Resumo

TORRES MORAGA, Eduardo. Proposed scale to measure the quality of service of movie theaters. Innovar [online]. 2010, vol.20, n.36, pp. 157-171. ISSN 0121-5051.

There is currently a high level of competition between the different movie theater chains in Chile. In this scenario, success to a large extent is determined by the services they provide to their customers. While in the past scales have been developed to measure quality of service as perceived by diverse sectors, given the characteristics of movie theaters there is a need to build a specific scale that could be applied to them. The results obtained through this study show that the quality of service at movie theaters as perceived by consumers as a multidimensional constructor that to a large extent is different from previously proposed standard scales, and which also consists of reliability, personal attention, accessibility, and the tangible aspects of the theater and of the motion picture projection room. These results provide movie theater marketing executives with an important tool to measure and manage the quality of service.

Palavras-chave : Quality of service; movie theater; measurement scales; structural equations.