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Analysis on the Relation between Audience Expectation and Outcomes in Performing Arts

공연서비스에 대한 관람객의 순차적 기대 및 성과와 만족 간 관계 분석

  • 권혁인 (중앙대학교 문화예술경영학과) ;
  • 주희엽 (중앙대학교 문화예술경영학과) ;
  • 김만진 (중앙대학교 경영학과) ;
  • 이현정 (중앙대학교 문화예술경영학과) ;
  • 이지애 (중앙대학교 문화예술경영학과)
  • Received : 2010.11.29
  • Accepted : 2011.02.14
  • Published : 2011.02.28

Abstract

In this paper, we analyzed audience satisfaction procedures in performing art, specifically in musical, in terms of Expectation Disconfirmation Theory. We analyzed one's expectations and outcomes over time; we first classified audience expectations and outcomes about environmental elements as 'the first expectation'/'the first outcome' and about watching situation & content itself as 'the second expectation'/'the second outcome', then analyzed by comparing those two. Through surveying and analyzing the result, this paper serves that the ultimate fact which affects on the final audience satisfaction is 'the second outcome', which is the outcome about watching situation & content itself. This paper also shows that audience expectation toward physical quality of environment affects to 'the second expectation', then 'the second expectation' affects to 'the second outcome', so then affects to the final satisfaction. However, 'the first outcome' doesn't affect to 'the second expectation'; in other words, the physical environment does not affect much to the audience final satisfaction. We expect that our study provides clues for venue management in performing arts.

Keywords

Expectation Disconfirmation Theory;Performing Arts;Service Quality;Satisfaction

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