FACULTY OF BUSINESS MANAGEMENT

BACHELOR OF BUSINESS ADMINISTRATION (HONS)

OPERATION MANAGEMENT

OPM562
BUSINESS PROCESS AND INNOVATION MANAGEMENT

GROUP PROJECT ASSIGNMENT

REFLECTIVE CASES STUDY
GOLDEN SCREEN CINEMAS (GSC) TICKETING PROCESS

NAME STUDENT ID
MUHAMAD FAIZ BIN ZAINI 2021804118
MOHD AZRIQ BIN AZIZ 2022370175
ANISSOFFIA BINTI AHMAD TAHAR 2020259418
FATIN NUR AMIRAH BINTI IDRIS 2020412464

CLASS: NBO4A

DATELINE: 22 JAN 23

PREPARED FOR: DR. SHATINA BINTI SAAD

 TABLE OF CONTENTS

1.0 INTRODUCTION........................................................................................................3

1.1 HISTORY OF COMPANY................................................................................3

1.2 BUSINESS ACTIVITY......................................................................................4

2.0 PROCESS IDENTIFICATION..................................................................................5

2.1 TYPE OF PROCESS..........................................................................................5

2.2 PROCESS CATEGORIES................................................................................5

2.3 PROBLEM IDENTIFICATIONS.....................................................................6

2.3.1 NO NOTIFICATION OR REMINDER BEFORE THE MOVIE BEGINS.........6

2.3.2 LONG QUEUE LINES AT COUNTER AND KIOSK........................................6

2.3.3 INEFFICIENCY WEBSITE ONLINE SYSTEM.................................................7

2.3.4 LIMITED PAYMENT METHOD........................................................................7

2.4 PERFORMANCE OBJECTIVE.......................................................................7

2.5 PROCESS CHECKLIST...................................................................................8

3.0 PROCESS DISCOVERY.............................................................................................9

3.1 CURRENT PROCESS.......................................................................................9

3.2 PROCESS DISCOVERY METHOD..............................................................10

3.2.2 EVIDENCE-BASED DISCOVERY................................................................10

4.0 PROCESS ANALYSIS..............................................................................................12

4.1 METHOD OF PROCESS ANALYSIS...........................................................12

4.2 FACTOR CAUSE THE PROBLEMS............................................................12

5.0 PROCESS REDESIGN..............................................................................................13

5.1 BUSINESS PROCESS & INNOVATION STRATEGIES...........................13

6.0 RECOMMENDATION.............................................................................................16

7.0 REFERENCES...........................................................................................................17

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1.0 INTRODUCTION

1.1 HISTORY OF COMPANY

Golden Screen Cinemas Sdn Bhd (GSC) is Malaysia's largest cinema exhibitor
and PPB Group Berhad (a member of the Kuok Group) owns a 100% equity
stake, which is an exhibitor and distributor of movies and content in Malaysia.
GSC was established on 01 April 1987 under the name of Golden
Communications Circuit and after January 1988 merger between Golden
Communications (GC) Circuit and the Malaysian branch of Cathay
Organisation, the company was renamed as Golden Screen Cinemas. The GSC
head office is located in Petaling Jaya, Selangor and has approximately 5000
people of employees. GSC operating about 453 screens at 47 locations in
major cities and towns nationwide and present in all states and territories of
Malaysia except in Labuan and Kelantan which has banned cinema within the
state since 1990.

Besides offering an enriching movie experience, GSC also provides an ideal

venue for corporate functions, seminars, product or service launches and
promotional events. Parallel with GSC's mission, “To provide total movie
entertainment in the best halls with best customer service to generate a
healthy return to our stakeholders”.

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1.2 BUSINESS ACTIVITY

GSC Movies Sdn Bhd (GSCM) is the largest independent distributor of

Chinese, English & Malay language films in Malaysia. Its main activity is in
the acquisition and distribution of movies of all languages for cinematic,
home, and on-the-go entertainment.

It was the first cinema operator to launch Dolby Atmos in 2013, GSC then
launched the nation’s first D-BOX motion seats, which offer perfectly
synchronized motions with movie scenes, at GSC 1 Utama in 2014. Expanding
on immersive cinematic experiences, GSC later launched the world’s leading
4D cinematic technology, 4DX in 2017. IN. 2019, GSC introduced Aurum
Theatre in 2019 – its flagship ultra-luxurious boutique cinema.

