The film screenings customer experience impact on customer loyalty empirical research
|School||Chongqing Technology and Business University|
|Keywords||film projection customer experience customer loyalty SEM|
As people living standard rises and consumption idea changes, people’s demand levels and content developments correspondingly. The proportion of consumer emotional demand increased. The demand of consumers for personalized products and services increases. Consumers not only pay attention to the products or services, but also want to have a good time when they enjoy the products or services, and no longer content to accept the induction and manipulation of business passively, they participation in product design and manufacturing actively. The changes of consumers indicate that the age of experience economy will come. And as age of experience economy comes, the factors of customer loyalty will change. As entertainment which is fill with cultural connotations, watching movies is accepted by more and more people. To most customers who chose to watch movie in cinema, they want not only to watch new movies, but also to enjoy the time be with family and the good effect of visual and auditory which can’t be enjoyed at home or any other where. This article will research what factors affect customer loyalty of film projection industry in the age of experience economy.According to the features of film projection industry, this study divided the customer experience into five categories which are show experience, price experience, service experience, environment experience and convenience experience. This article builds the theory model customer experience on customer loyalty with customer value and customer satisfaction to be the intermediate variable. This study obtain following conclusions by test hypotheses with SEM. There is positive impact in film projection industry from show experience to customer satisfaction and customer loyalty. There is positive impact in film projection industry from service experience to customer satisfaction. There is positive impact in film projection industry from environment experience to customer satisfaction. There is positive impact in film projection industry from price experience to customer value and customer loyalty. There is positive impact in film projection industry from convenience experience to customer value and customer loyalty. And show experience and convenience experience play a greater role.Finally, according to the research results, this article makes suggestion to improve customer loyalty to film projection industry from the point of experiential Marketing.