Building Satisfaction and Loyalty During a Musical Benefit Event: A Consumer-Based Approach

Jeanne Albouy (), Jean-Philippe Galan () and Laurent Maubisson ()
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Jeanne Albouy: LGCO - Laboratoire Gouvernance et Contrôle Organisationnel - UT3 - Université Toulouse III - Paul Sabatier - UT - Université de Toulouse, ESC PAU - Ecole Supérieure de Commerce, Pau Business School
Jean-Philippe Galan: IRGO - Institut de Recherche en Gestion des Organisations - UB - Université de Bordeaux - Institut d'Administration des Entreprises (IAE) - Bordeaux
Laurent Maubisson: UT - Université de Tours

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Abstract: This research addresses the respective importance of the charitable, experiential, and service-based dimensions associated with benefit concerts. Through a consumer-based approach, we examine the effects of three antecedents (charitable scope, immersion, and quality of service) on satisfaction and behavioral outcomes (loyalty and positive word-of-mouth). Data collected on site immediately after a charity concert are analyzed with structural equation modeling. The state of immersion and the event's charitable scope enhance the overall satisfaction, which, in turn, fosters the behavioral outcomes. Direct effects are identified; satisfaction is influenced more by immersion, whereas behavioral outcomes depend more on charitable scope. The type of initial motivation moderates the findings: The quality of service enhances satisfaction only among attendees with other-focused motivation, immersion improves satisfaction if the motivation is self-focused, and charitable scope remains an important factor of satisfaction regardless of the type of motivation.

Date: 2019-12
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Citations: View citations in EconPapers (1)

Published in Nonprofit and Voluntary Sector Quarterly, 2019, 48 (6), pp.1250-1271. ⟨10.1177/0899764019843341⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02499589

DOI: 10.1177/0899764019843341

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