fact, business functionaries such as a managing director, marketing director or
financial director, who work closely with the artistic staff on funding for a production. After
that, the organizational structure of GSC cinema will continue with a general manager. Then,
the middle rung of the company's organization is balanced with maintenance manager, sales
and marketing manager and human resources manager.

3.5 BUSINESS ACTIVITY

Golden Screen Cinema (GSC) is considered as partial E-commerce. First at all, GSC
cinemas provides physical product such as movie ticket and food and beverage (F&B). In
order to watch a movie in GSC cinema, we are required to show the particular movie ticket to
the operator. Without the movie ticket or prove provided by cinema, you have not allow to
enter into the cinema halls. GSC cinema also selling food and beverage (F&B) like popcorn,
soft drinks and other snacks. Consumers can purchase the food and drink under the GSC
brand and take in cinema hall to enjoy when watching the movie.
Secondly, GSC cinema is counted as partial business process. Nowadays, consumers
can reserve or book their movie tickets through online and purchase movie tickets in credit.
For instance, consumers can purchase movie tickets by using Hong Leong Credit Card, then
they can enjoy the offer and promotion. Besides that, consumers can easily obtain the movie
tickets that they desired through mobile application. Undountedly, GSC is the first cinema
operator in Malaysia to launch a mobile application. It is called as GSC Mobile Application.
It is especially for iPhone and Android phone that enables movie-goers to purchase tickets via

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m2u mobile, PayPal account or RHB Now on their smart phones. Customers may
enjoy the facility of ticketless option by scanning the 2D barcode on the screen of their
smart phones at the selected cinema checkpoints. However, consumers can also purchase the
movie tickets through the counters of the cinema. Furthermore, consumers can also purchace
the movie ticket via GSC e-Payment. Undeniably, GSC was the first in the industry to
spearhead online ticketing in Malaysia via GSC e-Payment ticketing. Nowadays, GSC
cinema is available this services at 26 locations whereby customers can choose to print their
own tickets with 2D barcode or taken the ticket at counter. Thus, they just are validated at the
entrance checkpoint.
Lastly, GSC cinema is physical delivery agent because consumers have to watch the
particular movie in the hall. Even though consumers can purchase or reserve the tickets
through online, but consumers still have to get their tickets from the counter of cinema and
watch the movie in the cinema hall physically.

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4.1 SITUATION ANALYSIS
4.2 STRENGTH
One of the primary strength of Gold Screen Cinema(GSC) is the technique to catch the
attention of customers to use credit card is when they started to apply a credit card. Besides
that, GSC launched a customised co-branded credit card in 2009, the GSC-Hong Leong
Credit Card which is the first to offer discounts for movie tickets (for adult tickets),
concessions and F & B in-dining service. The discounts will be given to those customers who
purchase more tickets, which is more unique than other cinemas.
Moreover, GSC was the first in the industry to spearhead online ticketing in Malaysia
via GSC e-Payment ticketing which is available at 26 locations whereby customers can
choose to print their own tickets with 2D barcode to be validated at the entrance checkpoint.
This makes the customer more convenience with the on-line tickets purchase which is 24
hours service and customers are not restricted to time constraint.
Besides movies, GSC halls also cater for events like gala premieres, press conferences,
product launches and seminars. GSC cinemas provide comfortable seating with facilities such
as wide screen projection, Digital and LCD projector for full audio-visual presentation for
event organizers. Therefore, GSC is not only targeting at customer for the purpose of
entertainment but also for other customer bases such as business, education and etc.

