Looking forward: anticipation enhances service experiences

Abstract

Purpose

This paper aims to explore the nature and relationships among the dimensions that constitute expectations, anticipation and post-experience assessment of cultural events, before and after an aesthetic experience, namely, a live Norwegian opera or ballet performance.

Design/methodology/approach

A triangulation approach is used to combine qualitative and quantitative analyses. Quantitative data collection was conducted at the site before and after a performance experience.

Findings

Expectations, anticipation and post-experience assessment are found to be multi-dimensional. Expectations and anticipation are identified as distinct constructs. Three dimensions of expectations of quality are extrinsic cues: building and functional attributes, available services and level of employee service. In addition, two dimensions of pre-experience anticipation are identified: anticipation of information gathering activities and anticipation of the event. Post-experience assessment has two dimensions: satisfaction and pride in the building. Two post-experience associations are enthusiasm and inclusiveness. Anticipation of the event and enthusiasm, not expectations, are found to be predictors of satisfaction.

Research limitations/implications

An understanding of the role of anticipation in consumer engagement and satisfaction with aesthetic experiences could be broadened and enriched by studies that include other service or arts disciplines and within a more complex model of consumer engagement.

Originality/value

Anticipation is a significant pre-experience phenomenon. Enthusiasm is identified as a post-experience association.

Citation

Polegato, R. and Bjerke, R. (2019), "Looking forward: anticipation enhances service experiences", Journal of Services Marketing, Vol. 33 No. 2, pp. 148-159. https://doi.org/10.1108/JSM-02-2018-0064