(TKP2021-NVA-10) Támogató: Nemzeti Kutatási, Fejlesztési és Innovációs Hivatal
In this study, we have investigated the impact of self-service technologies (SSTs)
on the cinema-going experience in Hungarian cinemas. Our focus was on how demographic
factors such as gender, age, place of residence, and cinema attendance frequency influence
SST preferences. A total of 202 respondents participated in an online questionnaire
that assessed their attitudes towards SSTs such as self-service ticket machines, popcorn
and soft drink vending machines, and automated entry systems. The results showed that
overall, respondents preferred and accepted SSTs. When grouped by gender, 78.43% of
males and 79.47% of females preferred a hybrid model combining SSTs and human assistance.
While gender and place of residence had no significant impact on SST preferences,
the age group of 26–35 had significant effect on SST preference. No significant relationship
was found between cinema attendance frequency and SST preference. These results suggest
that cinemas can implement SSTs to enhance customer experience across various demographic
groups. The study recommends hybrid systems that cater to both technologically-inclined
and traditional customers. Future research should explore cross-cultural influences
on SST adoption and the potential for personalized cinema services through data-driven
technologies.
