Satisfaction in performing arts: the role of value?

Abstract

Purpose – The aim of this paper is to report on the structure and relationships between value and satisfaction in a cultural performing arts setting to identify the structure of satisfaction in the performing arts context. Design/methodology/approach – This paper examines customer attitudes to value, show experience quality and peripheral service quality in a high arts setting by using a questionnaire. The pool of questions used the most recent scale measures for constructs in the area of services, in particular experiential services. The data are tested using AMOS 5.0 structural equation modelling. Findings – This paper reports that value mediates the relationship of show experience quality and peripheral service quality to satisfaction and the direct link of these pathways to satisfaction was not significant. This research supports the notion that customers determine service satisfaction based on attribute performance of the show and peripheral service aspects, and derive value from this. Practical implications – This research informs cultural organisation managers of the importance of delivering high levels of service quality and show experience in order to offer a value for money experience. This paper identifies the importance of understanding the heterogeneous and complex nature of customer-derived value. Originality/value – This paper examines a service sector that receives little attention. Cultural organisations operate as non-profit organisations and are accountable for scarce fund allocation. Government support has decreased and corporate sponsorship is scarce and competitive. This paper offers assistance to organisations in the quest to balance the economic issues and constraints by creating value and satisfaction and balancing service quality and show delivery.