Customer Experience Innovation in the Wake of the PVR-INOX Merger: Redefining the Cinema-Going Experience

Abstract

This paper examines the impact of the merger between PVR and INOX on major cinema chains in India, especially on factors that have contributed to making multiplexes competitive or ensured increased customer satisfaction. It aims at focusing on synergies that the merger unleashes and how it enables achieving economies of scale and optimal resource allocation. Based on a mixed-methods research design, the paper now allows for both the incorporation of quantitative data from well-structured questionnaires and qualitative insights by doing in-depth interviews with key stakeholders. This approach will therefore allow one to completely analyse the level of customer satisfaction and operational efficiency post the merger. The validity tools employed included Cronbach's Alpha and KMO and Bartlett's Test. Analysis made towards various streams reveals that such paramount categories create efficiency in operations, which includes optimization of resources and streamlining processes. The synergy model helps to reduce waiting times and enhance training through employees, thus enforcing a robust delivery service model. Strategic suggestions on customer service betterment for the new PVR-INOX regime, based along lines of individualized product offers, technological innovations, and community outreach. The study will base its recommendations on the successful realization of these suggestions to arm the relevant stakeholders with actionable insights in further enhancing engagement while providing further strength to the market leadership position that PVR-INOX poses in the cinema industry in India.