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The influence of relationship marketing on customers relationships in the performing arts business - The impact of personalization, two-way communication, rewarding & preferential treatment.

Klein Langenhorst, NIenke (2012) The influence of relationship marketing on customers relationships in the performing arts business - The impact of personalization, two-way communication, rewarding & preferential treatment.

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Abstract:Performing arts organizations are facing difficult times with the current economic climate and recent cuts in the cultural sector by governments. Last year, numbers showed a decline in ticket sales. Previous studies done in the performing arts sector suggest that performing arts organizations should focus more on retaining their current customers, because it is more profitable than attracting new ones. Relationship marketing can establish, maintain and enhance customer loyalty. First, the relationships between the relationship marketing outcomes, satisfaction, trust, commitment and customer loyalty, will be studied. Second, this study focuses on the influences of four different relationship marketing tactics (personalization, two-way communication, rewarding & preferential treatment) on relationship marketing outcomes (satisfaction, trust, commitment). Data came from a sample of 252 customers of a performing arts organization in the Netherlands. Using structural equation analysis, the relationships were measured. Higher levels of personalization, two-way communication and rewarding are shown to positively influence relationship marketing outcomes. No evidence was found for the link between preferential treatment and the relationship marketing outcomes. This study also provides strong support for the influence of commitment on attitudinal and behavioural loyalty and the influence of trust on attitudinal loyalty.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/62592
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