Customers of performing arts organisations: are subscribers different from nonsubscribers?
Identifieur interne : 000F28 ( Istex/Corpus ); précédent : 000F27; suivant : 000F29Customers of performing arts organisations: are subscribers different from nonsubscribers?
Auteurs : Mark S. Johnson ; Ellen GarbarinoSource :
- International Journal of Nonprofit and Voluntary Sector Marketing [ 1465-4520 ] ; 2001-02.
Abstract
The subscribing customers of performing arts organisations are an indispensable, but frequently maligned source of patronage for the arts. This paper reviews some of these criticisms in the arts literature and assesses previous research on subscribers. Audience studies of the customers of cultural organisations have generally focused on usage differences (eg nonusers, frequent users) rather than subscriber/nonsubscriber differences. Based on theories of relationship marketing, the paper describes how relational subscribers may differ from nonsubscribing customers who frequent the arts but are more transactional in their exchanges with the cultural organisation. The results of a survey of subscribing and nonsubscribing customers of a repertory theatre company are presented to show differences between these two types of customer. Subscribers have higher levels of satisfaction, trust and commitment, and have more positive intentions of supporting and donating to the organisation. The arts patronage goals of subscribers are more congruent with the goals of the cultural organisation. Subscribers are more satisfied with familiar than with famous performers, and are comfortable with diversity in the choice of repertoire. Other factors examined include differences in overall involvement with the category of theatre, perceptions of risk and value, use of information sources, and reasons why some customers choose not to subscribe. The paper concludes with discussion of the importance of relationship marketing and subscribing customers for the performing arts organisation. Copyright © 2001 Henry Stewart Publications
Url:
DOI: 10.1002/nvsm.134
Links to Exploration step
ISTEX:C2609DF26FD42160871CADDCEA0AA0436C4014D3Le document en format XML
<record><TEI wicri:istexFullTextTei="biblStruct"><teiHeader><fileDesc><titleStmt><title xml:lang="en">Customers of performing arts organisations: are subscribers different from nonsubscribers?</title>
<author><name sortKey="Johnson, Mark S" sort="Johnson, Mark S" uniqKey="Johnson M" first="Mark S." last="Johnson">Mark S. Johnson</name>
<affiliation><mods:affiliation>Department of Marketing, School of Business, Rutgers, the State University of New Jersey, 94 Rockafeller Road, Piscataway, NJ 08854‐8054, USA</mods:affiliation>
</affiliation>
</author>
<author><name sortKey="Garbarino, Ellen" sort="Garbarino, Ellen" uniqKey="Garbarino E" first="Ellen" last="Garbarino">Ellen Garbarino</name>
<affiliation><mods:affiliation>Department of Marketing, School of Business, Rutgers, the State University of New Jersey, 94 Rockafeller Road, Piscataway, NJ 08854‐8054, USA</mods:affiliation>
</affiliation>
</author>
</titleStmt>
<publicationStmt><idno type="wicri:source">ISTEX</idno>
<idno type="RBID">ISTEX:C2609DF26FD42160871CADDCEA0AA0436C4014D3</idno>
<date when="2001" year="2001">2001</date>
<idno type="doi">10.1002/nvsm.134</idno>
<idno type="url">https://api.istex.fr/document/C2609DF26FD42160871CADDCEA0AA0436C4014D3/fulltext/pdf</idno>
<idno type="wicri:Area/Istex/Corpus">000F28</idno>
</publicationStmt>
<sourceDesc><biblStruct><analytic><title level="a" type="main" xml:lang="en">Customers of performing arts organisations: are subscribers different from nonsubscribers?</title>
<author><name sortKey="Johnson, Mark S" sort="Johnson, Mark S" uniqKey="Johnson M" first="Mark S." last="Johnson">Mark S. Johnson</name>
<affiliation><mods:affiliation>Department of Marketing, School of Business, Rutgers, the State University of New Jersey, 94 Rockafeller Road, Piscataway, NJ 08854‐8054, USA</mods:affiliation>
</affiliation>
</author>
<author><name sortKey="Garbarino, Ellen" sort="Garbarino, Ellen" uniqKey="Garbarino E" first="Ellen" last="Garbarino">Ellen Garbarino</name>
<affiliation><mods:affiliation>Department of Marketing, School of Business, Rutgers, the State University of New Jersey, 94 Rockafeller Road, Piscataway, NJ 08854‐8054, USA</mods:affiliation>
