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Abstract This study investigates how the service marketing mix influences audience decision-making in Mongolian performing arts sector. Since performing arts are a significant component of the service sector, the study provides insights into how audience preferences interact with service marketing mix elements in this unique context. Using a quantitative approach, primary data were collected from 275 attendees at two major performing arts organizations in Mongolia during February 13–14, 2023. Data analysis was conducted using R 4.2.3. statistical software, with partial least squares path modeling (PLS-PM) employed to assess the impact of service marketing mix elements. The graded response model (GRM) was used for scale validation and to establish the PLS-PM model prior to regression analysis. The study’s empirical findings reveal that product, promotion, and process positively and significantly influence audience decision-making, whereas price, place, personnel, and physical evidence have a negative impact. To enhance marketing effectiveness, organizations should prioritize elements with significant positive effects while addressing those with negligible or negative influences. Performing arts organizations can directly apply these findings by refining their promotional strategies, optimizing processes, and developing customized products to better align with audience preferences. This research advances the understanding of the service marketing mix dynamics in the Mongolian performing arts sector and contributes to the literature by offering methodological rigor, context-specific analysis, and practical recommendations for the performing arts practitioners.
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