Developing a conceptual model for repurchase intention in the performing arts: the roles of emotion, core service and service delivery
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Recent research into experiential services such as extreme sports and fine arts has focused on the subjective attributes of the encounter, with emotion as the key driver of consumption and with little attention paid to purchase intention. As repurchase intention is acknowledged as driving profitability and sustainability, it is essential that we understand its role and its relationship to both subjective attributes and utilitarian aspects. Since little work has been conducted in the arts specific to repurchase intention, this exploratory study used 26 in-depth interviews to identify the key drivers of repurchase. By identifying the roles of attributes such as emotion, value, service quality, and satisfaction and how these interact within the service encounter, the study enhances our understanding of the nature of a performing arts encounter and how to position it for maximum repeat patronage. The article concludes with a conceptual model of repurchase intention in the performing arts that can serve as a foundation for future research. The findings suggest that goal-directed emotion is a weak driver of repurchase intention, existing only in a small segment of highly involved frequent attendees. Overall, perceived quality of core and peripheral services was found to be the main driver of repurchase. Implications for management and theory and a conceptual model for future research are presented.
International Journal of arts management
© 2008 International Journal of Arts Management. The attached file is reproduced here in accordance with the copyright policy of the publisher. Please refer to the journal's website for access to the definitive, published version.