Abstract
The purpose of this study was the examination of the relationship between service quality and behavioural intentions of spectators of dance events in Greece. 162 spectators, who attended performances of traditional dance in Greece, participated in the study. In order to measure service quality, researchers used an adjusted form of SERVQUAL. A scale developed by Zeithaml et al., (1996) was used to measure spectators' future intentions. Results from the regression analyses indicated that only the Outcome dimension was a significant predictor of the dimensions of Purchase intentions, Word-of-mouth & Complaining behaviour.
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