Service experience: affect formation and evaluation

The study develops a research model that examines the evaluation of service experience in collective hedonic services. This model examines the relationships of customer affect, antecedents and consequences in collective hedonic services. Using data from 450 consumers of sporting, theatre and concert events, results suggest that exterior appearance, social surroundings, entertainer performance and souvenirs/merchandise influence positive affect while parking facilities, social surroundings, entertainer performance and service provider performance influence negative affect. Customer affect (positive and negative) then drives both perceived value and satisfaction. However, only satisfaction significantly influenced behavioural intentions.