服务有形化对消费者选择影院观影忠诚度的影响研究

发布时间：2018-03-20 19:09

本文选题：服务有形化　切入点：影院有形展示　出处：《东北财经大学》2013年硕士论文　论文类型：学位论文

【摘要】：近几年电影产业的不断拓展无疑带动了各大院线及影院企业的飞速成长,在各大一线城市可以看到鳞次栉比的影院以及火爆的观影人群,这种开放式的发展不仅增加了院线和影院扩张的数量,也给电影市场的票房水平增添了新的高度。然而在这一发展过程中也随之带来了许多问题。影院数量的增多,造成了影院竞争的加剧,由于影片本身的同质化,因此价格战成了各大影院惯用的手段来吸引大批的观影消费者。然而,价格战最终受害的还是影院企业,没有固定的消费群体,大批消费者都会流失到影片价格低廉的影院,这对影院以及电影产业的长足发展都是有百害而无一利的,因此与国外发达国家相比,我国的院线经营和影院管理的整体水平还是有较为明显的差距的。目前国内外学者们对于影院的探讨研究有以影院角度为出发点的,集中探讨了影院的经营模式和策略；也有学者认为消费者对于影院的态度,会最终影响影院的盈利水平,因此选择消费者角度来展开研究。本文通过借鉴国内外的文献资料,将影院的经营服务与消费者的满意度和忠诚度联系在一起,通过提高影院的服务有形展示、有形化的服务等,来提高顾客对影院的满意度,进而培养更多的忠诚顾客。忠诚的顾客基本不会因为价格的原因而流失,这对影院企业的经营来说,是最为重要的。本文分为六个部分,在汪纯孝、韩小芸、温碧霞等学者研究顾客满意与顾客忠诚度之间关系的基础之上,研究在影院企业中,服务有形化对观影顾客满意度、观影顾客忠诚度的影响。首先对国内外学者的相关研究进行梳理和总结,其次提出本研究的假设和研究模型,借鉴较为成熟的研究顾客满意与顾客忠诚的量表,通过在大连地区比较繁华的商业地点以及网络传播的方式发放、收集问卷；最后应用SPSS17.0进行信度和效度的检验,并对变量之间相关程度和回归关系的验证。通过数据分析来探讨影院的服务有形化、观影顾客满意度与观影顾客的认知忠诚、情感忠诚、意向忠诚和行为忠诚四类忠诚度之间的相关关系。研究结果发现：影院的服务有形化是影响观影消费者满意度的重要因素,且影院的服务有形化对观影消费的顾客的认知、情感和意向忠诚度有直接显著的影响；观影消费者的满意度对顾客四类忠诚度都有直接显著的影响,且观影消费者的满意度在影院的服务有形化与观影消费者忠诚度之间起到了部分中介的作用。根据研究结果,为了改善影院的经营绩效,培养影院的顾客忠诚度,我们提出以下营销建议： (1)为影院或者影院的专属服务命名。树立自己的品牌,将自己服务的独特性与品牌挂钩,品牌代表服务特色和水平,可以帮助消费者识别和选择。 (2)利用各种媒体进行前期宣传。影院的服务广告应提供较为生动的信息、使用交互形象、展示其有形设施、突出服务员工的特色和服务意识、介绍满意顾客等等,以提升宣传效果。 (3)设计独特的影院有形服务场景,尽可能的营造一种独特、具有吸引力的观影氛围。各大影院企业在宣传新上映影片的同时,更应当关注宣传来影院观影这种时尚的生活方式、宣传影院的独具魅力的服务等。 (4)制定明晰的影院服务标准、绘制清晰的影院服务蓝图。当然本文在研究对象、研究变量和研究方法等方面仍存在着一定的局限性,因此在将来的研究中仍有较大的空间可待开发和完善。
[Abstract]:Continue to expand in recent years the film industry undoubtedly led to rapid growth in major theaters and theater companies, in the first-tier cities can be seen in the cinema and hot row upon row of viewing population, the development of the open not only increased the number of theaters and cinemas expansion, but also added a new height to the film market at the box office level. However, in the process of development has brought many problems. To increase the number of cinemas, theaters caused the competition, because the film itself is homogeneous, so the price of finished cinemas used means to attract a large number of viewing consumers. However, the price war end, or theater company, there is no fixed consumer groups, a large number of consumers will be lost to the low price of movie theater, the rapid development of cinema and film industry are harmful, and so Compared with the developed countries, the overall level of China's Cinema Management and profit still have obvious gap. At present, domestic and foreign scholars to study theater to theater angle as the starting point, focus on the business model and strategy of theater; some scholars believe that the attitude of consumers for the theater, will the ultimate impact of theater profitability, so the choice of the consumer point of view to carry out the research. Based on the domestic and foreign literature, the theater business services and consumer satisfaction and loyalty together, through improving the presentation theater service, tangible services, to improve customer satisfaction of the theater, and culture more loyal customers. Loyal customer base not because of price erosion, the theater for corporate management, is the most important.
This paper is divided into six parts, in Wang Chunxiao, Han Xiaoyun, Irene Wan and other scholars on the basis of the relationship between customer satisfaction and customer loyalty research, research in the theater business, service visible to the viewing of customer satisfaction, customer loyalty effect. Firstly, and summarizes the relevant research of domestic and foreign scholars, then put forward the research hypothesis and research model, using the mature research on customer satisfaction and customer loyalty scale, through the issuance of more prosperous business locations and network communication way in the Dalian area, collect the questionnaire test; finally the application of SPSS17.0 for reliability and validity, and the degree of correlation and regression relationship between the variables of the verification. Through data analysis to explore the service visible cinema viewing, customer satisfaction and customer loyalty viewing the cognitive, emotional loyalty, loyalty and behavior loyalty intention four The correlation between class loyalty.
The results showed that: Service visible theater is an important factor affecting the viewing of consumers' satisfaction, and service tangible cinema viewing the consumer cognition to the customer loyalty, emotion and intention have direct effect; viewing customer satisfaction on customer loyalty four have direct effect, and viewing the consumer satisfaction plays a partial mediating role in the relationship between service visible theater and viewing consumer loyalty.
According to the research results, in order to improve the performance of the cinema and to train the customer loyalty of the cinema, we put forward the following marketing suggestions:
(1) naming the exclusive services for cinema or cinema. Establish their own brand, link the uniqueness of their service with brand, brand representative service characteristics and level, can help consumers identify and choose.
(2) using various media for prophase propaganda. The service advertisement of the theater should provide more vivid information, use interactive image, show its visible facilities, highlight the characteristics and service consciousness of service staff, introduce satisfied customers, and so on, so as to enhance the propaganda effect.
(3) the unique design of the theater tangible service scene, as far as possible to create a unique, attractive viewing atmosphere. Theater companies in the promotion of new movie at the same time, more attention should be paid to the cinema this propaganda fashionable lifestyle, the unique charm of the theater publicity services.
(4) make clear service standards for cinema and draw a clear blueprint for theater service.
Of course, there are still some limitations in the research object, research variables and research methods. Therefore, there is still much room for further research and development in future research.

【学位授予单位】：东北财经大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：J943.13

【引证文献】