Index Comparing the Image of the Cinema user Case Study Comparing Major Cineplex Cinemas with SF Cinema City in Phetchaburi Province Area

Abstract

This research aims to compare the image of the service users, the cinema. With the conceptual framework of applied research from American Consumer Satisfaction Index model Data were collected using a sampling technique of 405 samples from local people and tourists who used the service. To answer and analyze two variables. The results showed that satisfaction and loyalty resulted in a positive statistical significance. With the image factor being the most effective from the result, it can be said that the cinema should develop the image of the service, whether the product or the service staff, in order to make the users satisfied.