무용공연장에서 마케팅믹스요인이 관객만족과 구전의도에 미치는 영향
The Influence of Marketing Mix Factors on the Spectator's Satisfaction and Word-of-Mouth Intention at Performance Hall
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The purpose of this study was to provide a basic data to attract and maintain the audience by looking at the effect of marketing mix factors on spectator's satisfaction and word-of-mouth intention at performance halls. The total of 650 questionnaires using convenient sampling method were given out to people who have actually watched the performance at performance halls, and total of 575 questionnaires were used as final valid sample. As for data analysis, PASW Ver. 18.0 was used for frequency analysis, exploratory factor analysis, reliability analysis, correlation analysis and regression analysis. The results are as follows. First, the marketing mix factors at performance hall (such as production, promotion, and performance hall) influenced on the spectator's satisfaction. Second, the marketing mix factors at performance hall (such as production, performance hall, people, and promotion) influenced on word-of-mouth intention but price factor had a negative influence on the word-of-mouth intention. Third, the spectator's satisfaction had a significant influence on the word-of-mouth intention.
Abstract
The purpose of this study was to provide a basic data to attract and maintain the audience by looking at the effect of marketing mix factors on spectator's satisfaction and word-of-mouth intention at performance halls. The total of 650 questionnaires using convenient sampling method were given out to people who have actually watched the performance at performance halls, and total of 575 questionnaires were used as final valid sample. As for data analysis, PASW Ver. 18.0 was used for frequency analysis, exploratory factor analysis, reliability analysis, correlation analysis and regression analysis. The results are as follows. First, the marketing mix factors at performance hall (such as production, promotion, and performance hall) influenced on the spectator's satisfaction. Second, the marketing mix factors at performance hall (such as production, performance hall, people, and promotion) influenced on word-of-mouth intention but price factor had a negative influence on the word-of-mouth intention. Third, the spectator's satisfaction had a significant influence on the word-of-mouth intention.
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