4.3 WEAKNESSES
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Weak in service encounter. From customer's point of view, they get the vivid
impression of service in the service encounter when they interact with the service firm. They
receive a snapshot of organization's service quality and each encounter will contribute to the
overall satisfaction. The first stage of service encounter, that is the ticket office, is the
particular stage for customer to determine the service quality of the Golden Screen Cinema.
Weak service encounter in the first stage will lead to negative overall evaluation and bring
bad reputation to Golden Screen Cinema (GSC). However, the frontline employees, the ticket
sellers usually are the untrained worker. The inexperience and improper behaviour of the
frontline workers will affect the image of the company.
Fail to build strong relationship between the company and the customer. Customer
relationship can be built through creating an intimate relation between the service provider
and the customer, in order to build up the customer's loyalty and retention. However, the
untrained, unprofessional, highly turnover frontline employees have no a good interaction
skill with the customer, and sometime the bad attitude even irritate the customer. The poor
service provider-customer relationship cannot help the Golden Screen Cinema to retain their
customer effectively.
Capacity is inflexible. When there is very high demand in the container of the cinema,
the insufficient of the capacity will result in the customer perceive the Golden Screen Cinema
as a firm which is lack of reliability. This will reduce the possibility of the customer to return
in the next time. Beside, broadcasting movie is a kind of perishable services, the space which
is not used or purchased cannot be reclaimed and used or resold at a later time. So, the
limitation of the capacity is a barrier to handle the problem of fluctuation in customers
demand.
4.4 OPPORTUNITIES
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The cultural movie can be advocated in the Golden Screen Cinema. Malaysia is a
multi-racial country, is rich in different cultural custom and this bring superiority to the
industry. The golden cinema can grab this chance, broadcasting more about this kind of
cultural movie in order to fulfill the customer need and create more revenue. For an example,
the latest movie "The journey", which was produced by the local director, has brought a great
sympathetic respond from the local movie-viewer and create a lot of revenue to the industry.
Rapidly growing of the network gives the Golden Screen Cinema a good chance to
target a wider market, including the youngster, generation Y. The generation Y, a sizable
market, is the first generation that grew up with the internet. They are likely to share anything
in the social network like the facebook, and twitter. The Golden Screen Cinema established a
special webpage to communicate, updating the latest movie in the webpage, allowing them to
know the information within a few click. Furthermore, the growing of the network allow
them to communicate globally, this can further increase the world of mouth about the cinema.
The advanced technology makes more desirable improvements to the movie service in
the cinema. The three dimensions movie (3D movie), or even the four dimensions movie (4D
movie), are available in the cinema now. This kind of brand new enjoyment has attracted
substantial portion of the market to watch the movie in the cinema. This is because of this
kind of satisfaction cannot be duplicated easily by the customer themselves.

4.5 THREATS
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Unlimited accessing of the webpage reduces the competency of the Golden Screen
Cinema. The multimedia spreads their marketing power rapidly via the internet. They offered
the potential customer to have an unlimited accessing permission under a fixed monthly
payment. The customer will perceive this offer has much more value because they can watch
unlimited movie at any time and at any place without extra charging, which the strategic has
been practising by the Golden Screen Cinema.
Fast pace developing of technology will indirectly result in low demand of watching
movie in the cinema. The high technology causing the multifunctional handset or tabs or ipad can be seen everywhere in the marketplace. This novel cell-phone allows the customer to
watch the movie at their favourite place at any time. This new trend has become a new threat
to the Golden Service Cinema because the time of broadcasting and the location of the
cinema cannot carter to everyone.
Enormous large DVD selling trend reduce the customers desire of watching movie in
the cinema. The perishable characteristic of the broadcasting movie service limits the
customer to have a collection after watching the movie. In contrast, the DVD, which has been
sold widely in the marketplace is more favourable to the customer.This is because, the DVD
is a tangible product and it can be returned or reclaimed if the transaction goes wrong.

