Based On Structural Equation For Performing Arts Industry Research To The Influential Factors Of Customer Satisfaction

In recent years, the establishment of the socialist market economy, against thebackground of the reform of state-owned art groups on a large scale, more and more arttroupes enterprises, state-owned troupes executes an enterprise to turn management,market-oriented operation. Reversed transmission under market environment, performing artsindustry inevitably choice from the original art of "niche" stage to the popular cultureconsumption, thus performing arts industry to market-oriented, customer demand for thedevelopment of standards, so this article selected topic is on the research of the performingarts industry customer degree of satisfaction, have important practical significance andapplication.This paper combines the theoretical research and empirical research, on the basis ofrelevant research results at home and abroad, put forward the research hypothesis, based oncustomer satisfaction theory, combined with industry characteristics of the performing artsindustry, build a showbiz factors affecting customer satisfaction model, and performing artsindustry in Shanxi Province as case study, the investigation object for empirical research. Onthe basis of selected sample, this paper designed the questionnaire, and the distribution andrecovery of334valid questionnaires,334valid questionnaires with statistical analysissoftware SPSS data are analyzed, and LISERAL analysis software to verify this model andassumptions, systematically analyzes the factors affecting acting industry customer degree ofsatisfaction. Study found that the brand image, customer expectations and perception qualitydirectly affect the customer satisfaction, perceived value have a significant positive impact on customer satisfaction, product brand, service quality and product quality on perceived valuehas a certain influence.Finally, on the basis of the research results, this paper put forward developmentcountermeasure to the performing arts industry related department development, want to inthe performing arts industry in transition to grasp the market direction, to obtain long-termdevelopment. First, attaches great importance to the positive role of the brand image,including image theatre and performing arts products brand shaping and propaganda. Again toimprove the quality of customer perception of service quality is essential to improve customersatisfaction, ensure the quality of performance of the product itself is fundamental to improvecustomer satisfaction. Again is the emphasis on customer perceived value, includingfunctional value, perceived costs, social value, etc. Finally is increasing customerexpectations.