| Summary: | 碩士 === 銘傳大學 === 傳播管理研究所碩士班 === 96 === Choosing a multiple theater for entertainment demands are many different options in Taiwan. As well as brand mentions in this industry are optional. To appeal customers, accommodative service, creativity on brands, and public relations.
In this research, Brand Equity, Relationship Quality and Customer Loyalty of multiple theaters are discussed. And the level of influence of above factors are connected.
This research conducted questionnaire survey and adopts the method of “convenience sampling” to 447 people sample who have the experience in multiple theater in Metro Taipei area. Additional, this research used the In-Depth Interview method.
For the understanding the consumer behavior accurately, the Population Variables is involves in this research. After the statistic analyzing, the research finds are as follows:
1. Brand Equity has a partly positive influence for Customer Loyalty
2. Relation Quality has a partly positive influence for Customer Loyalty
3. Brand Equity has a partly positive influence for Customer Loyalty
The difference of cognitions from different Population Variables are as follows,
1. Gender, education level, theater that consuming the most, and consuming amount each month exhibit the difference of cognitions in brand equity; The job exhibit to difference of cognitions in brand associations only.
2. Age, theater that consuming the most, consuming amount each month and the motive for choosing theater exhibit the difference of cognitions in relation quality. The jobs exhibit to difference of cognitions in commitment only.
3. Theater that consuming the most, motive for choosing theater and consuming amount each month exhibit the difference of cognitions in consumer loyalty. Gender of the consumer exhibit the difference of cognitions in cross-buying. Age of the consumer exhibit the difference of cognitions in price scale and cross-buying. Educations of the consumer exhibit the difference of cognitions in repurchasing.
Finally, this research advanced five management strategies in consumer operation according the result of this research are as follows.
1. To upgrade the brand association through the innovation of service procedures.
2. To use the marketing strategies for cross-buying.
3. To adjust the prices.
4. To upgrade the relation quality through the consumer identity.
5. To cooperate with macro environment for upgrading the movie content through the multiple theaters.
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