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

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... [ view full 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.