Abstract
The current popularity of online movie and the homogeneity of movie theater services have led to the client loss of movie theaters in China. This essay takes advantage of service design methods to analyze film viewers’ physical behavior, psychological behavior, and contact points in different movie watching stages. A cinema service system map and service blueprint are proposed in this paper based on the behavioral characteristics of viewers and further proposed SPTE cinema service framework and strategy. The research on the behavior of viewers and the discussion of service strategies not only provide the basis for the theater to create products and services that meet viewers’ needs, but also provide valuable reference for theaters to build service innovation system.
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Yuan, X., Jiang, Q. (2020). Behavioral Research and Service Innovation of Cinema Viewers in China. In: Stephanidis, C., Antona, M. (eds) HCI International 2020 - Posters. HCII 2020. Communications in Computer and Information Science, vol 1226. Springer, Cham. https://doi.org/10.1007/978-3-030-50732-9_93
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DOI: https://doi.org/10.1007/978-3-030-50732-9_93
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