Festperf: A Service Quality Measurement Scale for Festivals

Abstract

As a service quality measurement tool, SERVPERF has gained an increasing level of prominence among marketing theorists. However, despite the apparent usefulness of this performance-onlymeasure of quality in various settings, research is yet to confirm or discount which, if any, of the SERVPERF dimensions are salient in a festival setting. Consequently, it is unknown which specific factors, if any, are predictors of visitor satisfaction and repurchase intent. Results of this study at an Australian Jazz and Blues Festival led to the creation of FESTPERF, a three-factor solution that differed from the generic SERVPERF instrument and did not replicate the SERVQUAL factors. Two of these factors, Professionalism and Environment, predicted visitor satisfaction that may, in turn, lead to repurchase. The third factor, Core Service, did not predict intent by festival goers to revisit. A practical implication of this research is the availability of an event-specific model of service quality for further testing at other types of music festivals (e.g., rock, gospel, or pop, or at other special events.).