An Empirical Model Of Customer Loyalty Toward The Film Industry With New Challenges In The Post-Covid Age

Abstract

This study aims to construct an empirical model to address the challenges and opportunities facing the Chinese film industry in the post-Covid age and delves into the relationships between customer satisfaction and loyalty. The researcher conducted a comprehensive analysis employing a quantitative research approach and integrating various theoretical frameworks, including annual reports on the Chinese film market, consumer behavior models, and theories such as service quality (RATER) and theory of planned behavior (TPB). A questionnaire survey at Wanda Cinemas, one of the busiest cinema chains in Beijing, yielded 536 valid responses. The findings indicate significant relationships between the Theory of Planned Behavior (TPB), service quality (RATER), and customer satisfaction and loyalty in the film industry. The film market validates the impact of TPB and RATER on customer loyalty through the mediating role of customer satisfaction. Furthermore, the application of the TPB model reveals the enduring connection between customer satisfaction and loyalty in the post-Covid age. This study, which is based on a thorough investigation of the Chinese film industry, provides a profound understanding of the mechanisms shaping customer loyalty in the post-Covid Age Chinese film market. The empirical model not only offers strategic guidance for the film industry to navigate new opportunities and challenges but also establishes a valuable theoretical foundation for future research in related fields. Ultimately, this research provides empirical support and practical recommendations for the sustainable development of the film industry and customer relationship management.