The extended marketing mix in the context of dance as a performing art

Abstract

We examined the relationships among the variables that comprise the extended marketing mix and satisfaction, trust, commitment, and revisit intentions toward dance as a performing art in the context of Korean audiences. Data were collected from 241 patrons of 4 dance performance facilities located in 2 metropolitan cities in South Korea. We performed confirmatory factor analysis and structural equation modeling to test the psychometric scales' properties and the hypotheses, respectively. Results indicated that the extended marketing mix was related to satisfaction, which affected both trust and revisit intentions; trust mediated the relationship between satisfaction and commitment; and commitment was positively related to revisit intentions. Revisit intentions explained 64% of the variance in the proposed relationships. We have added to the literature on consumer behavior in the context of dance performance by uncovering the formation of revisit intentions through the use of the extended marketing mix and service evaluation variables.