Identification and measurement of opinion leadership, satisfaction and loyalty in art services
Résumé
In order to maintain and improve the relationships with their audiences, art organizations measure the service offered through several indicators that should be interrelated and analyzed with an integrated perspective. On the one hand, measurement of the audience’s experience and their future intentions in relation to the arts venue; on the other, identification of individuals who are opinion leaders and can contribute to increase the organization’s loyalty indices. The marketing literature offers extensive information regarding the experience received and the patron’s future intentions. However, there is little material about opinion leadership and its impact towards loyalty. We seek to expand this perspective and develop a multidimensional scale that allow managers to measure and integrate these two areas, in the context of an art service. A structured based questionnaire was used and data was collected in an art venue, in London, UK.