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
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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. 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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. 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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. 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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. 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