Skip to main content
SpringerLink
Log in

Relationship marketing and services marketing: Two convergent perspectives for value creation in the cultural sector. Empirical evidence on performing arts consumers in Spain

  • Articles
  • Published:
International Review on Public and Non Profit Marketing Aims and scope Submit manuscript

Abstract

Using the relationship paradigm as a theoretical framework, a management model for cultural services (relationship marketing of cultural organizations) is proposed, what is an unprecedented contribution in the marketing field.

By combining two convergent perspectives —as relationship marketing and services marketing—, the model is structured on the basis of two large types of relationships in the management of a cultural organization: instrumental relationships and group relationships.

The paper is an in-depth study of relationships regarding performing arts audience. A theoretical/empirical approach was applied, including face to face interviews to 1005 performing arts consumers and telephone interviews to a sample of 2005 individuals in Spain.

This is a preview of subscription content, log in via an institution to check access.

Access this article

Log in via an institution

Price excludes VAT (USA)
Tax calculation will be finalised during checkout.

Instant access to the full article PDF.

Institutional subscriptions

Similar content being viewed by others

References

  • Anderson, E.W.; Fornell, C. and Lehmann, D.R. (1994): Customer Satisfaction, Market Share and Profitability: Findings from Sweden.Journal of Marketing, 58 (3), pp. 53–66.

    Article  Google Scholar 

  • Arts Council of England (2003):Ambitions for the Arts 2003–2006. London: Arts Council of England.

    Google Scholar 

  • British Council (2005):Arts for Development. Available at [http://www. britishcouncil.org/arts-for-development.htm] (accessed at 15/12/2005).

  • Capps III, C. and Capps, P. (2005): The Human Resource Development Matrix: A Strategic Ethical Approach to Determining Training Needs.Human Resource Planning, 28 (1), pp. 21–22.

    Google Scholar 

  • Cimarro, J.F. (1997).Manual de Producción, Gestión y Distribución del Teatro. Madrid: Sociedad General de Autores y Editores.

    Google Scholar 

  • Colbert, F. (2001):Marketing Culture and the Arts. 2nd ed. Montréal: HEC.

    Google Scholar 

  • Conway, T. and Whitelock J. (2004): Can Relationship Marketing Enhance Strategic Thinking in the Public Sector? A Study of the Perceived Relationship Between Subsidised Theatres and Their Government Funders/Regulators?International Journal of Nonprofit and Voluntary Sector Marketing, 9 (4), pp. 320–334.

    Article  Google Scholar 

  • Council of the European Union (2004):Press Release on 2616 th Council Meeting “Education, Youth and Culture”. Brussels, 15–16 November 2004.Available at [http://ue.eu.int/ueDocs/cms_Data/docs/pressData/en/ educ/82679.pdf] (accessed at 15/12/2005).

  • Diggle, K. (1994):Arts Marketing. London: Rhinegold.

    Google Scholar 

  • Fisk, R.; Grove, S.J. and John, J. (2000):Interactive Services Marketing. Boston: Houghton Mifflin.

    Google Scholar 

  • Garbarino, E. and Johnson, M.S. (1999): The Different Roles of Satisfaction, Trust and Commitment in Customer Relationships.Journal of Marketing, 63 (2), pp. 70–87.

    Article  Google Scholar 

  • Grönroos, C. (1995): Relationship Marketing: The Strategy Continuum.Journal of the Academy of Marketing Science, 23 (4), pp. 252- 256.

    Google Scholar 

  • Gummesson, E. (1997): Collaborate or Compete.Marketing Management, 6 (3), pp. 17–21.

    Google Scholar 

  • Gummesson, E. (1999):Total Relationship Marketing. Oxford (UK): Butterworth-Heinemann.

    Google Scholar 

  • Gummesson, E. (2002):Total Relationship Marketing. Oxford (UK): Butterworth-Heinemann.

    Google Scholar 

  • Gummesson, E. (2004):Many to Many Marketing. Malmö (Sweden): Liber.

