Cinema Marketing: Fitting a Perceived Quality Model Affecting Satisfaction, Behavioral Intention, and Dedication of Cinema Spectators

The purpose of this study was to investigate the relationship between service quality (quality of outcome and functional quality) on behavioral intention and the dedication of cinema spectators by their satisfaction. Research shows that a positive perception of service quality leads to spectator satisfaction, which in turn leads to positive behavioral intentions, such as repetition of purchase or consumption, loyalty, dedication, or even more payments. The research method is descriptive and survey type. The research samples were selected from 598 spectators of Simorgh Cinema in Mashhad through available sampling. The data gathering tool is a questionnaire. The hypotheses were examined using structural equation modeling at the confidence interval level 0.95. The results indicate that the quality of the outcome and the functional quality have a positive effect on the satisfaction of the spectators. Also, the spectators’ satisfaction affects their behavioral intention and dedication. Moreover, the role of mediation of satisfaction in the relationship between quality dimensions and behavioral intention, and the dimensions of quality and spectators’ dedication, this relationship was also significant in terms of quality of outcome and behavioral intention, as well as the quality of the outcome and spectators’ dedication. But the spectators’ satisfaction does not mediate the effect of functional quality on dedication as well as their behavioral intention. Therefore, it is essential that managers make their best efforts to improve services quality of outcome that provided to their spectators as the main sources of cinema capital and, by satisfying them.