A Comparison between Korean and Chinese Consumers in Service Quality Evaluation: Focused on the Multiplex Cinema

Purpose: Our purpose in this study is to compare the SERVQUAL, SERVPERF, and non-difference score measures and to find out which one is better for measuring the service quality of the multiplex cinema service. We also aim to analyze the structural relationships between service quality, customer satisfaction and customer loyalty. Methodology: For the study, we collected data from respondents who have used the multiplex cinema services and conducted an empirical test. SPSS 18.0 was used for descriptive frequency analysis, reliability analysis, and multiple regression analysis, AMOS 18.0 was used for structural equation modeling analysis of causal relationships among variables introduced in research hypotheses. Results: The main results of this study are as follows. First, we found that the non-difference score measure provided a much better model than did other service-measuring models (SERVQUAL, SERVPERF) in Korean and Chinese multiplex cinema. Second, two service-quality factors (Korea-tangibles and assurance vs. Chinatangibles and empathy) between the multiplex cinema service quality factors significantly influenced customer satisfaction, which had a significant effect on customer loyalty in Korean and Chinese multiplex cinema. Conclusions: Based on the results, the authors discuss the implications and limitations of this study and future research directions at the end of the paper.