</affiliation>
</author>
</analytic>
<monogr></monogr>
<series><title level="j">International Journal of Nonprofit and Voluntary Sector Marketing</title>
<title level="j" type="abbrev">Int. J. Nonprofit Volunt. Sect. Mark.</title>
<idno type="ISSN">1465-4520</idno>
<idno type="eISSN">1479-103X</idno>
<imprint><publisher>John Wiley & Sons, Ltd.</publisher>
<pubPlace>Chichester, UK</pubPlace>
<date type="published" when="2001-02">2001-02</date>
<biblScope unit="volume">6</biblScope>
<biblScope unit="issue">1</biblScope>
<biblScope unit="page" from="61">61</biblScope>
<biblScope unit="page" to="77">77</biblScope>
</imprint>
<idno type="ISSN">1465-4520</idno>
</series>
<idno type="istex">C2609DF26FD42160871CADDCEA0AA0436C4014D3</idno>
<idno type="DOI">10.1002/nvsm.134</idno>
<idno type="ArticleID">NVSM134</idno>
</biblStruct>
</sourceDesc>
<seriesStmt><idno type="ISSN">1465-4520</idno>
</seriesStmt>
</fileDesc>
<profileDesc><textClass></textClass>
<langUsage><language ident="en">en</language>
</langUsage>
</profileDesc>
</teiHeader>
<front><div type="abstract" xml:lang="en">The subscribing customers of performing arts organisations are an indispensable, but frequently maligned source of patronage for the arts. This paper reviews some of these criticisms in the arts literature and assesses previous research on subscribers. Audience studies of the customers of cultural organisations have generally focused on usage differences (eg nonusers, frequent users) rather than subscriber/nonsubscriber differences. Based on theories of relationship marketing, the paper describes how relational subscribers may differ from nonsubscribing customers who frequent the arts but are more transactional in their exchanges with the cultural organisation. The results of a survey of subscribing and nonsubscribing customers of a repertory theatre company are presented to show differences between these two types of customer. Subscribers have higher levels of satisfaction, trust and commitment, and have more positive intentions of supporting and donating to the organisation. The arts patronage goals of subscribers are more congruent with the goals of the cultural organisation. Subscribers are more satisfied with familiar than with famous performers, and are comfortable with diversity in the choice of repertoire. Other factors examined include differences in overall involvement with the category of theatre, perceptions of risk and value, use of information sources, and reasons why some customers choose not to subscribe. The paper concludes with discussion of the importance of relationship marketing and subscribing customers for the performing arts organisation. Copyright © 2001 Henry Stewart Publications</div>
</front>
</TEI>
<istex><corpusName>wiley</corpusName>
<author><json:item><name>Mark S. Johnson</name>
<affiliations><json:string>Department of Marketing, School of Business, Rutgers, the State University of New Jersey, 94 Rockafeller Road, Piscataway, NJ 08854‐8054, USA</json:string>
</affiliations>
</json:item>
<json:item><name>Ellen Garbarino</name>
<affiliations><json:string>Department of Marketing, School of Business, Rutgers, the State University of New Jersey, 94 Rockafeller Road, Piscataway, NJ 08854‐8054, USA</json:string>
</affiliations>
</json:item>
</author>
<articleId><json:string>NVSM134</json:string>
</articleId>
<language><json:string>eng</json:string>
</language>
<abstract>The subscribing customers of performing arts organisations are an indispensable, but frequently maligned source of patronage for the arts. This paper reviews some of these criticisms in the arts literature and assesses previous research on subscribers. Audience studies of the customers of cultural organisations have generally focused on usage differences (eg nonusers, frequent users) rather than subscriber/nonsubscriber differences. Based on theories of relationship marketing, the paper describes how relational subscribers may differ from nonsubscribing customers who frequent the arts but are more transactional in their exchanges with the cultural organisation. The results of a survey of subscribing and nonsubscribing customers of a repertory theatre company are presented to show differences between these