Anticipating the show or the social experience? - examining customer-to-customer interaction in the performing arts

Asaad, Yousra, Koenig-Lewis, Nicole ORCID: https://orcid.org/0000-0002-3931-6657 and Palmer, Adrian 2015. Anticipating the show or the social experience? - examining customer-to-customer interaction in the performing arts. Presented at: Academy of Marketing Conference 2015, Limerick, Ireland, 7-9 July 2015.

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Abstract

This study contributes to the services marketing literature by examining the relationship between anticipation and different aspects of the service encounter and their effects on related outcomes, namely positive emotions and WOM. The study hypothesises and tests a model in the context of the performing arts, with structural equation modelling (SEM) analysis providing the methodology to test the model. The study uses a sample of 470 show goers. The results show that: (1) anticipation is a good predictor to both core service and customers’ interaction; (2) both core service and customers’ interaction directly elicit positive emotions of show attendees; moreover, (3) customers’ interaction is the highest predictor of WOM. A number of theoretical and managerial implications are extracted and directions for future research provided.

Item Type:	Conference or Workshop Item (Paper)
Date Type:	Publication
Status:	Published
Schools:	Business (Including Economics)
ISBN:	9781905952649
Related URLs:	Organisation
Last Modified:	03 Nov 2022 10:06
URI:	https://orca.cardiff.ac.uk/id/eprint/106891

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