1.INTRODUCTIONSatisfaction is a key concept within the marketing discipline and specifically within the area of consumer behaviour. Satisfaction in the arts is mostly derived from a combination of three elements: the subjective and experiential aspects of the cultural product, the quality of the venue and the quality of the associated peripheral services (Hume, 2008a). According to this author, studies on satisfaction with cultural events are key to understanding customer motives to repurchase subscription which can increase the arts organization's profitability, this being a main goal of the currently complex entertainment arena.This study focuses on satisfaction among visitors of an art exhibition, namely, on a cultural service experience. Research on satisfaction in this context has derived from marketing studies of arts and culture (Baumol and Bowen, 1966; Kotler and Levy, 1969, Levy and Czepiel, 1975; Kirpalani, 1975; Nielsen and McQueen, 1975; Mokwa, Dawson and Prieve, 1980; Evrard and Colbert, 2000). In this context, Colbert (1993) underlines the independence of the cultural product from the remaining variables of the marketing mix. In other words, the cultural product arises independently of the market needs and preferences. Once the work of art is created, marketing managers would look for the audience interested in such a product and then form the suitable price and make promotion and distribution decisions. Revisiting this model, Cuadrado and Molla (2000b) include the difference between core and peripheral product following Laczniak's (1980) proposal. The core product - a work of art, refers to a creation independent of consumers and aimed at preserving an author's artistic integrity. However, the augmented product must be defined together with the other variables of the marketing mix to make the cultural offer more attractive, competitive and adapted to the audience. The final aim is to have more satisfied audiences while allowing artists and arts organizations to reach their objectives.Within studies on satisfaction, the role of the formal and augmented product in the assesment of satisfaction with a cultural service has received scant attention. This study considers the importance of both the formal product, the artistic performance or activity itself, and the augmented product, i.e. the attributes connected with the artistic event, including amenities such as cloakroom facilities, parking facilities, etc. (Hume et al, 2006), which support the show (Moses, 2001), in the measurement of satisfaction for future managerial purposes. In other words, we measure the core and the peripheral product related to the consumer's satisfaction experience in the cultural service arena. In this regard, the work by Joy and Sherry (2003) examining different determinants of art appreciation in a museum through qualitative research supports our research. Moreover, previous research in this context has found that the core and peripheral services have different impacts on service management effectiveness (Ferguson et al., 1999). Customers make their repurchase decisions based on the perceived quality of both core and peripheral services, mediated by perceived value and customer satisfaction (Hume, 2008 b). Further research has shown that only the quality of peripheral services has a direct impact on customer's intention to return (Hume and Sullivan, 2010).The present work includes a review of the relevant literature on satisfaction essential for the rigour of the empirical research. After a presentation of the study event, there is a description of the quantitative research carried out through personal survey and aimed at analysing visitors' assessments of the exhibition itself and the exhibition peripherals. Finally, the paper closes with a discussion on research findings and its implications.2.MEASURING SATISFACTION IN ARTS AND CULTURECustomer satisfaction is mostly defined by means of comparing a product's perceived performance in relation to pre-consumption expectations. …

中文翻译：

---

管理文化活动中的满意度：探索核心产品和外围产品的作用

1.引言满意度是市场营销学科中的一个关键概念，尤其是在消费者行为领域。对艺术的满意度主要来自三个因素的组合：文化产品的主观和体验方面，场地的质量以及相关外围服务的质量（休姆，2008a）。根据作者的说法，对文化事件满意度的研究是了解客户回购订阅动机的关键，这可以提高艺术组织的盈利能力，这是当前复杂的娱乐领域的主要目标。展览，即关于文化服务的经验。在此背景下，对满意度的研究源自对艺术和文化的市场研究（Baumol和Bowen，1966； Kotler和Levy，1969； Levy和Czepiel，1975； Kirpalani，1975； Nielsen和McQueen，1975； Mokwa，Dawson和Prieve， 1980； Evrard和Colbert，2000）。在这种情况下，Colbert（1993）强调了文化产品与营销组合其余变量之间的独立性。换句话说，文化产品的产生与市场需求和偏好无关。一旦艺术品被创造出来，营销经理就会寻找对这种产品感兴趣的受众，然后形成合适的价格并做出促销和分销决策。再次研究该模型时，Cuadrado和Molla（2000b）遵循了Laczniak（1980）的提议，包括了核心产品和外围产品之间的差异。核心产品-艺术品是指独立于消费者的作品，旨在维护作者的艺术素养。但是，必须将增强产品与营销组合的其他变量一起定义，以使文化产品更具吸引力，更具竞争力并适应受众。最终目的是让观众和观众满意，同时允许艺术家和艺术组织实现其目标。在对满意度的研究中，正式产品和增强产品在评估文化服务满意度方面的作用很少受到关注。这项研究考虑了正式产品，艺术表演或活动本身以及增强产品（即与艺术活动相关的属性，包括衣帽间设施等便利设施）的重要性，停车设施等（休姆（Hume）等人，2006），该展览支持展览（摩​​西（Moses），2001），用于衡量未来管理目的的满意度。换句话说，我们在文化服务领域中测量与消费者满意度体验相关的核心和外围产品。在这方面，乔伊和谢里（Joy and Sherry，2003）通过定性研究检验了博物馆中不同的艺术欣赏决定因素的工作为我们的研究提供了支持。此外，在此背景下的先前研究发现核心服务和外围服务对服务管理有效性有不同的影响（Ferguson等，1999）。客户基于感知到的价值和客户满意度的调解，基于核心和外围服务的感知质量做出回购决定（休ume，2008 b）。进一步的研究表明，只有外围服务的质量会直接影响客户的退货意向（Hume and Sullivan，2010）。本工作包括对有关满足严格实证研究至关重要的满意度的相关文献的综述。在介绍研究活动之后，将介绍通过个人调查进行的定量研究，该分析旨在分析访问者对展览本身和展览外围设备的评估。最后，本文对研究结果及其影响进行了讨论。2．衡量艺术和文化的满意度顾客满意度的定义主要是通过比较产品相对于消费前期望的感知性能来确定的。… 目前的工作包括对有关严格实证研究必不可少的满意度的相关文献的综述。在介绍研究活动之后，将介绍通过个人调查进行的定量研究，该分析旨在分析访问者对展览本身和展览外围设备的评估。最后，本文对研究结果及其影响进行了讨论。2．衡量艺术和文化的满意度顾客满意度的定义主要是通过比较产品相对于消费前期望的感知性能来确定的。… 目前的工作包括对有关严格实证研究必不可少的满意度的相关文献的综述。在介绍研究活动之后，将介绍通过个人调查进行的定量研究，该分析旨在分析访问者对展览本身和展览外围设备的评估。最后，本文对研究结果及其影响进行了讨论。2．衡量艺术和文化的满意度顾客满意度的定义主要是通过比较产品相对于消费前期望的感知性能来确定的。… 其中描述了通过个人调查进行的定量研究，旨在分析访客对展览本身和展览外围设备的评估。最后，本文对研究结果及其影响进行了讨论。2．衡量艺术和文化的满意度顾客满意度的定义主要是通过比较产品相对于消费前期望的感知性能来确定的。… 其中描述了通过个人调查进行的定量研究，旨在分析访客对展览本身和展览外围设备的评估。最后，本文对研究结果及其影响进行了讨论。2．衡量艺术和文化的满意度顾客满意度的定义主要是通过比较产品相对于消费前期望的感知性能来确定的。…