BazEkon - The Main Library of the Cracow University of Economics

BazEkon home page

Main menu

Author
Woźniak Joanna (Rzeszow University of Technology, Poland)
Title
Assessment of Satisfaction and Loyalty of Mass Event Participants as Exemplified by XXIII Rzeszow Juwenalia
Source
Business and Non-profit Organizations Facing Increased Competition and Growing Customers' Demands, 2017, vol. 16, s. 455-465, rys., tab., bibliogr. 18 poz.
Keyword
Klient, Lojalność, Wskaźnik NPS
Customer, Loyalty, Net Promoter Score (NPS)
Note
summ.
Abstract
In the literature of the subject, the issues relevant to customer satisfaction research are raised quite frequently in the context of products or services having a commercial character. However, there is a lack of research within the scope of the quality and innovativeness of mass events. Taking this into consideration, the authoress is going to raise the issues of customer loyalty to a specific product which is constituted by Rzeszow Juwenalia. The objective of this publication was to determine the degree of loyalty of participants in the event. Striving to attain the adopted objective, and to verify the formulated hypothesis, in February 2017, a survey research, made accessible in the Google form, was conducted. The respondents were requested to provide their responses to the following question: 'How high is the probability of you recommending Rzeszow Juwenalia to your acquaintances?' The question was formulated upon the basis of eleven-point scale, on which using the digit '0' means: 'Without any doubt, I will not recommend the event,, whereas using the digit '10' means: 'I will recommend the event without any doubt.' The questionnaire contained respondent's as well. In that section, respondents were requested to provide the information about their gender. For the analysis of data, the STATISTICA 12 program was applied. In the statistical analysis, it was principally tables of numerousness, with the application of which the numerical collation, as well as the per cent one, of appropriate responses, were presented. To attain the verified hypothesis, the ANOVA Kruskal-Wallis test by ranks was applied. The obtained results also made it possible to verify the adopted research hypothesis, and to ascertained that there is, most likely, not existing correlation between gender and inclination for the part of the participants in Rzeszow Juwenalia towards promoting the event amongst their acquaintances. Both women, and men alike, assess the organization of Rzeszow Juwenalia similarly and express willingness to advertise this event amongst their acquaintances. (original abstract)
Full text
Show
Bibliography
Show
  1. Ahrholdt, D. C., Gudergan, S. P., & Ringle, C. M. (2017). Enhancing service loyalty: The roles of delight, satisfaction, and service quality. Journal of Travel Research, 56(4), 436-450.
  2. Bowen, J. T., & Chen, S. L. (2001). The relationship between customer loyalty and customer satisfaction. International Journal of Contemporary Hospitality Management, 13(5), 213-217.
  3. Chanavat, N., & Bodet, G. (2014). Experiential marketing in sport spectatorship services: A customer perspective. European Sport Management Quarterly, 14(4), 323-344.
  4. Chen, J., Reilly, R. R., & Lynn, G. S. (2012). New product development speed: Too much of a good thing?. Journal of Product Innovation Management, 29(2), 288-303.
  5. Chiou, J. S., Droge, C., & Hanvanich, S. (2002). Does customer knowledge affect how loyalty is formed?. Journal of Service Research, 5(2), 113-124.
  6. Jung, J. H., & Yoo, J. J. (2017). Customer-to-customer interactions on customer citizenship behavior. Service Business, 11(1), 117-139.
  7. Kim, S. W., Kim, Y. H., & Jang, J. H. (2011). The effects of relationship benefit on relationship quality and store loyalty-NPS analysis and moderating effects. Journal of the Korea Industrial Information Systems Research, 16(2), 139-154.
  8. LoBuono, R., de Sevilha Gosling, M., Gonçalves, C. A., & Medeiros, S. A. (2016). Relationship between dimensions of experience, satisfaction, word-of-mouth and intention to returning: The perception of cultural event participants. Podium Sport, Leisure and Tourism Review, 5(2), 15-37.
  9. Mandhachitara, R., & Poolthong, Y. (2011). A model of customer loyalty and corporate social responsibility. Journal of Services Marketing, 25(2), 122-133.
  10. Markey, R., Reichheld, F., & Dullweber, A. (2009). Closing the customer feedback loop. Harvard Business Review, 87(12), 43-47.
  11. Santouridis, I., & Veraki, A. (2017). Customer relationship management and customer satisfaction: The mediating role of relationship quality. Total Quality Management & Business Excellence, 1-12.
  12. Seth, S., Scott, D., Svihel, C., & Murphy-Shigematsu, S. (2016). Solving the mystery of consistent negative/low Net Promoter Score (NPS) in cross-cultural marketing research. Asia Marketing Journal, 17(4), 43-61
  13. Wolniak, R. (2013). The assessment of significance of benefits gained from the improvement of quality management systems in Polish organizations. Quality & Quantity, 41(1), 515-528.
  14. Yoshida, M., James, J. D., & Cronin, J. J. (2013). Sport event innovativeness: Conceptualization, measurement, and its impact on consumer behavior. Sport Management Review, 16(1), 68-84.
  15. Yürük, P., Akyol, A., & Şimşek, G. G. (2017). Analyzing the effects of social impacts of events on satisfaction and loyalty. Tourism Management, 60, 367-378.
  16. Zimon, D. (2016). An attitude of Subcarpathian's residents to sustainable solutions for urban transport. International Letters of Natural Sciences, 50, 41-56.
  17. Zimon, D. (2017). Quality Management Systems' impact on the functioning of distribution channels in the FMCG market. Quality-Access To Success, 18(156), 52-56.
  18. Zimon, D. (2017). A proposal for a model to improve the functioning of the chemical industry. Przemysl Chemiczny, 96(3), 480-482."
Cited by
Show
ISSN
2543-540X
Language
eng
Share on Facebook Share on Twitter Share on Google+ Share on Pinterest Share on LinkedIn Wyślij znajomemu