Proceedings of 32nd International Business Research Conference
23 - 25 November, 2015, Rendezvous Hotel, Melbourne, Australia, ISBN: 978-1-922069-89-4
The Role of Art and Culture-Related Involvement on City
Satisfaction and Loyalty
Metin Argan, Mehpare Tokay Argan and Aysegul Kokten
The role of artistic and cultural events on satisfaction and loyalty have received
considerable attention in recent years. Numerous studies have established the link
between involvement, satisfaction and loyalty. The purpose of the study is to reveal
the dimensions of art and culture-related involvement and to analyze the effects of the
involvement on city satisfaction and loyalty. The study involved a quantitative research
methodology employing a questionnaire and convenience sampling with a total
sample of 400 students of a state university within the region of middle of the Turkey.
The questionnaire comprised three parts. The first part contained 15 statements
related to dimensions of art and culture involvement. The items in the first part were
developed and adapted from leisure involvement scales in literature (e.g., Cheng and
Tsaur, 2012; Kyle and Mowen, 2005; McIntyre and Pigram 1992). The scale of
satisfaction was adapted from Oliver (1997) and items in the loyalty scale of the
second part were developed and adapted from literature (Delgado-Ballester &
MunueraAleman, 2001; Johnson, Herrmann, & Huber 2006; Kyle et al., 2004; Odin et
al., 2001). The last part of questionnaire was designed to collect the artistic and
cultural activity participation and demographic characteristics of respondents. The
data were subjected to reliability, validity, confirmatory factor analysis (CFA), and
2
structural equation modeling (SEM) procedures. X /df ratio (2.89) was smaller than
acceptance level. Internal reliabilities of the all involvement factors and dependent
variables (satisfaction and loyalty) were higher than the recommended level of 0,70
(Bagozzi and Yi, 1988; Nunnally, 1978). Fit values of RMSEA (0.069) and SRMR
(0.038) were smaller than accepted value of 0.08. Additionally, the values of IFI CFI,
NFI, NNFI in the CFA and SEM were higher than accepted value of 0.90. The results
of analyzes reveal three valid dimensions for artistic and cultural involvement
(attraction, self-expression and centrality to lifestyle) and indicate significant
relationship among involvement, city satisfaction and loyalty.
Keywords: involvement, artistic involvement, leisure involvement, satisfaction,
involvement.
Track Name: Marketing
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Dr. Metin Argan, Anadolu University, Faculty of Sport Science, Iki Eylul Campus, (26470), Eskisehir /
Turkey, Email: margan@anadolu.edu.tr
Dr. Mehpare Tokay Argan, Bilecik Seyh Edebali University, Bozuyuk Vocational School, Bozuyuk
Bilecik / Turkey, Email: mehpare.argan@bilecik.edu.tr
Aysegul Kokten, Anadolu University, Graduates of Sport Sciences Faculty, Eskisehir / Turkey,
Email: aysgul.90@hotmail.com