two types of customer. Subscribers have higher levels of satisfaction, trust and commitment, and have more positive intentions of supporting and donating to the organisation. The arts patronage goals of subscribers are more congruent with the goals of the cultural organisation. Subscribers are more satisfied with familiar than with famous performers, and are comfortable with diversity in the choice of repertoire. Other factors examined include differences in overall involvement with the category of theatre, perceptions of risk and value, use of information sources, and reasons why some customers choose not to subscribe. The paper concludes with discussion of the importance of relationship marketing and subscribing customers for the performing arts organisation. Copyright © 2001 Henry Stewart Publications</abstract>
<qualityIndicators><score>7.748</score>
<pdfVersion>1.3</pdfVersion>
<pdfPageSize>597.456 x 764.592 pts</pdfPageSize>
<refBibsNative>true</refBibsNative>
<keywordCount>0</keywordCount>
<abstractCharCount>1632</abstractCharCount>
<pdfWordCount>6439</pdfWordCount>
<pdfCharCount>46164</pdfCharCount>
<pdfPageCount>17</pdfPageCount>
<abstractWordCount>229</abstractWordCount>
</qualityIndicators>
<title>Customers of performing arts organisations: are subscribers different from nonsubscribers?</title>
<genre><json:string>article</json:string>
</genre>
<host><volume>6</volume>
<publisherId><json:string>NVSM</json:string>
</publisherId>
<pages><total>17</total>
<last>77</last>
<first>61</first>
</pages>
<issn><json:string>1465-4520</json:string>
</issn>
<issue>1</issue>
<subject><json:item><value>Original Article</value>
</json:item>
</subject>
<genre><json:string>Journal</json:string>
</genre>
<language><json:string>unknown</json:string>
</language>
<eissn><json:string>1479-103X</json:string>
</eissn>
<title>International Journal of Nonprofit and Voluntary Sector Marketing</title>
<doi><json:string>10.1002/(ISSN)1479-103X</json:string>
</doi>
</host>
<publicationDate>2001</publicationDate>
<copyrightDate>2001</copyrightDate>
<doi><json:string>10.1002/nvsm.134</json:string>
</doi>
<id>C2609DF26FD42160871CADDCEA0AA0436C4014D3</id>
<fulltext><json:item><original>true</original>
<mimetype>application/pdf</mimetype>
<extension>pdf</extension>
<uri>https://api.istex.fr/document/C2609DF26FD42160871CADDCEA0AA0436C4014D3/fulltext/pdf</uri>
</json:item>
<json:item><original>false</original>
<mimetype>application/zip</mimetype>
<extension>zip</extension>
<uri>https://api.istex.fr/document/C2609DF26FD42160871CADDCEA0AA0436C4014D3/fulltext/zip</uri>
</json:item>
<istex:fulltextTEI uri="https://api.istex.fr/document/C2609DF26FD42160871CADDCEA0AA0436C4014D3/fulltext/tei"><teiHeader><fileDesc><titleStmt><title level="a" type="main" xml:lang="en">Customers of performing arts organisations: are subscribers different from nonsubscribers?</title>
</titleStmt>
<publicationStmt><authority>ISTEX</authority>
<publisher>John Wiley & Sons, Ltd.</publisher>
<pubPlace>Chichester, UK</pubPlace>
<availability><p>WILEY</p>
</availability>
<date>2001</date>
</publicationStmt>
<sourceDesc><biblStruct type="inbook"><analytic><title level="a" type="main" xml:lang="en">Customers of performing arts organisations: are subscribers different from nonsubscribers?</title>
<author><persName><forename type="first">Mark S.</forename>
<surname>Johnson</surname>
</persName>
<note type="biography">Mark Johnson is currently a visiting assistant professor of Marketing at Rutgers, the State University of New Jersey. His research interests include customer relationships to service organisations, customer satisfaction and the influence of consumer goals on exchanges.</note>
<affiliation>Mark Johnson is currently a visiting assistant professor of Marketing at Rutgers, the State University of New Jersey. His research interests include customer relationships to service organisations, customer satisfaction and the influence of consumer goals on exchanges.</affiliation>
<note type="correspondence"><p>Correspondence: Department of Marketing, School of Business, Rutgers, the State University of New Jersey, 94 Rockafeller Road, Piscataway, NJ 08854‐8054, USA</p>
</note>
<affiliation>Department of Marketing, School of Business, Rutgers, the State University of New Jersey, 94 Rockafeller Road, Piscataway, NJ 08854‐8054, USA</affiliation>
