Measuring the dramaturgical quality of the entertainment event experience in shopping centres.

Sit, J. and Birch, D., 2014. Measuring the dramaturgical quality of the entertainment event experience in shopping centres. In: CER2014: Colloquium on European Research in Retailing, 25--27 September 2014, University of Bremen, Bremen, Germany. (Unpublished)

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Abstract

The purpose of this study is threefold: i) identify the dramaturgical quality elements relevant for measuring the shopping centre entertainment event experience; ii) examine the interrelationships amongst those dramaturgical quality elements; and iii) determine the effect of those dramaturgical quality elements on shoppers' behaviours. Four dramaturgical quality elements are identified to constitute the entertainment event experience in a shopping centre and are labelled as "setting", "performer", "crowd", and "behavioural response". These four dramaturgical quality elements, albeit distinctive, are positively related. In particular, the "behavioural response" is a function of the "setting", "performer", and "crowd" and each with varied degree of relationship strength. These findings were based on a self-completion survey administered to 280 participants at two varied family-oriented entertainment events. Implications and limitations of this study are also discussed.

Item Type:Conference or Workshop Item (Paper)
Uncontrolled Keywords:service dramaturgy ; service quality ; shopping centre entertainment ; event marketing
Subjects:UNSPECIFIED
Group:Business School
ID Code:22206
Deposited By: Unnamed user with email symplectic@symplectic
Deposited On:08 Jul 2015 13:16
Last Modified:08 Jul 2015 13:16

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