Commitment as a Mediator Variable used to Predict Future Service Purchase Intentions: An Empirical Study of Performing Arts Consumers in Spain

Abstract

The present paper pretends to gain some insight into the relationships between four variables: satisfaction, commitment, trust, and future purchase intentions. In order to achieve this aim, a Service Sector Customer Relationship Management Model is proposed, and this model shows that the most important variable for achieving positive results in terms of future purchase intentions amongst consumers is commitment. This empirical work focuses on the services sector, specifically on the field of performing arts. In order to carry out the analyses, 1,005 performing art consumers were interviewed at the entrances or exits to shows. 150 public and private theatres throughout Spain collaborated in the project.