顾客体验对服务品牌忠诚度影响的实证研究──以电影放映业为例

The Impact of Customer Experience on Service Brand Loyalty——An Empirical Study on Film Projection Industry

以电影放映业为例进行实证研究,探究顾客体验对服务品牌忠诚度的影响机理,全面地揭示了顾客体验对服务品牌忠诚度的作用机制,充分地回答了两个方面的问题:一是顾客体验如何影响服务品牌忠诚度的各个维度,二是服务品牌忠诚度的各个维度之间存在何种关系。此项研究不仅弥补了电影放映业匮乏实证研究的缺憾,而且为电影院提升服务品牌忠诚度提供了实证支持和管理启示。

On the basis of film projection industry, the paper has done an empirical study to explore the influencing mechanism of customer experience on service brand loyalty. This study finds the action mechanism of customer experience on service brand loyalty. It answers two questions fully, namely, how does customer experience influence the dimensions of service brand loyalty？ How do the dimensions of service brand loyalty influence each other？ This study not only makes up the deficiency that empirical studies are scarce in film projection industry, but also provides the empirical support and managerial implications for the cinemas to upgrade service brand loyalty.