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

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.