The effect of the perceived value of cultural services on the quality of life

• Ida Ercsey ^[1] ; László Józsa ^[1]
  1. [1] Széchenyi István University

     Széchenyi István University

     Hungría

     
• Localización: International review on public and nonprofit marketing: official publication of the International Association on Public and Nonprofit Marketing, ISSN 1865-1984, Vol. 13, Nº. 1, 2016, págs. 15-36
• Idioma: inglés
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• Resumen

  • In international and especially in Hungarian marketing literature, a few pieces of research deal with analysis of the relationship between the subjective quality of life and the services. The objective of this article is to explore, what the role of the perceived value of cultural activities play in the evaluation of the young people’ quality of life. First, we look over the quality of life studies in the cultural industry. Next, we study the perceived value comparing two main approaches to the conceptualisation of this framework. Based on the scales of previous studies and our results of the exploratory phase (small-group interviews, and pilot study) we developed the initial scales for measurement of the subjective quality of life (QOL) and the perceived value of cultural activities. We conducted a survey to test our hypotheses. The target population of our research is consumers who participated in cultural activities between 14 and 30 ages in one Hungarian region. Our results show that perceived value of cultural services has three different dimensions: functional (quality and price of cultural service, installation of cultural provider, and personnel expertise), emotional and social ones. We found that the functional dimension of cultural services has positive effect on the consumers’ global QOL. Besides, the emotional and social values of cultural services contribute to the higher perception of the family and friend relationships among young users. Finally, we discuss our results, managerial implications, and formulate limitations of our empirical research and further research.