Hume, Margee and Sullivan Mort, Gillian (2008) Understanding the role of involvement in customer repurchase of the performing arts. Journal of Nonprofit and Public Sector Marketing, 20 (2). pp. 299-328. ISSN 1049-5142
Abstract
This article examines a system of interrelationships including involvement, service quality for core and supplementary service, value and satisfaction to repurchase intention in a performing arts context. There is little research that examines in detail the impact of involvement on repurchase intention in this context. A survey instrument customized to the performing arts was administered to a sample of 273 past and present performing arts audience members and examined using structural equation modeling. Results indicate that while customers determine their re-purchase intention based on both core and supplementary service quality, mediated by value and satisfaction there is a direct and positive relationship of involvement and each of the other constructs in the model. This substantiates involvement's impact at all stages of consumption and re-purchase intent in this context.
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