Journal of Arts Marketing Issue 23 – October 2006
Researching how satisfied people are with the experience your organisation offers is not straightforward. It is all too easy to research the things that your colleagues think are important rather than what really matters to your customers.
Ellen Garbarino and Mark Thompson analysed the experiences of audiences at an off-Broadway repertory theatre to try and identify the factors that create customer satisfaction and loyalty.
They concluded that, for frequent attenders, satisfaction with the quality of the acting was the main factor driving trust and the preference for familiar actors drove commitment. The quality of the physical facilities affected their satisfaction but not their levels of trust, commitment or their future intention to return.
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