Repurchase in a Performing Arts Context: The Perspective of Value

Abstract

The aim of this paper is to report on the role of value as a Repurchase Intention (RI) driver in a cultural performing arts setting. This paper aims to examine customer attitudes to value in a cultural art setting by using a survey questionnaire to show the causal nature of the relationship. The pool of questions used for testing incorporates the most recent themes of research in the area of repurchase intention in services. This paper reports that service quality and satisfaction drive repurchase in this setting and that value mediates the relationship of show experience to satisfaction. Overall this research supports the notion that customers determine their repurchase intention based on how they have been treated by extrinsic service factors and their perception of value overall rather than based on the intrinsic perception of the show. This research informs performing arts research of the importance of delivering service quality and value for money experiences.