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All Journal International Journal of Tourism and Hospitality in Asia Pasific
Bin Sharuddin, Muhammad Afiq Adid
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Humanities

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Examining Key Determinants of Customer Satisfaction in the Post-Pandemic Cinema Experience Binti Abdul Mohsin, Ainul Mohsein; Ali, A. J.; Kee, Daisy Mui Hung; Bin Mohamad Nassa, Muhammad Danish Haikal; Bin Sharuddin, Muhammad Afiq Adid; Bin Mohd Hatta, Muhammad Aiman; Bin Mohd Azrol Nizam, Muhammad Asyqar Widad; Bin Kamarudin, Muhammad Danish Akmal
International Journal of Tourism and Hospitality in Asia Pasific Vol 8, No 3 (2025): October 2025
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijthap.v8i3.4221

Abstract

Customer satisfaction has become an important performance indicator for entertainment service providers such as cinemas, particularly in a competitive industry driven by experience and content quality. This study aims to analyze the factors influencing customer satisfaction toward Golden Screen Cinema (GSC) in Malaysia by examining five key determinants: ambience, service quality, accessibility, pricing, and movie genre. Using multiple regression analysis on data from 104 respondents, the findings reveal that ambience (? = 0.296, p 0.01) and movie genre (? = 0.313, p 0.001) have significant positive effects on customer satisfaction. In contrast, service quality (? = 0.172), accessibility (? = 0.045), and pricing (? = 0.138) do not significantly influence satisfaction. The model explains 68.1% of the variance in customer satisfaction (R² = 0.681), indicating strong explanatory power. The results suggest that the cinema experience and film selection are the main drivers of customer satisfaction, emphasizing the importance of enhancing environmental quality and curating appealing movie offerings to maintain customer satisfaction in the entertainment industry.
Co-Authors Ali, A. J. Bin Kamarudin, Muhammad Danish Akmal Bin Mohamad Nassa, Muhammad Danish Haikal Bin Mohd Azrol Nizam, Muhammad Asyqar Widad Bin Mohd Hatta, Muhammad Aiman Binti Abdul Mohsin, Ainul Mohsein Kee, Daisy Mui Hung