The service satisfaction of jazz festivals in structural equation modeling under conditions of value and loyalty

Abstract

This study employs the theory of consumption values introduced by Sheth, Newman, and Gross (1991 Sheth, J. N., Newman, B. I., & Gross, B. L. (1991). Consumption values and market choices: Theory and applications. Cincinnati, OH: South-Western. [Google Scholar]) to develop scales for measuring visitor values regarding festivals, using confirmatory factor analysis to verify the reliability and validity of the scales. Based on this concept, the novel scales and structural models for visitor satisfaction and loyalty were constructed. Attendees of Taiwan's Taichung Jazz Festival were selected as study subjects. The results show that each variable dimension possesses convergent and discriminant validity that achieve required standards. The overall models, constructed from these variable dimensions, also passed goodness-of-fit tests, and the cross-validation results indicated considerable stability. The new structural models developed in this study verify that visitor values positively influence visitor satisfaction and loyalty, and satisfaction also influences loyalty. The value with the most significant effect on satisfaction is functional value, and that with the most significant effect on loyalty is emotional value.

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