4.6 COMPARING THE COMPANYS STRATEGY WITH COMPETITORS

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Golden Screen Cinema has cooperated with the CIMB bank in order to offer the
customer a better and easy way to book the movie ticket in a more convenient way. The GSC
encourages the customer to buy the ticket via online by providing discount if the customer
pays the bill by using the CIMB credit card. The CIMB bank employees also will promote
this benefit to their potential customer so as to persuade their customer to choose their bank
card. This is a mutual-relationship for both of the GNS and CIMB bank. Other than that, the
customer will perceives this transaction is more worthy for them because of they can get an
extra benefit from choosing the GSC rather than to choose to buy the ticket from other
company. This win-win situation among these three parties has become a powerful strategy
for the Golden Screen Cinema to compete with other competitors.
Golden Screen Cinema raises the customer's expectation by renewing the latest and
hottest movie in the web page that they have established. The GSC has established a web
page on the network place and keeps notifying the customers about the upcoming movie. In
order to better attract the customers, the GCS always broadcasting the movie trailer on their
web page. This can arouse the impulsive desire of purchasing the movie ticket via the online
service.

4.7 COMPETITORS ANALYSIS

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The TGV cinema has been publicly accepted as the largest competitor to the Golden
Screen Cinema in this industry. The biggest cinema is located at the Sunway Pyramid, with
12 screens and 2598 seats. The latest TGV cinema has been officially opened at 12 July 2012.
The biggest charateristic of the latest TGV cinema is, it consists of a three dimension (3D)
digital hall. The TGV cinema's main objective is to provide the moviegoers a luxury service
when watching their favourite movies. So, the TGV cinema achieved this objective by
launching the "bean bag hall" in several outlets, that is, all of the seats inside the movie hall
were been replaced my the bean bag cushion.

5.0 SERVICE OFFERED BY GSC

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GSC is the leading film exhibitor and distributor in Malaysia. They have mission to provide
total movie entertainment in the best halls with the best customer service to generate a
healthy return to their stakeholders. GSC currently operates a total of 251 fully digital screens
in 31 locations across Malaysia and Vietnam. Then, in order to carry out their mission, GSC
provides several services, such as :
1. COMMON SERVICE
The consumers can purchase the movie tickets directly through the cinema counters
and consumers also can buy food and beverage there under the GSC brand.
2. GSC E-PAYMENT
E-Payment facility was launched for online ticketing sales. Known as selfprint
tickets, customers can print their own tickets with 2D barcode to be validated at the entrance
checkpoint. They can book the movie tickets through online but still need to be validated at
the entrance checkpoint.
3. GSC'S CREDIT CARD
A co-branded credit card with EON Bank GSC EON Bank Credit Card (now known
as GSC Hong Leong Credit Card) also positioned as the Ultimate Movie Card. The GSCHong Leong Credit Card which is the first to offer discounts for movie tickets (for adult
tickets), concessions and F&B in-dining service. This is the first Credit Card that gives to
customers up to 50% discount on movie tickets, concession purchases and F&B outlets in
GSC. This means greater savings for regular movie-goers in the long term. Furthermore,
customers can also enjoy all the benefits & features of an Hong Leong Credit Card.
This innovative facilities and services are part of GSCs on-going commitment to enhance the
cinema going experience.
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4. GSC E-VOUCHER
This is a facility to cater for corporate loyalty programmers and promotions. This esolution eliminates manual distribution of physical vouchers and allows customers to redeem
their e-Voucher via e-Payment on GSCs website. This service could be a new convenience
for consumers and become a new innovation in order to provide the best service.
5. GSC E-COMBO
This new online service enables movie fans to conveniently purchase popcorn and
drinks together with their movie tickets online while skipping the queue in the cinemas. So,
for the customers who don't like to queue, they can use this facility and get more comfortably.
6. GSC MOBILE APP (IPHONE & ANDROID)
The application enables mobile ticketing to movie-goers to purchase tickets across all
Telcos and payment gateway through Maybanks m2u mobile, PayPal and RHBs RHB
Now on their smart phones. Consumers enjoy the convenient ticketless option by scanning
the 2D barcode on their smart phone screens at the selected cinema checkpoints.

6.0 PROBLEM AND SOLUTIONS FACED FROM THE SERVICE OFFER

6.1 PROBLEM

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Each cinema must have its own problem that need to face. There are three problems faced by
the Golden Screen Cinema which is queue up problem, e-payment problem, and outlets
service problem.

