CONSUMERS

Abstract

This chapter describes the concept of people in the public sector, identifies the main groups of arts organizations, and outlines the key factors that influence the relationship between an arts organization and its stakeholders. In the context of relationship development, the value creation aspect is emphasized through economic benefits, long-term performance, quality of performance, social benefits, risk sharing and loyalty. The art organization is a key player in the network of relationships that being formed, which ensures the functioning of ongoing activities in the market through the key dimensions: Trust, commitment, and mutual satisfaction. Successful long-term relationships ensure the smooth running of activities, economic stability, benefits and sensitivity to the actions of the other party. At the end of the chapter are review questions to check uptake.