This article investigates the perception and expectation of the people regarding multiplexes by using the Service Quality Gap Model (SERVQUAL) and Technique for Order Preference by Similarity to Ideal Solution(TOPSIS). The whole study is carried out using SERVQUAL on the basis of five dimensions viz assurance, reliability, responsiveness, tangibles and empathy. Major emphasis of the study was in identifying the service quality gap between the consumer's expectations and perception for multiplexes in Surat and to know the best alternative by using both Gap model and TOPSIS.

Multiplex is the new form of cinema which caters to those audiences who are seeking for wide range of services under a single roof. Most of the old cinemas are converted into multiplexes as the audiences wants fun and enjoyment besides entertainment. Modern multiplexes are comprises of all facilities such as restaurants, game parlor, ATMs and variety of retail shops. As compare to the modern multiplexes, traditional cinema plays single movie at a time. While in multiplexes several separate screens are there which are running simultaneously. Modern multiplexes consist of all those facilities such as escalator, ample parking place, posh and safe ambience, eco-friendly environment, high-tech security systems, state-of-the-art fire protection system and other basic amenities.

The major benefits associated with multiplexes are that choices of movies available to audience, premium pricing, multiple revenues from different sources and reduce the risk if one is not doing well. The only drawback of multiplexes is the high price range of the tickets, so it is not for all classes of audiences. A ticket costs between Rs. 100 to Rs. 150 in weekends and for the whole family it may cost around Rs. 600 to Rs. 1000.

All the facilities and services provided by the multiplexes plays an important role while measuring the quality of services of multiplexes. In our research work we try to investigate the perception and expectation of the people regarding multiplexes by using the Service Quality Gap Model and TOPSIS. The whole study is carried out using SERVQUAL on the basis of five dimensions i.e., assurance, reliability, responsiveness, tangibles and empathy. Major emphasis of the study was in identifying the service quality gap between the consumer's expectations and perception for multiplexes in Surat and to know the best alternative by using both Gap model and TOPSIS.

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