GSC has been a pioneer in improving the customer cinema purchasing

experience outside of the silver screen. The GSC Mobile App was introduced
in 2011 to simplify on-the-go booking of movie tickets and concessions,
allowing moviegoers to skip the line. This ticketless option provides with a
QR code, which they can then scan at cinema auto-gates. It is now available
on all major mobile platforms, including iOS and Android, with payment
options ranging from banking to credit cards to e-wallets.

For families looking to spend quality time together, GSC PlayPlus offers a
family-friendly space crafted to meet the needs of children and the young at
heart, giving them a safe place to watch their favourite movies, as well as play
and learn.

Beyond the movies, GSC has also expanded into merchandising with the
opening of its very own e-commerce platform, where customers can order and
have their products delivered directly to their doorstep.

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2.0 PROCESS IDENTIFICATION

2.1 TYPE OF PROCESS

The business procedures that each corporation uses are different. “Order-to-
cash” (O2C) is the business process used by GSC. This is because it starts with
the flow of client orders, which subsequently results in verification, shipment,
delivery, billing, payment reception, and acknowledgment. This procedure is
used for all GSC business operations including in-store and online transactions
whereby customers place orders through stores or apps, pay for them, and then
wait for their orders to be processed and delivered. Therefore, this case study
will use the Business Process Management (BPM) lifecycle to analyze the
issue of ticketing processing.

2.2 PROCESS CATEGORIES

Organizational processes can be divided into three layers: the management

process, the core process, and the support process.

Management Process – Any organisational strategy would be decided by top

management or stakeholders. Since GSC is an entertainment company based in
Malaysia, its outlets are all governed by the same business strategy.

Core Process – Define as business activity whereby the organization will deal
with the customers. Start with procure material and ended with manage with
customer service.

Support Process – Process that required to run out an activity in a business,

such as human resources/employee. Hence, support processes are those
processes that support the core processes.

Purchasing ticket at GSC can been see in two level of process, core and
support process. Core process can be determined when the user/customer
purchase a ticket at counter/apps/online, choose a booking option based on
preferences, pays for the ticket and lastly watches a movie in a theatre.

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 For the support process, the employee will receive the booking via the GSC
system so that the data will generate the ticket effectively and in accordance
with the customer’s preferences.

2.3 PROBLEM IDENTIFICATIONS

GSC's goals are to ensure that their customer watches movies to get rid of
negative thoughts or recharge their batteries. Watching movies is fun,
especially if we watch movies either with our friends or with family. However,
there are a few problems identification before may occur before enjoying the
movies. Therefore, to identify issues and problems that occur some methods
have been used i.e., visits, observation, document or article study and survey.
Here are some of the issues and problems that have been identified:

2.3.1 NO NOTIFICATION OR REMINDER BEFORE THE MOVIE

BEGINS
Despite the excitement and anticipation for the movie, GSC is not yet
set up to provide users with notifications before the start of the film.
People won't be alerted as a result the show time will pass. A simple
reminder, which provides the details of timing and the hall of theatre
are effective at helping the forgetful user and encouraging the user to
be more punctual.

2.3.2 LONG QUEUE LINES AT COUNTER AND KIOSK

Some customers are preferring use the traditional way to buy the ticket
at counter. It is not wrong to buy tickets by queuing at the ticket
counter. But sometimes, the customer has to spend a long time just to
buy a ticket. Especially at the peak time which is on the weekend or at
the beginning of the day when a movie is shown. It's even more
frustrating when the customer just gets to the counter, tickets are
already sold out. The same issue when buying a ticket at a kiosk, some
customers are not familiar with the method. The consequences, due to
complicated transactions and
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 an error occurring in the system customer will take a longer time to
proceed purchase. Since no assistance from ground staff, it will make
other customers wait.

2.3.3 INEFFICIENCY WEBSITE ONLINE SYSTEM

Although queuing is unavoidable, technology followers are getting
ways to reduce queuing time. The way to reduce this issue is achieved
by computerizing the ticketing system which is buying online to relieve
heavy demand from sudden inflows of customers. However, due to
inefficiency of the offline system, it worsens the situation for the
customer

2.3.4 LIMITED PAYMENT METHOD

When purchasing a ticket at the theatre, customers must pay cash. Not
all movie theatres will accept e-wallet payments, and occasionally the
device may be unreliable. For instance, if a consumer does not have
enough cash to pay for a ticket and the theatre does not have an e-
wallet system, they must travel to the bank to withdraw cash.
Customers will experience this as bothersome and time-wasting.

2.4 PERFORMANCE OBJECTIVE

By referring to the problem identifications in the process of GSC, below are the
objective to achieve and enhanced the problems:

 Develop another option which is reminding or notifying users before

the movie start prior to 30minutes before the movie starts.
 To upgrade and enhance a user-friendly design in the system process.

