Cosplays, Free hugs and Video Games… Influences of C2C Co- creation on Service Experience in Thematic Events

Elodie Jouny Rivier and Aude Ducroquet ()
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Elodie Jouny Rivier: ESSCA Research Lab - ESSCA - ESSCA – École supérieure des sciences commerciales d'Angers = ESSCA Business School
Aude Ducroquet: GRANEM - Groupe de Recherche Angevin en Economie et Management - UA - Université d'Angers - AGROCAMPUS OUEST - Institut National de l'Horticulture et du Paysage

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Abstract: Thematic events provide value for stakeholders (fans, other visitors, managers, exhibitors etc.) through interactions and exchanges. However little research details how companies can take advantage of the interactions between visitors, as well as the consequences of customer-to-customer value creation on the service experience. To address these issues, two qualitative studies are conducted with managers of three top French thematic events coupled with 53 semi-directive interviews with visitors of the Japan Expo. From a theoretical standpoint, this study provides a better understanding of the C2C co-creation in hedonic service settings with fan communities. As for managerial implications, this article can guide managers in their efforts to improve service experience for thematic events.

Date: 2017-04-25
Note: View the original document on HAL open archive server: https://hal.science/hal-02534117v1
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Published in TTRA Europe Chapter Conference, Apr 2017, angers, France

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