本文選題：服務(wù)有形化　切入點(diǎn)：影院有形展示　出處：《東北財(cái)經(jīng)大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：近幾年電影產(chǎn)業(yè)的不斷拓展無疑帶動(dòng)了各大院線及影院企業(yè)的飛速成長(zhǎng),在各大一線城市可以看到鱗次櫛比的影院以及火爆的觀影人群,這種開放式的發(fā)展不僅增加了院線和影院擴(kuò)張的數(shù)量,也給電影市場(chǎng)的票房水平增添了新的高度。然而在這一發(fā)展過程中也隨之帶來了許多問題。影院數(shù)量的增多,造成了影院競(jìng)爭(zhēng)的加劇,由于影片本身的同質(zhì)化,因此價(jià)格戰(zhàn)成了各大影院慣用的手段來吸引大批的觀影消費(fèi)者。然而,價(jià)格戰(zhàn)最終受害的還是影院企業(yè),沒有固定的消費(fèi)群體,大批消費(fèi)者都會(huì)流失到影片價(jià)格低廉的影院,這對(duì)影院以及電影產(chǎn)業(yè)的長(zhǎng)足發(fā)展都是有百害而無一利的,因此與國(guó)外發(fā)達(dá)國(guó)家相比,我國(guó)的院線經(jīng)營(yíng)和影院管理的整體水平還是有較為明顯的差距的。目前國(guó)內(nèi)外學(xué)者們對(duì)于影院的探討研究有以影院角度為出發(fā)點(diǎn)的,集中探討了影院的經(jīng)營(yíng)模式和策略；也有學(xué)者認(rèn)為消費(fèi)者對(duì)于影院的態(tài)度,會(huì)最終影響影院的盈利水平,因此選擇消費(fèi)者角度來展開研究。本文通過借鑒國(guó)內(nèi)外的文獻(xiàn)資料,將影院的經(jīng)營(yíng)服務(wù)與消費(fèi)者的滿意度和忠誠(chéng)度聯(lián)系在一起,通過提高影院的服務(wù)有形展示、有形化的服務(wù)等,來提高顧客對(duì)影院的滿意度,進(jìn)而培養(yǎng)更多的忠誠(chéng)顧客。忠誠(chéng)的顧客基本不會(huì)因?yàn)閮r(jià)格的原因而流失,這對(duì)影院企業(yè)的經(jīng)營(yíng)來說,是最為重要的。 本文分為六個(gè)部分,在汪純孝、韓小蕓、溫碧霞等學(xué)者研究顧客滿意與顧客忠誠(chéng)度之間關(guān)系的基礎(chǔ)之上,研究在影院企業(yè)中,服務(wù)有形化對(duì)觀影顧客滿意度、觀影顧客忠誠(chéng)度的影響。首先對(duì)國(guó)內(nèi)外學(xué)者的相關(guān)研究進(jìn)行梳理和總結(jié),其次提出本研究的假設(shè)和研究模型,借鑒較為成熟的研究顧客滿意與顧客忠誠(chéng)的量表,通過在大連地區(qū)比較繁華的商業(yè)地點(diǎn)以及網(wǎng)絡(luò)傳播的方式發(fā)放、收集問卷；最后應(yīng)用SPSS17.0進(jìn)行信度和效度的檢驗(yàn),并對(duì)變量之間相關(guān)程度和回歸關(guān)系的驗(yàn)證。通過數(shù)據(jù)分析來探討影院的服務(wù)有形化、觀影顧客滿意度與觀影顧客的認(rèn)知忠誠(chéng)、情感忠誠(chéng)、意向忠誠(chéng)和行為忠誠(chéng)四類忠誠(chéng)度之間的相關(guān)關(guān)系。 研究結(jié)果發(fā)現(xiàn)：影院的服務(wù)有形化是影響觀影消費(fèi)者滿意度的重要因素,且影院的服務(wù)有形化對(duì)觀影消費(fèi)的顧客的認(rèn)知、情感和意向忠誠(chéng)度有直接顯著的影響；觀影消費(fèi)者的滿意度對(duì)顧客四類忠誠(chéng)度都有直接顯著的影響,且觀影消費(fèi)者的滿意度在影院的服務(wù)有形化與觀影消費(fèi)者忠誠(chéng)度之間起到了部分中介的作用。 根據(jù)研究結(jié)果,為了改善影院的經(jīng)營(yíng)績(jī)效,培養(yǎng)影院的顧客忠誠(chéng)度,我們提出以下營(yíng)銷建議： (1)為影院或者影院的專屬服務(wù)命名。樹立自己的品牌,將自己服務(wù)的獨(dú)特性與品牌掛鉤,品牌代表服務(wù)特色和水平,可以幫助消費(fèi)者識(shí)別和選擇。 (2)利用各種媒體進(jìn)行前期宣傳。影院的服務(wù)廣告應(yīng)提供較為生動(dòng)的信息、使用交互形象、展示其有形設(shè)施、突出服務(wù)員工的特色和服務(wù)意識(shí)、介紹滿意顧客等等,以提升宣傳效果。 (3)設(shè)計(jì)獨(dú)特的影院有形服務(wù)場(chǎng)景,盡可能的營(yíng)造一種獨(dú)特、具有吸引力的觀影氛圍。各大影院企業(yè)在宣傳新上映影片的同時(shí),更應(yīng)當(dāng)關(guān)注宣傳來影院觀影這種時(shí)尚的生活方式、宣傳影院的獨(dú)具魅力的服務(wù)等。 (4)制定明晰的影院服務(wù)標(biāo)準(zhǔn)、繪制清晰的影院服務(wù)藍(lán)圖。 當(dāng)然本文在研究對(duì)象、研究變量和研究方法等方面仍存在著一定的局限性,因此在將來的研究中仍有較大的空間可待開發(fā)和完善。
[Abstract]:Continue to expand in recent years the film industry undoubtedly led to rapid growth in major theaters and theater companies, in the first-tier cities can be seen in the cinema and hot row upon row of viewing population, the development of the open not only increased the number of theaters and cinemas expansion, but also added a new height to the film market at the box office level. However, in the process of development has brought many problems. To increase the number of cinemas, theaters caused the competition, because the film itself is homogeneous, so the price of finished cinemas used means to attract a large number of viewing consumers. However, the price war end, or theater company, there is no fixed consumer groups, a large number of consumers will be lost to the low price of movie theater, the rapid development of cinema and film industry are harmful, and so Compared with the developed countries, the overall level of China's Cinema Management and profit still have obvious gap. At present, domestic and foreign scholars to study theater to theater angle as the starting point, focus on the business model and strategy of theater; some scholars believe that the attitude of consumers for the theater, will the ultimate impact of theater profitability, so the choice of the consumer point of view to carry out the research. Based on the domestic and foreign literature, the theater business services and consumer satisfaction and loyalty together, through improving the presentation theater service, tangible services, to improve customer satisfaction of the theater, and culture more loyal customers. Loyal customer base not because of price erosion, the theater for corporate management, is the most important.
