Satisfaction and loyalty in musical festivals. Study based on the level of jazz musical knowledge

Abstract

The main objective of this research is the segmentation, based on the musical knowledge of the different genres of Jazz, to the Jazz QurtubaJazz Festival of Córdoba (Spain). Likewise, the motivations, satisfaction and loyalty of festival attendees are analysed, verifying the existence or not of statistical differences between the resulting segments. To achieve these objects, the methodology consisted of the use of several multivariable techniques and the application of the Kruskal-Wallis H and Mann-Whitney U statistics. Among the most significant conclusions of the research stands out the existence of different patterns regarding satisfaction and loyalty according to the knowledge of the attendees about the different genres of Jazz. In this aspect it is important to highlight the important role of cultural motivations as a differentiating character. The main practical application of this research is to know the motivation that leads people to attend music-type festivals, especially Jazz festivals. In addition, this study contributes to have a greater knowledge about the aspects that bring greater satisfaction to the attendees and can serve as a base to organisers to improve the aspects less valued by the attending public.