An Investigation into Perceived Quality, Satisfaction and Behavioural Intentions Within Contemporary Music Festivals
The aim of this research was to determine how perceived service quality and satisfaction influence behavioural intentions within contemporary music festivals. Firstly, the research investigated what festival quality features are most influential towards visitor’s quality perceptions. Secondly, the differences and relationship between quality perceptions and satisfaction levels at contemporary music festivals were discussed. Finally, the impact quality perceptions and satisfaction have on behavioural intentions such as repeat visitation, willingness to pay more, recommendation and positive word of mouth marketing was evaluated. The existing literature on the constructs of quality, satisfaction, and behavioural intentions in both a broad and festival specific context was reviewed. This review revealed a gap in the literature for a study into these constructs within the specific context of contemporary music festivals. In addition, the predominantly quantitative approach of the existing literature identified a methodological gap for a qualitative study. Therefore, this study adopted a qualitative approach using semi-structured interviews. Six individuals who had attended a contemporary music festival were interviewed through the electronic video platform Microsoft Teams. The findings concluded that the features with the strongest influence on quality perceptions in contemporary music festivals are performance quality and service personnel quality. Secondly, the data revealed that satisfaction results from participants overall experience at the festival which is unrelated to quality perceptions. Finally, it was found that both quality and satisfaction impact behavioural intentions in contemporary music festivals. The extent to which quality or satisfaction have a stronger influence was found to vary between individual visitors and type of behavioural intention. Further to this study, it is recommended that more research be completed into the under investigated area of contemporary music festival quality, satisfaction and behavioural intentions. It is recommended that future studies adopt a quantitative approach to generalise findings to the entire population. Additionally, it is suggested that future studies investigate how quality and satisfaction can be used as a tool for festival managers to increase positive behavioural intentions.