Developing a conceptual model for repurchase intention in the performing arts: the roles of emotion, core service and service delivery

Hume, Margee (2008) Developing a conceptual model for repurchase intention in the performing arts: the roles of emotion, core service and service delivery. International Journal of Arts Management, 10 (2). pp. 40-55. ISSN 1480-8986

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Recent research into experiential services such as extreme sports and fine arts has focused on the subjective attributes of the encounter, with emotion as the key driver of consumption and with little attention paid to purchase intention. As repurchase intention is acknowledged as driving profitability and sustainability, it is essential that we understand its role and its relationship to both subjective attributes and utilitarian aspects. Since little work has been conducted in the arts specific to repurchase intention, this exploratory study used 26 in-depth interviews to identify the key drivers of repurchase. By identifying the roles of attributes such as emotion, value, service quality, and satisfaction and how these interact within the service encounter, the study enhances our understanding of the nature of a performing arts encounter and how to position it for maximum repeat patronage. The article concludes with a conceptual model of repurchase intention in the performing arts that can serve as a foundation for future research. The findings suggest that goal-directed emotion is a weak driver of repurchase intention, existing only in a small segment of highly involved frequent attendees. Overall, perceived quality of core and peripheral services was found to be the main driver of repurchase. Implications for management and theory and a conceptual model for future research are presented.

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Item Type: Article (Commonwealth Reporting Category C)
Refereed: Yes
Item Status: Live Archive
Additional Information: Paper not held.
Depositing User: Assoc. Prof. Margee Hume
Faculty / Department / School: Historic - Faculty of Business - School of Management and Marketing
Date Deposited: 17 Jan 2011 11:58
Last Modified: 16 Oct 2014 06:46
Uncontrolled Keywords: performing arts; core service; peripheral service; value; repurchase intention; customer satisfaction
Fields of Research (FOR2008): 19 Studies in Creative Arts and Writing > 1904 Performing Arts and Creative Writing > 190499 Performing Arts and Creative Writing not elsewhere classified
Socio-Economic Objective (SEO2008): C Society > 95 Cultural Understanding > 9501 Arts and Leisure > 950105 The Performing Arts (incl. Theatre and Dance)

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