Banding together in a festival context: Examining effects of a joint-stakeholder external service recovery

Despite substantial growth in revenue and attendance numbers on a global and country level over the past decades, failure is still a fairly common phenomenon in the events/festival industry. Drawing on two scenario studies and data collected in the United States, this research investigated the impact on festival-goers' evaluations and behavior of joint-stakeholder external service recoveries, in contrast to the prevalent focus on examining service recoveries by a single stakeholder that caused the failure. Findings revealed that festival-goers had different perceptions of and behavioral intentions towards the various stakeholders depending on their perception of fault for the failure. Yet, rather than a predicted joint effect with failure severity, we found a significant interaction effect of the locus of causality with service recovery measures, either via an internal or external recovery. Implications of study findings and directions for future research are discussed.

Automated summary

Despite substantial growth in revenue and attendance numbers in the events/festival industry, failure is still common. Research found that festival-goers' perceptions and behavioral intentions towards stakeholders are influenced by their perception of fault for the failure. The study also revealed a significant interaction effect of the locus of causality with service recovery measures on festival-goers' evaluations and behavior.