Commitment as a Mediator Variable Used to Predict Future Service Consumption Intentions: An Empirical Approach to Consumers of Performing Arts in Spain

The aim of this research project is to gain some insight into the relationships between the following variables: Satisfaction, Commitment, Trust, and Future Purchasing Intentions. In order to achieve this aim, a Model for the Management of Service Sector Customer Relations is proposed, and this Model shows that the most important variable for achieving positive results in terms of future attendance intentions amongst consumers is Commitment.This empirical work focuses on the services sector, specifically on the field of performing arts. In order to carry out the analyses, 1005 performing art consumers were interviewed at the entrances or exits to shows. 150 public and private theatres from throughout the whole of Spain have collaborated in the project.