The Impact of Cinema Service Quality on Customer Satisfaction in Fuzhou, China
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Abstract
This study aimed to examine the influence of cinema service quality factors on customer satisfaction in Fuzhou City, People's Republic of China, against the backdrop of post-COVID-19 economic recovery and shifting consumer behavior, which has intensified competition in the cinema industry. As competition continues to escalate, service quality has become a critical factor in sustaining customer satisfaction and market competitiveness. This study applies the SERVQUAL model to evaluate service quality across five dimensions: tangibility, reliability, responsiveness, assurance, and empathy. Data were collected through a questionnaire survey administered to 400 randomly selected customers from a population of 80,000 cinema-goers. Reliability and validity of the instrument were confirmed using Cronbach's Alpha coefficient and KMO and Bartlett's tests. Pearson correlation analysis and simple linear regression analysis were employed to examine the relationships between service quality dimensions and customer satisfaction. The results reveal that all five service quality dimensions, namely tangibility, reliability, responsiveness, assurance, and empathy, have statistically significant positive effects on customer satisfaction, collectively explaining 65.1% of the variance in customer satisfaction. Customers place considerable importance on the tangibility of cinema facilities and staff presentation; however, improvements remain needed in the overall cinema environment. Reliability and assurance, reflected through consistent service delivery, staff professionalism, and brand reputation, positively influence customer satisfaction. Responsiveness and empathy, demonstrated through timely staff assistance and personalized attention to customer needs, further strengthen the overall customer experience. Overall, this study demonstrates that service quality significantly impacts customer satisfaction in Fuzhou cinemas and serves as a key driver of competitive advantage. The findings provide empirical evidence and practical guidance for cinema managers seeking to optimize service strategies and enhance long-term customer loyalty
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