Opera streaming: perceived value as an explanatory factor for loyalty and intention to attend an opera in an opera house

Consumer value of virtual music festivals

“…Indeed, live‐streaming digital marketing has strong potential for the music industry, and within the events sector in general. In a similar vein, to Ouazzani et al's (2023) work, further research could show how behaviors in virtual festivals' consumption can be transferred to live festivals, in terms of loyalty. It is highly relevant to continue understanding attendees' expectations and preferences, both on‐ and off‐line, to shape the future of (music) festivals.…”

“…Moreover, findings highlight which value drivers help to create loyalty toward virtual events. In this sense, as shown in Ouazzani et al (2023) for opera performances, perceived value in streaming is relevant for predicting loyalty and intention to attend on-site performances.…”

“…Moreover, from a marketing point of view, attendance to virtual performances is a new source of information in creating a better segmentation, offering content to viewers based on their interest, and deliver a better experience for music lovers (Green, 2023;Ouazzani et al, 2023;Terroso-Saenz et al, 2023). Some well-known festivals and orchestra groups have used streaming services to broadcast and promote live events in the past (Christensen, 2022;Finland, 2020).…”

“…As such, virtual music festivals (VMFs) have emerged in efforts to keep the live music industry afloat (Green, 2023; Lee et al, 2022; Nie et al, 2021), In this sense, VMFs have proven to be an opportunity to monetize a business in a complementary way to the live music festivals: famous opera houses such as Teatro Real Madrid or Metropolitan New York have added online opera visions to their offering to expand into internationalized audiences, while obtaining a new source of income. Moreover, from a marketing point of view, attendance to virtual performances is a new source of information in creating a better segmentation, offering content to viewers based on their interest, and deliver a better experience for music lovers (Green, 2023; Ouazzani et al, 2023; Terroso‐Saenz et al, 2023).…”

An empirical study of the relationship between perceived value and the net promoter score: Application to specialized retail chains

“…Beyond the prominent place occupied by the concept of value in the marketing literature from both an academic and a managerial perspective (Kumar and Reinartz, 2016;Zeithaml et al, 2020), this concept was retained as the main antecedent of the NPS for three reasons. First, its predictive ability has been confirmed by numerous empirical studies examining various marketing outcomes (Table 2), such as loyalty (El-Adly, 2019;Ouazzani et al, 2022), recommendations (Torres et al, 2022), and share-of-wallet (Shaikh et al, 2018). Some studies even suggest that the NPS has a stronger predictive capacity for perceived value than for satisfaction (Mencarelli and Lombart, 2017;Torres et al, 2022).…”