A movie customer satisfaction index model based on structural equation model

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.