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Woźniak Joanna (Rzeszow University of Technology, Poland)
Assessment of Satisfaction and Loyalty of Mass Event Participants as Exemplified by XXIII Rzeszow Juwenalia
Business and Non-profit Organizations Facing Increased Competition and Growing Customers' Demands, 2017, vol. 16, s. 455-465, rys., tab., bibliogr. 18 poz.
Klient, Lojalność, Wskaźnik NPS
Customer, Loyalty, Net Promoter Score (NPS)
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
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