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| Author: | Ngobo, P.V. |
| Title: | Drivers of upward and downward migration: An empirical investigation among theatregoers |
| Journal: | International Journal of Research in Marketing
2005 : JUN, VOL 22:2, p. 183-201 |
| Index terms: | Marketing Theatre industry Dramatic art Organizations Customers Consumer behaviour Service Models |
| Language: | eng |
| Abstract: | This study deals with the following question: Why do some customers migrate downward while others migrate upward? The issue is examined among theatregoers, who migrate downward as occasional ticket buyers and upward as subscribers. The results show that the service experience, such as service quality and satisfaction influences primarily the consumer repeat purchase decision. It does not prevent customers from migrating downward. The influence of service experience on upward migration is subject to moderating individual-specific factors (such as age) of the consumer. |
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