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Creating Loyalty in Collective Hedonic Services: The Role of Satisfaction and Psychological Sense of Community

  • Creating Loyalty
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Schmalenbach Business Review Aims and scope

Abstract

Generally, researchers consider that customer satisfaction is the core driver of loyalty. However, in the case of collective hedonic services, feelings of connectedness among service users might also play an important role in forming brand loyalty. a study among visitors of a music festival actually shows that a feeling of community has a greater impact on loyalty intentions than does overall satisfaction. thus, satisfying customers is not always the key route to value creation. Sometimes customer interaction more effectively enhances what Prahalad (2004) calls the “co-creation of experience”.

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Authors and Affiliations

  1. Chemnitz University of Technology, Thüringer Weg 7, 09107, Chemnitz, Germany

    Jan Drengner (assistant professor of marketing)

  2. Department of Marketing, Chemnitz University of Technology, Thüringer Weg 7, 09107, Chemnitz, Germany

    Steffen Jahn (doctoral candidate)

  3. Center for Evaluation (CEval), Saarland University, P.O. Box 151150, 66041, Saarbrücken, Germany

    Hansjörg Gaus (senior researcher)

Authors
  1. Jan Drengner
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  2. Steffen Jahn
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  3. Hansjörg Gaus
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Correspondence to Jan Drengner.

Additional information

We thank T. Bettina Cornwell, the anonymous referee, and the editor for their helpful comments on earlier drafts of this article.

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Drengner, J., Jahn, S. & Gaus, H. Creating Loyalty in Collective Hedonic Services: The Role of Satisfaction and Psychological Sense of Community. Schmalenbach Bus Rev 64, 59–76 (2012). https://doi.org/10.1007/BF03396838

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