An Analysis of Factors Influencing Audience Satisfaction in Vocal Music Performances: A Case Study of Chengdu City Concert Hall
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Abstract
Purpose: This study aims to explore the key factors affecting the audience satisfaction of the Chengdu City Music Hall. The conceptual framework proposes that perceived benefits, sense of goal achievement, entrepreneurial alertness, artistic creativity, customer perceived value, experience quality, personalization, and reward as independent variables may affect audience satisfaction. Research design, data, and methodology: The project-objective agreement index (IOC) was used to measure validity, and Cronbach's Alpha was used to measure reliability in a pilot test (n=30). A quantitative technique (n=110) was used to investigate the audience from the Chengdu City Concert Hall. Multiple linear regression analysis retrieved 110 valid questionnaires to verify the significant relationship between the variables. Following this, 30 viewers underwent a 16-week Intervention Design Implementation (IDI). Then, the quantitative results after and before IDI were compared by paired sample T-test. Results: Multiple linear regression analysis found that perceived benefit, sense of goal achievement, customer perceived value, and experience quality significantly affected audience satisfaction, while entrepreneurial alertness, artistic creativity, personalization, and reward had no significant effects on audience satisfaction. Finally, the comparison results of the paired sample T-test show significant differences between the post-IDI and pre-IDI stages. Conclusions: The findings are to promoting the popularization and development of music culture and enhancing citizens' cultural confidence and artistic enjoyment.
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