The details of this performance objective will be elaborated more in Process

Redesign.

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2.5 PROCESS CHECKLIST

GSC Enhanced Ticketing Process

A customer order is documented

The order is fulfilled, the service is scheduled

Customer payment to selected order

Notification of Order Confirmation to customer Email

Notification of Order Confirmation to customer Apps History

Issuance of ticket and invoice to Customer Apps and Email for alternate

Notification of Reminder to Customer Apps within 30 min before movie

screening
Update customer history of purchase in Database for promotion purpose

Launch a campaign encouraging users to purchase tickets through mobile apps

Frequently update website and upgrade Apps for better customer experience

Frequently update promotion and contest to encourage people using apps

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3.0 PROCESS DISCOVERY

Process modelling is the graphical representation of business processes or workflows.

Like a flow chart, each stage of the process is broken down into its component parts to
provide a complete picture of the tasks involved in the process as they relate to the
business environment.

Business workflow is visually depicted in business process modeling, one type of

business process used by organisations and businesses to suggest potential changes.
Graphical flowcharts, data-flow diagrams, and other similar tools are frequently used
to review, promote, and occasionally change the business process. For every
organisation, business process modelling is primarily used to improve, analyse,
recover, and automate the present process.

Process modelling is an essential part of process automation since it is necessary to

first establish a process model to identify activities and improve the workflow before
it can be automated.

3.1 CURRENT PROCESS

Diagram shows the current GSC process where the process management
strategy that identifies and evaluates’ s current processes. The process has
been conducted by using Bizagi Modeler to identify it. The details as per
follows:

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 Diagram 1: The GSC Current Process

3.2 PROCESS DISCOVERY METHOD

Process discovery is a set of techniques used to identify the current structure

and workflow of business processes in their as-is state using existing records
and documentation of the processes. The techniques mainly focus on
extracting information from current and historic process documentation to
understand the current processes and their flow. It is challenging to acquire
business information due to the confidential data as GSC financial information
and process. In this case, getting the information about the process is based on
evidence-based discovery.

3.2.2 EVIDENCE-BASED DISCOVERY

1. DOCUMENT ANALYSIS
The details on the flow process are gathered by consulting
relevant journals, articles and websites. The information on the
fundamental process flow has been taken from the GSC
website, and the details have been discovered in a journal that
has also studied the GSC process.

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2. OBSERVATION
An active role such as a customer directly follows the
processing to obtain the ticket over the GSC counter. The queue
time and customer role experience display real-time processes
in contrast to document analysis which usually captures the
past.

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4.0 PROCESS ANALYSIS

4.1 METHOD OF PROCESS ANALYSIS

Qualitative Process Analysis - Root cause analysis - At its simplest, a root

cause analysis identifies and removes the discrepancy between the current-
state of the process and the improved future-state. This technique enables us to
analyse and determine which process steps are creating delays and bottlenecks,
so you know what needs to be rectified to produce an improved process that
aligns with your business objectives.

4.2 FACTOR CAUSE THE PROBLEMS

Factor/root-cause diagram

Causal Factor Issue

Covid restriction Process

Outdated system
SOP of only vaccinated viewer, social distancing
Process consuming
Long Queue
SOP lifted
Lack of counter personnel
Too many people in line

Employee People

The Diagram shows the factor that causes the problem of the GSC ticketing
process.

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5.0 PROCESS REDESIGN

5.1 BUSINESS PROCESS & INNOVATION STRATEGIES

Based on our research into the GSC process, the aim is to develop another
option which is reminding or notifying users before the movie start prior to
30minutes before movie start and upgrading and enhancing a user-friendly
design in the system process.

By reviewing the current process of purchasing ticket GSC, the customer will
purchase the ticket via mobile apps/ticket counters. Upon checking the details,
the user will direct to booking selection whereby all the details have been fully
filled in upon user request. If the user are members, user can see the showtimes
of movies and book the ticket easily as they can see which date is fully booked
or which timeslot they want. User also can favorite the cinema location. User
can edit their profile details such as profile photo, name, phone number and
gender. User can change their password if they feel that the password is not
secure and delete their account if they do not want to use it again. User can
check the history of when they booked.

However, this process does not provide a message or a reminder to the user to
alert them that the movie is about to begin. The user must manually confirm
the time and hall number using the information on the e-ticket/physical ticket.
We made the decision to innovate the admin GSC procedure.

