Naslov
Theatre marketing - analysis of customers' satisfaction

Autori
Leko Šimić, Mirna ; Pap, Ana

Vrsta, podvrsta i kategorija rada
Sažeci sa skupova, sažetak, znanstveni

Izvornik
Challenges in Public, Non-Profit and Social Marketing / Ercsey, Ida: Reka, Kato - Györ : Universtiy of Gyor, 2019, 63-64

ISBN
978-615-5837-61-6

Skup
18th International Congress of the International Association on Public and Nonprofit Marketing

Mjesto i datum
Győr, Mađarska, 03.07.2019. - 05.07.2019

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
theatre marketing ; Theatre audience ; theatre experience ; audience satisfaction

Sažetak
The aim of this paper was to identify key elements that create satisfaction of classic theatre audiences with respect to age (young (<35) vs. adult (35+) and theatre visiting frequency. It was measured as discrepancies between the level of theatre attendants’ expectations from certain dimensions of theatre service and their experience evaluation with the same. The research was conducted on a convenient sample using an in-person method in two different intervals: in the first interval research was conducted on young respondents (18- 34) and in second interval research was conducted on adult respondents (age 35+). The study has identified that the general major source of dissatisfaction with HNK Osijek are repertoire and the different experience offered. These are the dimensions HNK Osijek should focus its efforts on. Also, this study confirms that HNK Osijek customers' perception of importance of different elements that create its marketing profile and their satisfaction with those differ with respect to age and theatre attendance frequency. The most critical segment in terms of satisfaction are the adult occasional visitors, where the discrepancies between the expectations and experiences are highest in general.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija, Interdisciplinarne društvene znanosti

POVEZANOST RADA