Hétérogénéité des visiteurs de musées et traitement de l'expérience
Titre original :
Museum visitors’ heterogeneity and experience processing
This research examines the relationships between affective and cognitive antecedents and consequences of satisfaction under a market heterogeneity approach. It includes co-creation of preparatory activities. The sample consisted of 276 museum visitors in London. Two analysis have been conducted: structural equation model and latent class path analysis. The paper contributes to the development of a theoretical framework for further understanding of service experience in which co-creation plays an important role. Two segments were identified: 1) emotional (with lower degree of co-creation, equally distributed by age and nationality); 2) rational (higher degree of co-creation, younger and domestic visitors). Our research shows significant differences between the two segments regarding variables such as satisfaction, loyalty, service experience, emotion, positive disconfirmation and willingness to pay more.
José L. Ruiz-Alba, Alireza Nazarian, Miguel A. Rodríguez-Molina, Luisa Andreu