Museum visitors’ heterogeneity and experience processing

• Published in: International journal of hospitality management Vol. 78; pp. 131 - 141
• Main Authors: Ruiz-Alba, José L., Nazarian, Alireza, Rodríguez-Molina, Miguel A., Andreu, Luisa
• Format: Journal Article
• Language: English
• Published: Elsevier Ltd 01.04.2019
• Subjects: Co-creation; Consumer behaviour; Heterogeneity; Segmentation; Service experience; Heterogeneity; Co-creation; Service experience; Segmentation; Consumer behaviour
• ISSN: 0278-4319; 1873-4693
• DOI: 10.1016/j.ijhm.2018.12.004

•A proposed model offers new insights to the role of service experience.•The heterogeneity among museums’ visitors using latent variables is analysed.•Two segments were found based on the experience processing: emotional and rational.•Value co-creation influences the rational/emotional processing experience. 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.