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

By Lee, Yong-Gun; Yim, Brian H. et al. | Social Behavior and Personality: an international journal, January 1, 2016 | Go to article overview

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


Lee, Yong-Gun, Yim, Brian H., Jones, Charles W., Kim, Bong-Gyung, Social Behavior and Personality: an international journal


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. …

The rest of this article is only available to active members of Questia

Already a member? Log in now.

Notes for this article

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
One moment ...
Default project is now your active project.
Project items
Notes
Cite this article

Cited article

Style
Citations are available only to our active members.
Buy instant access to cite pages or passages in MLA 8, MLA 7, APA and Chicago citation styles.

(Einhorn, 1992, p. 25)

(Einhorn 25)

(Einhorn 25)

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Note: primary sources have slightly different requirements for citation. Please see these guidelines for more information.

Cited article

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

Settings

Typeface
Text size Smaller Larger Reset View mode
Search within

Search within this article

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

Help
Full screen
Items saved from this article
  • Highlights & Notes
  • Citations
Some of your highlights are legacy items.

Highlights saved before July 30, 2012 will not be displayed on their respective source pages.

You can easily re-create the highlights by opening the book page or article, selecting the text, and clicking “Highlight.”

matching results for page

    Questia reader help

    How to highlight and cite specific passages

    1. Click or tap the first word you want to select.
    2. Click or tap the last word you want to select, and you’ll see everything in between get selected.
    3. You’ll then get a menu of options like creating a highlight or a citation from that passage of text.

    OK, got it!

    Cited passage

    Style
    Citations are available only to our active members.
    Buy instant access to cite pages or passages in MLA 8, MLA 7, APA and Chicago citation styles.

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn, 1992, p. 25).

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences."1

    1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

    Cited passage

    Thanks for trying Questia!

    Please continue trying out our research tools, but please note, full functionality is available only to our active members.

    Your work will be lost once you leave this Web page.

    Buy instant access to save your work.

    Already a member? Log in now.

    Search by... Author
    Show... All Results Primary Sources Peer-reviewed

    Oops!

    An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.