All that jazz! Festival-specific predictors of service quality, satisfaction and repurchase intentions'

Abstract

[Abstract]: With growing consensus that performance-only constructs may serve as better predictors of service quality (SQ) than the original SERVQUAL scale, this research developed a FESTPERF instrument to investigate the questions of: whether the SQ factors at a jazz and blues festival were the same or similar to the generic SERVPERF factors; and, what festival specific SQ factors, if any, were predictors of overall service quality, visitor satisfaction and repurchase intent. Results of this study at the Brisbane Jazz and Blues Festival showed that FESTPERF with a three factor solution differed from the generic SERVPERF instrument and did not replicate the SERVQUAL factors. Here, the factors of Professionalism of festival organisers/personnel, the Core Service and the festival's Environment were salient. Of these, the two factors of Professionalism and the Environment predicted visitor satisfaction that might, in turn, lead to repurchase. The festival's Core Service (primarily musical performance) did not predict intent to revisit, either directly or through the mediating satisfaction variable.