IMAGE AND REVISIT OF MOVIE THEATER : A COMPARISION CASE BETWEEN MAJOR CINEPLEX AND SF CINEMA CITY IN PHETCHABURI PROVINCE

Abstract

The purposes of this research were to compare levels of customers satisfaction between 1) compare the satisfaction of Major Cineplex cinema services with the SF Cinema City in Phetchaburi Province 2) Study the factors that affect the image of Major Cineplex cinema services with the SF Cinema City in Phetchaburi Province 3) studying the factors affecting the returning to use of Major Cineplex cinemas with the SF Cinema in Phetchaburi Province with the conceptual framework of applied research from American Consumer Satisfaction Index (ACSI) model. Stratified random sampling technique was applied to select 405 resort customers. A questionnaire was used as the instrument in gathering data and statistics used in data anlysis were frequency, percentage, average t-score, inferential statistics, t-test, one way ANOVA for Hypothesis testing. In addition, Multiple linear regression at level of significant are 0.01, 0.05 and 0.1. The research findings revealed that 1) Major Cineplex cinema users had higher satisfaction than the users of the SF Cinema City 2) Factors affecting the image of Major Cineplex cinema with statistical significance consisting of expectations, perspectives, qualities, perspectives, values, satisfaction 3) factors affecting the opportunity returning to use of Major Cineplex cinema with SF Cinema City statistical significance includes expectations, quality perspectives, views, values, complaints and loyalty. Such results can indicate that the users are satisfied with the use of the cinema services. In terms of expectations, quality perspectives, views, values, complaints and when users are loyal to the cinema service, users will be reused.