The Importance of Being Earnest or Committed: Attribute Importance and Consumer Evaluations of the Live Arts Experience

This study examines the importance of five service attributes (employees, show time, facility access, ancillary quality, and visual aesthetics) used by attendees when evaluating the service quality of their experience at performing arts events. The importance of service attributes were considered by patrons' commitment level and demographic characteristics. Study data was obtained from the performing arts center associated with a mid‐sized university located in the mid‐west. The sample was drawn from patrons at five unique performances that took place on different days of the week and times over a two‐month period. A total of 457 audience members participated in the study. Importance of service attributes did vary by commitment characteristics, as did behavioral intentions. As the level of commitment with the organization increased, the more likely they were to recommend, attend in the future, subscribe to, and donate time or financial resources to the performing arts organization.