Title: A movie customer satisfaction index model based on structural equation model

Authors: Yan Wang; Jianping Chai; Mimi Zhang; Songzhu Zheng

Addresses: Department of Data Science and Intelligent Media College, Communication University of China, No. 1 East Street, Dingfu Village, Chaoyang District, Beijing 100024, China ' Department of Data Science and Intelligent Media College, Communication University of China, No. 1 East Street, Dingfu Village, Chaoyang District, Beijing 100024, China ' Department of Data Science and Intelligent Media College, Communication University of China, No. 1 East Street, Dingfu Village, Chaoyang District, Beijing 100024, China ' Department of Data Science and Intelligent Media College, Communication University of China, No. 1 East Street, Dingfu Village, Chaoyang District, Beijing 100024, China

Abstract: The success of a movie highly relies on customers' word-of-mouth (WOM) and satisfaction. WOM information on the internet media platform is good resource for customer satisfaction measurement. Impact factors of customer satisfaction of the movie are identified in this paper after the thorough literature review. Furthermore, an M-CSI model is proposed based on these impact factors using structural equation model as an index of movie customer satisfaction. And the satisfaction index is built with the proposed model using the online WOM data of 282 movies released in 2014 on Mtime. This paper verifies that movies' publicity effort and user expectation has a direct impact on its customer satisfaction and loyalty. Finally, the model gives a user satisfaction score to every movie according to different weights.

Keywords: movie; customer satisfaction; structural equation model; word-of-mouth; WOM.

DOI: 10.1504/IJART.2019.098848

International Journal of Arts and Technology, 2019 Vol.11 No.2, pp.165 - 177

Received: 19 Dec 2017
Accepted: 21 Jul 2018
Published online: 04 Apr 2019 *

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