Análisis de la satisfacción y la lealtad en festivales musicales. Un estudio de caso en base al grado de conocimiento del jazz

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Publicado 11-01-2021
Jesús Claudio Pérez Gálvez
Tomás López Guzmán
Gema Gómez Casero
Miguel Jesús Medina Viruel

Resumen

El principal objetivo de esta investigación es la realización de una segmentación, en base a los conocimientos musicales de los distintos géneros del Jazz, de los asistentes al festival de Jazz QurtubaJazz de Córdoba (España). Asimismo, se analizan, sobre la base de dicha segmentación, las motivaciones, la satisfacción y la lealtad de los asistentes al evento, La metodología utilizada en esta investigación se ha basado en la utilización de diversas técnicas multivariables y en la aplicación de los estadísticos H de Kruskal-Wallis y U de Mann-Whitney. Entre las conclusiones más significativas del estudio, destaca la existencia de patrones diferentes respecto a la satisfacción y a la lealtad según los conocimientos de los asistentes sobre los distintos géneros del Jazz. En este aspecto cabe destacar, como carácter diferenciador, el importante papel de las motivaciones de índole más cultural. La principal aplicación práctica de esta investigación consiste en conocer la motivación que lleva a los espectadores a asistir a los festivales de tipo musical, especialmente a los festivales de Jazz. Asimismo, esta investigación contribuye a tener un mayor conocimiento sobre los aspectos que aportan una mayor satisfacción a los asistentes y que puede servir como base a las entidades organizadoras para mejorar los aspectos menos valorados por el público asistente.

Cómo citar

Pérez Gálvez, J. C., López Guzmán, T., Gómez Casero, G., & Medina Viruel, M. J. (2021). Análisis de la satisfacción y la lealtad en festivales musicales. Un estudio de caso en base al grado de conocimiento del jazz. Cuadernos De Gestión, 21(1), 115–124. https://doi.org/10.5295/cdg.180901mm
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Keywords

Segmentación, Satisfacción, Lealtad, Festivales Musicales, Jazz, Córdoba

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