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Research questions: How does the servicescape in movie theaters, with a particular focus on SF Bio Västerås, influence customer satisfaction and retention, and what are the perceived quality and challenges associated with its implementation?

Purpose: The purpose of this study is to explore how movie theaters, such as SF Bio Västerås, use servicescape to influence customer service experience. The study aims to investigate the customers' perceived quality of movie theater servicescape and its impact on customer satisfaction and retention. The research will also examine the potential challenges and trade-offs associated with implementing servicescape strategies in the movie theater industry.

Methodology: This study employed a mixed-methods research approach, combining qualitative and quantitative methods to investigate movie theaters, with a specific focus on SF Bio Västerås. A cross-sectional design was used to collect data from multiple cases at a single point in time. Primary data collection included an email interview with the management of SF Bio Västerås and two surveys targeting customers and the general public. Secondary data were gathered to gain insight into movie theaters across Sweden and compare the primary data from SF Bio Västerås to the national context. Theoretical data were collected from academic journals, books, news articles, and websites to address servicescape and potential challenges facing movie theaters. Data analysis was conducted through consensus on data interpretation and data-triangulation. Ethical considerations, such as anonymity and permission, were taken into account throughout the research process to ensure a responsible and respectful study.

Findings: This thesis presents findings from two surveys and an email interview with the director and assistant director of SF Bio Västerås, focusing on the importance of servicescape in the movie theater industry. The interviewees emphasize the significance of servicescape in enhancing customer experience and differentiating themselves from competitors like Netflix. Primary data from the surveys indicate that maintaining a clean, comfortable, and functional servicescape, as well as effective employee interactions, are critical to customer satisfaction. Both surveys underscore the importance of managing disruptions and carefully considering the content and duration of commercials and the quality of 3D movies. By understanding and addressing these key factors, cinema operators can optimize the overall customer experience, fostering satisfaction, loyalty, and repeat business, ultimately contributing to the ongoing success and growth of their enterprise.