Satisfaction and Loyalty of Ballet Spectator: Focusing on Loyalty to the Performance, and to the Art Company

Abstract

This study examined various dimensions related to satisfaction and loyalty, considered important in the performing arts. To investigate, the study divided satisfaction into overall satisfaction, satisfaction with detailed factors, and standard deviation of satisfaction with detailed factors. Loyalty was divided into loyalty to the performance and to the art company. Using customer surveys on the two pieces of the Korean National Ballet, the relationship between satisfaction and loyalty was examined. The study noted that the higher the overall satisfaction of the performance, the stronger the loyalty of both types. In the case of satisfaction by detailed factors, it was found that there was a positive relationship between the two types of loyalty only in satisfaction with choreography and dancer skills. In addition, only the relationship between satisfaction with dancer skills and loyalty showed a partial mediating effect on loyalty to the performance. Accordingly, the study confirmed that the relationship in which satisfaction improves loyalty is partially valid in the detailed satisfaction of performing arts and in the loyalty of other dimensions. From the perspective of art organizations, it is necessary not only to secure excellent dancers but also to develop dancer skills and choreography, which are the identity of the art company.