Theatre Marketing – Analysis of Customers’ Satisfaction

MOST IMPORTANT RESULTS The study has identified that the general major source of dissatisfaction with Croatian National Theatre in Osijek (HNK Osijek) are repertoire and the different experience offered. These are the dimensions HNK Osijek should focus its efforts on. Also, this study confirms that HNK Osijek customers’ perception of importance of different elements that create its marketing profile and their satisfaction with those differ with respect to age and theatre attendance frequency. The most critical segment in terms of satisfaction are the senior occasional visitors, where the discrepancies between the expectations and experiences are highest in general.