In the Entertainment and Leisure sector, nine brands are ranked in the Top 100 and three in the first third. The highest-rated pillars are Time and Effort, indicating customer emphasis on efficiency, such as in ordering tickets and resolving problems. The re-opening of the National Museum highlights the Museum’s excellent approach to the Resolution pillar. Long queues formed outside the attraction, which decided to serve hot tea to those waiting in line, a gesture that visitors appreciated and mentioned in the survey.
Together with the National Heritage Institute, the National Museum was one of the newcomers in this sector. Both organizations featured in the highest positions i.e. first and third, respectively. Thus, the public sector sub-category was more successful than streaming services, bookmakers and ticket agents. The cinemas sub-category ranked slightly better, coming second and fourth in the sector, respectively.
Customers of public sector agencies appreciate the friendliness of staff and, concerning the Time and Effort pillar, the ease and speed of ticket purchase. Conversely, if tickets cannot be purchased quickly and easily, they become the greatest source of client unhappiness.
The bookmakers’ rating is influenced by the fact that they operate in an online environment in which customers expect a certain level of simplicity and speed. The second important factor is the perceived (dis)advantage of exchange rates or fees, a factor that is generally in line with the trustworthiness or integrity of the brand. Of the brands in the study, only Tipsport placed in the Top 100, which differentiates it positively from the competition in terms of the Time and Effort and Integrity pillars.
In the ticket sales sub-category, the most important factor in online shopping is time efficiency and practicality, and in purchases at a branch, the personal approach of the sales staff plays the lead role.
In streaming services, HBO GO and Netflix placed close to each other. In the evaluation, customers concentrated on service availability (“being where the customer is”), price, and offer range. Audio-visual content catalogues are not yet as extensive on the domestic market as music catalogues. Only recently did Netflix exceed 100 titles with Czech localization, the quality of which is highly variable. Therefore, the price for such a service may seem high for Czechspeaking users accustomed to high-quality dubbing in television programmes. The O2TV internet television service meets customer demands in terms of offer range. What hampers its overall rating, however, are aspects related to its connection with the telecommunications branch of O2 – customers do not like the non-transparent prices and style of communication they know from telephone operators.
The same factors as in streaming play a role in the cinema sub-category, in which both the two largest 37 chains, Cinema City and Cinestar, placed in the Top 100. Concerning cinemas, the friendliness of the staff is added to the most frequently evaluated factors.
The internet clearly determines generational perception of the Entertainment and Leisure sector. Evening television viewing and occasional cinema visits are no longer the only model of consuming entertainment. Among Generation Z in particular, increasing numbers of members have no television at home. DVD drives, until recently considered a modern means of consuming content, are slowly disappearing from devices. People are searching for material on the internet, and the way we watch content is changing. Waiting for the next episode has given way to binge-watching.
Nonetheless, new user behaviour is evolving despite the current offer rather than because of it. Most new films on general release are not very accessible in the online world. Demand exists, but the offer is missing. Users are waiting for the advent of a universal online film content platform (modelled on Spotify or iTunes music) offering such a wide range of titles that subscription would be worthwhile.
Concerning the generational preferences of brands in this survey, the data suggest that younger generations are more devoted to streaming, whereas Husák’s Children and the Older Generation prefer visiting castles and museums.
The winner of the sector, the National Heritage Institute (state-owned castles and chateaux), is the second most popular institution among the postwar generation and the most popular among Generation X. Visitors to castles appreciate the serious approach and the quality of information sources. Concerning the two younger generations, both cinema chains (pleasant environment, service, and offer) outdo the overall winner of the sector. In contrast, the older generations are discouraged by the volume levels in cinemas and high prices. Among the bookmakers, the most satisfied respondents are Generation X; Generation Z is the most critical. As in other sectors, in the Entertainment and Leisure sector, the Older Generation gives higher than average marks to all brands.
“I visited the recently renovated National Museum in the winter, and there was a long queue. I really appreciated the excellent service, including the hot tea they handed out to visitors.” (National Museum, Older Generation)
“I went to see the ‘Avengers’ film at the cinema at the Olympia centre. The staff were welcoming, the seats were comfortable, the sound in the cinema was good, and there was a wide range of products, from popcorn to peanuts or tacos. The toilets were luxurious.” (Cinema City, Generation Y)
“I used HBO GO to watch the latest series of ‘Game of Thrones’. User-friendly service and interesting series.” (HBO GO, Generation Z)