Article2021

Performing arts and sustainable consumption: Influences of consumer perceived value on ballet performance audience loyalty

19 citations0/0 files storedJournal of Psychology in Africa

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Customer Service Quality and Loyalty Theatre and Performance Studies Consumer Behavior in Brand Consumption and Identification

Abstract

This study investigated the influence of the perceived value of ballet performances (personal, artistic, and sociocultural) on consumer satisfaction, trust, and intention to rewatch (revisit). Participants included 240 Americans, 272 South Africans, and 227 Koreans, for a total of 739 (female = 50.2%) who watched a ballet performance in the last two years (2019–2020). Measures included perceived value of ballet performances (personal, artistic, and sociocultural) consumer satisfaction, trust, and intention to rewatch (revisit). Following structural equation model analysis (using SmartPLS) we found perceptions of personal, artistic, and sociocultural value to enhance consumer satisfaction. Sociocultural value had an enhanced consumer trust, while personal and artistic value did not. Consumer trust mediated the relationship between consumer satisfaction and intention to rewatch (revisit).

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References

1988Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence 2001The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty 2001Consumer perceived value: The development of a multiple item scale 2000Customer satisfaction with services: putting perceived value into the equation 2002Customer perceived value: a substitute for satisfaction in business markets?2002Customer Loyalty in E-Commerce 2002Development of a Multi-Dimensional Scale for Measuring the Perceived Value of a Service 2006Direct and indirect effects of self-image congruence on brand loyalty

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