An Extensive Assessment of Factors Driving Theatre Audience Loyalty and Engagement

Background: Theatre audience loyalty is vital to growing appreciation rates and overall consumer satisfaction. This research aims at discovering and understanding the relationship between TEE, PPV, and APQ, TSAT, AL and RTV. The goal of this study is to evaluate theatre audience behaviours and the factors that affect their propensity to revisit the theatre again. In order to look at the relationships between TEE, PPV, APQ, TSAT, AL, and RTV, the study used CB-SEM. To compare high and low groups of TEE, PPV and APQ Mann-Whitney U Test was used; Chi-Square test was utilized to cross-tabulate two variables. Questionnaires were completed by 550 theatre audience respondents, and variables were assessed by a 5-point Likert scale. CB-SEM analysis also showed that TEE has a positive impact on RTV (β= 0.045) and PPV (β= 0.038), whereas, APQ has the least impact (β= 0.015). Analysis indicated that TSAT and AL, respectively, moderated the relationships between PPV and RTV (r = 0.22) and TEE and RTV (r = 0.31). Mann-Whitney U Tests confirmed the significant relationships for TEE and PPV but not for APQ. Chi-Square Tests exposed that there was a considerable relationship among TEE and RTV [χ² = 7.89, p = 0.005] as well as between PPV and RTV [χ² = 5.67, p = 0.017]. Findings of the study show that TEE and PPV are core determinants of RTV, with TSAT and AL being strong intermediaries. Thus, emphasize that APQ does not have a sufficient or significant effect on RTV. Thus, these findings are useful for increasing theatre audience loyalty and engagement.