Academic journal article Social Behavior and Personality: an international journal

The Extended Marketing Mix in the Context of Dance as a Performing Art

Academic journal article Social Behavior and Personality: an international journal

The Extended Marketing Mix in the Context of Dance as a Performing Art

Article excerpt

Korea's performing arts market grew considerably during 2014, with the number of performing arts venues and industry workers, and total sales revenue having all increased (Korean Ministry of Culture, Sports, and Tourism, 2014). Despite its potential to grow into the cultural product most easily enjoyed by the public in daily life (Lee, Lee, & Lee, 2012), the growth of the dance industry has lagged behind other performing arts categories (Korean Ministry of Culture, Sports, and Tourism, 2014). There are several possible reasons for this. First, in comparison to more popular performing arts, the dance performance genre places an especially strong emphasis on the artistic values that are intrinsic to this art form. However, the artistic appeal of dance performances is often under-appreciated by the general public (Lee et al., 2012). Second, most dance companies are currently suffering from limited capital and a lack of systematized marketing strategies.

At this time, little is known about the customer decision-making process in a dance performance context, which is something that could help marketers to develop more effective strategies to attract and retain customers. Identifying the factors that play an important role in patron decision making, determining how managers can ensure audiences experience a better quality of service, and establishing which key variables influence postpurchase behavior, could offer valuable insights for the dance industry and could help with developing more effective marketing strategies targeted at arts patrons. Thus far, only a few empirical investigations of the factors influencing satisfaction and revisit intentions for patrons of the performing arts have been conducted (e.g., Hume, 2008; Hume & Mort, 2008; Lee, 2006; Lee et al., 2012). To the best of our knowledge, only two studies (i.e., Lee, 2006; Lee et al., 2012) have thus far been conducted to examine patron behavior in the context of dance as a performing art. Specifically, Lee (2006) examined how marketing mix variables influenced satisfaction and revisit intentions on the basis of patrons' level of past consumption (i.e., low, medium, and high), and Lee et al. (2012) examined the effects of extended marketing mix variables on the satisfaction and revisit intentions of patrons toward a dance performance. Lee et al. (2012) used the extended marketing mix variables associated with dance, as suggested by Zeithaml, Bitner, and Gremler (2009); however, the psychometric properties of their measurement model were verified only via exploratory factor analysis, meaning that further examination of the factor structure via confirmatory factor analysis (CFA) is needed.

In addition, although the positive relationships among service quality, satisfaction, and revisit intentions have been well established (e.g., Cronin, Brady, & Hult, 2000) in the service marketing literature, little is known about how the interrelationships among service evaluation variables explain postconsumption behavior in regard to dance. To fill these voids in the literature, we examined the relationships among the extended marketing mix variables and satisfaction, trust, commitment, and revisit intentions toward dance as a performing art in the context of Korean patrons.

Literature Review

Extended Marketing Mix (7Ps)

The traditional marketing mix, known as the 4Ps, comprises product, price, promotion, and place and this model has been widely accepted and used in marketing research (Rafiq & Ahmed, 1995; Zeithaml et al., 2009). As the term mix implies, the four variables are interrelated and depend on each other to some extent (Zeithaml et al., 2009), with the objective for marketers being to achieve an optimal balance of the four variables to maximize the effectiveness of the marketing plan (Zeithaml et al., 2009).

However, the 4Ps framework has received some criticism as marketing functions have become more complex and diverse (Zeithaml et al. …

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