Understanding consumer evaluation criteria for repurchase in a performing arts context

Margaret Hume, Gillian Sullivan Mort, Hume Winzar

Research output: Chapter in Book/Report/Conference proceedingConference proceeding contributionpeer-review

Abstract

The purpose of this paper is to examine consumers' experience of a performing arts service to identify the predictors of audience behaviour especially as related to positive repurchase intention. Experiential service settings such as the performing arts have been cited in recent research as service contexts that may challenge current theory that repurchase intention is driven by service quality and customer satisfaction. It is posited that consumer emotions and the hedonic nature of the consumption experience may complicate the evaluation process to repurchase intention in a setting such as the performing arts. Qualitative semi-structured in-depth interviews were undertaken of twenty-six performing arts consumers using a pool of questions and prompts developed from a review of the extant literature. Transcribed field notes were examined for key words and phrases and data was divided into the main emergent themes related to each of the questions and also coded for confirmation and dis-confirmation of the extant literature constructs and relationships. The dimensions of service experience, price, service quality, target goal-directed emotions and non-target appraisal emotions were identified as driving repurchase intention in a performing arts setting. Customer satisfaction in this setting appears to result from emotional factors rather than expectancy dis-confirmation. This research supports the notion that an experiential consumption experience such as the performing arts will challenge the current theory of the drivers of repurchase intention and suggests that a more thorough large scale examination of these dimensions in this service setting is warranted.
Original languageEnglish
Title of host publicationCelebration of ehrenberg and bass
Subtitle of host publicationmarketing discoveries, knowledge and contribution
EditorsRachel Kennedy
Place of PublicationAdelaide
PublisherANZMAC
Pages1998-2005
Number of pages8
ISBN (Print)0868039837
Publication statusPublished - 2003
Externally publishedYes
EventANZMAC 2003 - Adelaide
Duration: 1 Dec 20033 Dec 2003

Conference

ConferenceANZMAC 2003
CityAdelaide
Period1/12/033/12/03

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