This paper is divided into six parts, in Wang Chunxiao, Han Xiaoyun, Irene Wan and other scholars on the basis of the relationship between customer satisfaction and customer loyalty research, research in the theater business, service visible to the viewing of customer satisfaction, customer loyalty effect. Firstly, and summarizes the relevant research of domestic and foreign scholars, then put forward the research hypothesis and research model, using the mature research on customer satisfaction and customer loyalty scale, through the issuance of more prosperous business locations and network communication way in the Dalian area, collect the questionnaire test; finally the application of SPSS17.0 for reliability and validity, and the degree of correlation and regression relationship between the variables of the verification. Through data analysis to explore the service visible cinema viewing, customer satisfaction and customer loyalty viewing the cognitive, emotional loyalty, loyalty and behavior loyalty intention four The correlation between class loyalty.
The results showed that: Service visible theater is an important factor affecting the viewing of consumers' satisfaction, and service tangible cinema viewing the consumer cognition to the customer loyalty, emotion and intention have direct effect; viewing customer satisfaction on customer loyalty four have direct effect, and viewing the consumer satisfaction plays a partial mediating role in the relationship between service visible theater and viewing consumer loyalty.
According to the research results, in order to improve the performance of the cinema and to train the customer loyalty of the cinema, we put forward the following marketing suggestions:
(1) naming the exclusive services for cinema or cinema. Establish their own brand, link the uniqueness of their service with brand, brand representative service characteristics and level, can help consumers identify and choose.
(2) using various media for prophase propaganda. The service advertisement of the theater should provide more vivid information, use interactive image, show its visible facilities, highlight the characteristics and service consciousness of service staff, introduce satisfied customers, and so on, so as to enhance the propaganda effect.
(3) the unique design of the theater tangible service scene, as far as possible to create a unique, attractive viewing atmosphere. Theater companies in the promotion of new movie at the same time, more attention should be paid to the cinema this propaganda fashionable lifestyle, the unique charm of the theater publicity services.
(4) make clear service standards for cinema and draw a clear blueprint for theater service.
Of course, there are still some limitations in the research object, research variables and research methods. Therefore, there is still much room for further research and development in future research.

【學(xué)位授予單位】：東北財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：J943.13

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前1條

1 賴平浪;D市公共部門社會(huì)網(wǎng)絡(luò)和知識(shí)分享對(duì)部門績(jī)效影響的實(shí)證研究[D];華南理工大學(xué);2014年

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本文編號(hào)：1640419