BRANDING CINEMAS THROUGH UNDERSTANDING THE EFFECTS OF IMMERSIVE TECHNOLOGY AND SERVICESCAPE ON CUSTOMER CINEMATIC EXPERIENCE (CX)
DOI:
https://doi.org/10.29121/ijetmr.v12.i(4SE).2025.1588Keywords:
Customer Experience, Branding Cinemas, Servicescape, Virtual Reality, Augmented Reality, Immersive TechnologiesAbstract
The rapid advancements in immersive technologies, such as virtual reality (VR) and augmented reality (AR), are transforming consumer experiences across various industries, including cinema. Simultaneously, the servicescape, encompassing physical surroundings and ambient elements, plays a critical role in shaping consumer perceptions and satisfaction. This study investigates the interplay between immersive technology and servicescape in branded cinemas, exploring how these factors influence consumer emotions, behaviors, and engagement.
Using a mixed-methods approach—including qualitative interviews, observational studies, and quantitative surveys—this research examines the impact of sensory stimulation, environmental cues, and technological interfaces on audience experiences. By analyzing leading cinema chains, the study aims to uncover the extent to which immersive elements enhance consumer satisfaction and brand attachment.
The findings contribute to both theoretical and practical insights, offering valuable strategies for cinema operators and entertainment venues seeking to elevate customer engagement and loyalty in an increasingly immersive and digitally driven landscape.
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Copyright (c) 2025 Dr. Joseph Mary Rahila, Arul Lizzy, Dr. Prasanna
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