The Study On The Influence Of Viewing Experience On Customer Loyalty In The Cinema

Nowadays,Chinese film industry has been developing rapidly.Not only movie box office revenue,but also cinema construction are presenting a vigorous development trend.With the continuous improvement of the cinema system,the film showing market fully introduces the competition mechanism,which brings unprecedented opportunities and challenges to the cinema operations.Under the experience economy,the cinema operators in the fierce competition must change the traditional marketing concepts,and cultivate customer loyalty by providing a pleasant,unforgettable viewing experience to the audience,so as to consolidate the market position and maintain the competitive advantage.This study mainly uses literature research,questionnaire survey and statistical analysis to make an empirical study on the impact of viewing experience to customer loyalty.First of all,it comprehensively combs related literature and research results at home and abroad.According to the literature analysis,it divides the viewing experience into three dimensions,which are service experience,relationship experience and communication experience.Then,by taking service experience,relationship experience and communication experience as independent variables,taking customer satisfaction as intermediary variables and setting customer loyalty as dependent variables,this study puts forward research hypothesis and builds a theoretical model.Finally,through collecting research data through questionnaire survey and using Structural Equation Model analysis,the research makes three conclusions listed as follow: Firstly,the viewing experience has a positive impact on customer loyalty,and the service experience is the most important dimension.Secondly,the customer satisfaction plays a mediating role in the process of viewing experience influences to customer loyalty.Thirdly,demographic differences play a moderating role in the process of viewing experience influences to customer loyalty.Based on the empirical conclusions,this study comes up with some marketing related suggestions.Firstly,providing high-quality service experience is an important way to enhance customer loyalty.Secondly,establishing a good relationship experience is the best way to enhance customer satisfaction.Thirdly,creating a great communication experience is an effective means to cultivate consumers’ cinema watching habits.Fourthly,making differentiated viewing experience is the most effective method to meet the viewing needs of different groups.