Assessment of satisfaction and loyalty of mass event participants as exemplified by XXIII Rzeszow Juwenalia
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vol 16 Woźniak.pdf (3.94 MB)
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2017
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Wyższa Szkoła Biznesu National-Louis University w Nowym Sączu
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Abstract
In the literature of the subject, the issues relevant to customer satisfaction research are raised quite frequently in the context of products or services having a commercial character, all the time, notwithstanding, there is a lack of research within the scope of the quality and innovativeness of mass events. Taking that under consideration, the authoress is going to raise, in this publication, the issues of customer loyalty making a reference to quite a specific product which is constituted by Rzeszow Juwenalia. Rzeszow Juwenalia is considered to be one of the largest free-entry student events organized in Poland. The three days of concerts, intertwined with competitions, and also with numerous attractions, make more than 25 thousand of participants stay on the venue of the event every single day (on average). Taking under consideration the number of individuals that participate in the event being analysed, it is legitimate to conduct the measurement of customer contentment, satisfaction and loyalty. In connection with this, it was the objective of this publication was to determine the degree of loyalty of participants in the event. Striving to attain the adopted objective, and also to verify the formulated hypothesis, in February, 2017, a survey research, made accessible in the Google form, was conducted. The respondents were requested to provide their responses to the following question: 'How high is the probability of you recommending Rzeszow Juwenalia to your acquaintances?' The question was formulated upon the basis of eleven-point scale, on which using the digit '0' means: 'Without any doubt, I will not recommend the event', whereas using the digit '10' means: 'I will recommend the event without any doubt.' The questionnaire contained respondent’s particulars as well. In that section, respondents were requested to provide the information about their gender. For the purpose of the analysis of data, the STATISTICA 12 program was applied. In the statistical analysis, it was principally tables of numerousness, with the application of which the numerical collation, as well as the per cent one, of particular responses, were presented. To attain the objective of verification the hypothesis, the ANOVA Kruskal-Wallis test by ranks was applied. The processed results were presented in the graphical form. Upon the basis of the conducted research, it was ascertained that the vast majority of participants in Rzeszow Juwenalia was content with the organization of the event in question. In addition to that, 70.13 % of them promote this event in their environments. The obtained results of research made it possible as well to verify the adopted research hypothesis, and to ascertained that there is, most likely, not existing correlation between gender and inclination for the part of the participants in Rzeszow Juwenalia towards promoting the event amongst their acquaintances. Both women, and also men alike, assess the organization of Rzeszow Juwenalia in a similar way, and express willingness to advertise this event amongst their acquaintances.
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Woźniak J., Assessment of satisfaction and loyalty of mass event participants as exemplified by XXIII Rzeszow Juwenalia [in:] Business and non-profit organizations facing increased competition and growing customers’ Demands: Foundation “Cognitione”, eds. A. Ujwary-Gil, A. Nalepka, Nowy Targ and WSB-NLU, Vol. 16, Nowy Sącz 2017, p. 455–465.