The Factors Affecting The Crew Staffs’ Loyalty Towards World Movie Studios In China

Abstract

This study investigates the determinants of staff loyalty in the entertainment service industry. We conducted a comprehensive survey involving 625 staff members from HWMS, a prominent Chinese entertainment service provider. Structured questionnaires collected data, which were then analyzed using structural equation modeling (SEM) techniques. Our findings reveal significant relationships among the study variables. Service quality, subjective norm, perceived behavior control, attitude, staff satisfaction, and intention to choose HWMS all positively influence staff loyalty towards HWMS. Mediation analysis further emphasizes the roles of staff satisfaction and intention as mediators in the loyalty formation process. This study contributes to the existing literature by uncovering the intricate determinants of staff loyalty in the entertainment service industry. Empirical evidence highlights the significant impact of service quality, subjective norm, perceived behavior control, and attitude on staff loyalty. Furthermore, staff satisfaction and intention play pivotal mediating roles. These results offer valuable insights for industry practitioners seeking to improve staff loyalty, subsequently enhancing service quality and customer satisfaction.