The following results were produced by the GSC process redesign process:

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 Diagram 2 : The Redesign of GSC Process Modelling

In particular, this process redesign described by the BPMN focusing the

workflow between the user and the GSC admin. The placement of the task
with the first line represents the user and the second line is the GSC admin. In
this BPMN, the order starts when the user makes reservations and the GSC
admin receive the reservations, followed by the message flow of the task and
the event ended when the GSC sends the notification to the user and the user
received the notification prior to movie start. With this BPMN model, the
notification work by sending a clickable message to app users that notify or
alerts them about the movie starting prior to 30 minutes, The Notification can
be either a pop-up message displayed on the status bar or a text message sent
to the user’s device. Once the users tap the notification message, they with
then be redirected to the mobile app.

With the innovation process of adding the notification setting, the time
consumption for the customer to wait to watch the movie will reduce. The
customer will set aside adequate time for travel and remember that the film
will begin as soon as possible. This feature will notify the user that the movie
will
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begin in 30 minutes. so that the user would not forget the time slot that they
reserved.

Next, is to minimize the problems of buying a ticket at the cinema counter or

kiosk. The majority of users purchase the ticket and kiosk because they believe
they need to obtain additional details and related information from the officer
and do not trust the information provided by the internet. As per our
suggestion, GSC should launch a campaign encouraging users to purchase
tickets through mobile apps. GSC will publicize the campaign on social media
in order to engage users. The internet is without a doubt the most powerful
medium of communication at the moment. Users can now find almost anything
on the internet. By practicing this, the queue line at the counter and kiosk will
be shorter and less congested.

In addition, if users purchase through websites or applications payment

methods will be easy and more convenience. Nowadays, people are more
preferred to be cashless because pick pockets can be avoided and we can track
our money after spending through transactions history. Other than that, users
also can purchase and pay for their booking at home or two days early.
Technologies bring more benefits to us if only we know how to use it in a
proper way.

Pursuing increasingly sophisticated technology, GSC should improve the

website system where customers can reserve tickets in advance (advance sale).
This is a measure to reduce the problem of denial of service when congestion
occurs in accessing the website. Problems also arise when customers want to
make a payment where the transaction cannot be continued due to busy
website access with high congestion. With the upgraded alternative system, it
greatly facilitates the customer and provide a smooth payment process of
buying tickets either online or offline. Employees can carry out their work
more efficiently and customers can plan and manage time more orderly to
spend time with loved ones. High customer satisfaction with the service
provided is a great achievement for GSC to continue to be the main choice of
customers.
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6.0 RECOMMENDATION

As a leading exhibitor and distributor of movies and content in Malaysia, Golden

Screen Cinema are responsible for giving the utmost services to the users. Here are
some recommendations for the GSC for better improvement and sustainable services.
First, GSC should implement and imply an additional notification to the user in order
for the user to remember the show and enjoy watching the movie. GSC will meet
customers' expectations by delivering better results every time. GSC will have
improved internal organisation as well as a continuous problem-solving process. As a
result, GSC will simply increase your company's profitability. Second, it is time for
GSC to launch a campaign to purchase tickets through apps in order to reduce
queuing at the counter. Managing this opportunity effectively can boost customer
satisfaction and promote positive brand awareness. A mobile app provides a new 24/7
window of interaction with customers. Third, GSC should upgrade the website
accordingly as an important part of running a business with and online presence.
Regularly updating the website, help prevent security threats to the website, increase
traffic and conversion with updated content, and provide user-friendly experiences.
Lastly, GSC is about to switch to a more appropriate payment method. This is because
many people are experiencing an internal server error while logging into the PayPal
option in the application.

Hopefully, these suggestions and recommendations will help to improve the GSC
ticketing process and services.

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7.0 REFERENCES

1. Golden Screen Cinemas : Malaysia's Leading Cinema Online. (n.d.). Retrieved from
GSC: https://www.gsc.com.my/

2. The Kuok Group. (n.d.). Retrieved from Golden Screen Cinemas : Leading Exhibitor
and Distributor of Movies and Content in Malaysia:
https://www.kuokgroup.com/businesses/golden-screen-cinemas

3. PPB Group Berhad - Film Exhibition. (n.d.). Retrived Dec,28 2022, from
https://www.ppbgroup.com/index.php/what-we-do/film-exhibition-distribution/film-
exhibition

4. Bizagi . (9 August, 2014). YouTube. Retrieved from Bizagi Modeler Tutorial : How
To Model First Business Process Using BPMN:
https://www.youtube.com/watch?v=GpXYgNVcdMU&t=63s

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