6.1.1

QUEUE UP PROBLEM
At the peak hours, especially during public holidays or showing a new movie, cinema

must be crowded by people. Many people line up to buy the movie ticket makes the queue up
lines very long. At this time, some of the customers will feel anxiety and frustration. They
consider that it is so wasting their precious time. In addition, the crowds make the space
narrower and the atmosphere becomes hot and stuffy.

6.1.2

E-PAYMENT PROBLEM
E-payment service is a payment for any goods purchased according to terms must be

made by debit or credit card during the time of placing the order and prior to delivery. It is
very convenient to consumer especially teenagers and office workers who are proficient in
technology. However, e-payment sometimes will temporary been disabled due to some
technical issues. For instant, Maybank conduct certificate renewal caused temporary disabled
m2u payment mode for e-payment and mobile apps (iPhone / Android) for certain time. It
will lead to inconvenient for those who want purchase movie ticket via online.

6.1.3

OUTLETS SERVICE PROBLEM

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Sometimes staff didnt show their professional in front of customers. They didnt show their
genial smile and talking a heavy tone to customer. Bad mood of the staff will create bad
experience to the customers. So, customers will feel that they are not been taken seriously
and uncomfortable due to their impolite service. When customers are disappointed with the
service, they may attribute their dissatisfaction through word of mouth. Then it will affect
companys brand name.

6.2 SOLUTIONS

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There are some solutions for solve the problem that Golden Screen Cinema faced:
6.2.1

QUEUE UP SOLUTIONS
To solve the long lines problem, Golden Screen Cinema should set up more counters

to overcome. Some counters do not open due to lack of staff. So, Golden Screen Cinema
needs to rearrange their staff schedule to avoid this kind of problem. Besides that, Golden
Screen Cinema can provide all the staff a training program before starting work. The main
purpose of training program is to enhance the efficiency of staff. If all the staff exclusively in
serving customers, it will save time and can prevent long lines problem.
6.2.2

E-PAYMENT SOLUTIONS
E-payment system is considered as a complex system because it is connected between

the counter server, e-ticketing system and database. To make sure e-payment system go
smoothly, Golden Screen Cinema has to create an Information Technology (IT) team. The
technician in this team need have a lot of knowledge, skill and technique to project activities
to meet the project requirements and solve urgent problems. In addition, make sure all of the
inconvenience caused inform early to the public. Therefore, customers can have attention on
this announcement.
6.2.3

OUTLETS SERVICE SOLUTIONS

To overcome the outlets service problem, all the staff must do the attitude test. This is

