The Effect of Physical Environment and Perceived Value on Customer Satisfaction and Behavioral Intention at the Cinema in Vietnam

Authors

  • Dam Tri Cuong

Abstract

The aim of this study was to empirical research on the effect of the physical environment and perceived value on customer satisfaction and behavioral intention at the cinema in Vietnam.

Methods/Statistical analysis: We gathered research data from 439 moviegoers at the cinema in Vietnam. As empirical research, we analyzed the data using the partial least squared structural equation modeling (PLS-SEM) with SmartPLS software 3.2.7. We implemented a five-point Likert scale to measure the items of the constructs.

Findings: This finding showed as follows: First, the physical environment has a positive effect on customer satisfaction (?= 0.225; p=0.000). Second, the physical environment has not to affect behavioral intention (?= 0.067; p=0.085). Third, perceived value has a quite-substantial positive effect on customer satisfaction (?= 0.400; p=0.000). Fourth, perceived value has a positive impact on behavioral intention (?= 0.197; p=0.000). Finally, customer satisfaction has a relatively substantial positive effect on behavioral intention (?= 0.506; p=0.000).

Improvements/Applications: These results may give practical implications for cinema managers to recognize the effect of the physical environment and perceived value on customer satisfaction and behavioral intention at the cinema in Vietnam. Besides, based on the physical environment and perceived value, they can increase customer satisfaction and behavioral intention.

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Published

2020-01-07

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Section

Articles