Enhancing brand loyalty at Cinestar Ho Chi Minh City through service quality and electronic word-of-mouth
Published: July 29, 2026
Abstract
This study investigates the interrelationships among service quality, electronic word-of-mouth (eWOM), customer satisfaction, and brand loyalty in the cinema industry, with an empirical focus on Cinestar in Ho Chi Minh City. A quantitative survey was conducted with 263 valid responses, and the data were analyzed using reliability assessment, confirmatory factor analysis (CFA), and structural equation modeling (SEM). The results indicate that perceived service quality has a significant positive impact on customer satisfaction, eWOM, and brand loyalty. Moreover, customer satisfaction and eWOM function as important mediators that strengthen the pathway from service quality to brand loyalty. The study contributes to the literature by extending service quality and consumer behavior theories to the Vietnamese cinema context and offers practical implications for cinema managers seeking to enhance service quality and strategically leverage eWOM to improve customer satisfaction and cultivate long-term brand loyalty.
Keywords
service qualitycustomer satisfactioneWOMbrand loyaltycinema industry
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