The Impacts of Cultural Experience on Customer Repurchase Intention: In Performing Arts Service Markets

Many managers predict and assume their audiences’ behavior for developing sum of profit and boosting cultural welfare or service quality. In service marketing studies, customer satisfaction and repurchase intention has exhaustively studied and clarified the pathway of customer behavior. However when audiences make a decision, their pathway seems different with customers in normal service markets. Using the structure model, we explore how audiences make decisions to repurchase in the performing arts market. To predict on the audience’s desire to repurchase with merging new conceptual ideas, cultural experience is explored as something emotionally charged and complex in services in the performing arts. This research will seek to build a model and tests the interrelationship of the constructs in predicting repurchase intention in a performing arts market. A survey instrument has been designed based on European audiences who attending Korean performing arts in world biggest performing arts market, Edinburgh festival fringe. Over 36 different countries’ 568 respondents results have processed by utilizing a Structural equation modeling (SEM) of AMOS 7.0 software. The result shows that cultural experience significantly influences audience behavior intention and gives us the suggestion of how the impacts of cultural experience occur on the audience’s decision-making process within emotional appraising. This result approves that the cultural performing arts service is a complex service and it needs special attention for understanding their audience behavior unlike typical services.