Service quality and customer loyalty in a movie theater chain in North Lima, 2022

Yabar-Velarde O.; Irigoin-Silva Y.; Meneses-Claudio B.; Zarate-Ruiz G. · Salud, Ciencia y Tecnologia - Serie de Conferencias (2024) · DOI: 10.56294/sctconf2024645

Resumen

The current market, in view of the constant changes and globalization, is becoming more and more demanding, so that the quality of service is also becoming more and more demanding; the client of the cinema sector is becoming more and more demanding of new platforms and trends that offer comfort and diversity to the public. In view of this, the present research was proposed to analyze the link between service quality and customer loyalty in a chain of movie theaters in North Lima, 2022. It was based on measuring the level of correspondence between the level of service and the loyalty of frequent customers, in a natural environment, without manipulating the variables, in order to define the behavior of the variables, a statistical analysis was performed. In such a way that the data were collected through a questionnaire applied to 90 customers. The data processing in SPSS allowed to determine a correlation coefficient of 0,685. Therefore, customers highly value the experience during the service offered by the employees during their consumption, considering it as a primary criterion in the decision to repurchase, so that according to the quality received is the customer loyalty.

Instituciones: Universidad Tecnológica del Perú