Customer satisfaction at Summer Sound Festival 2015 : Evaluating festival quality
Hannonen, Linda; Väänänen, Noora (2015)
Lataukset:
Hannonen, Linda
Väänänen, Noora
Haaga-Helia ammattikorkeakoulu
2015
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2015112317278
https://urn.fi/URN:NBN:fi:amk-2015112317278
Tiivistelmä
The thesis was commissioned by an event production company Events 365 Oy. The company focuses on electronic dance music events including the Summer Sound Festival. The Summer Sound festival is a three day EDM festival held at the Helsinki Exhibition and Convention Centre. The commissioner will receive the final report for future developments.
The objective of this research based thesis is to evaluate the festival quality at Summer Sound Festival 2015 through a customer satisfaction research. The purpose is to understand the festivalgoers level of satisfaction based on the perceived quality of the festival quality factors.
The literature review introduces theories about customer satisfaction, festivals, festival management and festival quality. The framework of the research is based on the theory of six festival quality factors (program, staff, ancillary services, facilities, convenience and comfort amenities) by Chen, Lee and Lin (2012). By the commissioner's request three festival quality factors (marketing, availability of information and entertainment) were added to the research. Altogether there were nine festival quality factors.
The research was conducted using a qualitative research approach. The research methods were a focus group discussion and personal interviews. Ten respondents participated in both parts of the research. The focus group discussion was held prior to Summer Sound Festival and the personal interviews during the festival.
The research data was analysed by recording and dividing it according to the nine festival quality factors. The results showed that the festivalgoers are satisfied and that the overall festival quality is good. The most important festival quality factor was the program. The factor that caused most dissatisfaction was facilities. Based on the results, recommenda-tions were focused on improvements towards facilities, convenience, ancillary services and marketing.
The objective of this research based thesis is to evaluate the festival quality at Summer Sound Festival 2015 through a customer satisfaction research. The purpose is to understand the festivalgoers level of satisfaction based on the perceived quality of the festival quality factors.
The literature review introduces theories about customer satisfaction, festivals, festival management and festival quality. The framework of the research is based on the theory of six festival quality factors (program, staff, ancillary services, facilities, convenience and comfort amenities) by Chen, Lee and Lin (2012). By the commissioner's request three festival quality factors (marketing, availability of information and entertainment) were added to the research. Altogether there were nine festival quality factors.
The research was conducted using a qualitative research approach. The research methods were a focus group discussion and personal interviews. Ten respondents participated in both parts of the research. The focus group discussion was held prior to Summer Sound Festival and the personal interviews during the festival.
The research data was analysed by recording and dividing it according to the nine festival quality factors. The results showed that the festivalgoers are satisfied and that the overall festival quality is good. The most important festival quality factor was the program. The factor that caused most dissatisfaction was facilities. Based on the results, recommenda-tions were focused on improvements towards facilities, convenience, ancillary services and marketing.