If the show must go on ..... don't neglect the service!

Article

Hume, Margee, Sullivan Mort, Gillian and Winzar, Hume. 2006. "If the show must go on ..... don't neglect the service!" Journal of Management and World Business Research. 3 (1), pp. 81-119.
Article Title

If the show must go on ..... don't neglect the service!

Article CategoryArticle
AuthorsHume, Margee (Author), Sullivan Mort, Gillian (Author) and Winzar, Hume (Author)
Journal TitleJournal of Management and World Business Research
Journal Citation3 (1), pp. 81-119
Number of Pages20
Year2006
Web Address (URL)http://www.academyofworldbusiness.com/jomawbr.html
Abstract

Recent research into the experiential services has focused on emotion as the key driver of consumption. There has been limited success in identifying the drivers of repurchase for
experiential services. This research aimed to identify the key drivers of repurchase and more clearly identify the role of emotion. Twenty-six in-depth interviews were conducted with consumers interested in the cultural performing arts. The findings identified service experience, price, service quality, venue quality and value as the main drivers. Emotion was a driver for a small segment of highly involved patrons. The comparison standards model was found to be the main predictor of repurchase and experiential aspects were positive but not
critical predictors. Overall perceived service quality was a major driver of repurchase. Implications for management and theory are presented.

Keywordsrepurchase intent; cultural arts
ANZSRC Field of Research 2020369999. Other creative arts and writing not elsewhere classified
350605. Marketing management (incl. strategy and customer relations)
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Byline AffiliationsGriffith University
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