Understanding service experience in non‐profit performing arts: Implications for operations and service management
研究了非营利表演艺术的服务体验，通过服务交易分析和深度访谈识别服务差距及满意度、价值、服务质量对再购意愿的影响，为运营策略和服务设计提供启示。
Abstract Recent research in the non‐profit performing arts has shown that marketing efforts designed to increase revenue from ticket sales are not achieving the results required to sustain the performing arts. This paper applies operations management analytical techniques to the non‐profit performing arts to increase understanding of operational issues and inform service management strategy. The paper takes a two‐study idiographic approach. Implementing a modified version of service transaction analysis (STA), Study One describes a performing arts service from provider and customer perspectives, identifies service gaps and develops an elaborated service description incorporating both perspectives. In Study Two, building on the elaborated service description and extant research, in‐depth interviews are conducted to gather thick descriptions of predictors of satisfaction, value and service quality as they relate to repurchase intention (RI). Technical, functional and critical factors required to improve organizational performance are identified. Implications for operational strategy, service design and service management theory for this context are discussed.