Abstract:

This article aims to explore the customers' expectations of theater institutions regarding the experiences value offered to them. Particular attention was given to the marketing activities of theaters, which, in addition to traditional market offerings, further deepen visitors' experience. The survey was conducted on a sample of 798 theatergoers located in 10 major Polish cities. Research showed the strongest significance for products: theater workshops, educational activities, fixed repertoire, artistic performances, and this is due to the desire to escape from everyday life. Research showed no relationship between experiences in the entertainment and education groups. Gender, age, education and residence variables were not found to be significant in the decision to choose the type of experience. The behavioral module was the most frequently perceived activity of theaters from the area of strategic experience modules, according to Schmitt (1999). Combining this with the frequency of theater visits, the highest significance of the sensory module emerged. Modular classification-based activities will make sense when customers come to theater institutions at least once a month or more often. People who visit the theater once every few years do not have the opportunity to deepen their experience or experience something special. Conducted research contributes to discussing the dimensions of customer experience, customer experience planning, and customer experience management.