</author>
<author><persName><forename type="first">Ellen</forename>
<surname>Garbarino</surname>
</persName>
<note type="biography">Ellen Garbarino is an assistant professor of Marketing at the Weatherhead School of Management, Case Western Reserve University. Her research concerns consumer decision making with a focus on issues of trust, commitment and perceived risk as well as work on psychological responses to price changes. Prior to joining the academy she worked as a stockbroker and stock analyst.</note>
<affiliation>Ellen Garbarino is an assistant professor of Marketing at the Weatherhead School of Management, Case Western Reserve University. Her research concerns consumer decision making with a focus on issues of trust, commitment and perceived risk as well as work on psychological responses to price changes. Prior to joining the academy she worked as a stockbroker and stock analyst.</affiliation>
<affiliation>Department of Marketing, School of Business, Rutgers, the State University of New Jersey, 94 Rockafeller Road, Piscataway, NJ 08854‐8054, USA</affiliation>
</author>
</analytic>
<monogr><title level="j">International Journal of Nonprofit and Voluntary Sector Marketing</title>
<title level="j" type="abbrev">Int. J. Nonprofit Volunt. Sect. Mark.</title>
<idno type="pISSN">1465-4520</idno>
<idno type="eISSN">1479-103X</idno>
<idno type="DOI">10.1002/(ISSN)1479-103X</idno>
<imprint><publisher>John Wiley & Sons, Ltd.</publisher>
<pubPlace>Chichester, UK</pubPlace>
<date type="published" when="2001-02"></date>
<biblScope unit="volume">6</biblScope>
<biblScope unit="issue">1</biblScope>
<biblScope unit="page" from="61">61</biblScope>
<biblScope unit="page" to="77">77</biblScope>
</imprint>
</monogr>
<idno type="istex">C2609DF26FD42160871CADDCEA0AA0436C4014D3</idno>
<idno type="DOI">10.1002/nvsm.134</idno>
<idno type="ArticleID">NVSM134</idno>
</biblStruct>
</sourceDesc>
</fileDesc>
<profileDesc><creation><date>2001</date>
</creation>
<langUsage><language ident="en">en</language>
</langUsage>
<abstract xml:lang="en"><p>The subscribing customers of performing arts organisations are an indispensable, but frequently maligned source of patronage for the arts. This paper reviews some of these criticisms in the arts literature and assesses previous research on subscribers. Audience studies of the customers of cultural organisations have generally focused on usage differences (eg nonusers, frequent users) rather than subscriber/nonsubscriber differences. Based on theories of relationship marketing, the paper describes how relational subscribers may differ from nonsubscribing customers who frequent the arts but are more transactional in their exchanges with the cultural organisation. The results of a survey of subscribing and nonsubscribing customers of a repertory theatre company are presented to show differences between these two types of customer. Subscribers have higher levels of satisfaction, trust and commitment, and have more positive intentions of supporting and donating to the organisation. The arts patronage goals of subscribers are more congruent with the goals of the cultural organisation. Subscribers are more satisfied with familiar than with famous performers, and are comfortable with diversity in the choice of repertoire. Other factors examined include differences in overall involvement with the category of theatre, perceptions of risk and value, use of information sources, and reasons why some customers choose not to subscribe. The paper concludes with discussion of the importance of relationship marketing and subscribing customers for the performing arts organisation. Copyright © 2001 Henry Stewart Publications</p>
</abstract>
<textClass><keywords scheme="Journal Subject"><list><head>article category</head>
<item><term>Original Article</term>
</item>
</list>
</keywords>
</textClass>
</profileDesc>
<revisionDesc><change when="1999-07-07">Received</change>
<change when="2001-02">Published</change>
</revisionDesc>
</teiHeader>
</istex:fulltextTEI>
<json:item><original>false</original>
<mimetype>text/plain</mimetype>
<extension>txt</extension>
<uri>https://api.istex.fr/document/C2609DF26FD42160871CADDCEA0AA0436C4014D3/fulltext/txt</uri>
</json:item>
