Oczekiwania widzów teatrów wobec wartości dla klienta – wybrane wyniki badań
Expectations of Viewers Theaters to Customer Value – Selected research results

Summary/Abstract: The aim of this article is to present expectations of Polish customers to theaters offered to the areas of customer benefits, offer service providers the stage and communication habits related to obtaining information about leisure time. These expectations are shaped by past experience associated with the use of the services of theatres and other cultural institutions. The basis of empirical studies are the preliminary results of research carried out in 2016 among Polish viewers in the theater institutions as part of a research project conducted at the Faculty of Management, University of Lodz, Department of Marketing. The results of the research have been developed for research sample numbering 496 units each of 16 the major cultural centers in Poland (Krakow, Wroclaw, Szczecin, Rzeszow).

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