STAGING QUALITY: AN INQUIRY INTO THE PRODUCT STANDARDS OF THE BHRAMYOMAN THEATRE INDUSTRY IN ASSAM
DOI:
https://doi.org/10.29121/shodhkosh.v7.i8s.2026.7610Keywords:
Performing Arts, Service Quality, ARTQUAL, Perceived Value, Audience ExperienceAbstract [English]
Performing arts industry, especially theatre, has become a service based and experience based industry as opposed to a strictly cultural activity with the need to have a systematic knowledge of quality and value creation. The current study elaborates on a conceptual framework that will be used to analyse product quality in performing arts and assimilate the viewpoints of Service Quality Theory, Experience Economy and Arts Marketing. Based on the ARTQUAL model, the research defines the major dimensions of service quality tangibles, reliability, responsiveness, assurance, empathy, artistic performance and emotional impact and discusses their impact on the perceptions of the audiences. The framework suggests the mediating construct of perceived value between the service quality dimensions and the dimensions of key behavioural outcomes, such as audience satisfaction, revisit intention, and word-of-mouth. The research also notes the importance of emotional involvement and responsiveness as the dominant factors in audience experience as well as pinpointing gaps between audience expectation and current marketing aspects in the traditional theatre contexts. The study is also valuable to the literature by providing an integrated and audience-focused model that can be used to expand the service quality models to the performing arts setting and serves as a basis to which the study can be empirically validated in the future. This research has significant implications to theatre practitioners in the improvement of the quality of experiences, better audience participation, and sustainability over the long-term in a competitive entertainment market.
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Copyright (c) 2026 Panchamrita Sarma, Dr. Samannoy Baruah
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