The Empirical Analysis of Customer Satisfaction: a Study of Russian Music Festivals Attendees

This final qualifying paper proposes the issue of customer satisfaction in the music industry, specifically in the industry of music festivals. The largest festivals that organised in different cities of Russia were analyzed. The research in this paper is based on the questionnaire survey. The following objectives were stated: to analyze the theoretical concepts related to the topic; to analyze all the available information related to the music industry in Russia (particularly the concert industry); to conduct the survey among the music festivals attendees in order to identify the factors that influence on their satisfaction level; to analyze the data using IBM SPSS Statistics and Microsoft Excel; to form the mathematical model describing the correlation between the attributes of the festival and the level of visitor’s satisfaction; to develop some practical recommendations for the music festival organizers. The following methods were used: analysis of the academic literature related to the topic, analysis of the available statistics and the sources of the Internet; conducting the survey and data analysis. The survey was conducted among the sample of 266 respondents. The level of satisfaction was calculated according to the Fischbein model of customer behavior. 15 attributes were analyzed along with the net promoter score. In result, the econometric model describing the influence of different factors on the satisfactory level was developed. In order to reduce the number of the variables the factor analysis in the IBM SPSS Statistics was used. The multiple linear regression model was used to reveal the relationship between a scalar dependent variable (the satisfactory level) and the explanatory variables (the factors received as the result of the factor analysis). In addition, some recommendations were provided. To sum up, the main goal and objectives of the paper were successfully achieved.