Perception of Cleanliness & its Role in Customer Loyalty-Evidence from Gurugram Multiplexes.

Abstract

The Indian cinema exhibition industry has witnessed remarkable transformation with the advent of multiplexes, fundamentally altering the moviegoing experience. This empirical study investigates customer satisfaction levels regarding housekeeping practices in multiplexes across Gurugram, India. Through a comprehensive analysis of 350 respondents visiting various multiplexes including PVR INOX, Carnival, and other prominent chains, this research examines the correlation between housekeeping quality and customer satisfaction. The study employs both primary and secondary research methodologies, utilizing structured questionnaires and statistical analysis to assess key housekeeping dimensions including cleanliness, maintenance, staff behavior, and overall service quality. Findings reveal that 78% of customers consider cleanliness as the most critical factor influencing their overall cinema experience (1), while 65% directly correlate housekeeping standards with their likelihood to return (2). The research identifies significant gaps between customer expectations and current service delivery, particularly in areas of restroom maintenance, seating cleanliness, and waste management. These insights provide valuable recommendations for multiplex operators to enhance customer satisfaction through improved housekeeping practices, ultimately contributing to increased customer retention and business sustainability in the competitive entertainment industry.