    Google Scholar 

  • Henning-Thurau, T. and Hansen, U. (2000): Relationship Marketing — Some Reflections on the State-of-the-Art of the Relational Concept. In Henning-Thurau, T. and Hansen, U. (eds.)Relationship Marketing: Gaining Competitive Advantage through Customer Satisfaction and Customer Retention. Berlin: Springer, pp. 3–27.

    Google Scholar 

  • Hill, E.; O’Sullivan, C. and O’Sullivan, T. (1995):Creative Arts Marketing. London: Butterworth-Heinemann.

    Google Scholar 

  • Iwasaki, Y. and Havitz, M.E. (2004): Examining Relationships between Leisure Involvement, Psychological Commitment and Loyalty to a Recreation Agency.Journal of Leisure Research, 36 (1), pp. 45–72.

    Google Scholar 

  • Jackson, B.B. (1985): Build Customer Relationships that Last.Harvard Business Review, 63 (6), pp. 120–128.

    Google Scholar 

  • Johnson, M.S. and Garbarino, E. (2001): Customers of Performing Arts Organisations: Are Subscribers Different from Non-subscribers?International Journal of Nonprofit and Voluntary Sector Marketing, vol. 6 (1), pp. 61–77.

    Article  Google Scholar 

  • Kolb, B.M. (2000):Marketing Cultural Organisations. Dublin: Oak Tree Press.

    Google Scholar 

  • Kothandaraman, P. and Wilson, D.T. (2000): Implementing Relationship Strategy.Industrial Marketing Management, 29, pp. 339–349.

    Article  Google Scholar 

  • Kotler, P. (2005): The Role Placed by the Broadening of Marketing Movement in the History of Marketing Thought.Journal of Public Policy and Marketing, 24 (1), pp. 114–116.

    Article  Google Scholar 

  • Kotler, P. and Scheff, J. (1997):Standing Room Only. Strategies for Marketing the Performing Arts. Boston (MA): Harvard Business School Press.

    Google Scholar 

  • Lovelock, C. and Gummesson, E. (2004): Whither Services Marketing? In Search of a New Paradigm and Fresh Perspectives.Journal of Service Research, 7 (1), pp. 20–41.

    Article  Google Scholar 

  • Lovelock, C.; Vandermerwe, S. and Lewis, B. (1999):Services Marketing. A European Perspective. Upper Saddle River (NJ): Prentice Hall.

    Google Scholar 

  • Martell, C.H. (2004): Dedicated Funding for Arts, Culture and Science.Public Finance and Management, 4 (1), pp. 50–74.

    Google Scholar 

  • Mokwa, M.P.; Dawson, W.M. and Prieve, E.A. (1980):Marketing the Arts. New York: Praeger.

    Google Scholar 

  • Norman, R. (2000):Service Management. Strategy and Leadership in Service Business. London: John Wiley and Sons.

    Google Scholar 

  • Oakes, S. (2003): Demographic and Sponsorship Considerations for Jazz and Classical Music Festivals.The Service Industries Journal, 23 (3), pp. 165–178.

    Article  Google Scholar 

  • Payne, A. and Holt, S. (2001): Diagnosing Customer Value: Integrating the Value Process and Relationship Marketing.British Journal of Management, 12 (2), pp. 159–182.

    Article  Google Scholar 

  • Peck, H.; Payne, A.; Christopher, M. and Clark, M. (1999):Relationship Marketing. Strategy and Implementation. Oxford (UK): Butterworth-Heinemann.

    Google Scholar 

  • Pérez, M.A. (1996):Técnicas de Organización y Gestión Aplicadas al Teatro y al Espectáculo, Centro de Tecnología del Espectáculo. Salamanca: INAEM.

    Google Scholar 

  • Peterson, M. and Malhotra, N.K. (1999): Marketing Classic Theatre in a Competitive Market of Entertainments.Journal of Retailing and Consumer Services, 6 (1), pp. 15–25.

