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Utilization of New Communication Technology : E-Ticketing in TGV Cinemas



on 13 October 2012

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Transcript of Utilization of New Communication Technology : E-Ticketing in TGV Cinemas

Methodology Literature
Review Utilization of New Communication Technology : E-Ticketing in TGV Cinemas NOOR LAILI AZIRA BINTI ISMAIL
2010279944 Background of
the Study The more experience users have with the Internet, the more often they go online. 50% of users who have four years or more of online experience go online five or more times daily (Garrison, 2001) . That is why businesses such as TGV Cinemas provides online transactions to their customers for their convenience. Problem Statement E-ticketing grows rapidly. Most of company all over the world offer this service which make life easier and fast. TGV cinema also provide this service E-ticketing Cinemagoers do not have to queue. Problems Internet connection Internet scams Research Objectives To find out the users’ technology usages via TGV Cinema’s website. To determine the effectiveness of the technology used. To find out whether there are problems in using the technology. To discover the users perceptions towards the technology provided
by TGV Cinema. Research Questions What are the users’ technology usages via TGV Cinema’s website? How effective is the technology used? Are there any problems in using the technology? What are the users perceptions towards the technology provided by TGV Cinema? Significance of the Study The findings of this study will be valuable references for: Businesses - enhance their business operations and provide a better customer experience. TGV - gain insight of their customers’ perceptions towards the technology provided improve the weaknesses. Other researchers who wish to carry out the similar study in the future. three two one Scope The research were conducted within 2 months. An interview was conducted with TGV's staff. TGV's staff and the cinemagoers could give the answers to know their perception towards the technology provided by TGV Cinema. Diffusion of Innovations Theory Next First Second New Communication Technologies (NCT) The Internet has developed from a relatively simple network of interconnected computers that can exchange text to an immensely diverse array of possibilities for nonphysical human interaction (Marco & Brian, 2008). Around the globe, the number of Internet users is approximately 655 million in 2002 and is expected to reach 941 million by the end of 2005 (Dholakia and Uusitalo, 2002). Many companies have started using the Internet with the aim of cutting marketing costs, thereby reducing the price of their products and services in order to stay ahead in highly competitive markets.

More than 600 million people accessed the Internet globally by the end of 2002 and spent more than US$1 trillion buying goods and services online (Straits Times, 2002). Utilization of New Communication Technologies Nowadays, NCT was used widely all over the world including Malaysia. The computer is the heart of the new communication technologies that are now beginning to have important social impacts in the home, the office, the school, and the factory (Everett and Arnold, 1985). Much of the new media debate is rooted in the idea that new media will radically alter human dynamics, either by introducing largely new problems or by eliminating existing concerns. Awareness/
Knowledge Interest/
Understanding Attitude
Formation Initial
Decision Implementation Confirmation Started in
1995. A wholly-owned subsidiary of Tanjong Public Limited Company. The first to introduce the multiplex concept, offering Malaysians a wide array of movies within one location. Owns and operates 16 premier multiplexes located at major shopping centres in Kuala Lumpur, Selangor, Seremban, Ipoh, Penang, Johor Bahru and Terengganu, with a total of over 120 screens and 24,000 seats. Also caters for all occasions, with hall rentals available for private functions, seminars, entertainment programmes, corporate functions, sales presentations, company parties, school plays as well as private movie screenings. Electronic Ticketing (E-Ticketing) E-ticketing by definition combines the issue and delivery of ticket into a single operation (www.travel and tourism.com, 2005). Employed by many airline companies in an effort to reduce the costs that goes to printing tickets. In India, for instance, it is projected that the e-ticketing will result in 10 to 15 million US dollar saving (www.travelandtourism.com, 2005). The electronic management of ticket information helps the companies in tracking their expenditures and support corporate travel policies more efficiently (Hopkin, 2005). Globally, in 2005 electronic tickets account for approximately 30% of all tickets issued, compared to 19% in 2004 (Gale Group, 2005). The development of e-ticketing is hampered by inadequate infrastructure.

Airline companies in Africa, find it hard to catch up with technological advancement in the airline industry due to the less developed infrastructure.

In North America and Europe, where the technologies are widely available, because of financial difficulty, some airline companies in the regions failed to keep up with the e-ticketing model (Tan ,2005) . Qualitative Research Design Defined as empirical research in which the researcher explored relationships using textual, rather than quantitative data. Results are not usually considered generalizable, but are often transferable
(Nicola Boyd, n.d).

