Title: Unveiling the drivers of customer satisfaction and loyalty in cinema theatres: integrating sufficiency and necessity perspectives

Authors: Jaime Dagostim Picolo; Gérson Tontini; Giancarlo Gomes

Addresses: University of Extremo Sul Catarinense – UNESC, Av. Universitária, 1105, Zip Code: 88806-000, Criciúma, SC, Brazil ' University of Blumenau – FURB, Rua Antônio da Veiga, 140, Zip Code: 89030-903, Blumenau, SC, Brazil ' University of Blumenau – FURB, Rua Antônio da Veiga, 140, Zip Code: 89030-903, Blumenau, SC, Brazil

Abstract: This study aims to examine the sufficiency and necessity of antecedents for customer satisfaction and loyalty in the context of cinema theatres. A survey-based approach was employed to collect data from 319 customers of three multiplexes located in Brazil. The survey included measures related to various dimensions of cinema theatre services (access, attendants' service, exhibition, promotions, confectionery, tickets, comfort, projection, conservation, information, and responsiveness), customer satisfaction, and loyalty. The data were analysed using a combined approach of partial least squares structural equation modelling (PLS-SEM) and necessary condition analysis (NCA). The results of the PLS-SEM analysis indicate that three dimensions, namely 'promotions', 'projection' and 'comfort' significantly influence customer satisfaction and loyalty in cinema theatres. However, all dimensions, even those that were not found to be significant in the PLS-SEM analysis, were identified by NCA as necessary to maintain customer satisfaction and loyalty.

Keywords: necessary condition analysis; NCA; sufficiency; necessity; customer satisfaction; loyalty; cinema theatres.

DOI: 10.1504/IJSOM.2025.150652

International Journal of Services and Operations Management, 2025 Vol.52 No.4, pp.549 - 570

Received: 04 Aug 2023
Accepted: 11 Aug 2023
Published online: 19 Dec 2025 *

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