Customer Experience in CGV Cinema Hartono Mall Yogyakarta

Abstract

Cinema is known as a comfortable and pleasant place to watch movies, because many cinemas nowadays use advanced technologies such as Dolby audio, 3D screen, 4Dx, etc. In Indonesia itself, the growing number of cinema viewers each year has made the industry cinema business as something promising to be developed. There are many cinema corporations in Indonesia, large corporations in the cinema sector in Indonesia are Cinema 21, CGV, Cinemaxx, New Star Cineplex, Platinum Cineplex, Lotte Cinema Multilplex and Movimax. Outside of large corporations, there are independent cinema owners who have limited theaters. Cinema corporations must have unique and best service so they can get many customers. Cinema also must have to maintain the relationship with their customers so they did not go or watch the movie to other cinema. One of the factor that cinema can maintain the relationship with the customers is by creating a good customer experience. This research examines that service quality, food quality, and physical environment quality can influence customer experience. Furthermore, there are 230 valid data from the respondents were gathered in this research. The result of this research show that three variables have a positive impact on customers experience quality. Moreover, the costumer experience quality was also proven to have an impact on the satisfaction and the last, it show that satisfaction have an effect to customers loyalty.