Event Qualities and Attendees Satisfaction

CHAPTER 01: INTRODUCTION

Outline of the Study

The first chapter provides an introduction to the topic including the purpose and significance of the study. The second chapter presents a review of relevant literature, highlighting the previous research carried out in this field. The third chapter covers the methodology for this study. The analysis of findings and discussion will be presented in the fourth chapter. The fifth chapter will conclude the study, providing implications and useful recommendations for further research.

Background of the Study

Creating value and meaning for consumers is at the core of contemporary marketing, allowing for experiences that make products, services, or brands an integral part of consumers' lives. Recent research demonstrates the efficacy of brand communities in serving consumer experiences as well as reaching marketer goals, and many investigations have been undertaken to understand the social networks of brand users. Repeatedly, research shows that social interaction among brand admirers is beneficial for both community members (e.g., positive self-esteem) and the focal brand (e.g., loyal customers, participation in product development). In addition to brand communities, consumer research reports that there are other consumption-oriented communities, referred to as non-brand-focused communities. These communities do not emerge around an admired brand, but around other focal objects such as sport and music. Yet non-brand-focused communities are relevant to business, because there are companies that foster the community's cohesion or provide the basis for the execution of joint rituals (e.g., festival organizers, sport-event providers. It is especially collective hedonic services such as sports or music events that can strengthen communal spirit among consumers. A fundamental element of those services is that customer interaction becomes central for the consumption experience. Thus, a marketer can use a collective hedonic service as a platform that provides experiences for the community. Since collective hedonic services organized by third-party providers have unique characteristics (e.g., customers support content rather than brands), it is important to understand what determines loyalty intentions of consumers using those services (Dabholkar et al, 2000, pp. 399).

Aims and Objectives

The aims and objectives of this study are:

To identify the importance of event management

To evaluate the satisfaction of attendees with the event

To evaluate the importance of attendees satisfaction

CHAPTER 02: LITERATURE REVIEW

Prior research repeatedly identifies customer satisfaction as a major antecedent of loyalty. Drawing on social identity theory and building on research on brand communities and group processes, we contend that feelings of connectedness among users of collective hedonic services can become important drivers of their loyalty toward that service. That is, experiences and meaning may be created beyond individual customer satisfaction with the service, co-created by other consumers. The goal of this research is to investigate the relative impact of feelings of connectedness among consumers and individual satisfaction on loyalty. Our paper contributes to the literature on the satisfaction-loyalty link by including social value arising from a psychological sense of community. Previous research on this topic has tended to emphasize the individual perspective, thus leaving room for improved explanation if community does contribute ...