In times of decreasing public funding, cultural institutions such as museums increasingly develop new stakeholder management practices to build a different or more diversified support base. Recently, membership programs have especially been gaining popularity. In this paper, we adopt a relationship value approach to study the poorly understood behaviors of members that can benefit museums beyond membership fees. In particular, we focus on the extent to which membership level and the perceived prestige of the museum drive value co-creation through prestige leveraging. We study this by using a sample of 430 members and non-members of the Hermitage Museum in Amsterdam. We find that membership level is positively related with cross-buying behavior at the museum store and restaurant, and recommending the museum. In addition, these value creating behaviors are mediated by members leveraging the museum's prestige in their social environment. In contrast, we find a negative relationship between membership level and recruiting new members into the program, which could be explained by status dilution effects.

中文翻译：

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会员计划、异质利益相关者和博物馆影响的关系价值收益超越费用

在公共资金减少的情况下，博物馆等文化机构越来越多地开发新的利益相关者管理实践，以建立不同或更多样化的支持基础。最近，会员计划尤其受到欢迎。在本文中，我们采用关系价值方法来研究会员的鲜为人知的行为，这些行为可以使博物馆受益于会员费之外。特别是，我们关注会员级别和博物馆的感知声望在多大程度上通过声望杠杆推动价值共同创造。我们通过使用阿姆斯特丹冬宫博物馆的 430 名成员和非成员的样本来研究这一点。我们发现会员级别与博物馆商店和餐厅的交叉购买行为以及推荐博物馆呈正相关。此外，这些价值创造行为是由成员利用博物馆在其社会环境中的声望来调节的。相比之下，我们发现会员级别与招募新会员加入该计划之间存在负相关关系，这可以通过地位稀释效应来解释。