The Effect Of The Tangible Services On Consumers Select A Theater Loyally

In recent years movie industry of development undoubtedly led the Theater enterprise of high-speed growth, regardless of is the number of the Theater also is box office level are made has significantly of growth, but its development process in the also exists many problems, for example, the higher increased in theater caused seriously competition, due to film itself is all same, therefore price war has becoming the large usage of means to attract large of views shadow consumers. However, the price war end, or theater company, they do not have a fixed consumer groups, a large number of consumers would drain to the low price of the movie theater, this is not good for theater as well as the film industry’s rapid development and at last, all we have is everything to lose and nothing to gain, making theaters overall management and profit in China compared with foreign countries there is still a very significant gaps. Current scholars research starts with theater, focusing on business models and business strategies; and also from the consumer point of view to explore influencing factors of influence consumers to select movie theaters, consumer choice or not directly impacts the theater’s profitability and level. This article by drawing on domestic and foreign literature, theatre associated with the business services and consumer satisfaction and loyalty, through the raising Theater service of physical evidence, tangible services, to improve customers’satisfaction with the cinema and more loyal customers. Loyal customer base not because of price erosion, the theater for corporate management is the most important.This article is divided into six parts, on the base research of Wang Chun xiao, Han Xiao yun, Irene Wan scholars about the relationship between customer satisfaction and customer loyalty, in the study of research in the theater business, services of physical influence on customer satisfaction and customer loyalty. First of all, both at home and abroad scholars of related research for comb and summary, second made this research of assumes and research model, reference more mature of research looked satisfaction and looked loyalty of volume table, through in Dalian area comparison bustling of commercial locations, and the network spread of way issued, and collection questionnaire; last,I will applicant with SPSS17.0for reliability and effect degrees of test, and on variable related degree and return relationship of validation. Through data analysis to explore the services of physical, cognitive, emotional, customer satisfaction and customer orientation, such as relationships between the four types of loyalty.Research results found:service tangible is one of the effect customer satisfaction degrees of important factors, and service tangible have directly effect on looked of cognitive, and emotional and intent loyalty degrees has directly significantly of effect; Customer satisfaction degrees on four class loyalty degrees are has directly significantly of effect, and the customer satisfaction degrees on looked cognitive, and emotional and acts, attitude loyalty of effect is greater than its on intent loyalty degrees of effect; and the customer satisfaction degrees has part intermediary role between service tangible and customer loyalty degrees.Based on the research results, in order to improve the business performance of theater, culture Theater of customer loyalty, we offer the following marketing recommendations:(1) For the exclusive service of the theater or cinema names. To establish their own brands, to link the unique character of their service with brand, brand representative characteristics and level of services to help consumers identify and choose.(2) Early awareness using various media. Cinema service advertisement information should be provided a vivid, interactive images, showing the physical facilities, introduce, highlight the service employees, satisfied customers, to increase publicity.(3) Unique design service, create the atmosphere to the experience of movie going. Theater companies should not simply as the focus of the new movie, should be even more important for cinema viewing the fashion lifestyle publicity. (4) Develop a clear blueprint for theater of the theater draws a clear service standards, service.This article in the variable object of study, research, and research methods, there are still some limitations, and therefore still has a larger space in a future research can be developed and improved.