Kristu Jayanti college of Management and Technology

Bangalore

A service gap analysis on gaming industry: A

customer perspective
Synopsis of the project report to be submitted in partial fulfilment of the
requirement for the degree of master of business administration.

Under the guidance

Of
Prof. Vinod Joseph

Submitted by
Tojo Mathew Thomas
University Reg. No. 09JJCMA058

Tojo Mathew Thomas

09JJCMA058

Prof. Vinod Joseph

(Internal Guide)

SYNOPSIS
Submitted for MBA Programme
Project Title
A service gap analysis on gaming industry: A customer perspective

Introduction:
The gaming industry is relatively young, but then again so is the so is the entire
computer industry. In the beginning, the industry was dominated by coin-operated arcade
games. But now the emphasis is on personal gaming hardware such as Microsofts Xbox,
Sonys Playstations, Nintendos Gamecube and Wii and the PC for home and the mobile
gaming industry being the latest addition to the industry. There are many game software
development studios and Publishing houses such as massive companies such as Activision
and Electronic Arts.

Statement of the Problem:

This research project a service gap analysis on gaming industry: a customer
perspective is an attempt to figure out the difference in perception of the gaming companies
to attain the customers and changing behaviour of gamers using SERVQUAL survey.

Objectives of the study:

To analyze competitive pricing patterns of companies to attract
customers.
To study why most gamers depends on pirated games rather than
original.
To do a gap analysis through SERVQUAL survey.

Need of the Study:

Today most of the gaming companies are more concentrating on competitive pricing rather
than knowing the customer expectations rather customer behaviour. Majority of the gamers
depends on pirated versions of games rather than buying original ones, because pirated
versions are available for free or for th of original price. So this study focuses on the gamer

behaviour and an exploratory study of the market strategies of different gaming companies.
In this context its very necessary to analyse the gaps between gaming companys perception
and gamers perception.

Methodology of the Study

Research Methodology:
Research Approach:A quantitative approach will be used, i.e., statistical tools are used for
quantifying and analysing the data.
Research Method:A descriptive study or survey method will be used. It is the most common
primary data collection method interviewing or asking questions, where the
people who can give the desired information are interviewed.
Sources Of Data:Primary data collected from the respondents using survey method.
Secondary data collected are those which are already existing or collected
earlier for some other purpose.
Sampling Plan:Sampling units The target population are the gamers or game lovers.
Sample Size 50-100
Sampling procedure Convenience Sampling.
Method Of Contact:Personal interviews, because sample population is relatively small and can ask
more questions.

Research Instruments:Questionnaires with open ended, closed ended and multiple choices questions.
All the aspects of necessary variables will be taken into account for the
questionnaire design.

Analysis Tools:SPSS software and MS-Excel.

Statistical tools used:SERVQUAL survey, Anova etc.

Proposed Chapters:
Introduction Topic, objectives, scope, Limitations.
Research Design methodology, data collection, type of research, statistical tools,

justification of the methodology.

Contextual definitions (optional)
Analysis of data and Interpretation
Testing of Hypothesis
Summary of Findings
Conclusions

Suggestions
Bibliography

Signature of Guide: __________________

Signature of Student:

__________________
Name of the Guide: Prof. Vinod Joseph
Tojo Mathew Thomas

Name of the Student: