Understanding service experience in non-profit performing arts: Implications for operations and service management

Margee Hume, Gillian Sullivan Mort, Peter W. Liesch, Hume Winzar

Research output: Contribution to journalArticlepeer-review

90 Citations (Scopus)


Recent research in the non-profit performing arts has shown that marketing efforts designed to increase revenue from ticket sales are not achieving the results required to sustain the performing arts. This paper applies operations management analytical techniques to the non-profit performing arts to increase understanding of operational issues and inform service management strategy. The paper takes a two-study idiographic approach. Implementing a modified version of service transaction analysis (STA), Study One describes a performing arts service from provider and customer perspectives, identifies service gaps and develops an elaborated service description incorporating both perspectives. In Study Two, building on the elaborated service description and extant research, in-depth interviews are conducted to gather thick descriptions of predictors of satisfaction, value and service quality as they relate to repurchase intention (RI). Technical, functional and critical factors required to improve organizational performance are identified. Implications for operational strategy, service design and service management theory for this context are discussed.

Original languageEnglish
Pages (from-to)304-324
Number of pages21
JournalJournal of Operations Management
Issue number4 SPEC. ISS.
Publication statusPublished - 1 Jan 2006
Externally publishedYes


  • Marketing/operations interface
  • Operations strategy
  • Process design
  • Service operations
  • Service quality


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