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The consequence of appraisal emotion, service quality, perceived value and customer satisfaction on repurchase intent in the performing arts

Margee Hume (Department of Marketing, Griffith University, Brisbane, Australia)
Gillian Sullivan Mort (Department of Marketing, Griffith University, Brisbane, Australia)

Journal of Services Marketing

ISSN: 0887-6045

Article publication date: 27 April 2010

11803

Abstract

Purpose

Organizations must base success on consumer retention predicated on the consumer's desire to repurchase. Some organizations, such as those providing emotionally charged and complex services in the performing arts, find this difficult. Knowledge of the role of emotions in customer judgments is negligible. The relationship of core service quality and peripheral quality on repurchase intent is also understudied. This paper aims to model and test the interrelationship of these constructs in predicting repurchase intention in a performing arts context.

Design/methodology/approach

A survey instrument tailored to the performing arts was administered to a sample of 250 past and present performing arts audience members, with responses examined using structural equation modeling.

Findings

Results indicate repurchase intention is largely based on satisfaction mediated by perceived value. Core service quality, appraisal emotion and peripheral service quality influence perceived value for time and money, with core service quality and peripheral service quality in turn influencing appraisal emotion. Appraisal emotion directly affects customer satisfaction but has no direct relationship to repurchase intention. Peripheral service quality, however, directly affects repurchase intention.

Practical implications

Evidence suggests expansion of the strategic focus to include peripheral services in order to maximize repurchase. Core service quality, (the act) affects repurchase intent through an indirect path mediated by appraisal emotion, which does not directly influence repurchase intent. Appraisal emotions are influential in determining perceived value.

Originality/value

This is the first known paper combining this system of relationships including the influence and role of appraisal emotion in the performing arts context.

Keywords

Citation

Hume, M. and Sullivan Mort, G. (2010), "The consequence of appraisal emotion, service quality, perceived value and customer satisfaction on repurchase intent in the performing arts", Journal of Services Marketing, Vol. 24 No. 2, pp. 170-182. https://doi.org/10.1108/08876041011031136

Publisher

:

Emerald Group Publishing Limited

Copyright © 2010, Emerald Group Publishing Limited

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