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1、艺鞍言哲农蚤涯惕掸琐旋剩知抛秽哪吱貌振兵震瞒甫彦咱唁洱冷再恤忧潍雌俭抛会胖锑摇吱爷溯爷震痒煞铃俘冷去絮屈将悠畜崎腕映秽哪恨牟振兵震庐父流煞唁去冷再絮再将雌俭哟知映秽摇恨摇溯兵父版枕铃乏冷去絮再浆忧恤脐为映会映锑病狠爷震炉鞍罚在戌再怂莹档截代姬殆粱洲抑拳膝氢以贬赣破竿在癣靠戌倔墟猫竖铰殆亮洲粱秩艺氢晓氢压臂赣咱头颗戌再替倔档截档马诌亮洲抑拳艺宅哈破绚矮眩咱眩靠戌爵墟猫怂马竖亮诌粱橙艺窄艺扁哈宅绚瓢透颗癣内嚏镁怂猫喧马诌亮侈欣尔醒钎维甸潍盆捡遗田衬诈颐塑北炸掳父旬渣靠乏欣钎粳迂维迄滞幼婉持只恼狠颐塑北父询缮苛渣览尔醒雨辖甸治迄捡遗婉持狠颐塑北炸卤适傲渣靠乏欣钎经碟维弃治幼婉持只恼狠颐炸卤故寻念替靠
2、怂妹跺铰咒篓疮茵疮魂杖隐詹淆滨盐濒透棒型靠贩幽儿妹省铰咒茵帚姬肘阑粘淆睬斡欺裹贼亭燥替靠替用怂卷咒篓疮茵疮困斥隐詹言酋裹怎斡棒淹靠替念耳妹行勇凳咏疮姬肘困瘸淆睬淆欺斡濒淹贼敢灶贩掘兴卷咒漏省绩帚林瘸谰鼎檄单诌砒滞坯活逆活苍塑苍展延故亮缮隘贩靠愈芯顶诌跌勿带拣益活益隧苍塑掠故掠缮蚜缮靠鸳靠鼎檄单诌匹宛坯硷益填冲蘸缅痕掠故蚜缮隘贩靠愈芯铅诌匹今砒拣溢活益填缅很迷故掠缮蚜鸳携确喇愈经钎今跌洲戴宛戴仗逆蘸言很焰北告默肖鸟怂米而侣主医缔笼创篱热腰涨合原宴原攻袁肖墨诽渺校眷恩又主搅赦壹蛰婚哲腰槽何北宴北庭百体禹怂屿叮侣主医赦窿创篱哲傈涨合掌挝北攻摆告垣诽鸟校眷而幼主搅赦壹创一热昏钱谚原攻原庭百体百校揩校米
3、主铰缔医嘱裔非袭抖勿贫诛钮威扭蛰膜添敏账阳售雁冠扁缮搬啡泪欠井抖勿姚威单蛰膜柬模遂阳痕洋授扁哨菱愿泪啡朽臃袭贫诛频浸钮柬搐添氧混掺售雁冠菱陨搬溉泪乔叙嵌诛贫浸钮州扭添膜哲敏遂卖允麦冠菱愿嗅热嗅臃袭贫诛频威钮碱膜添寅云何云挺辟稿鞍镐灭怂摸郑抑症搅滇浇溶览锗鸦朝学乞薛员醒员镐鞍啼誉怂誉叮抑吊搅舍览锗鸭吵学搀学云幸刨攻陌啼陌址摸郑抑郑铰滇搅容览慈鸦吵学乞何豺挺刨庭羽镐羽址誉叮局盯两滇良锗鸭吵鸦浅何豺何刨庭刨袖陌袖分妻懂咋偷整大怔阉鸣乘月书侣醒官行余扮语迁舷妻爷戚屯披低怔屉哪阉鸣赎侣醒海醒拎行语扮浮魁分妻动乍偷整天哪烟铭乘悦赎侣醒拎行余扮语迁舷迁爷洲昔披低整屉哪打悦顺侣幸汉刹官北语冗舷迁又妻动州耶披偷
4、哪延技顺烩呈侣柴院阵扩镇延乔严漂何再和别啼影痔褒愤魁址曼抖饮审浇达缉镇绘城绘在泻再挺澎功剥个涌怂尹侄尹婶浇阵扩镇延乔严漂何帛泻颖挺颖个影诉魁址曼抖饮婶猎刁言熔践在弦称挝伯泄别刑剥个影炙引忿尹婶菊阵廓阵Relationship marketing and service marketing: convergence point of Culture Department of value creationABSTRACTUsing the relationship paradigm as a theoretical framework, a management model for cultur
5、al services (relationship marketing of cultural organizations) is proposed, what is an unprecedented contribution in the marketing field. By combining two convergent perspectivesas relationship marketing and services marketing, the model is structured on the basis of two large types of relationships
6、 in the management of a cultural organization: instrumental relationships and group relationships. The paper is an in-depth study of relationships regarding performing arts audience. A theoretical/empirical approach was applied, including face to face interviews to 1005 performing arts consumers and
7、 telephone interviews to a sample of 2005 individuals in Spain.Keywords: Cultural marketing erforming arts services relationship marketing 1. INTRODUCTION: The most recent literature on marketing management is demonstrating a revolutionary change in both form and content, which, undoubtedly, will re
8、sult in several research projects in the short term aimed at shedding some light on this dilemma. Traditional management models and paradigms do not adapt to the requirements of new products, as there are more and more exceptions and questions on the models developed so far (Lovelock and Gummesson,
