Assessing formative artscape to predict opera attendees’ loyaltyстатья из журнала
Аннотация: Purpose This paper aims to posit servicescape from a multi-dimensional formative approach beyond mere conceptualizations limited to its physical dimensions. An analysis is carried out to predict loyalty behaviours in a cultural service. Design/methodology/approach Partial least square was conducted for testing a third-order aggregate formative construct of servicescape on a sample of 867 opera goers. In addition, the authors carried out a predictive performance assessment of our model. Findings The proposed research model was largely supported by the evidence. Results show that the physical (exterior and interior) and social dimensions (employees’ and attendees’ characteristics and interactions) must be considered together in the artscape, servicescape named in the performing arts services, conceptualization and measurement. An appropriate servicescape can be of vital importance in the perception and subsequent consumer evaluation of the service in terms of loyalty. Research limitations implications Further research is required to extend the analysis of the holistic servicescape. Practical implications Cultural managers are provided in terms of highlighting the importance of managing the artscape in all its dimensions “not only physical but also social – showing its relevance as an antecedent of opera goers” loyalty. Social implications Besides the cultural product itself, designing appropriate artscapes can enhance the experience and post-use behaviour of performing arts attendees. Originality/value The authors make a relevant contribution in the configuration of high-order formative constructs, showing that marketing literature should appraise servicescape from a comprehensive perspective to predict post-consumption behaviour.
Год издания: 2020
Издательство: Emerald Publishing Limited
Источник: European Business Review
Ключевые слова: Customer Service Quality and Loyalty, Consumer Behavior in Brand Consumption and Identification, Consumer Retail Behavior Studies
Открытый доступ: closed
Том: 33
Выпуск: 1