liciesisthattheyhaveto
bepla
edtaki
gasarefere
cethecreatio
ofvalueforcustomersa
dforeveryo
eofthe
age
tsi
volvedi
theproductio
processoftheculturalservices
bGrouprelatio
shipstheseco
dofthecategoriesisrelatedtotheide
tificatio
a
d
pla
i
gprocessofrelatio
shipswithcollectivesorage
tsofi
terestastheperformi
garts
audie
ceeducatio
alce
trespublicorga
izatio
scompetitio
suppliers
o
public
orga
izatio
sa
di
ter
alrelatio
ships
Fromthispoi
tofviewgrouprelatio
shipsa
di
strume
talrelatio
shipsare
u
derstoodasdiffere
ti
aturebuttheyco
vergei
strategyi
otherwordswhilstsome
ofthemrequireskillsco
ectedwiththema
ageme
tofrelatio
shipswithcollectivesothers
requireadiffere
tki
dofskillsmorevisibleforthecustomera
dco
ectedwith
decisio
maki
gi
specificaspectssuchas
programmedesig
i
gproductticket
salesdistributio
showvaluepriceorco
veyi
gthei
formatio
tothemarket
commu
icatio

Howeverthema
ageme
tofbothgroupshastoco
vergei
obtai
edresultsatthee
d
I
otherwordsthatistosaythateveryo
eofthecollectiveshastohaveitsexpectatio
smet
i
thesedecisio
s
f4CONCLUSIONS
Theaimofthisstudywastoco
tributetothedevelopme
ta
dimpleme
tatio
ofrelatio
shipmarketi
gservicesmarketi
ga
dculturalmarketi
gi
aspecificareatheperformi
gartssector
Theprocessofselecti
ga
dpla
i
gtherelatio
shipssuggestedbytherelatio
shipmarketi
gparadigmhase
abledtodevelopatheoreticalmodelfororga
izatio
sofperformi
gartsservicesi
whichtwotypesofrelatio
shipgroupsareide
tifiedi
strume
talrelatio
shipsa
dgrouprelatio
shipsI
strume
talrelatio
shipsi
cludeproductpricedistributio
a
dcommu
icatio
relatio
shipsi
themodelwiththeparticularfeatureofthefactthattheirdesig
hastobedepe
de
to
thea
alysisoftheeffectstheymayhaveforeveryo
eofthei
terestgroupsWithregardtogrouprelatio
shipsseve
collectiveshavebee
ide
tifiedperformi
gartsaudie
ceeducatio
alce
trespublicorga
izatio
scompetitio
suppliersotherorga
izatio
sa
di
ter
alrelatio
shipsEveryo
eofthemiscapableofcreati
ga
dreceivi
gvaluei
theirrelatio
shipsa
dthereforetheyhavetobei
cludedi
orga
izatio
s’pla
i
gprocessi
ordertoimpleme
twi
wi
strategies
I
theareaofrelatio
shipma
ageme
twiththeperformi
gartsaudie
ceaclassificatio
oftheaudie
cehasbee
proposedo
thebasisofrelatio
shipcriteriawhichhase
abledtwoimporta
tphasestobeide
tifiedi
therete
tio
processwithculturalcustomerstheattractio
phasea
dtherete
tio
phasewhoseprimaryobjectiveistofosterrelatio
swiththecustomeru
tilthehighestpossiblelevelofrelatio
shipwiththeorga
izatio
isobtai
ed
Theempiricalco
tributio
hasservedtocorroboratether