very important to develop their professional skills toward customers. They must learn how to
face the customers, how to serve customers, and know what their needs. When confront the
customers, staff need show a polite and professional skills. This is a fundamental requirement
in the service.
7.0 THREE NEW SERVICES FOR GSC CINEMA TO BE OFFERED
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1. GSC KIOSK MACHINE
In todays world, the use of kiosk machine has increasing day by day. It has become a
popular service that provide by few sectors such as food and beverage. Mall kiosks and kiosk
machines are growing increasingly popular. Nowadays, integration of technology allows
kiosks to perform a wide range of functions, including self-service kiosks. There are few
types of kiosks. For example telekiosk, internet kiosk, ticketing kiosk and so on.
One of the new services for GSC cinema to be offered is by implement the use of
kiosk machine. This kind of new service is suggested to replace the buying ticket counter and
avoid the queue up time to buy food and beverage. The function of this self-service kiosk
machine is customers can buy movie ticket as well as food and beverage at the same time. It
is a brand new service for Golden Screen Cinema to imply. Self-service kiosks will be placed
in the cinema and replace the movie ticket purchase counter.
In order to use the self-service kiosk machine, first the customers have to apply for a
membership card to make any transaction on the following time. The membership card is also
considers as a prepaid card. Customers have to top up before they purchase movie ticket or
food. In other words, this membership card works as money. Whenever customers purchase
movie ticket and snacks food, the total amount of money will automatic deduct from the card.
Customers can purchase anything in the cinema without using any money.
The functions of self-service kiosk machine are purchase movie ticket and food and
beverage. By using this machine, customers will do almost same process as purchase movie
ticket at counter. The kiosk machine will show us the card balance before we purchase
anything. It is because to ensure that the amount of money that we have are enough for us to
do further transaction. If customers have not enough credit, they can top-up on the spot with
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any amount of money. After make sure the amount of money is sufficient, customers can
select preferable language to make the following process easier. Through the kiosk machine,
customers can start to select movie title and suitable show time. After decide movie title and
show time, customers can proceed to the next step, select seat. At that time if seat is not
available, customers have to repeat the process to select other movie or show time. But, if the
seat is still available, customers can straight buy the movie ticket through the kiosk machine.
Customers make payment and will receive printed movie ticket. The printed movie ticket
shows title of movie, show time, room number, seat number and amount of money.
Another function of the kiosk is purchase food and beverage. If customers want to
purchase any food or beverages, customers can purchase after select seat. Customers can take
order on the shown menu. The order will be send to the food counter. Customers will make
payment together with movie ticket by using the membership card. While in the movie ticket,
it will also show the foods that you have ordered. It is because customers have to take this
ticket to food counter to collect their food. If customers face any problem in using the kiosk
machine, they can seek help from the employees.
Customers have to use the ticket to scan before they enter to the theater room. The
scan machine can replace the employees to tear off the ticket before customers enter. When
customers scan the ticket, the scan machine will give the direction of the theater room. It can
make customers easier to find the actual theater room. By using the ticket, customers can also
confirm what seat they are because when they choose the seat in the kiosk service by
themselves.
The target market of kiosk machine is the current market that likely to purchase movie
ticket and food through a new way. It is because the function of the kiosk machine is same
with the processes that go through by customers. The customer segment can included all
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generations and races. Through the kiosk machine, customers can select the preferable
language for the following process. Therefore, all the races can easily use this machine to
purchase any things. Besides that, most of Y and Z generation will not face any problem
when using kiosk machine because they grew up with technology. They have been shaped by
the technological revolution that occurred throughout their youth. However, Gen X and baby
boomer generation are starting to follow up the trend and they are willing to learn new things.
Besides from this movie-ticketing kiosk machine, they have used many others kiosk machine
like ATM. Therefore it is not hard for them to purchase movie ticket or food through this selfservice kiosk machine.
There are several advantages when implement kiosk machine. By using kiosk
machine, company able to save some cost such as employees salary. Kiosk machine will
replace the job of employees who work in the movie purchase counter. Golden Screen
Cinema Company will reduce the number of employees and remain the necessary. Although
it will be costly to set up kiosk machines in the beginning, as it is used frequently, it will
eventually become worth. Kiosk machines will frequently use by customers because every
day will have people who want to watch movie. Moreover, kiosk machine is long term
equipment. Company will not necessary to pay out money for maintenance or change the
machine because it will only require minimum maintenance for it to run the system. If the
system failure or machine breakdown, there will be a technical support system available to
quick recovery.
Furthermore, customers can save their time by avoid line up in a long queue to buy
movie ticket and especially food and beverages. There are only some simple processes for
customers to purchase through kiosk machine and complete the process in one time.
Customers only need to insert their membership card and follow for few steps then they will

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be able to make payment and purchase movie ticket. By the time they purchase movie ticket,
they will also earn some points for them to redeem for free movie tickets or foods. If using
the system now, customers have to go for different counter when they need to purchase movie
ticket and food. Customers have to queue up twice when they need to buy food and movie
ticket. When there are a lot of people, they have to spend a lot of time in lining up. However,
when customers order food through kiosk machine, the food order will be sent to food
counter. If there are a lot of order from customers, employees will prepare the food once they
receive food order. Therefore, employees can prepare early and will not let customers wait for
long time when they come and collect their foods.

