Factors Influencing on Customers Loyalty in Cinematography

Statistics demonstrate the growing popularity of Russian cinematography. According to a Fond Kino study in 2017, 87% of moviegoers will attend a Russian film, which is 10% more than in 2016. Researchers have long proved the importance of consumer loyalty for successful business. However, little attention is paid to the consumer loyalty in a cinematography market. The purpose of this paper is to investigate the factors that affect customers loyalty to the film. The research methodology consists of a secondary analysis of the data, which is to search for, analyze and systematize the literature on consumer loyalty and loyalty in cinematography, analyzing statistics and online survey. The survey involved 152 users of the social network Vkontakte at the age of 59 years. Based on the results of the study, an econometric model of logistic regression was constructed, which allows to determine the influence of factors on the probability of recommending or re-viewing the motion picture.