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Service quality, perceived value, satisfaction and intention to pay

Service quality, perceived value, satisfaction and intention to pay ObjectiveThe purpose of this paper is to examine the relations between the concepts of service quality, perceived value, satisfaction and intention to pay in the context of theatrical services in the city of Medellín, Colombia.Design/methodologyQuantitative research was carried out on a sample of 274 individuals who had attended the theatre at least once in the previous year. The information was gathered in October 2014 using an online survey. Confirmatory factor analysis was used to test the validity and reliability of the measurement scales, and a structural equations model was developed to test the hypotheses.FindingsSatisfaction with overall service and with the central service (i.e. with the performance itself) was the major predictors of consumer intention to pay.Limitations/implications of the researchFuture research could replicate the analysis presented here for other cultural services and different geographical contexts.Practical implicationsTheatres should focus their efforts on offering a basic service (a theatrical presentation) that meets the cultural and artistic expectations of the public, but should also bear in mind that audiences expect to be treated well when they go out and want to feel comfortable.Originality/valueThis paper contributes to understand the factors that influence theatre clients’ intention to pay by taking into account the factors that affect satisfaction and perceived value of the theatregoing experience. It also contributes to academic reflections on the cultural consumption in the field of the theatrical arts in the Latin American region, where this is a new field of research. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Academia Revista Latinoamericana de Administración Emerald Publishing

Service quality, perceived value, satisfaction and intention to pay

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References (94)

Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
1012-8255
DOI
10.1108/ARLA-01-2016-0022
Publisher site
See Article on Publisher Site

Abstract

ObjectiveThe purpose of this paper is to examine the relations between the concepts of service quality, perceived value, satisfaction and intention to pay in the context of theatrical services in the city of Medellín, Colombia.Design/methodologyQuantitative research was carried out on a sample of 274 individuals who had attended the theatre at least once in the previous year. The information was gathered in October 2014 using an online survey. Confirmatory factor analysis was used to test the validity and reliability of the measurement scales, and a structural equations model was developed to test the hypotheses.FindingsSatisfaction with overall service and with the central service (i.e. with the performance itself) was the major predictors of consumer intention to pay.Limitations/implications of the researchFuture research could replicate the analysis presented here for other cultural services and different geographical contexts.Practical implicationsTheatres should focus their efforts on offering a basic service (a theatrical presentation) that meets the cultural and artistic expectations of the public, but should also bear in mind that audiences expect to be treated well when they go out and want to feel comfortable.Originality/valueThis paper contributes to understand the factors that influence theatre clients’ intention to pay by taking into account the factors that affect satisfaction and perceived value of the theatregoing experience. It also contributes to academic reflections on the cultural consumption in the field of the theatrical arts in the Latin American region, where this is a new field of research.

Journal

Academia Revista Latinoamericana de AdministraciónEmerald Publishing

Published: Jun 5, 2017

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