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Special Aspects of Customer Experience of Russian Music Festival

Student: Ekaterina Tupikina

Supervisor: Tatiana Vetrova

Faculty: Graduate School of Business

Educational Programme: Marketing (Master)

Year of Graduation: 2016

Multi-day music open air festivals outside the city were investigated as at the point of the customer experience . The tasks set at the beginning of the work, were successfully implemented. The basic model from which repels the study, is a system of four elements: • The musical experience; • Social experience; • Festival experience; • Escape. The following were formulated as working hypotheses: H1a. There is a significant positive relationship between musical experiences from the festival and the satisfaction of visitors; H1b. There is a significant positive relationship between social experiences from the festival and the satisfaction of visitors; H1c. There is a significant positive relationship between the festival experience gained at the festival and the satisfaction of visitors; H1d. There is a significant positive relationship between the sense of escape from everyday life, experienced at the festival and the satisfaction of visitors; To test these hypotheses research methodology was developed, consisting of three blocks: 1. Qualitative research: in-depth interviews with experts, organizers of music festivals; 2. Qualitative research: in-depth interviews with regulars; 3. Quantitative research: a survey of visitors of music festivals.

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