국내 멀티플렉스 영화관의 서비스품질 구성항목에 대한 효과분석

An Analysis of effect on the Quality of Service Components of Multiplex Cinema in Korea

This paper is an empirical study about how the service quality of domestic multiplex cinema influences on audience’s loyalty. Based on prior research, the service quality dimensions were organized and the survey was conducted on audiences using multiplex theater services. The survey items consist of 11 general items and 23 service quality and satisfaction among audiences, and 252 completed statistically processed questionnaires. First, the quality of the cinema service showed a positive influence on perceived value. Second, it also showed a significant positive relationship in terms of the overall satisfaction of cinema-quality service. Third, perceived value was shown as a direct positive relationship to overall satisfaction. Fourth, perceived value showed the influence of positive on loyalty, and similarly, overall satisfaction showed the influence of positive. The analysis of this study shows that all latent variables have a significant direct proportion relationship with loyalty. In particular, the perceived value of cinema service quality was the most effective, and the perceived value was analyzed to have a direct effect on overall satisfaction rather than loyalty.