Audience frequency and loyalty
Is customer retention the same as loyalty? What are the positive factors that affect loyalty? Heather Maitland finds out what the research says about audience frequency and loyalty.
Someone could have a fabulous time at the pantomime every year and feel a bond with the organisation; or they could be dragged along once a year to celebrate their partner’s birthday and feel a strong sense of resentment. In terms of ticket buying behaviour, they look the same – frequency, longevity and loyalty are not necessarily related. Why?