Is value co-created in the cultural industry?

Abstract

A number of studies in the marketing literature have focused on the customer perceived value but these did not pay attention to investigate the cultural services. The main objective of our exploratory research is to reveal the relationship between the perceived value and the purchase and the consumption of the cultural services. First, we study the concept of the perceived value evaluating two approaches to the conceptualization of the perceived value. We follow the approach of the multi-item measures for the development of the customer perceived value. In order to respect this methodology we carried out a qualitative study (six mini focus groups) and a survey were conducted among young cultural users in a Hungarian Region. The most important conclusions of our quantitative study are that the customers have a global evaluation of the perceived value of the cultural services, and the functional aspect appears clearly against the emotional and social ones. We found that functional and emotional dimensions of the cultural services have positive effect on the consumers’ global perceived value. We delineate the further research for the examination of value and the deeper analyses of creation value that based on co-creation value according to service dominant logic. Finally, we formulate conclusions.