In achieving the goal of the research, researcher chose to use in-depth interview.
Have the ability to gain different points of view which are gathered from different individuals. Hence, it will help the researchers to have better understanding on the topic discussed. Qualitative Research
Instrument - In-Depth Interviews According to Fontana and Frey in a book by Joann Keyton (2011), an interview is more than a simple linear process of asking questions and getting answers, and “a much harder task than it may seem at first”.
Interviews allowed them to communicate to others a situation from their own perspectives and in their own words. Sampling Method For qualitative research, they do not need to focus more on how the sample or small collection of cases, units, or activities illuminates social life than on the sample's representativeness.
Non-random or non-probability sampling was used.
In this research, the researcher used purposive sampling or also known as judgemental sampling. Purposive sampling is when the researcher uses a wide range of methods to locate all possible cases of a highly specific and difficult-to-reach population. Constructing Interview
Protocol Protocol is a set of questions derived from research objectives and research questions being asked to the respondent or interviewee during an interview session to gain the perspectives on the topic discussed. In addition, interview protocol or interview guide also basically organizes a menu topic to be covered (IzyanieRaihan Omar, 2012).

The interview protocol was constructed based on the research objectives and research questions.

During the interview session, the researcher clarified the questions if needed to make sure the respondent understand and be clear about the topic discussed. Qualitative In-Depth Interview: Data Gathering By conducting an in-depth interview, the researchers could collect detailed information about the research topic. Besides, the researchers also had the opportunity to ask follow-up questions in order to fully answer the research objectives and research questions. When a researcher conducts an in-depth interview, the researcher usually obtains unexpected information that other forms of research might not discover (Berger, 1998). The researchers jotted down every information to make sure that all the details of the topic discussed were recorded. Data Analysis - Word Processing The data or words obtained during an interview session will be analyzed according to research objectives and research questions.
All the interview questions asked by the researchers and answers by respondents or interviewee were analyzed word by word. Then Findings To find out the users’ technology usages via TGV Cinema’s website. Most respondents visits TGV Cinema’s website quite often, at least once a week, while others rarely visits the website such as twice a month, 2 or 3 times a year, and only if the respondent want to see a certain movie. Most respondents visits TGV Cinema’s website :

to find out the latest movie available, and the show time of the movies they wish to watch.
To purchase tickets via the website
to find out whether or not the movies available are interesting to watch based on the number of seats purchased. Most respondents had the experience of using the E-ticketing service provided by TGV, except for Respondent 4 because she does not have any online banking account. 1 To determine the effectiveness of the technology used. 2 TGV Cinemas Save time
More options
Have private moment
Save money Users Easy, fast, convenient, and time saving.
Could decide what movies to watch and which seats they would like to take.
Book the tickets earlier and plan the day and time to watch the movie. To find out whether there are problems in using the technology. 3 TGV Cinemas None. Users Internet connectivity fails - could not retrieved purchasing status.
TGV Cinema’s website is under maintenance, or server was slow, and to wait for few minutes for the pictures and schedule to load before purchasing the movie tickets.
Unable to select seats in the back row, and couple seats. No seat left to purchase- know that there are not seats left only at the last two steps before the tickets are successfully purchased.
Unsure of what were purchased because there’re no confirmation of the seats, time, and place before the payment process. To discover the users perceptions towards the technology provided by TGV Cinema. 4 TGV Cinemas E-ticketing service provided as a tool whereby customers will buy movie tickets online, and they will receive a passcode for them to bring it when collecting the movie tickets. By using E-ticketing, customer does not have to line up for buying ticket n save their time. Customer can also pick their seat place by themselves. Users Great as an alternative for the customers, because it is a time saving tool and good.
Suitable for people who are busy and dont have enough time to go to the cinema book ticket. Then people also can plan when to watching the movies with their family, partner or friends.
The E-ticketing service is user friendly.
Most respondents agreed that they feel secured using the E-ticketing service.
Two respondents do not feel secured of using the service as it requires bank number, which can be traced by other parties and misused. Tanjong Golden Village (TGV) Cinemas Sdn Bhd  This study can be extended or it can exist as a guide in analyzing the utilization of E-Ticketing or other new communication technology. This study could provide as guidance in analyzing the utilization or development of the new communication technology especially in the study by other student.
In addition, this study could be extended for one year study.
Besides that, from the perspective of the researcher, there are many other new communication technologies which can be studied rather than E-Ticketing in TGV cinemas such as the usage of E-Commerce, online business development, computer usage, internet usage, smart phones and so on. Furthermore, all of these researches can be looked out through many research perspectives such as qualitative and quantitative research method. Finally, the researchers strongly believes and recommends that studies on internet development is very important to measure the utilization of new communication technology among society in helping them in implement and simplify their work.
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