Customer experiential influencing factors and their model construction of the cinema

Abstract

The paper firstly reviews relative literature. It explores customer experiential influencing factors in the cinema by qualitative and quantitative methods. This study finds that customer experience in the cinema depends on the six dimensions-promotion and physical evidence, cinema environment, service functional quality, expected movie quality, convenience, reasonable price. Based on the above results, the model of customer experiential influencing factors in the cinema is constructed. The model is not only helpful for the cinema to design experience, but also useful for other service industries to obtain some available managerial implications.