| Summary: | Events, specifically festivals, have experienced significant growth in South Africa over the past
ten years in size, numbers, diversity and popularity (Van Zyl, 2011). Arts festivals have become
a feature in the South African cultural landscape and long term success and sustainability of
these events rely on the emphasis of service quality, thereby highlighting sustainability of
festivals and events. The questionnaire, based on the SERVQUAL model and an adaption of
the Grönroos model was used to identify service perceptions and expectations of service quality
at Innibos National Arts Festival in Mbombela, South Africa. The data were collected in two
phases, the first prior to the festival to measure attendee’s expectations, and the second after
the festival to measure the attendee’s experience of service quality at the festival . The
statistical analysis was performed on a construct level as well as an individual variable level.
This study aimed at quantifying the gap between attendee’s expectations and perceptions of
service quality and overall customer satisfaction.
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