Recently there has been many researches of performing arts, the concepts of performance products or mechanism have been gradually established. However, compared to the research of public performance itself, the research of its consumer still stays on the basic stage and it is difficult to apply to the business. Therefore the needs of the related research has continued being insisted among the staffs. This study raises points that the recent performance business still focuses on providers. Moreover it notices the urgent needs of the consumer orientation strategies and the changes of marketing in the performance business. Therefore it needs to understand the performance consumers and to research how they can be satisfied with the performance according to their types. This dissertation, thus, is to find out the evaluation method of theatre service qualities and the relations between the theatre service qualities by size and customer satisfactions to suit for the customer oriented marketing paradigm, and to present a suggestion that requires for establishment of service marketing strategies for theatre, the place for performing arts.

• 조인희 | Cho, In-Hee
• 정경희 | Jung, Kyung-Hee