A Study on Customer Utility Based on Differences in Stage Configuration and Ticket Sales Methods

Stage configuration and ticket sales methods are crucial elements that influence the customer experience of live entertainment. This study uses social simulations considering both stage configuration and ticket sales methods for live entertainment and assesses their impact on customer utility. Five stage configurations are examined (rectangular, convex, two-stage, three-stage, and circular configurations), with each seat’s value defined and calculated as the seat utility value. Based on these values, simulations are conducted for three ticket sales methods (uniform pricing, multi-seat pricing, and auction sales). The results show that the circular stage configuration is the optimal layout for maximizing customer utility across all three sales methods, while the frequently used rectangular stage configuration has the lowest provided value. Additionally, the combination of the convex stage configuration with ticket sales considering agents’ winning history and the two-stage configuration with auction sales are both effective and suitable.