</fulltext>
<metadata><istex:metadataXml wicri:clean="Wiley, elements deleted: body"><istex:xmlDeclaration>version="1.0" encoding="UTF-8" standalone="yes"</istex:xmlDeclaration>
<istex:document><component version="2.0" type="serialArticle" xml:lang="en"><header><publicationMeta level="product"><publisherInfo><publisherName>John Wiley & Sons, Ltd.</publisherName>
<publisherLoc>Chichester, UK</publisherLoc>
</publisherInfo>
<doi registered="yes">10.1002/(ISSN)1479-103X</doi>
<issn type="print">1465-4520</issn>
<issn type="electronic">1479-103X</issn>
<idGroup><id type="product" value="NVSM"></id>
</idGroup>
<titleGroup><title type="main" xml:lang="en" sort="INTERNATIONAL JOURNAL OF NONPROFIT AND VOLUNTARY SECTOR MARKETING">International Journal of Nonprofit and Voluntary Sector Marketing</title>
<title type="short">Int. J. Nonprofit Volunt. Sect. Mark.</title>
</titleGroup>
</publicationMeta>
<publicationMeta level="part" position="10"><doi origin="wiley" registered="yes">10.1002/nvsm.v6:1</doi>
<numberingGroup><numbering type="journalVolume" number="6">6</numbering>
<numbering type="journalIssue">1</numbering>
</numberingGroup>
<coverDate startDate="2001-02">February 2001</coverDate>
</publicationMeta>
<publicationMeta level="unit" type="article" position="6" status="forIssue"><doi origin="wiley" registered="yes">10.1002/nvsm.134</doi>
<idGroup><id type="unit" value="NVSM134"></id>
</idGroup>
<countGroup><count type="pageTotal" number="17"></count>
</countGroup>
<titleGroup><title type="articleCategory">Original Article</title>
<title type="tocHeading1">Original Articles</title>
</titleGroup>
<copyright ownership="thirdParty">Copyright © 2001 Henry Stewart Publications</copyright>
<eventGroup><event type="manuscriptReceived" date="1999-07-07"></event>
<event type="firstOnline" date="2006-07-12"></event>
<event type="publishedOnlineFinalForm" date="2006-07-12"></event>
<event type="xmlConverted" agent="Converter:JWSART34_TO_WML3G version:2.3.2 mode:FullText source:HeaderRef result:HeaderRef" date="2010-03-06"></event>
<event type="xmlConverted" agent="Converter:WILEY_ML3G_TO_WILEY_ML3GV2 version:3.8.8" date="2014-02-03"></event>
<event type="xmlConverted" agent="Converter:WML3G_To_WML3G version:4.1.7 mode:FullText,remove_FC" date="2014-10-23"></event>
</eventGroup>
<numberingGroup><numbering type="pageFirst">61</numbering>
<numbering type="pageLast">77</numbering>
</numberingGroup>
<correspondenceTo>Department of Marketing, School of Business, Rutgers, the State University of New Jersey, 94 Rockafeller Road, Piscataway, NJ 08854‐8054, USA</correspondenceTo>
<linkGroup><link type="toTypesetVersion" href="file:NVSM.NVSM134.pdf"></link>
</linkGroup>
</publicationMeta>
<contentMeta><countGroup><count type="figureTotal" number="0"></count>
<count type="tableTotal" number="5"></count>
<count type="referenceTotal" number="31"></count>
</countGroup>
<titleGroup><title type="main" xml:lang="en">Customers of performing arts organisations: are subscribers different from nonsubscribers?</title>
<title type="short" xml:lang="en">Customers of performing arts organisations</title>
</titleGroup>
<creators><creator xml:id="au1" creatorRole="author" affiliationRef="#af1" corresponding="yes" noteRef="#fn1"><personName><givenNames>Mark S.</givenNames>
<familyName>Johnson</familyName>
</personName>
<contactDetails><email>johnson@business.rutgers.edu</email>
</contactDetails>
</creator>
<creator xml:id="au2" creatorRole="author" affiliationRef="#af1" noteRef="#fn2"><personName><givenNames>Ellen</givenNames>
<familyName>Garbarino</familyName>
</personName>
</creator>
</creators>
<affiliationGroup><affiliation xml:id="af1" countryCode="US" type="organization"><unparsedAffiliation>Department of Marketing, School of Business, Rutgers, the State University of New Jersey, 94 Rockafeller Road, Piscataway, NJ 08854‐8054, USA</unparsedAffiliation>
</affiliation>
</affiliationGroup>
<abstractGroup><abstract type="main" xml:lang="en"><title type="main">Abstract</title>
