What influences the behavior intention of movie theater customers? Comparing linear and nonlinear points of view

What is it about?

What is the influence of dimensions of movie theater service on customer behavior intention? This paper compares linear and nonlinear methods, showing that a nonlinear analysis can bring superior decision information to movie theater managers. The results reveal that higher performance of aspects related to customer feelings and customer attendants’ relationship leads movie theater users to a tendency to return and recommend the cinema (behavior intention). It also shows that successful recovery actions can compensate for the occurrence of failures.

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