Do Satisfaction and Loyalty Have a Linear Relationship? Effect of the Education Level on Arts Participation

Javier Flores Zamora and Jesus Garcia-Madariaga
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Javier Flores Zamora: ICN Business School, CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine
Jesus Garcia-Madariaga: UCM - Universidad Complutense de Madrid = Complutense University of Madrid [Madrid]

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Abstract: This paper aims to explore the relationship between perceived satisfaction and loyalty of Spanish arts participants. Evidence suggests that customer satisfaction plays a key role in an organization's ability to maintain a relationship with its customers. We examined the link between satisfaction and loyalty within a theoretical framework based on an empirical study in which data from more than 14,000 respondents were obtained. This data allowed us to evaluate the arts consumer from an attitudinal and behavioral perspective looking at their interests, satisfaction level, frequency of attendance, and compare it using the participant's education level. A descriptive statistical analysis using ANOVA (analysis of variance), correlation, partial correlation, and multiple regression provided evidence that, in the context of experiencing an arts show, satisfaction does not have any impact on loyalty but education level plays a significant role in people's interest and loyalty.

Keywords: satisfaction; loyalty; arts marketing; leisure; audience; ANOVA (analysis of variance) (search for similar items in EconPapers)
Date: 2012
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Published in Journal of Modern Accounting and Auditing, 2012, 8 (4), pp.529-536. ⟨10.17265/1548-6583/2012.04.007⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01514813

DOI: 10.17265/1548-6583/2012.04.007

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