    Article  Google Scholar 

  • Peterson, R.A. (1995): Relationship Marketing and the Consumer.Journal of the Academy of Marketing Science, 23 (4), pp. 278–281.

    Article  Google Scholar 

  • Pick, J. and Anderton, M. (1996):Arts Administration. 2nd ed. New York: E&FN Spon.

    Google Scholar 

  • Quero, M.J. (2003):Marketing Cultural. El Enfoque Relacional en las Entidades Escénicas. Madrid: Red Española de Teatros, Auditorios y Circuitos de Titularidad Pública.

    Google Scholar 

  • Radbourne, J. (2003): Performing on Boards: The Link between Governance and Corporate Reputation in Nonprofit Arts Boards.Corporate Reputation Review, 6 (3), pp. 212–222.

    Article  Google Scholar 

  • Reinares, P.J. and Ponzoa, J.M. (2002):Marketing Relacional. Un Nuevo Enfoque para la Seducción y Fidelización del Cliente. Madrid: Pearson.

    Google Scholar 

  • Rentschler, R.; Radbourne, J.; Carr, R. and Rickard, J. (2001): Relationship Marketing, Audience Retention and Performing Arts Organisation Viability.International Journal of Nonprofit and Voluntary Sector Marketing, 7 (2), pp. 118–130.

    Article  Google Scholar 

  • Scheff, J. and Kotler, P. (1996): How the Arts Can Prosper through Strategic Collaborations.Harvard Business Review, 74 (1), pp. 52- 62.

    Google Scholar 

  • Sheth, J.N. and Parvatiyar, A. (2000):Handbook of Relationship Marketing. Thousand Oaks (CA): Sage.

    Google Scholar 

  • Vargo, S.L. and Lush, R.F. (2004): Evolving to a New Dominant Logic for Marketing.Journal of Marketing, 68 (1), pp. 1–17.

    Article  Google Scholar 

  • Voss, G.B. and Voss, G.V. (2000): Strategic Orientation and Firm Performance in an Artistic Environment.Journal of Marketing, 64 (1), pp. 67–83.

    Article  Google Scholar 

  • Webster, F.E. (1992): The Changing Role of Marketing in the Corporation.Journal of Marketing, 56 (5), pp. 1–17.

    Article  Google Scholar 

  • Wilson, L.A. and Boyle, E. (2004): The Role of Partnerships in the Delivery of Local Government Museum Services: A case Study from Northern Ireland.International Journal of Public Sector Management, 17 (6), pp. 513–533.

    Article  Google Scholar 

  • Zeithaml, V.A. (2000): Service Quality, Profitability and Economic Worth of Customers: What We Know and What We Need to Learn.Journal of the Academy of Marketing Science, 28 (1), pp. 67–85.

    Article  Google Scholar 

Download references

Author information

Authors and Affiliations

  1. Departamento de Economía y Administración de Empresas-Universidad de Málaga, Facultad de CC. Económicas y Empresariales, Campus Universitario de El Ejido s/n, 29071, Málaga, Spain

    María José Quero

Authors
  1. María José Quero
    View author publications

    You can also search for this author in PubMed Google Scholar

Additional information

Data for this paper were obtained as part of the research project“Focus on Relationship Marketing in the Performing Arts Market: Analysis and Proposals for Action”, with the financial support by theSpanish Network of Publicly Owned Theatres, Auditoriums and Circuits (Red Española de Teatros Auditorios y Circuitos de Titularidad Pública) and the University of Málaga.

Rights and permissions

Reprints and permissions

About this article

Cite this article

Quero, M.J. Relationship marketing and services marketing: Two convergent perspectives for value creation in the cultural sector. Empirical evidence on performing arts consumers in Spain. Int Rev on Public Marketing 4, 101–115 (2007). https://doi.org/10.1007/BF03180758

Download citation

  • Received:

  • Accepted:

  • Issue Date:

  • DOI: https://doi.org/10.1007/BF03180758

Key Words

Search

Navigation