| dc.description.abstract | Presently, demands of young people for entertaining have increased and the higher
their requirements, the higher companies should develop their service quality.
Therefore, there is necessity to conduct researches on service quality and its impacts
on customer satisfaction and customer loyalty.
This research is aimed to study the impacts of service quality on customer satisfaction
and customer loyalty of Galaxy cinemas. It attempts to answer 2 questions: (1) Which
factors in Galaxy service quality affect customer satisfaction and customer loyalty?
(2) How can customer satisfaction and customer loyalty in Galaxy Cinema be
improved?
Regarding the procedures of this study, firstly it reviews literature and previous
studies to build up an appropriate model to test the hypothesis. Then, a survey will be
designed and distributed to respondents to collect data. Based in the data collected, it
is analyzed to come up with results, conclusions, as well as recommendations.
The research finds out that among the factors of service quality, tangibles,
responsiveness, reliability, and assurance have positive relations with customer
satisfaction, and then satisfaction has impacts on customer loyalty. Although this
research is still limited in some dimensions, it is reliable and useful for other further
researches. | en_US |
