A
Research Project
On
“Role of Customer Attitude, Satisfaction, Trust & Commitment
on Customer Future Purchase Intentions”
(A Study of Movie Cinemas in Yamuna Nagar)
Submitted to
Kurukshetra University, Kurukshetra
In the partial fulfillment of the Degree of Master of Business
Administration
MBA 4th Semester (Session 2017-19)
Under the Guidance of:- Submitted By:-
Mr. Vinod Kumar Anu Devi
Assistant Professor D/o Mr. Rakesh Sharma
Department of Management Class Roll No-1711035
Univ. Reg. No.- 14-GY-784
Univ. Roll No.- ........................
Tilak Raj Chadha Institute of Management &Technology
(Affiliated to Kurukshetra University, Kurukshetra & Approved By AICTE)
M.L.N. Educational Complex, Yamuna Nagar- 135001 (Haryana)
Ph. 01732-220103, 234010, 234110. Fax: +91-1732-234110
E-mail: info@timt.ac.in, Web Site: www.timt.ac.in
DECLARATION
I, Anu Devi, Roll No # 1711035, MBA (Semester-IV) of the Tilak Raj Chadha Institute of
Management and Technology, Yamuna Nagar hereby declare that the Research Project
entitled “Role of Customer Attitude, Satisfaction, Trust & Commitment on Customer
Future Purchase Intentions” (A Study of Movie Cinemas in Yamuna Nagar) has been an
original work and the same has not been submitted to any other Institute for the award of any
other degree.
(Anu Devi)
ACKNOWLEDGEMENT
This project involves many helping hands. First of all the researcher would like to thank all
those, who have helped her in completion of the project and bringing out the timely
submission.
The researcher is sincerely thankful to Dr. Vikas Daryal, (Director) and Dr. Vandana
Madaan, Head Department of Management, Tilak Raj Chadha Institute of
Management and Technology (TIMT), Yamuna Nagar for their ready assistance, keen
interest and valuable suggestions.
The researcher would like to express her thanks to Mr. Vinod Kumar, Assistant Professor,
TIMT, Yamuna Nagar for providing guidance and support in completion of the report.
Last, but not the least, she is extremely thankful to her parents, respondents and friends for
their unconditional support and ready assistance.
EXECUTIVE SUMMARY
The intended research on “Role of Customer Attitude, Satisfaction, Trust & Commitment
on Customer Future Purchase Intentions” (A Study of Movie cinemas in Yamuna
Nagar) has been carried out to identify the impact of customer attitudes (theatre facility
attitude & movie attitude) on future purchase intentions.
OBJECTIVES OF THE STUDY
• To understand the impact of future purchase intentions of the customer regarding the
movie theatre
• To study the relationship between customer attitudes (theatre facility attitude & movie
attitude) & customer loyalty in the organisation’s ability to perform the desired
services
• To study the impact of overall satisfaction on the current theatre facilities
• To study the mediating impact of trust, commitment & satisfaction between customer
attitudes (theatre facility attitude & movie attitude) & future purchase intentions for a
high or low relational orientation customer
The research has been descriptive- in nature as it seeks to discover ideas and insight to bring
out new relationship based on previous findings in other organizations. The type of
investigation is Causal as the impact of variables on channel has been studied. Study setting
is Non-contrived because the study has been conducted with no interference of researcher. It
is a Cross-sectional study as data has been collected at one point of time.
The data has been collected by researcher from through questionnaire comprising of scale in
order to measure the impact of independent factors on future Intentions. The data has drawn a
sample of 300 customers in Yamuna Nagar City using Convenience sampling technique.
Various statistical tools have also been applied like Reliability Analysis, Principal
Component Analysis and Regression to analyze the data using software for statistical
package for social sciences (SPSS)
By applying Reliability Statistics on variables, the value of Cronbach’s Alpha has been
found to be 0.765 which is greater than 0.5. It means that instrument under study is reliable.
The KMO Value for sample adequacy is 0.917 for independent & moderating variables & the
KMO value for dependent variable is 0.737 which tells that data is adequate as it is greater
than .070
The result of factor analysis tells that only two components has extracted from independent &
moderating variables, & one component is extracted from dependent variable.
Regression analysis tool is used to quantify the impact of independent variable on dependent
variable. Researcher has applied this tool to measure the effect of independent variables on
dependent variable.
Regression was applied in which 69 % of variations is explained by model.
The research is not free from limitations like, unwillingness of respondents, limited area for
research, respondents’ bias and researcher’s bias. At last it has been concluded that the
variables has a direct impact on Future Intentions.
TABLE OF CONTENTS
1. Introduction
a. Cinema Hall
b. Introduction to Topic
2. Theoretical Framework
a. Constructs
b. Independent & Dependent Variables
3. Literature Review
4. Research Objectives
5. Research Methodology
a. Research Design
i. Type of Research Design
ii. Time Horizon
iii. Study Setting
iv. Measurement and Scaling
b. Flowchart for selection of Statistical Tools
c. Hypothesis Development and Testing
d. Sample and Sampling Design
e. Data Collection
6. Statistical Tools & Analysis
i. Reliability Statistics
ii. Principal Component Analysis (PCA)
iii. Regression
7. Limitations of the Study
8. Data Analysis
9. Results and Findings
10. Recommendations
11. Policy Implications
12. Bibliography
13. Appendix
i. Appendix i - Questionnaire
ii. Appendix ii - Reliability Analysis
iii. Appendix iii - Principal Component Analysis
iv. Appendix iv - Regression
v. Appendix v - Snapshots
