Abstract
This study presents patron identification as a potential segmentation variable to help arts organizations build customer relationships. Greater levels of patron identification were positively associated with greater satisfaction, instrumental/input commitment, temporal commitment, and attitudinal commitment with the organization. Finally, the factors of employees, show time, facility access, ancillary quality, and visual aesthetics were found to take on additional importance for the most highly identified customers. Results suggest that patron identification should not be overlooked in relationship building strategies.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