<p>The subscribing customers of performing arts organisations are an indispensable, but frequently maligned source of patronage for the arts. This paper reviews some of these criticisms in the arts literature and assesses previous research on subscribers. Audience studies of the customers of cultural organisations have generally focused on usage differences (eg nonusers, frequent users) rather than subscriber/nonsubscriber differences. Based on theories of relationship marketing, the paper describes how relational subscribers may differ from nonsubscribing customers who frequent the arts but are more transactional in their exchanges with the cultural organisation. The results of a survey of subscribing and nonsubscribing customers of a repertory theatre company are presented to show differences between these two types of customer. Subscribers have higher levels of satisfaction, trust and commitment, and have more positive intentions of supporting and donating to the organisation. The arts patronage goals of subscribers are more congruent with the goals of the cultural organisation. Subscribers are more satisfied with familiar than with famous performers, and are comfortable with diversity in the choice of repertoire. Other factors examined include differences in overall involvement with the category of theatre, perceptions of risk and value, use of information sources, and reasons why some customers choose not to subscribe. The paper concludes with discussion of the importance of relationship marketing and subscribing customers for the performing arts organisation. Copyright © 2001 Henry Stewart Publications</p>
</abstract>
</abstractGroup>
</contentMeta>
<noteGroup><note xml:id="fn1"><p><b><i>Mark Johnson</i>
</b>
<i>is currently a visiting assistant professor of Marketing at Rutgers, the State University of New Jersey. His research interests include customer relationships to service organisations, customer satisfaction and the influence of consumer goals on exchanges.</i>
</p>
</note>
<note xml:id="fn2"><p><b><i>Ellen Garbarino</i>
</b>
<i>is an assistant professor of Marketing at the Weatherhead School of Management, Case Western Reserve University. Her research concerns consumer decision making with a focus on issues of trust, commitment and perceived risk as well as work on psychological responses to price changes. Prior to joining the academy she worked as a stockbroker and stock analyst.</i>
</p>
</note>
</noteGroup>
</header>
</component>
</istex:document>
</istex:metadataXml>
<mods version="3.6"><titleInfo lang="en"><title>Customers of performing arts organisations: are subscribers different from nonsubscribers?</title>
</titleInfo>
<titleInfo type="abbreviated" lang="en"><title>Customers of performing arts organisations</title>
</titleInfo>
<titleInfo type="alternative" contentType="CDATA" lang="en"><title>Customers of performing arts organisations: are subscribers different from nonsubscribers?</title>
</titleInfo>
<name type="personal"><namePart type="given">Mark S.</namePart>
<namePart type="family">Johnson</namePart>
<affiliation>Department of Marketing, School of Business, Rutgers, the State University of New Jersey, 94 Rockafeller Road, Piscataway, NJ 08854‐8054, USA</affiliation>
<description>Mark Johnson is currently a visiting assistant professor of Marketing at Rutgers, the State University of New Jersey. His research interests include customer relationships to service organisations, customer satisfaction and the influence of consumer goals on exchanges.</description>
<description>Correspondence: Department of Marketing, School of Business, Rutgers, the State University of New Jersey, 94 Rockafeller Road, Piscataway, NJ 08854‐8054, USA</description>
<role><roleTerm type="text">author</roleTerm>
</role>
</name>
<name type="personal"><namePart type="given">Ellen</namePart>
<namePart type="family">Garbarino</namePart>
<affiliation>Department of Marketing, School of Business, Rutgers, the State University of New Jersey, 94 Rockafeller Road, Piscataway, NJ 08854‐8054, USA</affiliation>
<description>Ellen Garbarino is an assistant professor of Marketing at the Weatherhead School of Management, Case Western Reserve University. Her research concerns consumer decision making with a focus on issues of trust, commitment and perceived risk as well as work on psychological responses to price changes. Prior to joining the academy she worked as a stockbroker and stock analyst.</description>
<role><roleTerm type="text">author</roleTerm>
</role>
</name>
<typeOfResource>text</typeOfResource>
