An Empirical Study on Consumers Satisfaction of College Students to Movie Theater
With the development of society, college students demand and capacity for entertainment is rising steadily, and they have grown to be the main consumers of theater. Since the homogenized competition among theaters intensified, theaters ability in responding to customers needs means more and more to their competitive advantage. Based on the theory of consumer behavior, customer satisfaction and expectation - performance model, this paper, by means of an empirical research, conducts an investigation and analysis on college students satisfaction in theater from such aspects as marketing communication, consumption experience, pricing strategy, convenience as four dimensions and twenty-one customer satisfaction measure indices. Meanwhile, all the indices are screened on the basis of stepwise regression, correlation and expectationperception gap analysis. The research results show all of the factors mentioned above have increasing influence on CS in ascending sequence. And, factor defined as convenience mainly include ticketing method, ticketing speed, information, screening schedule, location and waiting period.
Customer satisfaction Theater College students Expectation-performance model
Zhao Yanmin
School of Management, Wuhan University of Technology, Wuhan, P.R.China, 430070
国际会议
The 8th International Conference on Innovation and Management(第八届创新与管理国际会议 ICIM 2011)
日本福冈
英文
476-480
2011-11-30（万方平台首次上网日期，不代表论文的发表时间）