The Path to Loyalty Among Theater Patrons: The Importance of Interaction and a Sense of Brand Community

Armen Shaomian
University of South Carolina

Bob Heere
University of South Carolina

Abstract

The purpose of this study is to understand to what extent a theater serves as a focal point for community development, and whether that sense of community leads to more loyal patrons who are more likely to attend shows and donate to the theater. Additionally, the authors wanted to know to what extent interaction between patrons and personnel contribute to this sense of community. Our results support the view that the theater is a focal point for community development, and emphasizes the importance of interaction for a sense of community with the theater. Consequently, this sense of community contributes to a sense of loyalty towards the theater, and the associated consumer behavior (attendance, donations). Managerial implications are that theater managers are encouraged to allow for extensive interaction between patrons, and between staff and patrons, before and after the show, so patrons can develop a sense of community towards the theater.    

Keywords: brand community, interaction, theater, brand loyalty, patron loyalty, marketing

Shaomian, Armen and Bob Heere. “The Path to Loyalty Among Theater Patrons: The Importance of Interaction and a Sense of Brand Community.” Journal of the Music and Entertainment Industry Educators Association 15, no. 1 (2015): 13-35. https://doi.org/10.25101/15.1