Penerapan Kualitas Pelayanan Cinema 21 (XXI) di Outlet Grand Metropolitan Bekasi

Helman, Hasmarany (2025) Penerapan Kualitas Pelayanan Cinema 21 (XXI) di Outlet Grand Metropolitan Bekasi. Diploma (D3) thesis, STIE Tri Bhakti.

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Abstract

This report is titled "The Application of Service Quality at Cinema 21 (XXI), Grand Metropolitan Bekasi Outlet" and is based on a three-month internship program conducted at the Cinema 21 (XXI) Grand Metropolitan Bekasi outlet. The objectives of this internship were to: Identify and describe the practical application of service quality in various operational aspects of Cinema 21. Identify obstacles in implementing quality service by all front-line staff at Cinema 21. Gain an understanding of customer perceptions regarding the service quality provided by Cinema 21. The internship was carried out using an observation method, where the author was directly involved in the service processes performed by the staff at Cinema 21. The observations and analysis show that Cinema Grand Metropolitan XXI Bekasi has effectively implemented all five dimensions of service quality (SERVQUAL): Tangibles are demonstrated through the luxurious and attractive interior design, the superior quality of the projector and Dolby Atmos sound system, and the well- maintained cleanliness. Reliability is reflected in the consistency and accuracy of services, such as greetings from security officers and fast and precise transactions by the Guides. Responsiveness is evident in the staff's high sensitivity to customer needs, especially the waiters in The Premiere area, who are responsive and proactive in providing the best solutions. Assurance is built on courteous service, clear information, and staff professionalism, which creates a sense of safety and trust for customers. Empathy is shown through staff's attention to small details, such as assisting elderly customers and providing relevant information, which creates a personal and touching experience. Despite these strengths, the author identified several operational issues that could potentially affect customer satisfaction. These include: Violations of age classification rules through the purchase of tickets via the M-Tix app. Customer objections to the policy prohibiting outside food and beverages. Instances of film recording inside the cinema studio. Based on these findings, the report offers several recommendations to improve service quality, including enhancing the age verification system on the M-Tix application, optimizing communication of the no outside food/beverage policy, and increasing studio supervision to prevent piracy.

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