Het belang van bestaande bezoekers: Een onderzoek naar ... - Nhtv
Het belang van bestaande bezoekers: Een onderzoek naar ... - Nhtv
Het belang van bestaande bezoekers: Een onderzoek naar ... - Nhtv
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<strong>Het</strong> <strong>belang</strong> <strong>van</strong> <strong>bestaande</strong> <strong>bezoekers</strong>: een <strong>onderzoek</strong> <strong>naar</strong> klantloyaliteit in de theaterbranche<br />
Inhoudsopgave<br />
LIJST VAN TABELLEN EN FIGUREN ............................................................................................................................7<br />
INLEIDING ..............................................................................................................................................................................8<br />
HOOFDSTUK 1 ONDERZOEKSOPZET...........................................................................................................................9<br />
1.1 ACHTERGROND EN AANLEIDING .............................................................................................................................9<br />
1.2 HET PROBLEEM .......................................................................................................................................................9<br />
1.3 DE ONDERZOEKSDOELSTELLING...........................................................................................................................10<br />
1.4 HOOFDVRAAG EN ONDERZOEKSVRAGEN ..............................................................................................................11<br />
1.5 WERKWIJZE EN METHODIEK .................................................................................................................................11<br />
1.6 AFBAKENING.........................................................................................................................................................12<br />
1.7 BETROUWBAARHEID EN VALIDITEIT.....................................................................................................................13<br />
1.8 RELEVANTIE..........................................................................................................................................................14<br />
HOOFDSTUK 2 LOYALITEIT..........................................................................................................................................15<br />
2.1 WAT IS LOYALITEIT...............................................................................................................................................15<br />
2.2 SUCCES- EN FAALFACTOREN VOOR KLANTLOYALITEIT........................................................................................16<br />
2.3 LOYALITEITSPROGRAMMA’S.................................................................................................................................17<br />
2.4 EFFECTIVITEIT VAN KLANTLOYALITEIT................................................................................................................19<br />
HOOFDSTUK 3 DE THEATERBRANCHE....................................................................................................................24<br />
3.1 THEATERAANBOD IN NEDERLAND........................................................................................................................24<br />
3.2 ONTWIKKELINGEN IN DE THEATERBRANCHE........................................................................................................25<br />
3.3 MARKETING IN DE THEATERBRANCHE..................................................................................................................28<br />
3.4 BEZOEKERS ...........................................................................................................................................................30<br />
HOOFDSTUK 4 RESULTATEN........................................................................................................................................31<br />
4.1 THEATERBRANCHE................................................................................................................................................31<br />
4.2 HERHALINGSGEDRAG............................................................................................................................................31<br />
4.3 FACTOREN VAN INVLOED OP LOYALITEIT.............................................................................................................32<br />
4.4 BELEVING EN EMOTIE ...........................................................................................................................................38<br />
4.5 MARKETING EN PUBLICITEIT.................................................................................................................................40<br />
4.6 PROGRAMMA’S EN ACTIES ....................................................................................................................................45<br />
4.7 RESULTAATMETINGEN ..........................................................................................................................................51<br />
HOOFDSTUK 5 CONCLUSIES.........................................................................................................................................54<br />
5.1 FACTOREN VAN INVLOED OP KLANTENLOYALITEIT..............................................................................................54<br />
5.2 THEATERMARKETING............................................................................................................................................55<br />
5.3 PROGRAMMA´S EN ACTIES ....................................................................................................................................56<br />
5.4 EFFECTIVITEIT VAN LOYALITEITSPROGRAMMA´S.................................................................................................57<br />
5.5 RANDVOORWAARDEN...........................................................................................................................................58<br />
5.6 HERHALINGSGEDRAG BINNEN DE THEATERBRANCHE ..........................................................................................59<br />
5.7 VERHOGEN VAN BINDING, EMOTIE EN BETROKKENHEID ......................................................................................59<br />
HOOFDSTUK 6 AANBEVELINGEN ...............................................................................................................................60<br />
6.1 BEVORDEREN VAN HERHALINGSGEDRAG .............................................................................................................60<br />
6.2 BEVORDEREN VAN BINDING EN EMOTIE................................................................................................................63<br />
6.4 AANTREKKEN VAN NIEUWE KLANTEN ..................................................................................................................65<br />
TERUGBLIK..........................................................................................................................................................................67<br />
LITERATUURLIJST ...........................................................................................................................................................70<br />
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