Services researchers suggest that implementing a multi-disciplinary approach to research will advance the domain of services research. The current approach to services research has minimized the nexus between marketing and operations and the importance of the implementation of strategy to achieve objectives. It is argued that failing to integrate service operations both practically and theoretically, into services research, in particular, applying multiple perspectives to customer re-purchase intentions research frameworks limits the potential effectiveness and practical applicability of findings. This research contributes to the field of service research by drawing from methods and theories offered in both service operations and services marketing fields. A mixed method implementing a series of three integrated studies was used to explore this context from both operations and marketing domains. This research identified the aspects of a performing arts encounter that are relevant to the customer by conducting a two-staged set of qualitative interviews. This process is based on the operations technique Service Transaction Analysis (STA). Consultant consumers and organizational personnel were used to formulate a consensus definition of a typical performing arts experience, and then 26 in-depth interviews were conducted with potential future consumers of the performing arts based on this description of the offering. A survey instrument was then conducted on 273 potential future consumers of the performing arts. The proposed model was then analyzed using the AMOS 5.0 Structural Equation Modeling package. Interestingly, the tested model found empirically that the subjective and experiential aspects of the service, such as the emotional and artistic quality of the show, did not have a significant and direct relationship with re-purchase intention. Offering further support, the tested model found service quality and show experience were mediated by value to satisfaction, with satisfaction in turn mediating the relationship between value and re-purchase intention. Collectively, these findings have led to several developments and contributions for both scholarship and practice. This exploration advanced the 'service management trinity', specifically strengthening the importance of the relationship between service marketing and service operations. By contributing to the field of service management and advancing enquiry in the field of services marketing and service operations, this project has offered a new perspective and practical approach to service marketing context analysis, making a valuable contribution to scholarship.
|Title of host publication||Handbook of Business and Finance|
|Subtitle of host publication||Multinational Companies, Venture Capital and Non-Profit Organizations|
|Publisher||Nova Science Publishers Inc|
|Number of pages||21|
|Publication status||Published - 1 Dec 2009|