Jazz musicians: creating service experience in live performance

Abstract

Purpose – Although music has been indicated by nightclubs and pubs' patrons as the most important service offering, the service marketing literature provides very little guidance on how artists could increase their audience satisfaction with an experiential product such as live music. This paper aims to give a wider understanding of jazz musicians' experience of their role in the creation of live performance.Design/methodology/approach – A total of 12 biographical interviews with 16 professional jazz musicians were completed.Findings – The respondents identified audience, agents and venue owners as important elements of their product; however, they were inclined to see their live performance rather as an experience created by the product itself.Practical implications – As the quality of relationship between musicians and wider business is in need of significant improvement, this paper identified potential sources of misunderstanding in a saturated and highly competitive marketplace. Practical implications...