Satisfaction in performing arts: the role of value?

Hume, Margee and Sullivan Mort, Gillian (2008) Satisfaction in performing arts: the role of value? European Journal of Marketing, 42 (3/4). pp. 311-326. ISSN 0309-0566

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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.


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Item Type: Article (Commonwealth Reporting Category C)
Refereed: Yes
Item Status: Live Archive
Additional Information: Author's version deposited in accordance with the copyright policy of the publisher.
Depositing User: ePrints Administrator
Faculty / Department / School: Historic - Faculty of Business - School of Management and Marketing
Date Deposited: 21 Mar 2010 03:43
Last Modified: 02 Jul 2013 23:43
Uncontrolled Keywords: customer services quality, value analysis, customer satisfaction, performing arts
Fields of Research (FOR2008): 15 Commerce, Management, Tourism and Services > 1505 Marketing > 150501 Consumer-Oriented Productor Service Development
15 Commerce, Management, Tourism and Services > 1505 Marketing > 150503 Marketing Management (incl. Strategy and Customer Relations)
Socio-Economic Objective (SEO2008): B Economic Development > 91 Economic Framework > 9104 Management and Productivity > 910403 Marketing
Identification Number or DOI: doi: 10.1108/03090560810852959
URI: http://eprints.usq.edu.au/id/eprint/7144

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