Understanding service experience in non-profit performing arts: implications for operations and service management

Hume, Margee and Sullivan Mort, Gillian and Liesch, Peter and Winzar, Hume (2006) Understanding service experience in non-profit performing arts: implications for operations and service management. Journal of Operations Management, 24 (4). pp. 304-324. ISSN 0272-6963


Recent research in the non-profit performing arts has shown that marketing efforts designed to increase revenue from ticket sales are not achieving the results required to sustain the performing arts. This paper applies operations management analytical techniques to the non-profit performing arts to increase understanding of operational issues and inform service management strategy. The paper takes a two-study idiographic approach. Implementing a modified version of service transaction analysis(STA), Study One describes a performing arts service from provider and customer perspectives, identifies service gaps and develops an elaborated service description incorporating both perspectives. In Study Two, building on the elaborated service description and extant research, in-depth interviews are conducted to gather thick descriptions of predictors of satisfaction, value and service quality as they relate to repurchase intention (RI). Technical, functional and critical factors required to improve
organizational performance are identified. Implications for operational strategy, service design and service management theory for this context are discussed.

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Item Type: Article (Commonwealth Reporting Category C)
Refereed: Yes
Item Status: Live Archive
Additional Information: Author's verison not held.
Faculty / Department / School: Historic - Faculty of Business - Department of Marketing and Tourism
Date Deposited: 21 Mar 2010 06:41
Last Modified: 02 Jul 2013 23:43
Uncontrolled Keywords: service operations; service quality; marketing/operations interface; process design; operations strategy
Fields of Research : 19 Studies in Creative Arts and Writing > 1904 Performing Arts and Creative Writing > 190499 Performing Arts and Creative Writing not elsewhere classified
15 Commerce, Management, Tourism and Services > 1505 Marketing > 150503 Marketing Management (incl. Strategy and Customer Relations)
Socio-Economic Objective: B Economic Development > 91 Economic Framework > 9104 Management and Productivity > 910403 Marketing
Identification Number or DOI: 10.1016/j.jom.2005.06.002
URI: http://eprints.usq.edu.au/id/eprint/7148

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