| Summary: | 碩士 === 國立中山大學 === 劇場藝術學系碩士班 === 102 === With the government’s actively promoting, arts activities increase magnetic in Taiwan. After the quality of life improved, the service becomes an important factor that makes people buy things. When audiences decide to purchase tickets, however, they may not foresee the products which make consumers indecision. After the purchase, the consumer will also worry about the quality may not be as good as they expected. Therefore, if the performing arts groups can provide appropriate services that make audience have a better understanding of the productions. For example, after buying the ticket, the organizations can give product-related news and introduction increasing the audience’s confidence. In the day of the performing, through the service make the audience has a good experience, which will induce the audience buying again. The post-purchase services do play an important role to increase the quality of services for the audiences.
This research focuses on post-purchase services of performing arts activities and remediation. Due to the lack of related papers, the researcher explores the other service industries as the research reference, studies the theory of service quality and designs the Delphi survey questionnaire for the public officers, the scholars, performing arts group workers and audiences. Two deep interviews with performing arts group managers are done in order to understand the customer service and post-purchase service in performing arts activities.
The study found that the most of productions and decisions are made by the artistic directors. Only the marketing plan will be based on the consumer perspective. Therefore, except provide good works, a performing arts group should build its own brand image, and through the good services can help with the formation of reputation and enhance the box office income. Performing arts groups all try to take remedial service immediately for proper treatment, and hold a positive supportive attitude for the post-purchase services.
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