The market of entertainment industry is growing faster and the importance of customer relationship management(CRM) in this market is in the limelight. The purpose of this study is to research on a customer loyalty in the movie and performing art industries from venue, watching and recommendation behavior perspectives.
Through the empirical study, several research findings are emerged. 1. The dif-ferences of customer loyalty between movie and performing art are figured out. The main factors which influence the customer loyalty are different in different loyalty types. 2. The customer loyalty is classified according to three perspectives: venue, watching and recom-mendation behavior. 3. The importance of info-seeking factor reveals the close entertainment industry-IT industry ties. Based on the results, various managerial implications for managers of entertainment business are derived.
The market of entertainment industry is growing faster and the importance of customer relationship management(CRM) in this market is in the limelight. The purpose of this study is to research on a customer loyalty in the movie and performing art industries from venue, watching and recommendation behavior perspectives.
Through the empirical study, several research findings are emerged. 1. The dif-ferences of customer loyalty between movie and performing art are figured out. The main factors which influence the customer loyalty are different in different loyalty types. 2. The customer loyalty is classified according to three perspectives: venue, watching and recom-mendation behavior. 3. The importance of info-seeking factor reveals the close entertainment industry-IT industry ties. Based on the results, various managerial implications for managers of entertainment business are derived.