Abstract
The objective of this study was to examine the structural relationships among music festival service attributes, customer-to-customer (C2C) practices, perceived value (experiential value, functional value), overall satisfaction, and behavioral intention. This study explored the role of the meditating effects of C2C practices in the service environment on the relationship between service providers' service attributes and perceived value (experiential value, functional value) and the relationship among experiential value, functional value, overall satisfaction, and behavioral intention. A total 316 valid questionnaires were collected from music festival visitors, and the constructional concept relationships were explored by using structural equation modeling. The results of the study indicate that music festival service attributes formed successfully through audience-to-audience (A2A) relationships when visitors used service providers' diversity of service goods. In addition, the role of A2A social-relationship meditates the interrelationships between service attributes and perceived value (experiential and functional value). The conclusion of this study highlights the perceived value formed when customers co-create with A2A relationships in service settings and the importance of perceived value, which influences visit satisfaction and behavioral intention.
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