Paper Title
Exploring The Impacts of Service Quality on Customer Satisfaction: A Case of Platinum Cinema in Ha Noi
Abstract
Platinum cinema was founded in January 2011, and with totally 4 cinemas in Ha Noi, it has become the most
favorite reunion place for the young generation. This research explored how service quality affects customer satisfaction in
Platinum cinemas by applying Service Quality model SERVQUAL. The findings of this study represent that service quality
consisting of reliability, assurance, tangibles, empathy, responsiveness and price, did affect customer satisfaction in Platinum
cinema located in Ha Noi city. Among the above factors, responsiveness possesses the strongest impact on customer
satisfaction, but in contrast, the weakest factor is Reliability. However, there is no significant difference on genders and ages,
but different marital status, monthly income, and also different Platinum cinema locations exhibit different customer
satisfaction.
Keywords - Service Quality, Customer Satisfaction, Vietnam, SERVQUAL.