Le rôle de l'expérience vécue et de ses antécédents sur la satisfaction envers un spectacle vivant : le cas des festivals rock

The aim of this research is to show the influence of experience and it’s antecedents on the satisfaction formation process within a live performance framework. In general, cognitive and affective antecedents explain satisfaction. It arises from a comparison between standards and consumer experience. The experience, studied through its evaluated value, is comprised of many aspects such as social, emotional, escapist or functional elements. In the case of rock festivals, consumer satisfaction seems to depend, at least in part, on the individual’s perception of rock-style music. The conceptual model developed in this research integrates five main components: rock perception, consumer experience, satisfaction, value and quality, as well as several moderating data (situational, individual and behavioral variables). A scale measuring rock perception is built. It is tested in an empirical study carried out during four French and European rock festivals. The conclusions reveal the mediating role of consumer experience in the relationship between perception and satisfaction.This research provides two complementary ways for management to enhance the satisfaction of audiences. The first refers to features of the offer and is based on the use of experiential marketing tools (scenarios, covering). Then, the second concerns methods for developing consumer perception. These propositions go beyond the sphere of rock concerts and could be extended to the entire sector of live performing arts