REVIEW OF METHODS FOR ASSESSING A CONSUMER VALUE OF CINEMA AND THEATRE SERVICES

Abstract

This article studies a customer value of cinema and theatre services. The article presents the concept of
cinema and theatre services, in relation to which the research is conducted. The authors prove the need for
examining the customer value of cinema and theatre services. An overview of modern methods for assessing
the consumer value in accordance with a possibility of applying the methods for evaluation of the customer
value of cinema and theatre services is given. The review is preceded by the study on the concept of a customer
value of goods or services from the standpoint of economic and marketing approaches. Also, the author’s
definition of the customer value of cinema and theatre services is given. Special attention is paid to a
dual nature of the customer value, which is reflected in the author’s definition. The review of methods for assessing
the consumer value has enabled the authors to evaluate each method from the perspective of its use
for assessment of the customer value of cinema and theatre services. As a result, it’s concluded that the most
appropriate method of assessing the consumer value of services is a method of Kano. The basis of Kano method
is formed by a statement that consumers’ ideas about the product or service worth are unclear, but they
may be clearly outlined with the help of the research study. This method enables one to assess customer satisfaction.
The authors state that consumer satisfaction is an interchangeable term of the customer value in the
evaluation of cinema and theatre services. The authors provide a detailed description of the method of Kano,
recommendations for its practical use are given. As a result, the article presents recommendations on the necessity
of conducting a range of research studies to confirm the hypothesis, put forward in the article.