Assessing and segmenting entertainment quality variables and satisfaction of live event attendees: A cluster analysis examination
ABSTRACT In order to better understand and effectively market to patrons who attend live entertainment performances, event venue managers need to have better information regarding these distinctive customers. This study explores the profiles and entertainment quality variables (e.g. performance quality, staff, and event facility) of 13,428 respondents at two venues in order to determine their overall satisfaction, revisit intentions and recommendations to attend an event at each of the respective venues. A principle component analysis revealed two entertainment quality factors, and four distinct patron segments were identified using K means cluster analysis. These segments significantly differed and the findings may help event venue managers better understand how these patrons differ for future strategic marketing.