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Customer Engagement and Decision to Watch Indonesian Films in Cinemas: A Relationship Marketing Perspective

100%
Djamaly M. F., Djumarno D., Astini R., Asih D.
Communication Today
|
2025
|
vol. 16
|
issue 1
206-221
EN
Customer engagement reflects the intensity of interaction between customers and products in the market. In the film industry, customers who enjoyed watching movies in cinemas tend to have more intensive interactions with upcoming films. This study analysed the mediating role of customer engagement in the influence of the lead actor, film genre, film ratings, and online reviews on the decision to watch Indonesian films in cinemas. The research employed a quantitative approach with a survey of 315 respondents. Data was analysed by using Structural Equation Modelling through Smart PLS software. The lead actor, film genre, movie ratings, and online reviews positively and significantly influenced customer engagement with films. Customer engagement, in turn, positively and significantly influenced the decision to visit a cinema to watch Indonesian films. Customer engagement is proven to be an appropriate mediator between the four independent variables and the decision to watch Indonesian films in cinemas. Incorporating customer engagement as a mediator in the relationship between the lead actor, film genre, film ratings, online reviews is therefore important. These research findings enrich relationship marketing theory by emphasising the importance of customer engagement in strengthening long-term relationships and consumer behaviour theory by enhancing customer loyalty.
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Zarządzanie instytucjami kultury w czasie pandemii na przykładzie kina studyjnego „Łydynia” w Ciechanowie

84%
Piątkowski A., Szymańska K.
Studia Mazowieckie
|
2023
|
vol. 18
|
issue 1
159-172
EN
The aim of this study is to show the conditions and possibilities of operating cinemas in Poland during the pandemic, on the example of the studio cinema "Łydynia" in Ciechanów. The coronavirus pandemic meant that both the "Łydynia" cinema and other cinemas had to implement a new work organization. They struggled with adapting to market guidelines, customer concerns, reduced revenues, and looking for sources of financing. Compliance with the sanitary regime required additional workload, additional financial outlays, increased costs, and hindered access to culture for the inhabitants of the Ciechanów county. New possibilities of reaching the customer were sought, virtual space was also used for contacts with the customer, which may initiate the trend of creating online cinemas. Customers, despite the pandemic, have used and still use cultural institutions. This shows that these institutions are important to them.
PL
Celem tego opracowania jest pokazanie warunków i możliwości funkcjonowania kin w Polsce w czasie pandemii na przykładzie kina studyjnego „Łydynia” w Ciechanowie. Pandemia koronawirusa sprawiła, że zarówno kino „Łydynia”, jak i inne kina musiały wdrożyć nową organizację pracy. Zmagały się z dostosowaniem do wytycznych obowiązujących na rynku, obawami klientów, zmniejszeniem przychodów, szukaniem źródeł finansowania. Przestrzeganie reżimu sanitarnego wymagało dodatkowego nakładu pracy, dodatkowych nakładów finansowych, podnosiło koszty, utrudniało dostęp do kultury mieszkańcom powiatu ciechanowskiego. Szukano nowych możliwości docierania do klienta, zaczęto wykorzystywać do kontaktów z klientem również przestrzeń wirtualną, która może zapoczątkować trend powstawania kin on-line. Klienci mimo pandemii korzystali i korzystają z instytucji kulturalnych. To pokazuje, że te instytucje są dla nich ważne.
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