2. SMS BOOKING
Another new service offer by cinema is ticket booking via SMS. This service is focus
of the SMS service. Now through online booking, customers can view the offers and
promotions provided by the cinema. By using SMS service, customers can book movie
tickets, know about movie details, participate in movie contest and download wallpaper.
Customers can view the details of a movie that will be in play at the cinema. Users can
simply send an SMS to the service provider system and they can choose the payment that
they want to do. In addition, customers also don't have to wait in line in the cinema again
when they want to buy ticket. This kind of service can also help to make the service easy.
As we all know, today many people who opt for cinema tickets via SMS booking for
watching movies they want. Booking tickets via SMS is a flexible tool for customer because
it works for 7 days a week in which the customer can book tickets anywhere or anytime.
Besides that, reservations may be placed by 24 hours a day. Although the working hours of

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the cinema are limited, customers can also order before 12 pm but the delivery will be made
the next day.
The next function of this service is download movies wallpaper. Customers can
download their favourite movies wallpaper, just by sending an SMS to our operators so
customers can buy or free download movies wallpaper for their mobile phones. So customers
can beauty the look of their cell phone with wallpapers of their favourite films.

3. CUSTOMERS ABLE TO BOOK THE SPECIAL CINEMA ROOM TO DO

BIRTHDAY PARTY OR GATHERING.
In today's modern era, watch movie in the cinema is no longer a luxury thing like in
the 1980s-1990s. Watch movie at the cinema in 19 century is included as something
expensive and not all people get to watch movie in theatres. However, watch movie in cinema
in this current era has become an affordable activity for some people as a means of
entertainment that is consider cheap and simple.
The new service of this cinema that we offer is customers can rent theatre room for
personal activities, such as birthday celebration, meetings, or family events. Because this time
they have to be done quickly and easily as well as much of their personal need of the
customer event done in different places than a regular event.
The main target market of this service is the young generation or family members to
become customers. The largest number of customers in this cinema is young people who
spend time to watch movie in the cinema. So the existence of this service can let them to
celebrate their birthday on the 21st where it could be cinema. Customers can invite all their
friends to come and share their happiness, along with watching the movie. Moreover, GSC
cinema will also provide special rates for the anniversary or birthday celebrations.

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Another target market of this service is family. Family is also one of the biggest
groups of customer because currently many families spend their weekends by watching the
movies in cinema. With this new service, they could make any family event in the cinema and
they will get a different experience than ever before. For example, big family can hold a
gathering with all the family members in the cinema room.
The next target market is executive members. It is because currently many executives
held meetings are no longer in the office but outside the office room such as in the cafe,
restaurant, hotel and now we offer this new service for them to have one more choices to
convene a meeting in the cinema. This is one of the latest breakthroughs and will attract
customers. It will provide them a new environment to conduct a meeting and have some new
experiences.

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8.0 CONCLUSION
The objective of this study is to choose a company and learn the concept of service
marketing. We have chosen Golden Screen Cinema as our company for our service marketing
assignment. GSC is a company that give many services to their customers to make sure they
are the customer are loyal to them. During this projects we have learn the companys situation
analysis on its strength, weakness, opportunities and threats. Later on GSC also has a
competitor in the same field which is TGV Cinema. We learnt that TGV Cinema has a three
dimension (3D) digital hall compare to Golden Screen Cinema (GSC). Golden Screen
Cinema (GSC) offered many service to retain their customers and make a longer relationship
with them by giving special services to them. For example, GSC gives free movie ticket or
voucher on customers birthday. Although GSC has a good reputation they also face some
difficulties situation in handling their services. Therefore, GSC tries to solve this service
problem to ensure they will not lose their customers and serve better for them. Lastly, GSC
can bring up some new services to their customer. This is to retain the customer loyalty
toward the cinema. One of the new services that we decide was kiosks ticketing in GSC
cinema. We believe that this kind of new services will make customer very happy and it will
be easier for customer to purchase ticket in a short time. Therefore the flow of the kiosk
machine is much interesting because it will be a new technology for customer to try it.

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