Empirical Research on the Relationship between Service Quality, Customer Satisfaction, and Customer Loyalty at the Cinema. Evidence from Vietnam.

Abstract

The study’s primary objective was to empirical research on the relationship between service quality, customer satisfaction, and customer loyalty at the cinema in Vietnam.

Methods/Statistical analysis: We collected study data from 397 moviegoers at the cinema in Vietnam. As empirical research,we examined the data using the partial least squared structural equation modeling (PLS-SEM) with SmartPLS software 3.2.7. We applied a five-point Likert scale to measure the items of the constructs.

Findings: The results of the research revealed as follows: First, there was a significant positive relationship between service quality and customer satisfaction(?= 0.514; p=0.000). Second, there was a meaningful positive relationship between service quality and customer loyalty (?= 0.324; p=0.000). Finally, there was a significant positive relationship between customer satisfaction and customer loyalty (?= 0.458; p=0.000).

Improvements/Applications: These results may provide practical implications for cinema managers to understand the relationship between service quality, customer satisfaction, and customer loyalty. Moreover, based on service quality, they can improve customer satisfaction and customer loyalty.