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首页> 外文期刊>European Management Review >Relationship value benefits of membership programs, heterogeneous stakeholders and museum impact beyond fees
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Relationship value benefits of membership programs, heterogeneous stakeholders and museum impact beyond fees

机译：会员计划，异构利益相关者和博物馆的关系价值效益超越费用

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In times of decreasing public funding, cultural institutions such as museums increasingly develop new stakeholder management practices to build a different or more diversified support base. Recently, membership programs have especially been gaining popularity. In this paper, we adopt a relationship value approach to study the poorly understood behaviors of members that can benefit museums beyond membership fees. In particular, we focus on the extent to which membership level and the perceived prestige of the museum drive value co-creation through prestige leveraging. We study this by using a sample of 430 members and non-members of the Hermitage Museum in Amsterdam. We find that membership level is positively related with cross-buying behavior at the museum store and restaurant, and recommending the museum. In addition, these value creating behaviors are mediated by members leveraging the museum's prestige in their social environment. In contrast, we find a negative relationship between membership level and recruiting new members into the program, which could be explained by status dilution effects.
机译：在减少公共资金的时候，博物馆等文化机构越来越多地制定新的利益相关方管理惯例，以建立一个不同或更多样化的支持基地。最近，会员计划尤其是受欢迎。在本文中，我们采用了一种关系价值方法来研究可以使博物馆超出会员费用的成员不善的行为。特别是，我们专注于博物馆级别和博物馆驱动价值共同创造的程度，通过声望利用杠杆制作。我们通过使用阿姆斯特丹的430名成员和非成员的一个项目和非成员来研究这一点。我们发现会员级别与博物馆商店和餐厅的交叉购买行为正相关，并推荐博物馆。此外，这些价值创造行为是由利用博物馆在社会环境中的威望的成员调解的。相比之下，我们在会员层面和招募新成员之间的负面关系，可以通过状态稀释效应来解释。

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