Assessing formative artscape to predict opera attendees’ loyalty
ISSN: 0955-534X
Article publication date: 30 July 2020
Issue publication date: 7 January 2021
Abstract
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.
Keywords
Acknowledgements
Author contribution statement: Amparo Cervera-Taulet and Berta Tubillejas-Andrés conceived and developed the theory. Berta Tubillejas-Andrés performed the computations and Amparo Cervera-Taulet verified the analytical methods. Haydée Calderón supervized the findings of this work and was in line with the Opera Managers to get support – databases provision –. All authors discussed the results and contributed to the final manuscript.
Citation
Tubillejas-Andrés, B., Cervera-Taulet, A. and Calderon Garcia, H. (2021), "Assessing formative artscape to predict opera attendees’ loyalty", European Business Review, Vol. 33 No. 1. https://doi.org/10.1108/EBR-10-2019-0273
Publisher
:Emerald Publishing Limited
Copyright © 2020, Emerald Publishing Limited