<genre type="article" displayLabel="article"></genre>
<originInfo><publisher>John Wiley & Sons, Ltd.</publisher>
<place><placeTerm type="text">Chichester, UK</placeTerm>
</place>
<dateIssued encoding="w3cdtf">2001-02</dateIssued>
<dateCaptured encoding="w3cdtf">1999-07-07</dateCaptured>
<copyrightDate encoding="w3cdtf">2001</copyrightDate>
</originInfo>
<language><languageTerm type="code" authority="rfc3066">en</languageTerm>
<languageTerm type="code" authority="iso639-2b">eng</languageTerm>
</language>
<physicalDescription><internetMediaType>text/html</internetMediaType>
<extent unit="tables">5</extent>
<extent unit="references">31</extent>
</physicalDescription>
<abstract lang="en">The subscribing customers of performing arts organisations are an indispensable, but frequently maligned source of patronage for the arts. This paper reviews some of these criticisms in the arts literature and assesses previous research on subscribers. Audience studies of the customers of cultural organisations have generally focused on usage differences (eg nonusers, frequent users) rather than subscriber/nonsubscriber differences. Based on theories of relationship marketing, the paper describes how relational subscribers may differ from nonsubscribing customers who frequent the arts but are more transactional in their exchanges with the cultural organisation. The results of a survey of subscribing and nonsubscribing customers of a repertory theatre company are presented to show differences between these two types of customer. Subscribers have higher levels of satisfaction, trust and commitment, and have more positive intentions of supporting and donating to the organisation. The arts patronage goals of subscribers are more congruent with the goals of the cultural organisation. Subscribers are more satisfied with familiar than with famous performers, and are comfortable with diversity in the choice of repertoire. Other factors examined include differences in overall involvement with the category of theatre, perceptions of risk and value, use of information sources, and reasons why some customers choose not to subscribe. The paper concludes with discussion of the importance of relationship marketing and subscribing customers for the performing arts organisation. Copyright © 2001 Henry Stewart Publications</abstract>
<relatedItem type="host"><titleInfo><title>International Journal of Nonprofit and Voluntary Sector Marketing</title>
</titleInfo>
<titleInfo type="abbreviated"><title>Int. J. Nonprofit Volunt. Sect. Mark.</title>
</titleInfo>
<genre type="Journal">journal</genre>
<subject><genre>article category</genre>
<topic>Original Article</topic>
</subject>
<identifier type="ISSN">1465-4520</identifier>
<identifier type="eISSN">1479-103X</identifier>
<identifier type="DOI">10.1002/(ISSN)1479-103X</identifier>
<identifier type="PublisherID">NVSM</identifier>
<part><date>2001</date>
<detail type="volume"><caption>vol.</caption>
<number>6</number>
</detail>
<detail type="issue"><caption>no.</caption>
<number>1</number>
</detail>
<extent unit="pages"><start>61</start>
<end>77</end>
<total>17</total>
</extent>
</part>
</relatedItem>
<identifier type="istex">C2609DF26FD42160871CADDCEA0AA0436C4014D3</identifier>
<identifier type="DOI">10.1002/nvsm.134</identifier>
<identifier type="ArticleID">NVSM134</identifier>
<accessCondition type="use and reproduction" contentType="copyright">Copyright © 2001 Henry Stewart Publications</accessCondition>
<recordInfo><recordContentSource>WILEY</recordContentSource>
<recordOrigin>John Wiley & Sons, Ltd.</recordOrigin>
</recordInfo>
</mods>
</metadata>
<serie></serie>
</istex>
</record>
Pour manipuler ce document sous Unix (Dilib)
EXPLOR_STEP=$WICRI_ROOT/Wicri/Musique/explor/OperaV1/Data/Istex/Corpus
HfdSelect -h $EXPLOR_STEP/biblio.hfd -nk 000F28 | SxmlIndent | more
Ou
HfdSelect -h $EXPLOR_AREA/Data/Istex/Corpus/biblio.hfd -nk 000F28 | SxmlIndent | more
Pour mettre un lien sur cette page dans le réseau Wicri
{{Explor lien |wiki= Wicri/Musique |area= OperaV1 |flux= Istex |étape= Corpus |type= RBID |clé= ISTEX:C2609DF26FD42160871CADDCEA0AA0436C4014D3 |texte= Customers of performing arts organisations: are subscribers different from nonsubscribers? }}
![]() | This area was generated with Dilib version V0.6.21. | ![]() |