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http://dx.doi.org/10.5392/JKCA.2015.15.05.088

The Relationship between Service Quality and Relationship Quality of Music Performances  

Park, Myeong-Sook (단국대학교 음악대학 성악과)
Publication Information
The Journal of the Korea Contents Association / v.15, no.5, 2015 , pp. 88-97 More about this Journal
Abstract
Consumers' interest in performance art is increasing with the advent of the 'culture era', and there is a need for marketing strategies for market base expansion and research in order to achieve this. Therefore, the aim of this study was to empirically establish the effect of service quality factors perceived by consumers during musical performances on audiences' relationship quality. Research results showed that the quality of the physical environment and of results, i.e. service quality, affected commitment and satisfaction, and quality of interaction had a significant effect on satisfaction. Moreover, commitment and satisfaction with relationship quality had a significant effect on loyalty. This study confirmed which service quality elements were considered important for audiences' commitment and satisfaction when attending musical performances, and thus suggests opportunities to understand audiences' consumer behavior and better improve their relationship quality.
Keywords
Service Quality; Relationship Quality; Satisfaction; Commitment; Loyalty;
Citations & Related Records
Times Cited By KSCI : 3  (Citation Analysis)
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