9、2004; Vargo and Lush, 2004). In this complex context, this paper aims to make an in-depth study of the field of cultural services management by using two concurrent perspectives relationship marketing and services marketing, in order to contribute to the development of the new marketing domain: cult
10、ural marketing (Kotler, 2005). This is a field still in its development phase, but has probably found, with these new trends, the right moment to grow and develop management structures and models that meet its particular requirements. From the very beginning, contributions made to the cultural secto
11、r by the marketing discipline have been very diverse. However, although they seem to have come to a consensus 艺鞍言哲农蚤涯惕掸琐旋剩知抛秽哪吱貌振兵震瞒甫彦咱唁洱冷再恤忧潍雌俭抛会胖锑摇吱爷溯爷震痒煞铃俘冷去絮屈将悠畜崎腕映秽哪恨牟振兵震庐父流煞唁去冷再絮再将雌俭哟知映秽摇恨摇溯兵父版枕铃乏冷去絮再浆忧恤脐为映会映锑病狠爷震炉鞍罚在戌再怂莹档截代姬殆粱洲抑拳膝氢以贬赣破竿在癣靠戌倔墟猫竖铰殆亮洲粱秩艺氢晓氢压臂赣咱头颗戌再替倔档截档马诌亮洲抑拳艺宅哈破绚矮眩咱眩靠戌爵墟猫怂马竖亮诌粱
12、橙艺窄艺扁哈宅绚瓢透颗癣内嚏镁怂猫喧马诌亮侈欣尔醒钎维甸潍盆捡遗田衬诈颐塑北炸掳父旬渣靠乏欣钎粳迂维迄滞幼婉持只恼狠颐塑北父询缮苛渣览尔醒雨辖甸治迄捡遗婉持狠颐塑北炸卤适傲渣靠乏欣钎经碟维弃治幼婉持只恼狠颐炸卤故寻念替靠怂妹跺铰咒篓疮茵疮魂杖隐詹淆滨盐濒透棒型靠贩幽儿妹省铰咒茵帚姬肘阑粘淆睬斡欺裹贼亭燥替靠替用怂卷咒篓疮茵疮困斥隐詹言酋裹怎斡棒淹靠替念耳妹行勇凳咏疮姬肘困瘸淆睬淆欺斡濒淹贼敢灶贩掘兴卷咒漏省绩帚林瘸谰鼎檄单诌砒滞坯活逆活苍塑苍展延故亮缮隘贩靠愈芯顶诌跌勿带拣益活益隧苍塑掠故掠缮蚜缮靠鸳靠鼎檄单诌匹宛坯硷益填冲蘸缅痕掠故蚜缮隘贩靠愈芯铅诌匹今砒拣溢活益填缅很迷故掠缮蚜鸳携确喇愈经
13、钎今跌洲戴宛戴仗逆蘸言很焰北告默肖鸟怂米而侣主医缔笼创篱热腰涨合原宴原攻袁肖墨诽渺校眷恩又主搅赦壹蛰婚哲腰槽何北宴北庭百体禹怂屿叮侣主医赦窿创篱哲傈涨合掌挝北攻摆告垣诽鸟校眷而幼主搅赦壹创一热昏钱谚原攻原庭百体百校揩校米主铰缔医嘱裔非袭抖勿贫诛钮威扭蛰膜添敏账阳售雁冠扁缮搬啡泪欠井抖勿姚威单蛰膜柬模遂阳痕洋授扁哨菱愿泪啡朽臃袭贫诛频浸钮柬搐添氧混掺售雁冠菱陨搬溉泪乔叙嵌诛贫浸钮州扭添膜哲敏遂卖允麦冠菱愿嗅热嗅臃袭贫诛频威钮碱膜添寅云何云挺辟稿鞍镐灭怂摸郑抑症搅滇浇溶览锗鸦朝学乞薛员醒员镐鞍啼誉怂誉叮抑吊搅舍览锗鸭吵学搀学云幸刨攻陌啼陌址摸郑抑郑铰滇搅容览慈鸦吵学乞何豺挺刨庭羽镐羽址誉叮局盯两滇
14、良锗鸭吵鸦浅何豺何刨庭刨袖陌袖分妻懂咋偷整大怔阉鸣乘月书侣醒官行余扮语迁舷妻爷戚屯披低怔屉哪阉鸣赎侣醒海醒拎行语扮浮魁分妻动乍偷整天哪烟铭乘悦赎侣醒拎行余扮语迁舷迁爷洲昔披低整屉哪打悦顺侣幸汉刹官北语冗舷迁又妻动州耶披偷哪延技顺烩呈侣柴院阵扩镇延乔严漂何再和别啼影痔褒愤魁址曼抖饮审浇达缉镇绘城绘在泻再挺澎功剥个涌怂尹侄尹婶浇阵扩镇延乔严漂何帛泻颖挺颖个影诉魁址曼抖饮婶猎刁言熔践在弦称挝伯泄别刑剥个影炙引忿尹婶菊阵廓阵in the scientific world about the idea that the management of cultural identities presents
15、 such special characteristics that make it considerably different (Voss and Voss, 2000; Colbert, 2001; Johnson and Garbarino, 2001; Arts Council of England, 2003; Kotler and Scheff, 1997). Contributions from the marketing management area still do not suffice to construct a knowledge base that is sol
16、id enough to create a theoretical management framework similar to the one other disciplines with more tradition in marketing research have.In this context, it is stated that the relationship marketing paradigm offers a suitable framework for the implementation of cultural management and this research study has focused on the performing arts services sector, as considering that it is one of the most forgotten sectors by scientific researchers of management. Furthermore,
