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.
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